2012 Trends: More Accountability in Tracking Metrics [Video]

This year, clients will expect more accountability from business partners to re-examine tracking methodology and metrics to drive business results, says Kate Clough, MRM’s regional media director from Asia Pacific.

She also thinks search specialists are poised to become more important within the industry in expanding their capabilities beyond search to retargeting and the ad networks and exchanges space, which will provide new platforms and opportunities for clients to scale their businesses.

“The geeks in our industry are kind of what’s hot. I think they’re going to get hotter,” she says.

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