This is to respond to Rick Bruner's comments on my previous
post about online targeting.
Rick, if you read the thread carefully, you would find that
what I agreed with Leo Sheiner is that we are unable to draw
any conclusion from the numbers of this campaign comparison.
I did not discuss branding effects, I did not suggest $500
be less than $143. What I argued about is that these
numbers were not sufficient to provide any conclusive
information between targeted and non-targeted campaigns.
Unfortunately, these numbers were used to make such a
conclusion. (And that is what you want to use these numbers
for.) This is misleading.
I first used these numbers to illustrate: 1. Online
advertising might be expensive; 2. Targeted banners might be
much more expensive than untargeted banners; 3. Targeted
banners might not be able to compensate the additional cost
(although in this case it did). But Leo had raised the
question about whether we could make the conclusion that
targeted banner is more effective than untargeted banner
from this case.
Before we understand why the targeted banner generated lower
CTR, even the original web site shall not use this result to
guide its future ad campaign.
BTW, we are currently conducting a survey about online
targeting. We want to understand how different targeting
methods work based on web marketers' experiences. Please
take a few minutes to participate in the survey at
http://www.webcmo.com/mis/survey.htm to receive the free
reports (we are going to produce three independent reports
from this survey.). Thanks!
Regards,
Tim Lee
Editor -- Journal of Web Marketing research
http://www.WebCMO.com
A site dedicated to web marketing research.
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Received on Tue Mar 02 1999 - 09:47:52 CST
