website measurement ä definitions ä methods ä obstacles ä organizations ä definitions ä...
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Website MeasurementWebsite MeasurementWebsite MeasurementWebsite Measurement
DefinitionsDefinitions MethodsMethods ObstaclesObstacles OrganizationsOrganizations
DefinitionsDefinitions MethodsMethods ObstaclesObstacles OrganizationsOrganizations
Request & ResponseRequest & ResponseRequest & ResponseRequest & Response
The Log FilesThe Log FilesThe Log FilesThe Log Files
Transfer LogTransfer Log Error LogError Log Referrer LogReferrer Log Agent LogAgent Log
Transfer LogTransfer Log Error LogError Log Referrer LogReferrer Log Agent LogAgent Log
5 Levels in the Clickstream5 Levels in the Clickstream5 Levels in the Clickstream5 Levels in the Clickstream
Lowest Common DenominatorLowest Common DenominatorLowest Common DenominatorLowest Common Denominator
Hits
Users
““Hits” are not PeopleHits” are not People““Hits” are not PeopleHits” are not People
From Hits to PagesFrom Hits to PagesFrom Hits to PagesFrom Hits to Pages
Hits
Pages
Visits
Users
Identified Users
Pages to VisitsPages to VisitsPages to VisitsPages to Visits
Hits
Pages
Visits
Users
Identified Users
Counting UsersCounting UsersCounting UsersCounting Users
Hits
Pages
Visits
Users
Measurement Measurement Hierarchy
Hits
Pages
Visits
Users
Identified Users
What you want to knowWhat you want to knowWhat you want to knowWhat you want to know
How many people saw the page or How many people saw the page or the ad?the ad?
What parts did they pay attention to?What parts did they pay attention to? How did they respond?How did they respond? What are the demographics of these What are the demographics of these
people?people?
How many people saw the page or How many people saw the page or the ad?the ad?
What parts did they pay attention to?What parts did they pay attention to? How did they respond?How did they respond? What are the demographics of these What are the demographics of these
people?people?
What can be measured reliablyWhat can be measured reliablyWhat can be measured reliablyWhat can be measured reliably
BrowserBrowser Operating SystemOperating System PlatformPlatform DomainDomain Referral LinkReferral Link RegionalityRegionality Domestic vs. World WideDomestic vs. World Wide
BrowserBrowser Operating SystemOperating System PlatformPlatform DomainDomain Referral LinkReferral Link RegionalityRegionality Domestic vs. World WideDomestic vs. World Wide
Clicks & Click ThroughClicks & Click ThroughClicks & Click ThroughClicks & Click Through
ClickClick - “The opportunity for a user to transferred to a location by - “The opportunity for a user to transferred to a location by clicking on an advertisement, as recorded by the server.” - clicking on an advertisement, as recorded by the server.” - IAB IAB draft definitiondraft definition
Click-ThroughClick-Through - “is a measure of the number of times that a ‘hot- - “is a measure of the number of times that a ‘hot-linked’ ad banner was used to access a site specified by the banner linked’ ad banner was used to access a site specified by the banner sponsor. “ - sponsor. “ - CASIECASIE
Click-ThroughClick-Through - “ a click by a user on an advertisement. Typically, - “ a click by a user on an advertisement. Typically, the user's Browser is then "re-directed" or "transferred" to a page on the user's Browser is then "re-directed" or "transferred" to a page on the advertiser's Web site. In some cases, the Click-Through may the advertiser's Web site. In some cases, the Click-Through may fail to deliver the user to the advertiser's site due to an overload of fail to deliver the user to the advertiser's site due to an overload of traffic on the advertiser's server or a user's slow Internet traffic on the advertiser's server or a user's slow Internet connection. - connection. - NetCount definitionNetCount definition
ClickClick - “The opportunity for a user to transferred to a location by - “The opportunity for a user to transferred to a location by clicking on an advertisement, as recorded by the server.” - clicking on an advertisement, as recorded by the server.” - IAB IAB draft definitiondraft definition
Click-ThroughClick-Through - “is a measure of the number of times that a ‘hot- - “is a measure of the number of times that a ‘hot-linked’ ad banner was used to access a site specified by the banner linked’ ad banner was used to access a site specified by the banner sponsor. “ - sponsor. “ - CASIECASIE
Click-ThroughClick-Through - “ a click by a user on an advertisement. Typically, - “ a click by a user on an advertisement. Typically, the user's Browser is then "re-directed" or "transferred" to a page on the user's Browser is then "re-directed" or "transferred" to a page on the advertiser's Web site. In some cases, the Click-Through may the advertiser's Web site. In some cases, the Click-Through may fail to deliver the user to the advertiser's site due to an overload of fail to deliver the user to the advertiser's site due to an overload of traffic on the advertiser's server or a user's slow Internet traffic on the advertiser's server or a user's slow Internet connection. - connection. - NetCount definitionNetCount definition
FAST definitionsFAST definitionsFAST definitionsFAST definitions
Impression: "The count of a delivered basic advertising unit from an ad distribution point."
