Repeat business generates nearly half the value of Web advertising

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Tracking repeat business in order to quantify the true return from online ad campaigns should be a priority for e-businesses, according to the third-quarter AdKnowledge Online Advertising Report. The report is a compilation of Web advertising statistics and trend analyses. AdKnowledge, a provider of complete Web marketing management services focused entirely on the needs of advertising buyers, found that just as click rates no longer are an effective tool to optimize online campaigns, an analysis of trends indicates there is a growing need to capture repeat visit information to help determine the true value of an online campaign. Within 90 days of showing an ad, 48.6% of the sales or leads generated by a campaign came from repeat visits to a site, the company found.

Copyright November 1999, Crain Communications Inc.

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