RE: Higher accountability

From: Alex Chudnovsky <alexc_at_jungle.com>
Date: Wed 01 Aug 2001 09:55:06 -0500

NALL GEARHEARD <ngearheard_at_highwire-ad.com> WROTE:

> Why is Internet advertising held to a higher standard
> of accountability than other advertising mediums?

This is one of the main promises of Internet advertising,
coupled with cost effective automation of said tracking
this is a feature that is expected to be provided.

Also, Internet media has got a history of not so
nice business "enterprises" (aka scams), so
demanding high level of accountability is a must,
and those who oppose it only risk to be viewed
as hiding something. Yes, I believe in "presumed
innocent unless found guilty", but this is business,
not courtroom.

> -My business question is "why", or better yet, "how"
> should the Internet community respond to this higher
> level of accountability?

Be accountable. Show real, no BS results, which can be
independently verified. Use your own accountability to
avoid 5-10% ROIs, go for projects with such a high ROI
that even your competitors will admit you are good
in what you doing.

Don't try to dodge accountability by comparing
print and the Net.

My personal principles can be summarised as follows:

1) Use the force -- your high level of accountability
should be used by YOUSELF in the FIRST PLACE.
If you can't take advantage of your own reports,
then there is no point to show it to the rest of the
world.

2) You must have a good positive ROI (preferably high
enough to withstand changing environment/different
models of ROI calculation) if not - it doesn't matter
what you excuses are (even when they are valid such
as "market conditions" *chuckles*).


Regards,

Alex Chudnovsky,
Lead CRM Developer/Analyst,
jungle.com



Received on Wed Aug 01 2001 - 09:55:06 CDT