Yet more on CTR’s failure

Nice piece late last week by MediaMind’s Ariel Geifman.

The article provided a thoughtful, compact summary of a wide variety of different sources and research approaches that all drive to the same conclusion:  CTR is a convenient metric, but an inadequate one at best and most often a misleading one.  Obviously a topic on which we have written on multiple occasions, but I liked Ariel’s treatment and he wove in a few interesting angles I hadn’t seen before.

Worth a read.

About Andy Atherton
I am currently SVP, Data & Yield at Healthline. Complete background on LinkedIn...

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: