CREATION: Operators unaware of 'Net research tools

<p>A regionwide survey by AMR Interactive has found that a majority of </p><p>executives directly involved in Internet advertising and strategy wanted </p><p>more reliable Web data. </p><p><BR><BR> </p><p>The study revealed that 60 per cent of respondents agreed or strongly </p><p>agreed that they could not rely on available data, while about </p><p>three-quarters said that better strategic information was needed. </p><p><BR><BR> </p><p>Only one-in-10 were completely satisfied with what is available now. </p><p><BR><BR> </p><p>Dissatisfaction stemmed from the large number of Web operators, about 61 </p><p>per cent of respondents, who could not determine the true demographics </p><p>of site visitors. </p><p><BR><BR> </p><p>Their knowledge of usage was limited to generalities - that Web surfers </p><p>were predominantly male and well educated. </p><p><BR><BR> </p><p>The biggest problem, according to AMR Interactive Asia CEO Steve Garton, </p><p>was that a majority of website operators were unaware of research tools </p><p>currently available to help them build visitor profiles. </p><p><BR><BR> </p><p>"This poses a real dilemma because, 'how can I sell something if I </p><p>cannot tell you the benefits?' They don't know who is visiting their </p><p>sites as well as these people's needs and profiles. And then they wonder </p><p>why they cannot sell advertising space," Mr Garton told CReATION. </p><p><BR><BR> </p><p>AMR chairman Brian Fine said it was up to Web operators to take the </p><p>initiative and be more accountable. </p><p><BR><BR> </p><p>"You have to prove that the product is desirable ... that there are very </p><p>real opportunities that can be had," he said. </p><p><BR><BR> </p><p>"You also have to think about the positioning of an ad campaign and then </p><p>there things like sales performance and relationship management," he </p><p>said. </p><p><BR><BR> </p>