How to measure the internet

Roderick White

This introduction to Admap's report on online measurement. It summarises the problems involved in 'measuring the internet'.

How to measure the internet

Roderick White

This introduction to Admap's report on online measurement. It summarises the problems involved in "measuring the internet". There are two aspects. Web analytics deals with the effects, cost-effectiveness and payback from online campaigns. Marketers generally believe this to be inadequate, by producing too much data and too many complicated formats for online ads. Clickthroughs also mean nothing, and while conversion can be measured, the 'last ad' viewed is not the only influence, so some measurement of brand effects is also required. Survey-based measurement, using consumer panels,...

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