The Interactive Advertising Bureau, with the help of online marketers and ad networks, has laid out guidelines to help members determining the quality of online leads, reports ClickZ. The guidelines come in a new document titled "The Marketer and Agency Guide to Lead Quality" and are meant for those using the web for sales lead generation. The IAB is hoping to make it easier for marketers weighing ad buys and other decisions to determine the best placement for their dollars.
By providing a map of sorts for determining the quality of the leads, including weighing factors such as origin and exclusivity, the IAB hopes that members can increase the return on their ad spending.
Although most leads are validated by third parties, the IAB stresses the importance of manual verification of the data provided. Spending on lead generation online rose from $347 million in 2005 to $592 million in 2006.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment