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Did you remember to adjust your click-through rates?

by Claudie Clot, CEO of advancis.com

Adjusted click-through rates are not just another clever concept designed to give life back to Internet marketing. On the contrary, adjusted click-through rates define a reliable framework for assessing the viability of specific online tools as solid marketing solutions. Once rates have been adjusted, a different picture emerges, often dramatically changing the performance ranking of the online projects. Quickly, online tools that have become the darlings of marketing managers because they have consistently produced better results lose their appeal while tools that were once categorized as ineffective are given a second chance by showing strong results.

The concept is best illustrated by a simple example.

TRUE OR FALSE - The following table accurately ranks the performance of the online projects from best to worst.


(answer)
 



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