Saturday, May 07, 2005

Creating A Map

While at the Travelcom conference last week in New York, I listened to a number of Online Marketing Experts talk about measuring conversions in thier Mult-Channel Marketing.

What struck me at the time was the need for a map (maybe a flowchart) of the entire process of how things are conveived and sold for each marketing channel. At some point, we can abstract and make it into a diagram that can be put into a PowerPoint Slide.

Once that work is done, you can start talking about a metric for each sales channel; you can even come up with a formula that equalizes accross all channels and has an overall score. Until we can map out the entire process....I don't think we can create the metrics well....and that's my point.

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