Ghost clicks at the e-banquet

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: page views and click-based metrics are now being challenged. And market trackers such as Nielsen/NetRatings and comScore have started emphasising that consumer engagement should be determined by the time spent on a site rather than pageviews or clicks. Plus, for advertisers, only those clicks are meaningful that translate into sales. Trick devices get clicks, but little else.

Yahoo with Yahoo Buzz and Google with Google Zeitgeist are trying similar new techniques to study consumer behaviour that could be useful. However, Microsoft and others who are attempting to create new formulae know that it’s not quite possible to quantify consumer behaviour. Psychological parameters may be needed rather than only simple numbers. So, it’ll be interesting to see how Microsoft’s Engagement Mapping will study and analyse consumer traits without further confusing online advertisers.

True, marketers are still trying to learn the rules of the fledgling online ad business. But this learning shouldn’t be at the cost of gullible advertisers. It’ll be in the interest of the whole ad ecosystem if a reliable Web measurement practice is in place.