Case Study: Sea Eagle Tracks Ads and Sales

To solve this dilemma, Hoge developed a script that asks online shoppers (at the shopping cart) and catalog requesters how they heard about Sea Eagle. They’re presented with a simple list of three

choices: “advertisement,” “search engine” or “other.” When visitors select “advertisement,” a drop-down menu lists the names of the specific media outlets in which Sea Eagle’s ads appear. (To keep it current, the media menu is updated hourly.)