Author Archives: mikereineck
When CPC and CPM Meet
DoubleClick recently released its benchmark figures for 2009. The overall Click-Through Rate (CTR) clocked in at a whopping 0.1%, which is comparable to the figure for 2008. For those of you not quick with a percentage, that means that for … Continue reading
Filed under advertising, Measurement
The United States of Analytics Test
Everyone seems to agree these days that having a handle on the numbers helps you more effectively manage an activity. In my earlier life as a practicing CPA, I was amazed by how few people had a handle on their … Continue reading
Filed under Uncategorized
Use ROI Scorecards to Ensure Success in Marketing High-Involvement Brands
During a recession everyone hops on the ROI bandwagon as marketing dollars are scarce. As soon as the good times return and the marketing floodgates open, most marketers slide it to the back burner. However, for high-involvement brands ROI analysis … Continue reading
Filed under advertising, Social Media
Six Meaningful Metrics in Social Media
Developing a meaningful ROI analysis has always been tricky in marketing. Social Media is proving to be even trickier. To start with, the objectives of a social media effort may be even less sales-focused than those of an advertising campaign. … Continue reading
Filed under Uncategorized
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