Yair Halevi (Spock), Chief Architect of SundaySky, wrote a nice piece in today’s iMEDIAconnection on the topic of attribution modeling. This is a subject that really appeals to the geek in me. Amazingly (although totally believable): “A recent study by Econsultancy and Google Analytics indicates that a majority of marketers are still using last-click attribution toContinue reading “Attribution modeling: the problem with click-based attribution”
Tag Archives: Interactive
Mark of the Spider-Man Lets Fans Walk a Mile in Parker’s Shoes
Having worked at the agency (McKinney) that created Audi’s Art of the H3ist alternate reality game, I have always had a particular fascination with the genre. There is so much talk these days about engaging consumers in deep interactive experiences but few campaigns can actually deliver on that like a well-executed, entertaining ARG. I planContinue reading “Mark of the Spider-Man Lets Fans Walk a Mile in Parker’s Shoes”
Northampton Consulting 