by Gord Hotchkiss
Last April, James Lamberti from comScore, Randy Peterson from Procter and Gamble and I (representing SEMPO) grabbed a relatively quiet corner at the New York Hilton to talk about a potential research project. Here was our wish list.
- a study that tied together online activity to offline purchase behavior
- a study that identified the impact of search in a category that's not typically one that would be identified with search marketing
- a study that would attempt to quantify the leveraged impact of search with brand advocates