iMedia Connection: Interview: Exile on Seventh’s Scott Symonds

Symonds: Furthermore, as an agency, we also believe in analysis that goes far beyond what merely can be tagged and macro-ed into a spreadsheet. We prefer to work with the client to recognize multiple important touch points - or action metrics - that are important to the client. These may include visits to a product information page, or a site FAQ, and would certainly include something like an e-mail sign-up for more information or a company newsletter – and create a weighted action metric for media evaluation that balances and gives credit to all these factors. We recognize that an advertising campaign does more — and needs to do more — than just drive immediate quantified sales (and even latent click-through and view-through activity) but must be the ongoing extension of the client's brand with its potential universe of users.