Re: Tracking Ad conversion

From: Luca Meyer <lucameyer_at_tiscali.it>
Date: Mon 15 Nov 2004 07:47:22 -0600

Hi Mark,

> It seems to me that one of the caveats of the web is that with a
> good analytics software - you can tell pretty quickly how effective
> the campaign is or if there is a good ROI.

It might be not that simple to compute return on investment for online
advertising. There are halo effects due to watching an online ad - that
is, even though I might not do anything immediately I am probably
influenced by an online ad in some other way (branding?).

There might also be offline actions, for instance I see an ad online but
I purchase the product offline....

I believe you need to make some strong assumptions to compute a correct
ROI of an online ad.

Regards,
Luca

Mr. Luca Meyer
Consumer research advisor: http://www.lucameyer.com/en/
Italian Online Research Mailing List:
http://it.groups.yahoo.com/group/ior
Tel: +390122854456 - Fax: +390122854837 - Mobile: + 393394950021

- One world, one human race -







Received on Mon Nov 15 2004 - 07:47:22 CST