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Comparing the performance of online marketing
projects is anything but straight forward. In fact, the process
presents several traps that lead marketing managers to make the
wrong decisions by making inaccurate observations about campaign
results.
The problem is so prevalent
that few marketing managers actually know which projects generate
the best results even when presented with the click-through rates
for each project. The problem becomes quite serious as more and
more companies execute fully-integrated online marketing campaigns.
Unfortunately, most Internet campaigns fall short of achieving
their goals because they are based on the wrong set of data and
assumptions.
The good news is that avoiding
the comparison traps is very easy. By taking some precautions
before comparing campaign results, you will be able to gain a
substantial advantage over your competitors. First, you will
actually know what really works and what does not work before
investing one dollar online. Second, believe it or not, the people
who sell you online advertising opportunities are making the
same mistakes advertisers make. In short, they do not know how
well the solutions they offer really perform. As a result, they
offer some of the best Internet tools at a great discount. (more)
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