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.