One of the ploys online advertisers are using to help deflect the call for privacy and consumer protection rules is that all this data collection & and online marketing really doesn’t amount to much. But we all know the opposite is true: online marketing techniques are designed to trigger consumer behavior. Here’s what Yahoo just blogged, about a speech to advertisers given by their CEO Carol Bartz [our emphasis]:”…a recent study Yahoo! did with a brick-and-mortar retailer that tracked the effect of online ads on more than [sic] million consumers. While everyone involved in the study expected that online ads would drive online buying, the study found that 93% of the effect of the ads caused offline purchases. And every ad dollar spent drove $10 in purchases.“
