How To Measure? Let Me Count The Ways…
By John Tawadros, COO, iProspect
There’s no point in telling you that measurement is critical — that’s a given. However, the definition of measurement can vary a great deal, especially considering how many different types of media are used in a comprehensive interactive marketing program. From my perspective, when it comes to measurement, what matters most is to think of everything that could be included — and smart marketers know that compiling that list should involve more minds than one.
For any given full campaign launch for a new product — such as the iPhone phenom — there’s a lot I’d want to know. For example, what was my reach in television (eyeball count)? I’d also want to know the impact to search query volume (demand) generated immediately post television commercials or radio ads, and how long the “buzz” lasts. In addition, it’s key to understand what consumers are seeing in the results page, to know what is being communicated on those sites, and to ascertain whether or not I have a presence there.
Likewise, if forums are in the mix, I’d want to know the number of posts; if video is relevant, I want to know the view count. It would also be nice to know whether the length of buzz correlates at all with the messaging/creative used in the ads. And of course, I’d want to know how many direct navigations are hitting my promoted URL immediately after launch, and for how long before returning to normal levels. Lastly, it would also be informative to know the price point on the secondary market (such as eBay) as an indicator of popularity and demand.
All in all, for such a comprehensive launch, I’d want to literally draw a timeline that shows all of the various marketing initiatives. Then, as they are rolled out, I would plot metrics along the span, noting everything. Every little thing. Doing so will provide insight into the correlation between different campaigns, different online sites, what audiences are impacted most by various tactics, and of course, measurement of the ultimate goal. In the case of the iPhone, my guess is that the goal was to create mass hysteria that would have people lining-up for days before it was available, and then sell out immediately.
-- Guest Blogger
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