If analysts told clients what they need to know (instead of what they want to hear), it would sound something like this....
Whether you're the marketer, publisher, or agency, you're likely still playing the online advertising "average metrics" game: What are our numbers, and what are the average?
As a researcher, much of my time is spent answering questions of averages: average click rate, average open rate, and so on. My business is client service, so I have to give customers what they want. As such, I usually provide clients with whatever average they seek.
For a change, I'd like to use this occasion not to provide what many want but, rather, what they need. Here for your future reference is a grizzled analyst's treatise on the maddening misuse of middling metrics:
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Rudy Grahn As a senior analyst with Jupiter Research, Rudy scrutinizes online advertising, marketing, and commerce including campaign measurement and analysis, interactive branding, Internet classifieds, and online performance marketing. Earlier, Rudy oversaw analysis and optimization at SFInteractive for clients including Microsoft bCentral, Adaptec, Verisign, Morgan Stanley Dean Witter Online, Red Envelope and Women.com. He was the founding creative and senior copywriter for i-traffic, where he worked on campaigns for CDNow, Disney, Eddie Bauer, BellSouth, Doubleday Interactive and CNN/SI, among others. Rudy's observations are solicited by The Wall Street Journal, Newsweek, ABC News, The New York Times, Reuters, C|Net Radio, Business 2.0, Wired, The Washington Post and American Demographics to name a few.
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