Effectiveness measurement tools and techniques

Films for the Humanities & Sciences (Firm) (Added Author). Films Media Group (Added Author). Magnet Media (Firm) (Added Author).

Summary: Dispelling the belief that click-through rate is the ultimate online benchmark, this program identifies which factors e-tailers need to measure, how they should go about quantifying them, and how they should interpret and apply the resulting data. The interrelationship between impressions, click-through, and conversions is clearly explained by e-commerce experts, along with the use of Internet research analyst services, ad servers, and path-tracking software to assist in gauging the success of an online ad campaign or to optimize a Web site.

Record details

Physical Description: 1 streaming video file (13 min.) : sd., col., digital file.
remote
electronic resource (video)
Publisher: New York, N.Y. : Films Media Group, [2005], c2000.

Content descriptions

General Note:	Encoded with permission for digital streaming by Films Media Group on May 12, 2005. Films on Demand is distributed by Films Media Group for Films for the Humanities & Sciences, Cambridge Educational, Meridian Education, and Shopware.
Formatted Contents Note:	Website Measurement Tools (3:09) -- User Paths (3:20) -- Website Performance (4:48)
Restrictions on Access Note:	Access requires authentication through Films on Demand.
Target Audience Note:	13 & up.
System Details Note:	Mode of access: Internet. System requirements: FOD playback platform.
Source of Description Note:	Title from distributor's description.