Once upon a time, there were three main places to advertise products and services: radio, television, and print. Although each of these methods offered an effective way to reach consumers, none of them provided a tangible way to gauge whether there was any real return on its investment. Success was based mostly on trial and error—with a good deal of intuition thrown in for good measure.
When personal computers and the Internet entered the picture, the first accurate marketing and advertising metrics were born. Suddenly clicks and click-through rates became the order of the day. But just as marketers began to make sense of Web-based advertising, an entirely new scenario has unfolded: a post-PC era filled with iPhones, iPads and Android devices delivering data 24x7x365 across a variety of mobile form factors.