I'd like to begin with a bold statement: E-marketers in today's online world are trapped in a box. They are still conceptually tied to "impressions" and "views," ignoring basic measurements of online campaign success.
Traditional analytics and multi-variant testing are excellent ways of understanding trends in customer behaviour online. For publishers, the technology allows a review of what a customer has read or watched after the event, which, in theory, enables more relevant content to be presented next time. But since these organizations rarely capture any customer information, content optimization can only remain a blunt tool.