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| Topic: |
Business
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| Number of pages / Number of words: |
19 / 5159 |
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Either way, branding campaigns are clearly a part of traditional ad spending and online marketers need to understand how to include brand metrics in their measurement approach.
Some online marketers hear they need to measure branding and think: ‘oh no, here is more data we have to deal with.’ While the data-obsession can get overwhelming, the answer is not to turn away from the important data, but perhaps be more judicious about what data-point one seeks...
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Smart marketers find the right balance, gathering select data points without trying to measure every single thing and getting frustrated. Like a mosaic or the famous point-style head-shots used in The Wall Street Journal, a few key data-points can paint a clear picture.
Online effectiveness tracking has historically been framed in terms of ad impressions, click-through rate, and the resultant direct-response action (registration, purchase, etc...
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General points of the essay
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