The Click isn’t just resting (redux)

November 4, 2009 5 Comments

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.

picture1

RIP the click.

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About Andy Atherton
I am currently an SVP at AppNexus. I previously spent four years as COO and cofounder of Brand.net, a pioneer in programmatic reserve technology and leading digital media buying solution for top brands. Prior to Brand.net, I was Vice President of Pricing and Yield Management for Yahoo!, responsible for maximizing monetization of a global portfolio of display inventory worth $2B annually. Beginning in 2002, I created, developed and globalized Yahoo’s PYM function over a period of five years. Prior to Yahoo!, I was president and cofounder of Optivo, a venture-backed start-up that developed price optimization software for e-commerce retailers. More on LinkedIn...

5 Responses to The Click isn’t just resting (redux)

  1. Pingback: Is BT Just A Sales Tool?

  2. Pingback: An Inconvenient Truth « Brand.net

  3. Pingback: Yet more on CTR’s failure « Brand.net

  4. Pingback: Yet more on CTR’s failure « Andy's Blog

  5. Pingback: An Inconvenient Truth « Andy's Blog

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