Metric

Marketers Lack Standard Social Media ROI Metric

Source: http://www.marketingcharts.com/direct/marketers-lack-standard-social-media-roi-metric-20834/

Marketers currently have no standard measurement of social media success, although all of those that do not define return-on-investment (ROI) in the classical way still believe that social media benefits their business, according to survey results released in January by Wildfire. The top metrics used by social media marketers for ROI are increased fans, likes, […]


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Sunday, January 22nd, 2012 news No Comments

Top Posts for Week Ending July 26th

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    Monday, July 27th, 2009 digital No Comments

    Top Posts Week Ending July 17, 2009

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  • The Perfect Babe – Megan Fox (pics)
  • marketing misconceptions, advertising misconceptions, social media misconceptions
  • Bing is bigger than CNN, Digg, Twitter? Not so fast!
  • Smaller social networks are losing even the few users they have…
  • Branding is still a useful activity? Reach and frequency is still a useful metric?
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    Tuesday, July 21st, 2009 digital No Comments

    last-ad accounting, last-ad-attribution model

    Why the Click Is the Wrong Metric for Online (Display) Ads

    http://adage.com/digital/article?article_id=134787

    There is a whole ruckus around ad networks getting too little credit for helping to drive customers’ awareness and clicks for advertisers. In the past, ad networks wanted to claim credit for type-ins (people going to an advertiser’s site by typing the URL instead of clicking on an ad). They called this “view through” and the ad networks wanted these to be attributed to their showing the ad somewhere on their network.

    Now they claim that getting credit for only the last-ad is not enough — the ad the user actually clicked on to get to the advertiser’s site, the one that can actually be tracked and properly attributed.

    What’s at stake is the relatively large piece of “direct” or referrer-less traffic. Analytics packages can only assign these to type-ins or bookmarks since there was no referring site to attribute them to, let alone ad creative version, etc.

    But while there is demonstrable lift in click rates when display ads and search ads are running at the same time — i.e. they reinforce and complement each other — it does not mean that ad networks can or should claim credit for the lift. After all, advertising running on another network COULD also cause a lift in results of ads running on another network if they are run simultaneously.

    So the bottom line is if the click or the visit is not directly attributable, it should not be attributed.

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    Monday, February 23rd, 2009 display advertising No Comments

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