RE: How do you measure success in online advertising?

From: Michelle Pelletier <michelle.pelletier_at_pikatech.com>
Date: Mon 18 Jun 2001 12:31:23 -0500

DON SKARZENSKI <dskarzenski_at_pdq.net> WROTE:

>It is CRITICALLY important to measure ad success, to
>test beforehand and apply learnings afterwards. We all
>"know" this. But in the heat of the moment, deadlines,
>idiot bosses, etc -- sometimes we forget.

I agree, it is important to measure the ad success.
Everything mentioned below is consistent with my
experience. We create an insert for an enewsletter
and then push them to some page with stale information.
I am able to track the click throughs via a unique URL,
but after that nothing is done to try and improve
results in the next insert. We are not improving
sales, and it is difficult to convince a management
team made of engineers that more is necessary to
encourage a call to action.

Michelle Pelletier



Received on Mon Jun 18 2001 - 12:31:23 CDT