Tracking ROI with Cookies
I am running into some issues with clients and potential
clients regarding ROI tracking based on data gathered using
cookies. One of the companies is a rather large software
developer that understands the limitations (much better than
I), however, for the direct response companies that are used
to tracking every single sale back to a source, I'm having
difficulty communicating what these limitations are and how
reliable they really are as I don't understand them that
well.
In one of the companies, the items being sold are a
relatively high price point so the purchase is usually not
an impulse buy -people return later -anywhere from 1 week to
well over a month to purchase and we suspect that many log
on at home after seeing the site at work where of course
there has been no cookie set. There is overwhelming
evidence, based on one full year of sales without Internet
advertising followed by 10 months of sales with Internet
advertising, that the ads are driving sales -lots of sales.
Tracking and proving to management with solid backend
numbers that X% of sales has come directly from the Web ad
programs has been difficult even with 3rd party ad serving.
Can anyone suggest articles that provide information on the
use of cookies and the true issues that may make them
unreliable and to what extent? Anyone else running into
these issues?
Thanks for the feedback.
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Stacy Sanford
President
MaxMedia, Inc.
6700 Sugarloaf Pkwy, Suite 500
Duluth, GA 30097
678.775.6734 x1024 ph
stacy_at_maxmedia-inc.com
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Received on Wed Sep 29 1999 - 11:17:22 CDT
