It's a fact that many marketers tend to overrely on click-through rates-basically the mere number of pages a visitor to a Web site lands on-to provide a metric of the success of a firm's online/ interactive marketing initiatives. According to Forrester senior analyst Emily Riley, "Brand marketers gravitate toward metrics that measure quantity, not quality.
Clicks and impressions- metrics that are easy to track-measure little more than campaign volume." Consider what you learned in this chapter about approaches to marketing research. What other two or three data collection approaches to measuring the success of a Web site might be fruitful in providing more meaningful data than just clicks?
Hint: Just because the metric relates to the Web doesn't mean non-Web-based research approaches are inappropriate.