Layman's Translation: When an ad is "called up" from the advertiser's server.
Impression: "The count of a delivered basic advertising unit from an ad distribution point."
Layman's Translation: When an ad is "called up" from the advertiser's server.
FAST DefinitionsFAST DefinitionsFAST DefinitionsFAST Definitions
Click: "When a visitor interacts with an advertisement."
Layman's Translation: When the ad is clicked on and the visitor begins transferring to the destination site.
Click: "When a visitor interacts with an advertisement."
Layman's Translation: When the ad is clicked on and the visitor begins transferring to the destination site.
Hierarchy of Hierarchy of Measurement MethodsMeasurement MethodsHierarchy of Hierarchy of Measurement MethodsMeasurement Methods
RegistrationRegistration CookiesCookies URL tagging (“tokens”)URL tagging (“tokens”) IP addressIP address
RegistrationRegistration CookiesCookies URL tagging (“tokens”)URL tagging (“tokens”) IP addressIP address
Measurement IssuesMeasurement IssuesMeasurement IssuesMeasurement Issues
CacheingCacheing Offline browsersOffline browsers FramesFrames Anti-cookiesAnti-cookies
CacheingCacheing Offline browsersOffline browsers FramesFrames Anti-cookiesAnti-cookies
Measurement vs. AuditingMeasurement vs. AuditingMeasurement vs. AuditingMeasurement vs. Auditing
All pages/files on All pages/files on the sitethe site
Daily/WeeklyDaily/Weekly In-house software In-house software
or external service or external service providerprovider
I/Pro, NetCountI/Pro, NetCountInterse, Accrue, Interse, Accrue, and lots of others. . and lots of others. .
All pages/files on All pages/files on the sitethe site
Daily/WeeklyDaily/Weekly In-house software In-house software
or external service or external service providerprovider
I/Pro, NetCountI/Pro, NetCountInterse, Accrue, Interse, Accrue, and lots of others. . and lots of others. .
Top level or Top level or summary figuressummary figures
MonthlyMonthly External External
“independent” “independent” auditorauditor
ABVS, BPA, ABVS, BPA, I/AuditI/Audit
Top level or Top level or summary figuressummary figures
MonthlyMonthly External External
“independent” “independent” auditorauditor
ABVS, BPA, ABVS, BPA, I/AuditI/Audit
CASIECASIECASIECASIE
Association of National AdvertisersAssociation of National Advertisers American Association of Advertising American Association of Advertising
AgenciesAgencies Advertising Research FoundationAdvertising Research Foundation
Association of National AdvertisersAssociation of National Advertisers American Association of Advertising American Association of Advertising
AgenciesAgencies Advertising Research FoundationAdvertising Research Foundation
Coalition for Advertiser-Supported Information and Entertainment
CASIE PrinciplesCASIE PrinciplesCASIE PrinciplesCASIE Principles
Interactive Media Audience MeasurementInteractive Media Audience Measurement Focus on supplying guidelines for providing Focus on supplying guidelines for providing
quality audience measurement of interactive quality audience measurement of interactive media, both in cyberspace and interactive TVmedia, both in cyberspace and interactive TV
Interactive Media Audience MeasurementInteractive Media Audience Measurement Focus on supplying guidelines for providing Focus on supplying guidelines for providing
quality audience measurement of interactive quality audience measurement of interactive media, both in cyberspace and interactive TVmedia, both in cyberspace and interactive TV
CASIE Guiding PrinciplesCASIE Guiding PrinciplesCASIE Guiding PrinciplesCASIE Guiding Principles
Best Media Research Best Media Research PracticesPractices
3rd Party 3rd Party MeasurementMeasurement
Full DisclosureFull Disclosure ComparabilityComparability Methodological Methodological
ExperimentationExperimentation PrivacyPrivacy
Best Media Research Best Media Research PracticesPractices
3rd Party 3rd Party MeasurementMeasurement
