In today’s daily deal market, rigorous performance measurement often takes a backseat to sensational success stories. A fascination with these “blockbuster” deals is understandable; even more than the millions of dollars in revenues they generate, they embody the promise of this emerging space. As is often the case with new markets, these incredible stories, widely reported in both tech and mainstream media, have helped galvanize excitement around (and entrants to) the deals industry. However, this enthrallment with revenue leads to a critical misunderstanding — namely, that the relative success of a deal can best be measured by the number of deals sold (and revenue generated).
Read related article, "The Future Of Group Buying And Social Commerce."
