The Yellow Pages Association just finished their conference in San Diego — sorry I missed it. There was a healthy degree of focus on measurement:
One key objective of future research is to demonstrate print’s strong usage, and Internet Yellow Pages growth, as compared to other local search tools. It’s important that we have reliable data to communicate about our significance in search.
from the YPA blog.
Right on.
But here’s the thing I don’t understand. Rather than treating measurement as a research task wouldn’t it be better to think of it as a tracking task? That is, replace the all phone numbers and URL’s with appropriate tracking numbers and tracking URL’s. The technology is certainly available to do this. And the data had incredible value to both the publisher and the advertiser.
Is there a reason we aren’t all thinking of this as a tracking task? Leave me a comment with your thoughts.
Thanks,
Eric
Recent Comments