How to analyse and measure online results

Ian Thomas

Ian Thomas, of Web Abacus, contends that despite having a tough time recently, the saving grace of online advertising is its measurability.

How to analyse and measure online ad results

Ian Thomas WebAbacus

Selling an advertising campaign, either to a client or to your own colleagues, can be nerve-racking. You have explained the segmentation strategy, outlined the creative executions and talked about the cost of acquisition, when someone raises their hand and asks, 'But how will we know if this campaign works?'

Measurement is not the most glamorous part of a campaign, but is essential to ensuring that spending is justified. Before the advent of the internet, marketers largely paid lip-service to the discipline of measurement; it was hard to do,...

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