UKNM: Tracking banners

[Jo Harrison]

I just read an interesting piece about banner tracking in B2B Marketing Biz,

the general gist being that by not counting "view thrus" - users who see

your banner, don't click but then visit your site later of their own accord

- success rates can be severely under measured.


See http://www.b2bmarketingbiz.com/sample.cfm?contentID=1153 for the full

article.


Seems to make some sense if you're running a modest online campaign.  But

what if you're all over the major search engines/portals, all of the most

highly trafficked relevant B2B sites and more, plus doing all the offline

DM, media, etc... Surely by measuring users who have been served a banner

but haven't clicked (and therefore may not have even clamped eyes on it) the

opposite will happen, you'll be over estimating success by including people

who've heard of you from a different media and simply happened to visit a

site where you're banner campaign is running?


Thoughts anyone?


Jo Harrison

GroupTrade.com


Printer cartridges at unbeatable prices

http://www.grouptrade.com/storefront/SF004_product.jhtml?CATID=304010&PRODID

=4001175

Rethink convention @ www.grouptrade.com



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