DoubleClick DFA-Omniture Genesis Integration – Comcast
BUSINESS SITUATION & CAMPAIGN OBJECTIVES
The advertising industry has historically been relying on click-through rates to evaluate the success of campaigns. However, recent research stresses that for most display ad campaigns, the click-through is not the most appropriate metric for evaluating success. Rather, advertisers should evaluate campaigns based on their combined click-through and view-through performance. A view-through occurs when users see an ad, do not click on it, but still perform the ad's intended actions – in our case, visiting Comcast.com, researching Comcast product offerings and, ultimately, signing up or upgrading the existing service....