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the dreaded click-through rate

June 21, 2006 by Mark Rovner

On the subject of spending too much time on the wrong numbers, here’s someone who doesn’t mince words:

If you are still reporting the click-through rates of sites in any reporting presented to clients, I implore you to stop….It is a number that is so meaningless–and sometimes even dangerous–that when used by an untrained professional it can wreak havoc that can result in hours of de-programming that even hundreds of PowerPoint slides can’t achieve.

headshot of Mark

Mark Rovner

In his best-selling book Tribes, Seth Godin called Mark a “fundraising heretic” and a leader in the field of non-profit communications.

Over the course of his 30-year career, Mark has advanced and helped to reinvent cause-based communications and public engagement.

At the Roosevelt Center for American Policy Studies, Mark designed role-playing simulations to engage the public and elected officials on burning issues of the day.

As Vice President for Communications at World Wildlife Fund, Mark dramatically expanded awareness of WWF and the urgent conservation causes it works on.

As an Internet communications guru since 1999, Mark has helped shape pioneering strategies and tactics for Environmental Defense Fund, the Monterey Bay Aquarium, the Sierra Club, Southern Poverty Law Center; Christopher Reeve Paralysis Foundation; the Nature Conservancy; Amnesty International and the American Civil Liberties Union; and many others.

A frequent blogger and speaker, Mark is in high demand for his creativity, quick wit, strategic insight, and generosity.

Mark has a law degree from Georgetown and more recently a certificate in feature film screenwriting from University of California, Los Angeles (extension program).

He is a passionate diver, is in love with sharks, and is especially committed to marine conservation issues.

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