According to this The New York Times article,
"The great eyeball chase is back in full swing. And it does not matter
that the eyeballs may not be buying anything. With online advertising
revenues growing quickly, new information-rich sites of all kinds are
mushrooming across the Web."
With a frenzy, marketers can't seem to get enough of banners, paid
search and email marketing. Recently, an analyst with Forrester
Research was quoted as saying "There's a ridiculous thirst for
advertising" on the Internet.
With post-click marketing, this ridiculous thirst can be instantly
accountable. And that's important, because at some point in this
frenzy, marketers need to stop and make sure they are reaching their
objectives and that their paid media is actually delivering the results
they want. Not just clicks, but conversions and quality.
Track your qualified conversions back to the click origination to gain
insight into which vehicles are really performing, and which ones are
dogs. And do it quickly, so that you can alter your spend in time to
make a measurable difference in your campaign's success.
-Anna Talerico