Measuring Your Offline Advertising Effectiveness with Jim Sterne (3:56)
Dr. Ralph F. Wilson, Web Marketing Today
Mar 25, 2008, 08:13
Since on the Web everything can be measured, Jim Sterne contends that you can use traffic on your website to calibrate the bump experienced from everything from newspaper ads to radio spots, and other kinds of offline advertising. You can encourage readers to type in a particular URL if your offer is enticing, allowing even finer web analytics precision.