The Click isn’t just resting (redux)

Another great article on the shortcomings of the click as a metric this morning, this one from Josh Chasin, Chief Research Officer of comScore.  In addition to the points Josh makes in his article, I would also recall a recent post of my own where I show that CTR has been almost completely uncorrelated with ROI in our offline sales lift studies.  Since that post I heard a talk by Nielsen Online CEO John Burbank where he presented a much broader dataset (graphic below) that showed similar lack of correlation between CTR and the metric that really matters:  did your online campaign ultimately sell more product in stores.

RIP the click.