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Video production users should measure customer attitudes, says expert Consumer attitudes are as important as hard data, it is claimed.
Firms using online video productions and other forms of internet marketing have been told to reconsider how they measure consumer response.
Web analytics expert Jim Sterne has claimed that often businesses focus solely on hard data such as click-throughs, page views, and revenues, without looking at their consumers' opinions and attitudes.
In an article for clickz.com, he writes: "The hard numbers around getting attention, optimising landing pages, and improving conversion provide a solid handle on measuring the success of your online efforts.
"But the softer numbers about customer satisfaction are fundamental to your survival. The hard numbers can tell you what happened, but not why and not whether what happened was good or bad."
He recommended that firms find out whether visitors like the website, how easy navigating to it was and how they perceive the product and company being advertised.
Karin von Abrams, a senior analyst at research firm eMarketer, recently claimed that the web is taking on a "central role in marketing activity for virtually all"
Posted by Liam Wallace
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