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The Truth About Pay-Per-Click Search Advertising by Kevin Lee

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Truth 18. Missing conversions, offline conversion tracking, and SEM

On- and offline marketers often make decisions in a silo. But in a world in which customer behavior is rapidly changing, more and more CMOs and marketing VPs see the folly of separating business units that are perceived or advertised under the same brand. Clearly, consumers see the brand as one entity, even if Profit and Loss (P&L) statements and marketing budgets are maintained separately within the organization.

Study after study shows that consumers use the Internet for research when making buying decisions. comScore has conducted studies for Yahoo!, Google, and DoubleClick that track the relationship between search and buying behavior. For example, a comScore study, ...

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