Measurement and Metrics : The Debate Rages On
Measurement and Metrics. Should you measure? Should you not measure? And if you measure, should you refer to the result of your measurements as metrics? some argument, instead we saw a very harmonious discussion of the challenges of measurement and the implications of data in our very ROI driven business.
Rick Bruner, Director of Research and Industry Relations at Doubleclick was joined by Young-Bean Song, VP of Analytics at Atlas Institute, Chad Parizman, Director of Online Analytics at Scripps Networks Interactive (home of The Food Network & other television properties), Darren Stoll, Macys.com Director of Marketing Analytics, and John Squire, Sr. VP Product Strategy and GM Search Services at CoreMetrics.
All panelists agreed that one of the biggest challenges they currently face is how to “go beyond the last ad seen.” When you begin looking at all the touch points of your campaign instead of the last point leading to an ultimate conversion point - sale, newsletter sign-up etc - you begin to get a much more nuanced impression of your overall campaign effectiveness. According to Young-Bean Song, Atlas looked at this issue and saw that search-derived visitors who had previously been exposed to display advertising saw a 22% increased likelihood to convert.
Darren Stoll from Macys.com agreed. “Historically, we’ve given the last click credit for sales, but now we see there is a whole chain of events in the customer sales lifecycle.” They are still struggling with this issue, and are now developing a scoring method to help them evaluate the impact on potential future sales from a given marketing opportunity. From personal experience, I know that can be an incredibly complex venture. To help them consolidate tracking Macys.com requires users to register to use their site and measure their activity from those visitors.
John Squire said that he felt some marketers are in too much of a hurry to search for the brand new homerun campaign rather than taking the time to optimize their existing programs properly (more of that GMOOT effect that Geoff Ramsey mentioned yesterday).
Young-Bean Song took the contrarian position (here comes the debate) that view-through conversions are “just not a measure of direct response.” View-throughs, where a visitor who as been exposed to an ad later, but not immediately, converts was likened to attributing beer sales at a baseball stadium to the beer banner in the outfield. Instead, Song feels view through statistics would be better used as a measure of media placement quality.
When asked what is missing from the current measurement equation, Chad Parizman of Scripps Networks answered “Talent.” “Finding people who can make sense of the numbers is a big challenge right now.” Song identified lack of a de-duping process from groups involved in multiple CPA (cost per acquisition) deals across many ad networks leads to potentially significant overpayment.
I was hoping that they’d address the recent comScore report on cookie deletion, and one audience member did ask about the impact of cookie deletion on their metrics. Song offered that from their studies “your conversion counts are understated by at least 12-15% right now.” According to their numbers 12% of visitors reject 3rd party cookies immediately, and another 10% will delete them within a week. The effect of this is that your reach will be overstated significantly, your frequency will be understated, and your conversion rates will be artificially lower.
<a >mail order pharmacy dallas</a>
<a >florida board of pharmacy lawse</a>
<a > pharmacies cheap viagra</a>
<a >order viagra online</a>
<a >pharmacies online</a>
<a >australia pharmacies online</a>
<a >pharmacy for sale</a>
By Fredrick on 2008 07 27
MP3 MP3 MP3
<a >free mp3</a>
http://essence-rec.com/album60494/amy-winehouse/frank
By EssenceRec on 2008 08 11
Regards.
<a >Buy cheap viagra online in uk</a>
<a >Generic Lamictal</a>
<a >Generic Gestanin</a>
<a >Generic Keflex</a>
<a >Generic Accupril online</a>
<a >Buy Generic Voltaren online </a>
By Akreetoups on 2008 08 13
See my new sites :
<a >free forex buy and sell indicator</a>
<a >the history of forex</a>
<a >managed forex</a>
<a >Forex us</a>
THANKS !
By Progerra on 2008 08 14
<a >caremark mail service pharmacy</a>
<a >bellevue pharmacy trans d-tropin</a>
<a >nj board of pharmacy technician regulation</a>
<a >pharmacy viagra just pills here order</a>
<a >european pharmacies</a>
By Pharmacccy on 2008 08 16
See !!
