Comments on: How poor metrics undermine digital marketing http://www.emergencemarketing.com/2009/02/04/how-poor-metrics-undermine-digital-marketing/ Thoughts on marketing, innovation, social networking, new products and the impact of technology on all those thingies Thu, 11 Mar 2010 18:38:54 -0500 http://wordpress.org/?v=2.8.4 hourly 1 By: Ekaterina http://www.emergencemarketing.com/2009/02/04/how-poor-metrics-undermine-digital-marketing/comment-page-1/#comment-2941 Ekaterina Wed, 11 Feb 2009 16:37:29 +0000 http://www.emergencemarketing.com/?p=1189#comment-2941 Great post, Francois! To add to the measurement mess, there is still no real way to confirm online readership. As marketers, we take the site owner’s word for it that the reported numbers are genuine, having no real way of knowing whether metrics are inflated or if our ads are going to be seen by the intended audience. We need to develop an online media auditing program (similar to what's available with print media) to increase accountability. A website that I’ve been involved with, www.buysafemedia.com, has some valuable information on the media auditing subject. And even though we don’t have anything like it for the Internet yet, I think the principle stands that accountability is necessary for media buyers to measure ROI. Great post, Francois! To add to the measurement mess, there is still no real way to confirm online readership. As marketers, we take the site owner’s word for it that the reported numbers are genuine, having no real way of knowing whether metrics are inflated or if our ads are going to be seen by the intended audience. We need to develop an online media auditing program (similar to what’s available with print media) to increase accountability. A website that I’ve been involved with, http://www.buysafemedia.com, has some valuable information on the media auditing subject. And even though we don’t have anything like it for the Internet yet, I think the principle stands that accountability is necessary for media buyers to measure ROI.

]]> By: Mike Davison http://www.emergencemarketing.com/2009/02/04/how-poor-metrics-undermine-digital-marketing/comment-page-1/#comment-2909 Mike Davison Thu, 05 Feb 2009 18:24:40 +0000 http://www.emergencemarketing.com/?p=1189#comment-2909 Good post. From another angle, I also see (and sigh when I do) measurement defining strategy ie "let's just buy banners again because measuring conversation, depth of engagement and advocacy takes more consideration and time". Those that are measuring are often measuring the wrong things... Good post. From another angle, I also see (and sigh when I do) measurement defining strategy ie “let’s just buy banners again because measuring conversation, depth of engagement and advocacy takes more consideration and time”. Those that are measuring are often measuring the wrong things…

]]> By: ted http://www.emergencemarketing.com/2009/02/04/how-poor-metrics-undermine-digital-marketing/comment-page-1/#comment-2907 ted Wed, 04 Feb 2009 14:50:43 +0000 http://www.emergencemarketing.com/?p=1189#comment-2907 great post and somewhat disheartening. I'm a digital marketing guy -- cut my teeth in NYC producing campaign after campaign for big companies like Intel, IBM & HP. We got great results and saw more and more money come into our teams to continue producing banners. I'd posit that CTR is not even the most accurate or best identifier of campaign success. Folks who say we don't do online because CTR stinks are missing the boat. What about view through, or post-impression visits? Advertisers can't expect users to click in the middle of what they're doing online, but they may go visit after seeing an ad . . . This is a timely post at a time when I keep seeing articles popping up that online advertising is dead . . . the flip side to that is what, keep pumping money into un-trackable TV & print? Thats what the folks at AdWeek/Age want. Thanks. great post and somewhat disheartening. I’m a digital marketing guy — cut my teeth in NYC producing campaign after campaign for big companies like Intel, IBM & HP. We got great results and saw more and more money come into our teams to continue producing banners.

I’d posit that CTR is not even the most accurate or best identifier of campaign success. Folks who say we don’t do online because CTR stinks are missing the boat. What about view through, or post-impression visits? Advertisers can’t expect users to click in the middle of what they’re doing online, but they may go visit after seeing an ad . . .

This is a timely post at a time when I keep seeing articles popping up that online advertising is dead . . . the flip side to that is what, keep pumping money into un-trackable TV & print? Thats what the folks at AdWeek/Age want. Thanks.

]]> By: Kathy @ Virtual Impax http://www.emergencemarketing.com/2009/02/04/how-poor-metrics-undermine-digital-marketing/comment-page-1/#comment-2906 Kathy @ Virtual Impax Wed, 04 Feb 2009 14:35:42 +0000 http://www.emergencemarketing.com/?p=1189#comment-2906 Yet another example of marketing based on the tried and true "spray and pray" method!!! I recently read that 75% of internet leads aren't followed up on either. Sigh repeated! Yet another example of marketing based on the tried and true “spray and pray” method!!!

I recently read that 75% of internet leads aren’t followed up on either.

Sigh repeated!

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