Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Interactive Brand Communication Class 8 Measuring Success of Online Campaigns Kuen-Hee Ju-Pak, CSUF Featuring Today …... Online Research: Need and Use Online Communication & Measurement Web Traffic & Audience Measures 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 Web audience measures: used across all testing stages, applied to traffic-building, direct response goals, useful to media decision making 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 Advantages of Outsourcing/ Disadvantages of InHouse measurement time savings Objectivity convenience, sophistication ability to get normative data Disadvantages of Outsourcing/ Advantages of Inhouse measurement control of data usage cost Types of Web Audience Data: Site-Centric data – tracking by measuring the site 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 Can only be obtained by a third party source (Nielsen/NetRatings & comScore Network, Inc.) Site-Centric Traffic Data The server log file . . reveals 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 # 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 a measure of interest generated by advertisement Response/Action-based Measures Sales: number of completed sales transactions, the amount of money generated, etc. # of Sales/Qualified Leads: number of visits to the showroom, store, website; number of dealer information downloads, amount of inquires, etc. 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 Copytesting is a general class of tests that evaluate and diagnose the communication/branding power of an advertisement Its primary purposes and uses: 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 Branding Measures: brand awareness (recall, recognition), association/perceptions, purchase intent, & brand loyalty 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 Can be used only during pre-launch, to get some insights into message and media to use Different Approaches 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 Common approaches (Split-half technique) e-mail Banners other approaches 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 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