09-21-2007, 08:24 AM
Quote:AS MORE MARKETERS DEMAND ACCOUNTABILITY from more media, both parties need to agree on the best way to pay for performance. The keyword and contextual players want revenue per click, of course, and the lead gen crew wants -- no surprise -- revenue for a qualified lead. Then there are those hardy souls who want to be paid well for business closed -- revenue for a specific action. Cost per Action or Cost per Acquisition (CPA) really could be the ultimate expression of performance -- if the actions can really be measured. In our experience, attaining this ideal isn't as easy as the concept. This raises a few considerations for marketers (as well as agencies and media) considering a foray into the world of CPA.
Can your system track source? CPA can only work if the marketer's CRM system can capably track the source of each lead...
full article: http://publications.mediapost.com/index....leHomePage&art_aid=67796