I want to offer offer public and enthusiastic thanks to my fellow ACCM panelists: Anne Vargo (CDW), Karen Crist (DMInsite), Brian Smith(SingleFeed), Cam Balzer (DoubleClick/Performics), Craig Kronenberger (iCrossing), and Kim Painley (Kinetic).

Estimating your “off-web revenue multiplier” correctly is important for multi-channel merchants. Set it too low, and you leave opportunity on the table, ceding share to your competition. Set it too high, and you advertise recklessly, burning ad budget needlessly.