Wine Enthusiast’s Glenn Edelman on Multichannel Order Tracking
And I really had some eye-opening experiences when I started doing order audits. You think about yourself and the way you personally shop. People go to Google, and the comparison-shopping engines are so strong on the organic side that [people] click through to a NexTag or a BizRate, where they click on one of my links. And then maybe they go back to Google and then click on a paid Google link. The overlap there is enormous-and my thought is if that's where the customer is, then that's where I've got to be.