Beyond Conventional Metrics

In an Online Spin column ("More On: Is Google Making Marketers Stupid") Joe Marchese writes: "…the Internet ecosystem breaks down because the metrics that marketers demand from Internet publishers are not a true measure of value and can be manufactured to a point, such as clicks and impressions."  Clicks and impressions are of course valid and valuable ways to measure some elements of an ad campaign (or a content strategy), but they don't tell the whole story in terms of reader engagement, follow-through and habituation.  Would love to see advertisers and publishers look to a broader range on metrics; the challenge is the art and agony of complexity in trying to come up with a whole cloth interpretation of reader engagement on a site – that's still farily easy to report and explain.

Tags: metrics, stats

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