Online Ad Metrics By Select Industries, 2012 [CHART]
The most widely tracked and valued digital KPIs are fairly old school: clickthrough rates (CTRs) and leads generated. As more complex data and more sophisticated analytics become available, automakers are reconsidering those measures. Meanwhile, on the branding and CRM fronts, advances in social media, mobile, smartphones and local search advertising are keeping the hunt for reliable KPIs active, with new concepts aplenty—but firm results rare. Read the rest at eMarketer.