The Tyranny of Technology in Testing Marketing Effectiveness
Posted: June 02, 2009
By: adage.com
Many of us have been here: We undertake a marketing program with promises of tracking “everything” — clicks, click-through rates and conversions. CEOs want clear answers, so with heady promises everyone proceeds with high expectations.
Yet, when it comes time to actually report results, letdowns are frequent because: 1) something went wrong with the tracking technology, 2) the client/vendor infrastructure went down or flaked out and 3) what you thought you would learn you didn’t because the test was ill-constructed..……[read entire article]
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