On The Trail

UPDATE: I wrote this a week ago and thought I pressed “publish”, but I guess not. It didn’t show up on my site and I only just discovered it… Anyway, better late than never!
I just got back from Eric Peterson’s talk at tonight’s MIMA meeting. I loved it — because his main thesis is that [...]

Today’s ClickZ article by Shane Atchinson (Branding Versus Direct Response: Sound Familiar?) was thought provoking. He asks why web analysts currently focus so much on the direct response metrics instead of focusing on long term customer relationships and branding. The answer (as I’m sure he knows) is simple: it is easy to measure direct response [...]