Contains information to justify website expenditures to top executives. Times Direct's software allows it to take an entire banner ad campaign from production of creative to tracking its return on investment, and create better than average results for customer 3Com. Using mail, Net and CD-ROM, IBM reaches its targets at fraction of cost. Focus on how much money the site will save rather than how much it may make. Now that their Web initiatives have swallowed a few million dollars and are roaring for more, corporations are starting to ask hard questions about payback.
Discussion is well worth reading.
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