We had an intriguing session with the folks at Brasstech as part of some analytics training and consultation we’re doing with their parent company, Masco. As part of their ongoing efforts, they distribute QR Codes, append Google Analytics campaign code, then apply the Google URL shortener, allowing them to accurately measure the response rates of their efforts.

This is a solid strategy. Analytics alone can’t provide you with everything you need because of all the applications that distribute links nowadays that don’t append referring data to the request. Analytics knows where you...