Electronic commerce Evaluation

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Internet marketing and advertising strategies. Effectiveness measurement tools and techniques -- HF5415.1265 .I584 2003 V.4

Dispelling the belief that click-through rate is the ultimate online benchmark, this program identifies which cyber-factors e-tailers need to measure, how they should go about quantifying them, and how they should interpret and apply the resulting data. The interrelationship between impressions, click-through, and conversions is clearly explained by e-commerce experts, along with the use of Intern