Opinion: Beyond the Click-Through

For the better part of the past 16 years, since we saw the very first ad online (AT&T on Hotwired), our industry has been nothing short of revolutionary. Data flows by the microsecond into machines, and we attempt to make sense of 1’s and 0’s to prove that online advertising “works” and positively contributes to the growth of any company and the health of a brand. More often than not, however, we haven’t been able to get out of our own way, and DR metrics pushed “up the funnel” continue to be one of the biggest impediments to true growth.

@eporres Eric Porres is chief marketing officer of SundaySky.