On the right track? Alan Reeves of Click Consult on the problem of tracking

It’s been 10 years now since my first foray into search marketing and, throughout that time, the issue of tracking has often been highlighted as both the best and worst things about the industry.
The ‘best’ because, in 2016, we have the ability to track a wealth of data that can be used to optimise current performance and inform future strategy. Accurate data, turned into actionable insights, continues to fuel increased digital spending, making digital many businesses’ ma