Dear Marketer: Have you ever looked into the wrong end of a telescope?

Posted on Jul 4, 2006 09:56:35 AM

Everything’s little. Often, that’s the way interactive marketers view their world. The web has been called the most accountable of all media. Virtually everything can be tracked. That can be bad news because the amount of data generated can be overwhelming. This intense focus on data is like looking into the wrong end of a telescope, and it prevents marketers from clearly seeing if a website is meeting its business goals.

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