Effectiveness Measurement Tools and Techniques

Effectiveness Measurement Tools and Techniques

Streaming Video - 2005
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Dispelling the belief that click-through rate is the ultimate online benchmark, this program identifies which 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.
Publisher: New York, N.Y. : Films Media Group, [2005], c2000

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