Data is critical in understanding the effectiveness of any advertising. Internet advertising is uniquely well suited for tracking and analytics, but most companies ignore this. They blindly spend money on advertising, never knowing what works, or how to spend it "better" to yield greater results for less. Roger's book covers this in a way that can help anyone understand what they really need to know. The 12-Step Quick Start Checklist poses 12 critical questions that anyone should think about before launching a campaign. Highly recommended!

Chris Ulrich,