Making Content New

Man, I’m getting slow in getting these posts up. This came out Monday, but it caught my eye:

Inside Intel’s Effectiveness System for Web Marketing – Advertising Age – Digital.

Thanks to AdExchanger.com for this story. This isn’t a novel approach – my former colleagues in analytics at MRM created a similar methodology. We were able to get it sold into MasterCard as a means of measuring their digital activities – similar situation to Intel in that they were heavy consumer marketers, but didn’t hold one-to-one consumer relationships.

Nonetheless, credit OMD and Intel with using their Value Point System as a means of attribution, i.e making sure the right web marketing assets get the right credit for conversions, whether that means an online purchase (B2C), lead generation (B2B), or even greater brand awareness and engagement (B2B2C environments like Intel or MasterCard).

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