IRCE 2010 Wrap-up

By Jim Coogan

The Rimm-Kaufman Group (RKG) and Bright Cloud Marketing are two leading providers of pay-per-click services, and both companies speak with rich, deep experience about how they maximize the potential in paid search marketing. RKG is busy developing a tool for multichannel attribution management. If you’ve ever been in a meeting where credit for sales are being allocated between emails, a website, paid search and behaviorally targeted ads, you have some idea of the complexity of allocating internet sales and avoiding double counting where several groups want credit for a sale. If anyone can figure out multichannel attribution, it'll be RKG.