Full DisclosureFull Disclosure ComparabilityComparability Methodological Methodological
ExperimentationExperimentation PrivacyPrivacy
User Information User Information PreferablePreferable
Use of Census and Use of Census and SampleSample
Non-IntrusivenessNon-Intrusiveness Total Medium Total Medium
MeasurementMeasurement Industry ConsensusIndustry Consensus
User Information User Information PreferablePreferable
Use of Census and Use of Census and SampleSample
Non-IntrusivenessNon-Intrusiveness Total Medium Total Medium
MeasurementMeasurement Industry ConsensusIndustry Consensus
www.naa.org/marketscope
Measurement -- not the same Measurement -- not the same as ROIas ROIMeasurement -- not the same Measurement -- not the same as ROIas ROI
On a technical level, ROI can be On a technical level, ROI can be viewed as tracking “events” -- I.e. viewed as tracking “events” -- I.e. you can put a trackable “tag” on you can put a trackable “tag” on the “Thank you for your order” the “Thank you for your order” page to count purchases, or on page to count purchases, or on distinct mirror pages to track click distinct mirror pages to track click throughsthroughs
On a technical level, ROI can be On a technical level, ROI can be viewed as tracking “events” -- I.e. viewed as tracking “events” -- I.e. you can put a trackable “tag” on you can put a trackable “tag” on the “Thank you for your order” the “Thank you for your order” page to count purchases, or on page to count purchases, or on distinct mirror pages to track click distinct mirror pages to track click throughsthroughs
ROI starts with the goals of ROI starts with the goals of your campaignyour campaignROI starts with the goals of ROI starts with the goals of your campaignyour campaign
What are the goals of the campaign?
What do we want to learn? What metrics will help us improve the campaign?
What are the goals of the campaign?
What do we want to learn? What metrics will help us improve the campaign?
Measure those things that Measure those things that reflect the results you seekreflect the results you seekMeasure those things that Measure those things that reflect the results you seekreflect the results you seek
Are people responding to the offer? Are the banners getting clicks?1. Track the hits to the web site.
Are we getting leads? Where are they coming from?2. Track the sign-ups for more information.
Are people responding to the offer? Are the banners getting clicks?1. Track the hits to the web site.
Are we getting leads? Where are they coming from?2. Track the sign-ups for more information.
Measure those things that Measure those things that reflect the results you seekreflect the results you seekMeasure those things that Measure those things that reflect the results you seekreflect the results you seek
How many people are becoming new cardholders? What sites are producing them?3. Track the final registrations.
What is the ratio of people requesting more information to those actually signing up? Are some sites better at converting prospects into signups?4. Track the conversion of leads to sales.
How many people are becoming new cardholders? What sites are producing them?3. Track the final registrations.
What is the ratio of people requesting more information to those actually signing up? Are some sites better at converting prospects into signups?4. Track the conversion of leads to sales.
Steps to effective ROISteps to effective ROISteps to effective ROISteps to effective ROI
Monitor your conversion rate from lead to sale.
Perform market research. Distinguish quality vs. quantity
of visitors. Determine the right media mix.
Monitor your conversion rate from lead to sale.
Perform market research. Distinguish quality vs. quantity
of visitors. Determine the right media mix.
Steps to effective ROISteps to effective ROISteps to effective ROISteps to effective ROI
Define your target audience. Test creative messaging.
Define your target audience. Test creative messaging.
