Measuring the Wrong Things?

An Omniture study covered by InternetRetailer.com apparently shows that most search marketing is managed using superficial metrics.

Only 18% of respondents use profit per order to manage keywords, says Michael Chertudi, Omniture’s vice president of demand and interactive marketing.

Honestly, this comes as no surprise to me. My experience suggests that most online marketing – not just search – is managed superficially. Most of the online marketers I’ve encountered throughout the past few years are just starting to get their arms around the need to measure at all; most have not aligned their marketing metrics with overall business metrics; most have done no testing on their sites and don’t know where to begin.

If this sounds familiar, don’t despair. Help is out there. In fact, you can reach out today and begin a conversation that might just be the most valuable step you make this year.

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