It was a bit of a shock and a great surprise to see this tweet pop up on my screen last Fri afternoon
I had written this post on measuring multichannel campaigns the previous week upon my return from travels and was only able to submit it due to the deadline being extended by a week. Given that JUMP is a conference all about joining up online and offline marketing to achieve better results and that it targets marketers, it was a surprise to win by writing about the measurement of marketing performance. Particularly since a key argument of mine, that campaign attribution does not and can not work, is counter to what most people in web analytics are saying, working on and selling.
I intend to expand upon some of the points I raised within the post in the future, ideally with examples and case studies. But in the meantime, let me just say thank you to Econsultancy for selecting me as the winner of this competition and for the prizes, particularly the pass to JUMP. This should be a great conference based on the line up of speakers and topics, am looking forward to hearing and discussing some interesting ideas.
Let me know if you are also attending and want to catch up for a chat while there.