What's the Score?
Engagement, that highly prized but elusive criteria for evaluating Web audiences, has a new yardstick courtesy of Web analytics firm WebTrends. Its Marketing Lab 2 product suite lets marketers attach specific values to each of their Web pages or interactions on those pages and then automatically calculate an engagement score for every visitor.
The appeal of WebTrends Marketing Lab 2 is that it applies a ratings system of sorts to the amorphous terrain of Web site engagement. Recently, Nielsen//NetRatings dropped page views in favor of time spent on a Web site as its primary metric for ranking Web properties.
But WebTrends maintains that time spent is limited as a measure because it doesn't tell marketers much about users' online behavior.
By contrast, WebTrends Score lets marketers assign points to a site visitor's quality of engagement based on different values assigned to Web pages or visitors' activities.
That information is used to better target users on an individual or collective basis, says a WebTrends spokesperson. The company hasn't announced any customers yet for Marketing Lab 2 but says implementations are already underway.
Recent OMMA Magazine Articles
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Agency of the Year: Gold -- Digitas Dec. 28, 4:43 p.m.
With its newsroom approach to real-time brand storytelling, Digitas continues to create campaigns with Page-One punch ...
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Agency of the Year: Bronze, Design -- Digitaria Dec. 5, 4:44 p.m.
By tuning out East Coast chatter and conventional thinking, Digitaria creates digital designs that are as ...
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Agency of the Year: Silver -- AKQA Dec. 5, 4:42 p.m.
The reason this company keeps winning, year after year? It’s taken its magic far beyond traditional ...
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Agency of the Year: Bronze, Mobile -- PHD Dec. 5, 4:41 p.m.
To reach the fast-growing audience of smartphone owners, Omnicom's PHD isn't afraid to pump up the ...
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Agency of the Year: Bronze, Search -- Covario Dec. 5, 4:41 p.m.
San Diego-based Covario’s commitment to clients results in increases in traffic, conversion rates and sales. But ...
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Agency of the Year: Bronze, Media Planning -- mediahub/Mullen Dec. 5, 4:40 p.m.
For its strategic breakthroughs, mediahub/Mullen goes beyond asking what to buy. Instead, it creates an enduring ...
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Agency of the Year: Bronze, Creative -- Wieden + Kennedy Dec. 5, 4:39 p.m.
From making moms the star of the Olympics to its Southern Comfort everyman, Wieden + Kennedy ...
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Ed:Blog Dec. 5, 4:38 p.m.
While choosing OMMA Agency of the Year winners is never easy, making the final cuts this ...
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Agency of the Year: Bronze, Small Agency -- 72andSunny Dec. 5, 4:36 p.m.
With its choregraphed percussion of brilliant ideas and precise execution, 72andSunny gets more attention than agencies ...
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Agency of the Year: Bronze, Social -- Pereira & O'Dell Dec. 5, 4:35 p.m.
Thinking far beyond Facebook and branded content, Pereira & O’Dell knows how to put on a ...
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