eBuzz - Metrics to Include Quality — Finally!

Metrics to Include Quality — Finally!

Search is getting more visual.

Yes: it seems that, at last, quality is starting to count for something. Or so Dave Morgan, in an article this week in MediaPost, would have us believe. Whereas online advertisers used to count the hits their sites received, there is a real trend to attract more targeted traffic qualified buyers who don't just hit the site, but stay there and make purchases.

Wall Street and offline marketers are considerably ahead of their online brethren when it comes to analytics, Morgan points out. Those in the financial sector look at metrics like monetization per page or per search or per user, and are much more focused on the underlying strength of business models, monetization strategies, and the quality and predictability of audience and consumers.

It's particularly obvious (and, says Morgan, most recent) in search. Before we had a robust and developed industry sector and vendor base in search engine marketing and in search and Web analytics, a click was a click was a click.? But major search advertisers are now understanding the value of ach click, and are starting to push the search engines to give them more control (?) and a greater ability to separate the bad clicks from the good.

Our take on it? It seems just a little obvious, doesn't it? Perhaps it's time that those of us who work in the online milieu stop being astonished by the wonder of it all, and start applying the same criteria to what we do online that we would if we were doing them offline. Targeting and qualifying website traffic, keeping metrics that record the real value of subscribers or visitors, and continuing to think in terms of closing sales and providing solid customer support are not new notions.

Applying them may be.

And that's our take on the news today!

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