In a recent article published by MediaPost, Avi Steinlauf, vice president-revenue management for auto buying and research site Edmunds.com believes a latent response metric, often referred to as view-through, "can prove empirically" that more Edmunds.com users have submitted leads to dealers of specific car models after being exposed to ads featuring those models, even when users don't click on those ads. Steinlauf affirms the Edmunds.com's advertisers "do consider view-through metrics to be valid proof that action was taken" as a result of viewing the Web ads in question.
Now that it has implemented SiteCatalyst, a Web analytics tool from Omniture that is specifically designed to monitor large, complex websites, Edmunds.com has begun incorporating strategies like search engine marketing into its once organically-driven efforts.
"Now that we have a degree of certainty through Omniture, we are confident," says Steinlauf, who notes Edmunds.com wasn't satisfied with the third-party traffic performance data it was getting in the past.
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