(by Jarvis Mak)
"You can't manage what you don't measure," is an old management adage. However, by the same token, just because you can measure something, does not mean you should manage by it.
I authored a previous iMedia article about why clicks are the wrong metric. In that article, I alluded to the view-through effectiveness of display advertising despite the absence of clicks. In the spirit of that conversation, I want to discuss the relevance of other metrics in determining campaign success. read more >