Good Read: Drake Morton
Rooting Out Worst Practices
by Sherrill Mane, Wednesday, Jan. 25, 2012
Welcome to one of our first New Year’s reminders. Perhaps we can make 2012 the year when “Best Practices for Conducting Online Ad Effectiveness Research” become standard operating procedures. And, in a year of action, let’s encourage the vendors to do the research on research that the esteemed Dr. Paul Lavrakas recommended in his 2010 “An Evaluation of Methods Used to Assess the Effectiveness of Advertising on the Internet.” The list of issues and items to consider when adopting best practices is rather long, largely due to the inadequacies of the current research methods and the costs of doing better work.
Let’s address some of the most common misconceptions and root out some worst practices:
1. It is essential that agency buyers work with their colleagues in research and analytics to determine what the objectives of the research are and which methodologies are most appropriate.
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