Conversion metrics or visibility metrics?

Recent discussions with VP’s of marketing reveal an interesting transition underway. Most of them are comfortable with visibility (brand) metrics, a legacy from the billboard and banner days, yet they aspire to live in the emerging world of conversion (transactional) metrics. The problem is that tools for conversion metrics haven’t really matured.

At Elliance we are developing our own toolkit for measuring conversions and looking at the world from conversion-point backwards.