Gregg Stewart, president of TMPDM’s interactive division 15miles, is a contributing author for ClickZ, which is a website dedicated to interactive marketing news and advice. You can expect Stewart’s columns monthly, and his January ClickZ article — If It Can Be Measured, It Can Be Optimized — was released earlier today. Stewart’s expertise in the digital space allows him to work with existing and potential clients on how to maximize their online and mobile marketing campaigns.

In his recent article, Stewart applies his knowledge of search engine marketing to help companies better optimize their online campaigns, from metrics and keywords to tracking and sales. Consider this quote from the ClickZ post: “…I still see companies and their agencies spending large amounts of money on their online and local online search programs with little understanding of baseline measurement and how to improve their programs. The root cause of this behavior is the fact that [SEM] is so much more efficient than most other forms of direct-response marketing that errors and inefficiencies are overlooked and tolerated.” In other words, measurement helps refine future campaigns, thus breeding success.