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Mapping the Complete Path to SuccessOK, I know I'm supposed to be an online media guy and this is supposed to be an online media column. But, I just have to speak up here. Far too often, advertisers who base the success of their online campaigns on hard conversion and action metrics forget that media will only do one thing: put your ads in front of the right people. It won't make people, desire, click, or convert. It's the job of the creative to encourage desired behavior -- and it is some form of desired behavior (clicks, actions, or conversions) that success is typically based on.The funny thing is when our firm just does the media buy for our clients, and doesn't do the creative (banners and landing pages), we can usually tell whether something is going to work before the first impression has even been served. We can always tell when creative was done without the final metric for success in mind and wasn't mapped all the way though to the desired action or behavior. Read more... Labels: Analytics, ClickZ, Online Media eMetrics Marketing Optimization Summit – May 5th, San Francisco One of our clients is the eMetrics Marketing Optimization Summit. This is THE premier event for web and marketing analytics. Attendees can see demos of all the latest web and marketing analytics applications and learn how to better implement fact based decision making and marketing optimization for their organization. This exhibitor and sponsor list is literally an all star roster of companies and experts. For the May 4th, 2008 San Francisco Agenda see: The Year of the Dashboard: Analytic Stats and CMO SurveyTracking, dash boarding and analytics are not just for online marketers anymore and from what I hear 08 will be the year of the “Dashboard.” We here at Overdrive are all about Dashboards and they are central to everything we do!Below are some facts I just sent to our client Jim Stern who puts on the eMetrics Summit. (The premier tracking and analytic event!) http://emetrics.org/ Here are some stats and facts I read regarding the propagation of tracking, reporting and analytics propagating through organizations: DM News 1/7/2008, Page 8 in the Data Bank: Adoption of technology in teleservices - 15% of organizations currently use dashboard-type analytics software - 64% of organizations plan to use dashboard-type analytics software Source: Aberdeen Group Excerpts from AdWeek CMO Survey: -Vowing to plow more into e-mail programs, CRM, marketing-performance measurement "dashboards" and search-engine marketing, half of the respondents plan to increase their overall spending, while 37 percent of marketers expect spending to remain even, and 13 percent expect a decrease. -"On the one hand, the CMO focus on accountability and measurability and fact-based decision making is improving their position in the executive suite," Murray said. "On the other hand, it is too early to say that we've seen a turnaround in CMO vulnerability or status or longevity." - On CMOs' wish lists for 2008? More than half (53 percent) want better quantification and measurement of their programs, followed by a desire for better customer insight and more efficient and effective marketing." - Quantification is still the No. 1 goal," said Murray. "But overall there is greater focus on getting close to the customer. - It's not that it wasn't on the radar screen a year ago, but now CMOs are making marketing decisions based on customer insight with marketing analytics." The CMO Council study was co-sponsored by Deloitte, Marketo and TechTarget. Labels: Analytics Tracking: A Double Edged SwordThe good thing about online is you can measure everything. The bad thing about online is you can measure everything.When your campaign's performing, you can tell right away and share the great news with your client. When your campaign isn't performing, however, it can be a really hard, especially when you're the one who has to report it. Of course, if you're lucky enough to work on a campaign that has no tracking of meaningful actions and you're simply reporting on impressions and clicks, you don't have to worry about this. Read more at http://www.clickz.com/showPage.html?page=3626245 Labels: Analytics, ClickZ, Online Media Capitalize on the ViewThe concept of view-based clicks and conversions has been around a long time. We online media planners and buyers love the view-based conversion -- it makes us look like heroes. Clients eat it up because they love the boost it gives campaign metrics, and publishers love it because they can use it to create better retention rates for advertisers. Overall, it lends incredible weight to the whole online advertising space and has been a significant force in furthering of our common cause: growing the percentage of the ad budget that online gets. Used correctly, view-based metrics are a win for agencies, clients, and publishers. Read more at http://www.clickz.com/showPage.html?page=3625449 Labels: Analytics, ClickZ, Industry, Online Media Why Online Must Lead Offline CampaignsThe push for integrated on- and offline communications is as strong as ever. Yet integration still usually means all campaign components are managed by one firm and the integration occurs on the creative level.The next level of integration will be with data, where integration can truly have the most effect. In the spirit of the hottest buzzword craze, I call this "Integration 2.0." Read more at http://www.clickz.com/showPage.html?page=3625278 Labels: Analytics, ClickZ, Integration, Online Media |
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