Phil Sawyer in MediaPost: For Digital Publishers: Ditch the Survey and Embrace the Scientific Beauty of Web Analytics

January 28th, 2010 by Sean Hyland

Conversion Associates’ own Phil Sawyer has been published this morning in the digital edition of MediaPost.  The article bemoans the continued reliance by many advertisers on “last century’s research methods,” specifically surveys.  While Sawyer acknowledges, “Survey research, done right, is still a valuable tool for print and broadcast advertisers,” he insists that web analytics harnesses the “great advantage of the Internet” (its measurability), and is something digital advertisers must fully embrace if they are to be successful in the future.

Phillip Sawyer is an Advertising Effectiveness Consultant at Conversion Associates. Previously he was a senior vice president and Director of the Starch Advertising Research division of GfK Custom Research North America, the international advertising, marketing, and public opinion research firm. He was also the editor of Starch Tested Copy, a newsletter on advertising effectiveness, published by GfK.

Click here to read the entire article.