Complete accountability
A complete ROI accountability of advertising requires marketers to look at the kinds of transactions that have taken place instead of focusing on click-through rates.
"What this does is to make a lot of advertising a lot more interesting," said Miller. "It gives [marketers] the ability to justify their media spending online. It gives them concrete evidence: we have this many people signed up for more information, we have this many leads, we have actually sold this much as a direct result of advertising online."
"And [with this model] the metric you tend to look at more and more, apart from cost per click, are things like cost per lead, cost per registration, cost per sale and cost per customer acquisition," added Miller.
The technology is still new to Asia. Engage itself has only rolled out the product for the region in the last two months.
Miller insists the technology is necessary for online marketers.
"It is technology driven, but you need to have the technology to be able to optimise and to account for performance," said Miller. "If you can't do that, then you really are missing out on some of the most unique aspects of the Internet."
"Once you have that kind of accountability and optimisation, you're looking at results based media," noted Miller. "And once you give people that level of accountability, it's a media into which they'll start to pump a lot more money."
