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Mon Nov 3 10:13:52 GMT 2003 More tools for on-line advertisers

Link: Measuring Online Ad Effectiveness

What's surprising to me in the above link is the undertone of surprise:

"This isn't something most traditional marketers are used to thinking about," said Charlene Li, an analyst with Forrester Research, a technology consulting firm. "Most of these ad executives got to where they are because they ran great branding campaigns," and not by showing statistical acumen, she said.

Well, yeah. Outside of the web, it's very difficult to get any kind of statistics. You can track direct mail responses, of course, but certainly not with the ease and the depth that you cvan track web responses, so it just makes sense that people wouldn't be overly interested in stats.

The web can give you information quickly and easily. If you are a Google advertiser, you may know that they now offer greatly enhanced reporting, and will handle conversion tracking for you if you want. That's nothing you couldn't do yourself for the most part, but Google makes it much easier for you.

Reports earlier this year questioned the value of this type of advertising, so it's not surprising that companies like Google are expanding their offerings.

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Today’s computers are not even close to a 4-year-old human in their ability to see, talk, move, or use common sense. One reason, of course, is sheer computing power. It has been estimated that the information processing capacity of even the most powerful supercomputer is equal to the nervous system of a snail—a tiny fraction of the power available to the supercomputer inside [our] skull. (Steven Pinker)

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