New Technologies Help Web Marketers Hit Their Mark

Ron Hendricks

The author describes how his company, Lab6.two.4, assesses the effectiveness of web sites by using an innovative eye-tracking analysis combined with more traditional attitude research.

New Technologies Help Web Marketers Hit Their Mark

Measuring effectiveness by measuring customer behavior

Ron Hendricks, Lab 6.two.4

Despite the powerful economic punch of the Web, it is surprising that little research exists to help companies measure the effectiveness of their online marketing efforts. And since some analysts predict that many e-retailers will be out of business within a year, the need for accurate evaluation tools is even more intense. For these companies, it is not a luxury to learn if their Web sites effectively lead consumers to their marketing objectives; it is essential to survival.

To gauge Web...

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