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Did you remember to adjust your click-through rates?

by Claudie Clot, CEO of advancis.com

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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Building a powerful eBrand

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Can small businesses succeed on the Web?

Ecommerce is not about selling

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