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Friday, Aug. 19, 2005 at 1:24 am

Flying Blind On The Web?

By Persuasion Architects
August 19th, 2005

Worldwide_metrics_used_to_measure_market Will someone help me understand?

Coming from an OFFLINE marketing background this article has got me scratching my skull.

Only one in five respondents indicated they have a complete handle on their conversion, marketing ROI, and revenue metrics. Twenty-three percent reported they don’t currently have any metrics, and 29 percent rely on clickthrough rates alone. Read the entire article at ClickZ Stats.

When I worked in the offline marketing world, every business I consulted was obsessed with marketing effeciency and measuring and optimizing their advertising efforts for ROI. 

With web analytics, we now have access to better and more relevant customer data that many offline marketers could  only dream of as little as 5 years ago.  So why are so many lax, and ill equipped to milk their  site metrics for better conversion, ROI, etc…?

Is it ignorance? 

Are companies afraid of what they will learn?

If you just don’t know what do with your web analytics, well, that is an easy problem to fix.

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Comments (5)

  1. “When I worked in the offline marketing world, every business I consulted was obsessed with marketing effeciency and measuring and optimizing their advertising efforts for ROI.”

    “Is it ignorance?”

    You asked, so I’ll tell you…the reason the online world is so far behind is cost. It costs almost nothing to have a site. Hosting fees are low, you can build an ugly worthless site for very little and every 19 year old who still lives with his Mama can put up a site, tell you they’re a big businessman and give free ( bad ) advice on a forum. In the real world, it costs $$$ to get a building, liscenses, etc. Online, you can run a site, live with Mama and play games in between your emailing and forum posts and call yourself a big time internet marketer. These people will never get to the point of being a real business, but they do dilute and ruin some markets.

  2. While I tend to agree with Mike, I think there is another answer. Most folks, and this includes the big boys, or girls, as the case may be, go online blind. They don’t know what they are doing, they don’t understand it, they feel threatened by it because it’s ‘technology’ so…they ignore it. They get online to say they are online and … then they go back to doing things the way they’ve always done them.

    The web isn’t mysterious or magical, but a lot of folks still look at it that way.

  3. Don’t forget that catalogs and direct mail pieces tend to be periodic – plan, produce, [test], drop.

    Online direct marketing is still tyrannized by the “site” concept that really messes up online direct marketing:

    1. Sites are overly stable over time, regardless of the frequency of change and refinement of campaigns

    2. Most campaigns seek different segments, yet serve the same site.

    Trying to optimize campaign performance solely with site-based metrics is like trying to assess subscription sales performance based on GDP

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