I-COM worldmeasurementnews

Buyers: Sites Gaming Up Page Views?

Mike Shields writes for MediaWeek: Most plying the online media trade say they’d be happy to see the page view disappear as a metric. But for all the talk about engagement and time spent, and the adoption of nifty publishing technologies like XML and Ajax, the page view just won’t die. Indeed, many publishers deliberately still use every trick in the book to drive up their page view numbers—from posting news stories that run across four pages to driving users to endless slide shows. More...

Al Ries Metric Madness vs. The Internet

Al Ries writes for AdAge: Metric Madness: The Answer to Mathematical Failure Seems to Be More Math. March Madness lasts only three weeks, but Metric Madness goes on all year long. What is Metric Madness? It's the notion you can run anything by the numbers, and it's become the hottest concept in business today. The marketing community eats this stuff up. Nobody generates more data than they do. More...

Stephen DiMarco (picture) writes for Mediapost: In a trade publication last month, marketing guru Al Ries proudly declared that "determining the ROI of a marketing program is an expensive exercise with little or no value -- an experienced marketing executive instinctively knows whether a marketing program is working or not." He countered one CMO's perspective on the value of analytics, by concluding that the practice of marketing "is not even 1% mathematics." With math-bashing marketing hand grenades like this, it's not surprising that the column sparked a healthy response; readers are still submitting comments that wrestle with Ries' assertions. More...

Radian6 Announces Social CRM and Web Analytics Integration

Radian6 writes: New features empower companies to extend customer relationships into the social web and more clearly determine social media ROI.

Fredericton, NB (June 24, 2009) - The social web is touching more and more business processes inside the enterprise. Marketing, customer support, sales, and community professionals increasingly need to understand how the conversations happening in social media impact and drive their customer relationships.

Radian6 helps companies listen to what people are saying about them online and engage in those conversations across the social web. From blogs and comments to multimedia, boards and forums and communities like Twitter, Radian6 gathers the discussions happening online and gives businesses the ability to analyze, manage, track, and report on their social media monitoring and engagement efforts. More...

In UK, TouchPoints 3 gets the go ahead

The IPA has commissioned a third TouchPoints survey from Ipsos MediaCT with a number of new additions. While the basic methodology will remain the same, the questionnaire and e-diary will be updated to reflect the media industry of 2009/2010 and will include word-of-mouth for the first time. Says Lynne Robinson, IPA Research Director: “We will be able to directly show the changes in consumers’ lives and how they use an ever expanding range of communication channels dating from the 2005 boom into this current recession.” More...

Five ways to measure ROI for branding campaigns

Raymond Teoh, AVP, IBU at Singapore press Holdings Ltd writes for iMedia: Branding campaigns are critical and a must-have to build a long-term business. The internet has always been used as a performance platform, mainly cost-per-click (CPC), cost-per-lead (CPL) or cost-per-acquisition (CPA). In the current economic climate, most marketers need to justify their investment and hence, performance based marketing is key. However, we must not forget that to build a long-term business, branding is critical. Here are five ways you can measure ROI on your next campaign. More...

In UK, Effective Measure gains one star ABCe Associate Accreditation

ABCe announces today that Effective Measure has registered with them as an Associate Subscriber and has achieved their one star Associate accreditation in working towards supporting industry-agreed standards through the services they offer.

The ABCe Associate Subscriber Scheme encourages and enables suppliers to the new media industry to demonstrate their support for industry-agreed standards, as set by JICWEBS (www.jicwebs.org). A one Star accreditation means that they have successfully completed an ABCe evaluation and can deliver auditable data to industry agreed standards. (The next and final step is the two star accreditation which means that they have successfully delivered auditable data for a client completing an ABCe audit to industry agreed standards and publishing an ABCe Audit Certificate).

Scott Julian, Chief Executive Officer at Effective Measure comments: "Effective Measure is proud to be associated with the ABCe and is confident that in gaining our one star accreditation we have further cemented our reputation for accurate, transparent and industry-supported online audience measurement."

About Effective Measure
Effective Measure provides cutting edge digital audience measurementa, website rankings, Internet demographics and market intelligence for website publishers, agencies and digital marketers. More...

In US, Canoe Ventures Abandons First Ad Targeting Project; Focus Turns To Lead-Gen Effort

David Kaplan writes for Reuters: The delay-plagued cable ad targeting company Canoe Ventures has decided to turn off the lights on its ad zone project after too many hold-ups. Canoe CEO David Verklin tells Multichannel News that he has shut down the company’s first product, the Community Addressable Messaging program. The product was intended to make it easier to sell targeted ads across cable zones, but the limited technology of some local cable systems made the rollout an untenable proposition. More...

In US, Publishers Hire ComScore To Kill Off The Click-Through

Nicholas Carlson writes for Silicon Alley Insider: For years, this was supposed to be the selling point that finally to steered big brand advertisers away from old media and onto the Internet where consumers were spending more and more of their time. The one big problem was that even Internet users who are interested in the product being advertised don't click on ads, so publishers aren't getting paid. Which doesn't mean online ads don't work. On the contrary: They work fine.

To address this, the 47 huge publishers in the Online Publishers Association have taken a page from old media...they've commissioned companies like Nieslen or ComScore to publish reports showing exactly how an ad on the back cover of Vanity Fair or the first commercial five minutes into "Friends" can lift sales and brand awareness. More...

In US, OPA Study Shows Consumers Exposed to Display Advertising Are More Engaged and Spend More Money Online

NEW YORK, NY – June 18, 2009 – The Online Publisher’s Association (OPA) today released a new research study, “The Silent Click: Building Brands Online,” which will be unveiled during the “Eyes on the Internet” tour kicking off in San Francisco on June 18th. Throughout the tour, the OPA will address the findings and host panel discussions with senior agency and marketing executives about effective ways to measure the impact of branding campaigns beyond the click.

“The findings suggest that measuring consumers exposed to an advertiser message in terms of their search activities associated with that brand, their visitation to the advertisers’ site and finally their e-commerce and retail spending activities, is a smart formula for getting an important view into display ad effectiveness.” said Pam Horan, president of the Online Publishers Association. More...

Most Marketers Ignore Brand Metrics Online

Brian Morrissey writes for ADWEEK: A new survey of top marketers by Forbes.com confirms that the Web has far to go to prove itself as a vehicle for brand building. When asked what measures they used to gauge success, just 31 percent said brand building topped the list, and 14 percent said reach. "On the Web specifically, advertising has moved into more demand fulfillment as opposed to demand creation," said Jim Spanfeller, CEO of Forbes.com. "That's not really advertising. There's nothing wrong with it. Doing search marketing and point-of purchase displays all works, but it's not advertising. It's not about creating demand and improving brand metrics." More...