This is an interesting little article about how marketers are having trouble finding consistent ways to interpret data coming in from their online marketing efforts.
Marketers to Measurers: Agree!
There seems to be a clear cut need for some conformity in data analytics.
The head of one marketing firm expressed her frustration by stating:
I'm appalled that this industry that prides itself on measurability [can't provide more consistent data]?"
This is an excellent point. Web marketing is not only about finding a way to get ads in front of the eyes of the vast number of web surfers, but more importantly, it is supposed to be able to better analyze that surfer and his purchasing and site surfing information.
The trouble seems to lie in combining the expertise of techno-savvy number crunchers with the end goals of traditional marketing firms. Firms are willing to spend money on Internet marketing, but they want to find better ways to measure the return on their investment.
On a somewhat pessimistic note, the writer of this article doesn't seem to anticipate a solution coming about anytime soon.
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