Transcript Web audience measures

Interactive Brand Communication
Class 8
Measuring Success of Online
Campaigns
Kuen-Hee Ju-Pak, CSUF
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Online Research: Need and Use
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Online Communication & Measurement
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Web Traffic & Audience Measures
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Copy-testing Measures
Online Research & Measurement:
Why Do We Need?
 To
lean how consumers process online
ads, what strategies work and what
don’t
 To select the most effective strategy,
creative or media.
 To maximize ROI
 To minimize the risk of making costly
mistakes
When Do We Measure?
 Beginning
 when developing ads
 when selecting the best among alternative ads
 when selecting the best vehicles
 before making a big media buy
 During
 When checking if the selected ads or vehicles
continue to produce the best possible results

After

As a post-campaign evaluation
Online Communication
Process and Measurement
 Internet
is a computer mediated digital
communication medium
 Internet enables two- or multi-way,
interactive communication
 Exposure to Internet content is mostly
voluntary
Web Traffic & Audience Measures
 The
appropriate measure to use should
depend on the objectives of your campaign
 Web Audience
vs. Copy-testing Measures:
Differences
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Web audience measures: used across all testing
stages, applied to traffic-building, direct response goals,
useful to media decision making
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Copytesting measures: used only at the beginning and
during, applied to branding, direct-response goals, useful
to testing of creative messages and execution
Ways of Obtaining Web Audience Measures:
In-house approach vs. outsourcing
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Advantages of Outsourcing/ Disadvantages of InHouse measurement
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time savings
Objectivity
convenience, sophistication
ability to get normative data
Disadvantages of Outsourcing/ Advantages of Inhouse measurement
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control of data usage
cost
Types of Web Audience Data:
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Site-Centric data – tracking by measuring the
site
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Can be obtained by the site publisher using traffic analysis
software or by a third party, custom ad tracking services firm
(I/PRO, NetCount, NetGravity, Interse, First, etc.)
Audience-Centric Data – tracking by
measuring the audience
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Can only be obtained by a third party source
(Nielsen/NetRatings & comScore Network, Inc.)
Site-Centric Traffic Data
The server log file . . reveals
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Most frequently requested pages
Number of visits
Pages viewed per visit
Most popular usage times
Length of visit
Popular paths followed throughout the site
Browser used & User Computer Platform
Domain and Host of the User & Referring URL
User Entrance Page & Exit Page
Exposure-Based Measures
 # of Visits (Site Impressions): total number of site
requests made during ‘time-out’ period (30 minutes),
traffic volume by time of the day (a good indicator of
a site’s popularity)
 # of Unique Users (= Site Reach): number of
unduplicated audience/visitors to a Web Site, per day,
week, month, etc.
 # of Page Views (Page Impressions): number of
times a page containing your ad is requested
 # of Ad Views (Ad Impressions): number of times
your ad is displayed
 Average Frequency of Exposures to an ad vs. page:
# of ad views / # of unique users vs. # of page views /
# of unique users
Interest/Interaction Measures

Click-Through Rate: % of total impressions that
resulted in click-through
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# of times the banner was clicked on compared to # of Ad
Views or Page Views
A measure of the amount of interest generated by
advertisement
Time Spent interacting with the site or the ad
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a measure of interest generated by advertisement
Response/Action-based Measures
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Sales: number of completed sales transactions, the
amount of money generated, etc.
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# of Sales/Qualified Leads: number of visits to the
showroom, store, website; number of dealer
information downloads, amount of inquires, etc.
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Membership Acquisition: number of registration
forms or subscriptions filled out
Audience-Centric Data
from comScore vs. Nielsen/Net Ratings
 Ratings
by Site
 Reach by Site and across Sites
 Frequency
 Competitive Internet Advertising Activities
Copyttesting Measures & Methods
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Copytesting is a general class of tests that
evaluate and diagnose the
communication/branding power of an
advertisement
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Its primary purposes and uses:
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to fine-tune the creative concepts
to identify positive and negative ad elements
to select the best ads among alternatives
to maximize ROI
Two Types of Copytesting Measures
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Branding Measures: brand awareness
(recall, recognition),
association/perceptions, purchase intent, &
brand loyalty
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Sales or Action-based Measures: sales,
inquiries, customer acquisition, etc.
Methods for Copytesting
 Online
focus groups (via discussion
groups, website,
 Experiment (e.g., Split-testing)
Online Focus Groups
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Can be used only during pre-launch, to get
some insights into message and media to use
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Different Approaches
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May Host a chat session on your web site
Monitor news groups to evaluate the content of the
discussion on your and others’ firms
Use a software to gather customer feedback in real
time (e.g., PlaceWare Auditorium,
www.placeware.com, which lets firms conduct
seminars to a live audience)
Online Focus Groups
Recruiting
respondents
 e-mail,
 posting/announcing
in news groups
 in own web site, through banners,
 even through phone contacts
Online Experiments
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Common approaches (Split-half technique)
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e-mail
Banners
other approaches
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e.g, Direct Marketers Inc. used AOL’s Opinion Place, any
approach or means as long as you can have the control
over exposures, that is, who gets Message A and who B)
Guidelines for Conducting Split-test
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Two (or more) ads are placed in the same
sites/position so that their only difference is the ad
elements used
A half of the visitors receives one ad and the other
half the other ad with a control group with no
exposure to any ad
They are measured after exposure to advertising
The score may be compared across groups;
the difference in scores may be considered as the
impact of the ad