Ways to targetWays to targetWays to targetWays to target
Content and contextContent and context Editorial adjacencyEditorial adjacency KeywordKeyword
BrowserBrowser Observed vs. inferred (reverse lookup)Observed vs. inferred (reverse lookup)
Behavioral/usageBehavioral/usage Cookies, predictive modelingCookies, predictive modeling
RegistrationRegistration
Content and contextContent and context Editorial adjacencyEditorial adjacency KeywordKeyword
BrowserBrowser Observed vs. inferred (reverse lookup)Observed vs. inferred (reverse lookup)
Behavioral/usageBehavioral/usage Cookies, predictive modelingCookies, predictive modeling
RegistrationRegistration
Buying Reach vs. Audience Buying Reach vs. Audience compositioncompositionBuying Reach vs. Audience Buying Reach vs. Audience compositioncomposition
Reach: build awareness Reach: build awareness over a broad baseover a broad base
High coverage of target High coverage of target or total coverageor total coverage
Includes top traffic sites Includes top traffic sites (I.e. search engines)(I.e. search engines)
Reach: build awareness Reach: build awareness over a broad baseover a broad base
High coverage of target High coverage of target or total coverageor total coverage
Includes top traffic sites Includes top traffic sites (I.e. search engines)(I.e. search engines)
Composition: Composition: concentrate buy on concentrate buy on targeted sitestargeted sites
Include content sites Include content sites with user affinitywith user affinity
Users more likely to Users more likely to find ad useful (ups find ad useful (ups clicks)clicks)
Composition: Composition: concentrate buy on concentrate buy on targeted sitestargeted sites
Include content sites Include content sites with user affinitywith user affinity
Users more likely to Users more likely to find ad useful (ups find ad useful (ups clicks)clicks)
Buying Reach vs. Audience Buying Reach vs. Audience compositioncompositionBuying Reach vs. Audience Buying Reach vs. Audience compositioncomposition
Reach: likely to Reach: likely to include significant include significant waste coveragewaste coverage
As reach increases As reach increases composition composition desirability decreasesdesirability decreases
Likely lower clicksLikely lower clicks
Reach: likely to Reach: likely to include significant include significant waste coveragewaste coverage
As reach increases As reach increases composition composition desirability decreasesdesirability decreases
Likely lower clicksLikely lower clicks
Composition: Composition: opportunity to opportunity to leverage content to leverage content to build relationships build relationships with audiencewith audience
Composition: Composition: opportunity to opportunity to leverage content to leverage content to build relationships build relationships with audiencewith audience
Pricing modelsPricing modelsPricing modelsPricing models
CPMCPM Performance BasedPerformance Based
Cost Per Click (CPC)Cost Per Click (CPC) Cost Per Transaction (CPT)Cost Per Transaction (CPT) Cost Per Inquiry (CPI)Cost Per Inquiry (CPI) Cost per action/interaction (CPA, I.e. Cost per action/interaction (CPA, I.e.
software downloaded, game played)software downloaded, game played)
HybridsHybrids
CPMCPM Performance BasedPerformance Based
Cost Per Click (CPC)Cost Per Click (CPC) Cost Per Transaction (CPT)Cost Per Transaction (CPT) Cost Per Inquiry (CPI)Cost Per Inquiry (CPI) Cost per action/interaction (CPA, I.e. Cost per action/interaction (CPA, I.e.
software downloaded, game played)software downloaded, game played)
HybridsHybrids
Pricing: CPMPricing: CPMPricing: CPMPricing: CPM
CPM: Cost per thousand (number of ad CPM: Cost per thousand (number of ad impressions requested or delivered.)impressions requested or delivered.) Search engines: $10-$50Search engines: $10-$50 Keywords: $20-$70Keywords: $20-$70 Top 100 sites: $25-$100Top 100 sites: $25-$100 Local sites: $20-$80Local sites: $20-$80 Niche sites: $40-$250Niche sites: $40-$250 Ad networks: $10-$70Ad networks: $10-$70
CPM: Cost per thousand (number of ad CPM: Cost per thousand (number of ad impressions requested or delivered.)impressions requested or delivered.) Search engines: $10-$50Search engines: $10-$50 Keywords: $20-$70Keywords: $20-$70 Top 100 sites: $25-$100Top 100 sites: $25-$100 Local sites: $20-$80Local sites: $20-$80 Niche sites: $40-$250Niche sites: $40-$250 Ad networks: $10-$70Ad networks: $10-$70
Pricing: Performance basedPricing: Performance basedPricing: Performance basedPricing: Performance based
CPC: $0.25-$2.00CPC: $0.25-$2.00 CPI: 50-90% of cust. AcquisitionCPI: 50-90% of cust. Acquisition CPT: 2%-10% of transaction/saleCPT: 2%-10% of transaction/sale
CPC: $0.25-$2.00CPC: $0.25-$2.00 CPI: 50-90% of cust. AcquisitionCPI: 50-90% of cust. Acquisition CPT: 2%-10% of transaction/saleCPT: 2%-10% of transaction/sale
Perform an inventory analysisPerform an inventory analysisPerform an inventory analysisPerform an inventory analysis
Where on the site/page gets highest Where on the site/page gets highest click ratesclick rates
Share the risk? Pay the minimumShare the risk? Pay the minimum Creative reviewCreative review Test viabilityTest viability Non-performance clauseNon-performance clause
Where on the site/page gets highest Where on the site/page gets highest click ratesclick rates
Share the risk? Pay the minimumShare the risk? Pay the minimum Creative reviewCreative review Test viabilityTest viability Non-performance clauseNon-performance clause