Commentary
MBI's Spaeth: Marketer KPIs Are Still A Reach
- by Joe Mandese @mp_joemandese, April 6, 2013
For all the focus on reach, the KPI most valued by marketers is actually not a reach metric, Jim Spaeth, founder of Media Behavior Institute explained during the Video Insider Summit this
morning.
Noting that he and his team have spent a lot of time talking ot marketers, as well as marketing mix modelers, he said what they’re really looking for is
sales.
That said, if all they’re looking for is sales, “you might as well be a coupon,” Spaeth quipped, adding that what they’re really, really
looking for are “enduring,” long-term values like awareness, consideration, brand preference, and ultimately, “creating a sale” based on those enduring values.
Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.
