13. Precision Targeting
• Very effective for audience that spends the
most time online
– Under 45
– Top income quartile
• Effective also for niche markets
• Targeted sales promotions
17. Measuring Effectiveness
• Click through rates (CTR)
• Website visits
• Conversion rates
• Number of views/likes/shares
• Google Analytics
• And more…
18. Measuring Effectiveness
• Very convenient
• Highly accountable
• Can help demonstrate ROI
• Quantifies reach
• Highly suitable for direct response objectives
• But…
19. Limitations
• At any time, very few net users are actively
thinking of purchase
• Passive users tend to not respond!
And
• Views/clicks do not measure nature of
response
• Additional measures required