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Clickthrough rates underestimate online campaign performance
Clickthrough rate
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s significantly undervalue the brand performance of online campaigns, according to a Nielsen study that finds little correlation between the frequently cited metric and offline return on investment.
The study, which combined meta-analysis and modeling from hundreds of marketing campaigns, signals a need for marketers to use other metrics to gauge the effectiv...
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Summary
Clickthrough rates significantly undervalue the brand performance of online campaigns, according to a Nielsen study that finds little correlation between the frequently cited metric and offline return on investment.
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