CLINT_at_ACCELERATIONSW.COM WROTE:
>Targeted had a 6.86% conversion rate and untargeted had
>0.22% conversion rate. The answer to Tim's question 2. above
>is because the targeted visitors had over 30 times the
>conversion rate, showing that the premium paid for the
>targeting was well worth the money.
>
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
The real problem of this targeting and not targeting
comparison is not about numbers. It is about how we use
numbers to help our decisions.
As Leo Sheiner pointed out in his post, we are unable to
make any general conclusion from those numbers. It is not
because this case is not representative. It is because we
can hardly explain why targeted banners generated lower CTR
but higher conversion rate.
Usually when we talk about targeting, we mean to expose the
banners to the people who are more interested in the product
(or service) in general. However, if we follow this case
from Iconocast, we need to find those people who have LESS
INTERESTs in the product (or service) than the general
population but are MORE LIKELY to buy the product.
Are we able to do that?
Numbers don't have any meaning unless we give them the
meaning. So when we get some numbers, we need to be cautious
to interpret them. Especially your interpretation may be
used by many others in their marketing decisions.
Regards,
Tim Lee
Editor -- Journal of Web Marketing Research
http://www.WebCMO.com
A site dedicated to web marketing research
WebCMO CyberAnalyzer--profile & target your customers on the Internet.
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Received on Wed Feb 03 1999 - 11:04:21 CST
