Re: ONLINE-ADS>> Could you recommend an Auditor

Nick Nyhan (nick.nyhan_at_decisiontree.com)
Fri, 08 May 1998 10:16:08 -0400

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Paul, in response to your point:

>"...The main issue is that the auditor must not only understand
>Web advertising and be comfortable with data, they have to
>understand sponsorships and the qualitative aspects that are
>inherent in them..."

You stress the need for auditors to understand the qualitative
aspects of sponsorships. If by that you mean calculating the
impact and value of sponsorships in attitudinal measurements, not
just behavioral results, then you are right on.

To truly measure the effectiveness of the interactive marketing
dollar, we need to remember there are two sides to the coin:
behavioral data and attitudinal data.

Behavioral data measures the mouse. Attitudinal data measures
the mind.

Both are important. Yet, interactive marketers have become
obsessed with behavioral data because it is easier to collect.
Besides, behavioral data doesn't require securing people's
permission to participate. Getting GOOD attitudinal data is
harder and it requires proper sample building [Everyone who is
railing against online surveys on this list should be able to
differentiate a basic feed-back form from a real research
endeavor]. The auditors have developed methodolgies for
evaluating behavorial data. But as far as I can tell, the
auditors have not developed the same for attitudinal data. Maybe
we need to do that...

Nick Nyhan
DecisionTree
nick.nyhan_at_decisiontree.com

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