Comments on: Optimizing Beyond Click and Conversion

By: Kylie Batt1

Kylie Batt1 — Sun, 13 Jun 2010 18:18:11 +0000

Весьма полезная мысль…

http://rel” rel=”nofollow”> Менеджер по рекламе. Менеджер по проектам. Usually these three areas are optimized against direct response metrics: the click and the conversion…..

By: Kylie Batt

Kylie Batt — Tue, 04 May 2010 22:35:51 +0000

Так бывает. Давайте обсудим этот вопрос. Здесь или в PM.... Usually these three areas are optimized against direct response metrics: the click and the conversion.....

By: Kylie Batt

Kylie Batt — Tue, 04 May 2010 02:49:38 +0000

песик не плохо так устроился... Usually these three areas are optimized against direct response metrics: the click and the conversion.....

By: greghills

greghills — Fri, 17 Jul 2009 15:18:00 +0000

I think you would have to create a different question for each each advertiser’s campaign based on the creative. I can’t think of of a question that would work across multiple advertisers and multiple campaigns. But I agree with you that brand awareness would be a good starting point.

One-question surveys must have some role to play, but I haven’t figured it out yet. I think it would be difficult to build up a statistically significant sample to use surveys to optimize media or audience on a campaign by campaign basis, since there are so many different media and audience segments.

Although one-question survey data may not be rich enough for dynamic optimization of individual campaigns, I think a company could aggregate a large amount of survey data to build a proprietary model that incorporates the degree of banner blindness that occurs on different sites and different site categories. I think the lowhanging fruit is not measuring the brand lift among different creatives or different audiences, but simply identifying sites where people actually notice the ads.

By: greghills

greghills — Fri, 17 Jul 2009 13:18:02 +0000

I think you would have to create a different question for each each advertiser's campaign based on the creative. I can't think of of a question that would work across multiple advertisers and multiple campaigns. But I agree with you that brand awareness would be a good starting point.

One-question surveys must have some role to play, but I haven't figured it out yet. I think it would be difficult to build up a statistically significant sample to use surveys to optimize media or audience on a campaign by campaign basis, since there are so many different media and audience segments.

Although one-question survey data may not be rich enough for dynamic optimization of individual campaigns, I think a company could aggregate a large amount of survey data to build a proprietary model that incorporates the degree of banner blindness that occurs on different sites and different site categories. I think the lowhanging fruit is not measuring the brand lift among different creatives or different audiences, but simply identifying sites where people actually notice the ads.

By: Tim Ogilvie

Tim Ogilvie — Thu, 16 Jul 2009 09:48:14 +0000

Interesting stuff. I think that getting the metrics right will open the door to much more interesting planning & optimization.

We've toyed around with using simple one-question surveys to measure brand awareness (i.e. pre- and post-exposure unaided awareness, aided awareness, etc). Seems like you might be able to use these to measure effectiveness on an automated basis if you made it easy enough.

Any sense as to whether there's a standard "question" that would work for most advertisers?

By: Varick’s Herman On Everything; AdMonsters in the UK; Facebook Turns On More Targeting

Wed, 15 Jul 2009 23:25:53 +0000

[...] Hills illustrates the complexities of optimization in his blog post, "Optimizing Beyond Click and Conversion." Hills suggests that useful metrics for brand-conscious marketers could include ad exposure time, [...]