Category Archives: measurement

CIMA May 2010 Panel on Analytics

Measuring and Monetizing Digital Media ROI

– How has successful marketing ROI been measured?

– What are the standard measurements of ROI and what tools are available to support the standards?

– Should there be different ROI standards for digital media and offline media?

– Branding campaigns and DR campaigns?

– Differences in metrics associated with display and search vs. video, mobile & social.

– Examples of the best emerging tools for measurement.

– Upcoming changes throughout the next 5 years.

Pictured from Left to Right:  Moderator Cary Goss , Brett Mowry of Digitas, Perianne Grignon of x+1, Domenico Tassone and Andy Stein, both of Sears Holdings Р5/19/10.

Photo by Dan Merlo

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Early take on Post-impression Viewthrough: Lilypad White Paper

An oldie but goodie:

White paper about Streams Lilypad analytics tool that I wrote back in 1996. Oddly, the industry has become search obsessed and has barely advanced with respect to post-impression and viewthrough tracking since then. DoubleClick for Agencies (DFA), Atlas and MediaPlex all measure viewthroughs; ComScore routinely provides research about this passive asynchronous behavior.

Web Analytics: Online Marketing Measurement

Good news: I’ll be returning to the classroom for the first time this Spring since “Marketing with Digital Media” at Columbia College way back in the mid-90s; teaching a new course that I’ve developed this time at my alma mater .

Here are the main areas that I’m planning to cover in Web Analytics: Online Marketing Measurement:

  • Develop a plan to measure online marketing based on solid best-practices
  • Know the essential technology of Web analytics and industry terminology
  • Learn how to use industry-standard tools like Google Analytics and Quantcast
  • Prepare meaningful actionable reports that communicate essential findings
  • Make fact-based recommendations and identify opportunities for optimization

Analytics has so many definitions – depends who you ask. What do people want to see?

Reponse to Commenter Jaffer Ali’s "Driving In The Rear-View Mirror"

Jaffer Ali, the semi-retired CEO of EVTV1, and a jovial industry colleague is usually good for some creative commentary and periodic fire-starting.

Today’s piece “Driving In The Rear-View Mirror” published in Mediapost, required a response as I completely disagreed with it.

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=113117

This notion is nothing new. In fact, I know it has been on the radar since the Web 1.0 days; check out the original 1997 Lilypad white paper discussing time-shifted response-behavior and measurement:

http://www.seicheanalytics.com/consulting/lilypad.html#bapm

(See Figure #C.)

TwitClicks drops Twitter user feature?


TwitClicks is a good URL shortening and analytics service. At free it is hard to complain too much.

However, there has been a noticeable absence of a key and unique qualitative reporting feature of TwitClicks – “Who Visited – See Best Guess”. While the domain of the traffic source shows up (Twitter, Facebook, LinkedIN even Ning show up fine) since March or April 2009 there is no more data on specific Twitter users. Previously, this worked great and revealed which users were responding to which messages – essential for understanding response and viral propagation.

A simple test was performed on a recent post on this very blog to determine the source of the problem. A TwitClicks shortened URL was posted on Twitter and functioned fine.

TwitClicks results.

However, when it came to reporting the previously available user name feature TwitClicks consistently provides no data over several more tests. More specificlly, there are absolutely no user names of Twitter clickers anymore. Possibly, related to this it was determined after a referral monitoring test that Google Analytics was being used on a redirected TwitClicks page – basically in the middle between Twitter and the target landing page. While the redirect process is essential, it unclear what value the JavScript-based Google Analytics system brings in the context of TwitClicks.

With all the compeition for URL-shortners and Twitter analytics tools, it is odd that this feature was dropped at this time. Inquiries to TwitClicks have not been successful – would love to hear from other measurement-oriented folks if they are having the same experience.

Chicago Analytics?

I’m always interested in connecting (and reconnecting) with colleagues in the Chicago area; especially those working in the crazy field of online measurement. The other day I received an urgent request from Meetup.com, warning that the Chicago Data and Strategy Consortium meet-up was about to be canceled! So, I volunteered myself to prevent that from happening…

Lincoln Park Lagoon looking southeast.

Why? I personally, would like to see an informal group of professionals working in this nascent field that isn’t always served by other local groups like Chicago AMA, CIMA, national groups like IAB, OPA and the more software-oriented or social/networking groups. Ideally, less drinking and more learning. Thin overhead and easy to manage…maybe even invitation-only?

In what areas of analytics and research are people interested?

Contact me and let me know what you think…we’re all busy people and all at different stages of our respective careers.

http://www.chicagoanalytics.org

Measurement Gobbledygook

With the proliferation of analytics, there has also been a boom in jargon, semantic-driven miscues and misuse of terminology essential to business management.

Goal – the singular and primary winning state that is desired.

Objective – the measurable milestones that contribute and define the goal.

Strategy – the actions, tasks and/or steps needed to realize the goal.

Tactic – the tools or implements used to support execution of the strategy and reach the objectives.

SM (Success Metric) A subset of metrics or KPIs that communicate the efficacy

KPI (Key Performance Indicator) An important measure that should be tracked and reported.

MVA (Most Valued Action) Like an SM, but generic enough to include clicks or other non-page serving activity.

Precision Exactness of a measurement, e.g. 1.2 Page Views/Visit versus 1 vs 1.2109.

Accuracy Indication of how close a measure is to the generally accepted; it is about the relative difference.

Efficiency Measure of how well desired outcome is achieved per given unit of input, often expressed as a ratio

Efficacy Measure of the ability to produce a avery specific outcome, often a binary determination under given conditions.

Effectiveness Measure of the capability to produce the desired outcome, used more generally and as a relative measure.

Why the Click Is the Wrong Metric for Online Ads

Story in AdAge by Abbey Klassen. Amazing that in 2009 this is still being written about….the comments even more telling. Here’s mine:

Wow. It’s great that this issue is being raised. However, this is nothing new. Same story since the Web 1.0 days as this could have been written over 10 years ago…actually, I did in the Lilypad white paper!

The twist today is that too many so-called online “marketers” either protesth too much (like the effect of branding but want to pay like performance) AND/OR opt for the easy way out and fallback on search – a FUD mentality. The former is solved by better media-side negotiating and the latter by training and education.

It is called branding and it’s about way more than measuring clicks.