<a >free fta satellite keys</a>
<a >free funeral program template</a>
<a >free jennifer toastee toof sex tape</a>
<a >patricia richardson fakes free</a>
By Roopekk on 2008 08 18
dC1zZZ <a >onzneemohpfl</a>, wmwcjioryudd, [link=http://vmuzpfnolvlv.com/]vmuzpfnolvlv[/link], http://mhyhdzuozmye.com/
By bauaejovhj on 2008 08 20
uxyvhE <a >rqkwktxipfph</a>, ztatxafadphz, [link=http://nyuwljsasory.com/]nyuwljsasory[/link], http://qlgezdygntce.com/
By maldvfyzqm on 2008 08 22
<a >florida board of pharmacy</a>
<a >pharmacy technician salary</a>
<a >pharmacy drugstore canadian online business</a>
<a >new or transfered pharmacy coupon</a>
By ooleerk on 2008 08 25
Hi bro! it’s good sites 
<a >21 black jack</a>
<a >black jack ii</a>
<a >casino blackjack game internet</a>
<a >black casino jack win</a>
<a >free working blackjack game to download</a>
<a >black casino gambling jack online poker roulette s</a>
<a >samsung blackjack game</a>
<a >21 black free jack play</a>
<a >blackjack on</a>
<a >casino blackjack game free casino bonus</a>
<a >betting online black jack casino</a>
<a >black jack in</a>
<a >best internet blackjack site</a>
<a >connect to internet with blackjack</a>
<a >card counting at online blackjack</a>
<a >black jack game free online</a>
<a >casino blackjack winning</a>
<a >bingo black casino jack</a>
<a >casino game black jack</a>
<a >jack black sweded movie</a>
By Inehoogfuence on 2008 08 26
<a >online Viagra for sale without a prescription</a>
<a >buy viagra professional</a>
<a >pharmacy technician salary</a>
<a >Viagra for sale</a>
By viagrsale on 2008 08 27
Valium is in a group of drugs called benzodiazepines. It affects chemicals in the brain that may become unbalanced and cause anxiety. Valium is used in the management of anxiety disorders. It may also be used to treat agitation, shakiness, and hallucinations during alcohol withdrawal and to relieve certain types of muscle pain. Valium may also be used for other purposes not listed in this medication guide. <a >Buy Valium</a>
By scarombumbard on 2008 08 28
<a >Buy Adipex</a> (Phentermine) is used as an appetite suppressant. It is as part of an overall weight reduction program that also includes dieting, exercise, and counseling. <a >Buy Phentermine online</a> This medication is best taken on an empty stomach one half-hour before breakfast. Because this medication may cause sleeplessness, avoid taking a dose late in the day. Take this medication as prescribed. Do not take it more often or longer than directed.
By glitlevot on 2008 08 28
<a >mail order viagra in uk</a>
<a >Viagra for sale without a prescription.</a>
<a >pharmacy technician salary</a>
<a >viagra discount</a>
<a >viagra professional</a>
<a >viagra for sale without a prescriptio</a>
By sektiiols on 2008 08 30
<a >cd shop Corel WordPerfect MAIL 2 software</a>
By FancyYork on 2008 09 02
I can’t agree more than what you’ve said.
By Eric on 2008 09 08
<a >buying Steinberg Nuendo Dolby Digital Encoder 1.0</a>
By FancyYork on 2008 09 09
Get the latest mobile phones online at Dialaphone, the mobile phone shop offering great deals on the latest mobile phones.
By BLACKJACK on 2008 09 19
Oh? I believe some people may like this. Some other people may not agree with you though.<a >sex</a>
<a >sex</a>
<a >sex</a>
<a >sex</a>
<a >sex</a>
<a >sex</a>
<a >sex</a>
By Porn on 2008 09 20
<a >full oem Adobe Creative Suite Standard Full</a>
By usacomm on 2008 09 20
