Upcoming study promises to unlock mysteries of World Wide Web
A press release arrived here this morning touting an upcoming survey by comScore in behalf of the consumer packaged goods (CPG) industry and it was the rationale for conducting the study that most caught my attention.
ComScore chairman Gian Fulgoni is quoted as saying: “CPG marketers currently invest millions of dollars in their brand websites, with limited to no visibility into whether these assets are attracting the brand and category buying segments they are targeting.”
Really? Limited to no visibility? You mean they’ve just been throwing million-dollar darts? The World Wide Web dates to 1990, Pizza Hut took its first order online in 1994 and yet the makers of breakfast cereal and laundry detergent know next to nothing about how or even whether their Web sites are driving people to purchase their wares?
That seems to be what comScore is suggesting. Fulgoni continues: “The aim of this important study is to quantify the retail value of the visitors to various brand websites, identify the most valuable content that can be provided on the site, and provide actionable insights into where else on the Internet marketers can best reach their brand buyers and prospects.”
Seems not a day too soon.
