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Interactive Brand Communication Class 8 Measuring Success of Online Campaigns Kuen-Hee Ju-Pak, CSUF.

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Presentation on theme: "Interactive Brand Communication Class 8 Measuring Success of Online Campaigns Kuen-Hee Ju-Pak, CSUF."— Presentation transcript:

1 Interactive Brand Communication Class 8 Measuring Success of Online Campaigns Kuen-Hee Ju-Pak, CSUF

2 Featuring Today …...  Online Research: Need and Use  Online Communication & Measurement  Web Traffic & Audience Measures  Copy-testing Measures

3 Online Research & Measurement: Why Do We Need? u To lean how consumers process online ads, what strategies work and what don’t u To select the most effective strategy, creative or media. u To maximize ROI u To minimize the risk of making costly mistakes

4 When Do We Measure? u Beginning  when developing ads  when selecting the best among alternative ads  when selecting the best vehicles  before making a big media buy u During  When checking if the selected ads or vehicles continue to produce the best possible results u After  As a post-campaign evaluation

5 Online Communication Process and Measurement u Internet is a computer mediated digital communication medium u Internet enables two- or multi-way, interactive communication u Exposure to Internet content is mostly voluntary

6 Web Traffic & Audience Measures u The appropriate measure to use should depend on the objectives of your campaign u 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

7 u Advantages of Outsourcing/ Disadvantages of In- House measurement  time savings  Objectivity  convenience, sophistication  ability to get normative data u Disadvantages of Outsourcing/ Advantages of In- house measurement  control of data usage  cost Ways of Obtaining Web Audience Measures: In-house approach vs. outsourcing

8 Types of Web Audience Data: u 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.) u Audience-Centric Data – tracking by measuring the audience  Can only be obtained by a third party source (Nielsen/NetRatings & comScore Network, Inc.)

9 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

10 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

11 Interest/Interaction Measures u 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 u Time Spent interacting with the site or the ad  a measure of interest generated by advertisement

12 Response/Action-based Measures u Sales: number of completed sales transactions, the amount of money generated, etc. u # of Sales/Qualified Leads: number of visits to the showroom, store, website; number of dealer information downloads, amount of inquires, etc. u Membership Acquisition: number of registration forms or subscriptions filled out

13 Audience-Centric Data from comScore vs. Nielsen/Net Ratings u Ratings by Site u Reach by Site and across Sites u Frequency u Competitive Internet Advertising Activities

14 Copyttesting Measures & Methods u Copytesting is a general class of tests that evaluate and diagnose the communication/branding power of an advertisement u 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

15 Two Types of Copytesting Measures u Branding Measures: brand awareness (recall, recognition), association/perceptions, purchase intent, & brand loyalty u Sales or Action-based Measures: sales, inquiries, customer acquisition, etc.

16 Methods for Copytesting u Online focus groups (via discussion groups, website, u Experiment (e.g., Split-testing)

17 Online Focus Groups u Can be used only during pre-launch, to get some insights into message and media to use u 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,, which lets firms conduct seminars to a live audience)

18 Online Focus Groups u Recruiting respondents u e-mail, u posting/announcing in news groups u in own web site, through banners, u even through phone contacts

19 Online Experiments u 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)

20 Guidelines for Conducting Split-test u Two (or more) ads are placed in the same sites/position so that their only difference is the ad elements used u 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 u They are measured after exposure to advertising u The score may be compared across groups; the difference in scores may be considered as the impact of the ad

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