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The metrics you should be using

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"You can't manage what you don't measure," is an old management adage. However, by the same token, just because you can measure something, does not mean you should manage by it.

The metrics you should be using

I authored a previous iMedia article about why clicks are the wrong metric. In that article, I alluded to the view-through effectiveness of display advertising despite the absence of clicks. In the spirit of that conversation, I want to discuss the relevance of other metrics in determining campaign success.

Use: Brand measures like lift in awareness or consideration

You can't click on a billboard, radio, or TV ad but we know they impact awareness, consideration, even purchase intent. Of course, the same is true of online ads. If the campaign has a branding objective, then optimize to it, ideally with a real-time data-driven approach.

Brand marketers want solutions that demonstrate improvement over time, transfer learnings across campaigns from top of the funnel to mid-funnel, and finally, result in sales. Everyone loves search for converting in-market folks but don't always remember to widen the funnel. As a marketer, if you rely on offline media (namely, TV) to be your lone awareness vehicle, then you're subject to over-saturation in television and missing out on cross-media optimized exposure. Complement offline with a digital awareness initiative.

 

Comments

George Simpson
George Simpson February 15, 2012 at 3:33 PM

Brands in particular can measure the impact of their messges by working with publishers to field inline surveys such as Vizu. Far superior to clicks.