SMX Local Presentation - Clicks to Conversions Panel

Here's my presentation from the "Tracking Clicks and Calls to Conversions" panel at SMX Local/Mobile in Denver. Drawing on the experiences of our DoubleClick Performics Local team, and from running "cross-channel" search campaigns for financial services and retail clients, I argue that search has never been a simple "click to conversion" closed loop. Local and  mobile search require these cross-channel attribution issues to be tackled more directly, and doing so will help the industry better position search marketing as a strategic marketing vehicle.

Farewell "Clicks to Conversions": It Was Never Actually That Simple Anyhow

In addition to my big-picture take on the topic, the panel included:

• Christine Churchill from KeyRelevance with some basic, advanced and "graduate level" tips on tracking search conversions across channels
• Cid Jenkins from eStara, whose call tracking capabilities build on their core click-to-call and click-to-chat offerings
• Michael Murray from AOL, presenting on a pretty revolutionary "loop closing" platform called ShortCuts that lets consumers fulfill online and offline coupons by linking them to a store loyalty card.

Cam Balzer
VP, Emerging Media