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94% of touch points in today’s “last click model” are thrown away and not given any credit for a sale.
- Esco Strong, Director, Microsoft Advertising Institute
Rob Birgfeld over at SmartBlog on Social Media has a good post on why ROI as measured by the last click – the last click before a sale – [...]

A study that was just released by Nielsen IAG concluded that advertising builds confidence for financial brands in crisis — that those financial institutions that spend more on advertising will maintain more consumer confidence than those that pull back.
Not surprising at all to see yet another validation for the power of advertising.
But buried in the same [...]

Of all things that could potentially contribute to the financial value of a company’s brand, including product quality, customer service, and R&D, public relations has been one of the least well studied and understood. We recently conducted a study to take a closer look at the role that public relations plays in building brand value [...]