Let's Get Analytical
In Jeremy Lockhorn's article on ClickZ entitled, Let's Get Analytical, he condems the CTR (as we would all agree) and rightly offers some back end measurement techniques we should all employ when considering an online campaign.
If we are to be serious about the medium, we must be serious enough to pony up to the available metrics in which to gauge the success of a campaign. The online medium has been much maligned over the years as not living up to it's promise. No wonder, as it has yet to meet that promise. This can change though. It will take a LOT of work as the measurfements can get very technical causing serious data overload. We just need to take those extra steps if we ever want this medium to survive.