Is It A Good Tweet Or A Bad One?
Posted by Jodi McDermott on Nov 28, 5:10 PM
I mentioned Twitter the other night at a dinner party I hosted -- and the facial responses around the table gave me a good laugh. The marketers and technologists all perked up with interest and delight, while the lobbyists and lawyers tried to hide their disapproving looks. But regardless of what folks think of Twitter, or if they use it, the micro-blogging service is having a direct impact on traffic to Web sites and the reputations of companies.
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Depression-Era Digital
Posted by Josh Chasin on Nov 26, 2:06 PM
Many of us in the digital space are hoping that we are somewhat insulated from the broader economic malaise. For example, while Internet advertising growth may slow in 2009, digital media is still the place where the grass is greener. (Just ask the newspaper publishers and radio broadcasters. ) But the extent to which the Internet has gone mainstream--and Main Street--means that it is inevitable that the effects of an economic slowdown will be felt online. One place where we're seeing that slowdown already is in eCommerce.
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Web Analytics -- From The Top
Posted by Jim Sterne on Nov 21, 3:41 PM
The single most frequently asked question I get about Web analytics is, "Where do I get started?" It's a fair question and one I am always happy to hear. It means more people are becoming interested in improving their online results and giving their customers a better online experience.
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ComScore Weighs In On View-Through Proof
Posted by David L. Smith on Nov 18, 5:55 PM
ComScore announced Monday some new proof on the efficacy of view-through as a key performance indicator for Web advertising.
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When Marketing Drags Down Earnings: A Case Study In Failed Expectation Management
Posted by Pat LaPointe on Nov 14, 3:47 PM
It can't feel good to be the head of marketing at SK Telecom lately. With even the Wall Street Journal proclaiming that, in effect, you're squandering shareholder value, the board meetings must be pretty uncomfortable. Safe to assume that the recruiters aren't calling either.
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Putting Engagement To Work
Posted by Josh Chasin on Nov 11, 5:51 PM
At the AAAA Media Conference in 2005, P&G's Chief Marketing Officer Jim Stengel prognosticated, and I'm paraphrasing, "In 10 years we'll be evaluating media buys based on engagement." Within days, "engagement" was the hottest buzz word in media. Councils were formed, papers writ, models developed, products built, all specifically to provide insight into media's new most important metric.
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Time For A Single-Pixel Solution?
Posted by David L. Smith on Nov 4, 12:14 PM
Last Friday, Jim Stern wrote in this blog about the difficulty of getting people to undertake the measurement process -- and the difficulty in getting tags (pixels) up. We've all run into these issues. I recognize that the current time is such that getting your work done every day is the biggest issue. But it is also a chance for change. And if we can vote to change a whole country, we can certainly consider rebooting our tagging systems and creating something newer and simpler.
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Why Marketing Maligns Measurement
Posted by Jim Sterne on Oct 31, 12:00 PM
Kim Johnston, vice president of global sales and marketing operations at Symantec Corporation, gave a killer presentation at the eMetrics Marketing Optimization Summit last week in Washington D.C. The ah-ha moment for me and many in the audience (the response was audible) was a diagram she showed of all the marketing campaigns running for just one of their products. Kim said she looked at all the promotions that were not delivering measurable results and cut them. She then cut all the projects that were not being measured. The new diagram showed almost half of the programs had vanished. The result? More than 20% lift in response for the same dollar.
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What's A Panel?
Posted by Josh Chasin on Oct 28, 2:43 PM
In many of my contributions to this column, I've written about the efficacy of panel-centric measurement. Two weeks ago, I talked about the promise of panel-centric hybrids, writing specifically about comScore's Video Metrix service, which incorporates publisher beacon data into our Media Metrix panel measurement. Today I want to take a step back and ponder a question that has been on my mind lately, as conversations about panel-centric, site-centric, and hybrid models intensifies: what, exactly, IS a panel?
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CPA: Trend Or Permanent Move?
Posted by David L. Smith on Oct 21, 2:46 PM
There is, once again, an increase in the market of CPA deals. This generally happens in a down market, when less inventory can be sold on a CPM basis due to market weakness. Mark Kvamme of Sequoia opined at a AAAAs management lunch in San Francisco last week that CPA would be THE sales metric of the future. We don't agree that CPA will be the only sales metric of the future. There are two reasons for this: First, we can sometimes make better deals with CPM-based buys and second, sites cannot see the full picture from a metrics standpoint and CPA represents only a single dimension.
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