Effectiveness measurement tools and techniques

Effectiveness measurement tools and techniques

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"Dispelling the belief that click-through rate is the ultimate online benchmark, this program identifies which cyber-factors e-tailers need to measure, how they should go about quantifying them, and how they should interpret and apply the resulting data. The interrelationship between impressions, click-through, and conversions is clearly explained by e-commerce experts, along with the use of Internet research analyst services, ad servers, and path-tracking software to assist in gauging the success of an online ad campaign or to optimize a Web site."--Container

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