Success cannot be measured in a click

Recently we've been thinking about the increasingly complex issue of accurately measuring the returns of your online marketing investment.

If you're embarking on an online pr or social media campaign it's no longer realistic to measure success simply by totting up clicks.

NMA' s Michael Nutley has some interesting things to say about the waning importance of the hallowed 'click through' and how we might measure our marketing success in an increasingly diverse online world.