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IAB US releases industry guide to internet lead quality
The Interactive Advertising Bureau (IAB) in conjunction with its Lead Generation Committee today released the Marketer & Agency Guide to Lead Quality at the IAB Leadership Forum: Performance Marketing event in
"It is critical for marketers to understand how to assess the quality of their leads online," said Sheryl Draizen, SVP and General Manager of the IAB, "We applaud the Lead Generation Committee's commitment to provide marketers and agencies with a roadmap that enhances the performance of lead generation as a critical component of their performance marketing mix."
The document further illustrates the importance of understanding that Internet leads have critical measurable components. These components can reflect the consumer's intent or influence on an advertiser's ability to convert leads into customers – the where, when, and why a consumer provided their contact information to an advertiser is critical.
"Lead generation is not just about quantity anymore," said Gayle Guzzardo, VP, Product Management, Q Interactive and IAB Lead Generation Committee Chair. "Today, marketers look at lead generation as a source of quality leads; therefore, the ability to measure quality is critically important so that advertisers can convert and monetize the greatest percentage of their leads."
Lead quality scores are very powerful tools for advertisers to measure the effectiveness of their Internet lead operations, including prioritizing and assigning leads among the sales force. The complete Marketer & Agency Guide to Lead Quality is available at www.iab.net/leadqualitywhitepaper.
About the IAB:
Founded in 1996, the Interactive Advertising Bureau (IAB) represents over 300 leading interactive companies that are actively engaged in, and support the sale of interactive advertising. IAB members are responsible for selling over 86% of online advertising in the
About IAB Lead Generation Committee:
The IAB Lead Generation Committee is a forum for lead generation professionals of IAB member companies whose objective is to support this medium a valuable channel to advertisers and their agencies. The committee works to define best practices that ensure lead quality and improve conversion; and educate marketers and agencies on lead generation/customer acquisition as a cost-effective vehicle for advertisers to drive high quality customers.
Lead Generation Committee Member Companies:
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24/7 Real Media, Inc. 360i Active Response Group Advanstar Communications, Inc. Advertising.com Alansis Media AOL AtomShockwave Corp. Autobytel Inc. Blue Lithium CMP Media LLP Commission Junction Cox Newspapers, Inc. Edmunds.com Enpocket Geary Interactive GSI Commerce IDG |
Innovation Ads iVillage, Inc Move, Inc. MSN NextAction Organic Inc. Permission Data PointRoll Q Interactive Return Path SendTec TARGUSinfo TMP Directional Marketing Univision Online ValueClick, Inc. VendareNetblue WebTrends |
IAB Contact
Marla Nitke
Director, Marketing Communications
DDI +1-212-380 4714
marla@iab.net
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