Website Metrics: Clicking and Missing the Point
Friday, March 30th, 2007Focusing on one metric at a time yields nothing, hence the need for Integrated Path Analysis.Unfortunately, Brandt’s goal of “end-to-end” analysis falls short because, well, he’s *starting* at the end by beginning his analysis when someone clicks on an ad…. Was that *single* ad impression the sole deciding factor that lead them to click and then be comfortable purchasing from said vendor?I doubt it.Chances are, they had seen other advertising for this vendor, and all of that *in total* added up to the customer’s comfort level being high enough to move forward with the purchase.
