Just because you can test a host of marketing ideas more economically online than you can via print channels does not mean you are guaranteed success on the Web. And you certainly have to measure your efforts if you want to find out if anything you’re throwing up against the wall is sticking. Will Hakes, senior director, analytics at Aspen Marketing Services, an integrated marketing services firm with headquarters in Chicago, advises marketers to track and analyze the following activities to get a sense of how well their programs are working: * Clickthroughs—”I know that’s a common one,” says Hakes, “but it’s analogous to who’s opening
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