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Earlier this century, a fellow named William Lever said,"Half the money I spend on advertising is wasted - and the problem is, I don't know which half." Anyone spending money to advertise in traditional media has been asking themselves "Which half?" for years. In the uncharted world of the Internet, advertisers are asking this question even more often.
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We heard mediafolk scratching their heads in unison, saying things like, "If I could ride the 'clickstream' - if I could find out where someone clicked to jump to my Web site - I'd know which of my commercial link placementsare most effective. I'd know how well my online promotional efforts are working. I'd finally know which half."
Ad Age | Ad Age | Ad Age | Crains Chicago | Chicago Tribune References
Measuring the Effectiveness of Internet Advertising |
