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NONE: Re: ONLINE-ADS>> CTR drops over time
Re: ONLINE-ADS>> CTR drops over time
David Beroff (david_at_note.com)
Tue, 31 Dec 1996 20:02:51 -0400
"Ivan" <egben_at_dockside.co.za> asserts:
> It doesn't matter (statistically) how many millions of adviews were
> included in a study - if the study was not conducted within the
> framework of an experimental design, enabling isolation and
> statistical testing of determinant variables, it's worse than useless
> - not the least because decisions may be taken on invalid
> conclusions.
Well, yes, scientifically "pure" numbers are certainly "better"
than those derived from a slightly less careful methodology.
But, quite frankly, these numbers are better than nothing at all.
Until someone comes around to fund the science, I'll use what I
have. We all do it every day; we rarely have time to base decisions
on pure reason. My impression is that the members of this list
are mixing business with creativity and data: those of us with *some*
information generally make more money than those with none, and
there's never anything that's a sure thing. As Ms. Frizzle (kids'
science program) says: Get messy! Take risks! Make mistakes!
> Our own recent experience with ILE does not indicate a drop off of
> CTR if banners are rotated. We rotate four banners. During the past
> three months on 56000 impressions the CTR is 21.6:1, our current
> banner (due for a change) on 8600 impressions has a CTR of 21.4:1.
You and a few others have mentioned rotation. While this certainly
makes sense to me if the number of banners or the number of web pages
were very small (i.e., combat the boredom factor), what's confusing
me is that the ILE has very large numbers of each. The chance that
any specific person sees a specific banner twice at all is extremely
low. Thus, rotation shouldn't have any significant effect. Any
thoughts as to why it seems to?
-- David Beroff <david_at_note.com>
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