NONE: Re: ONLINE-ADS>> Ratings: What is Optimal?
Re: ONLINE-ADS>> Ratings: What is Optimal?
jgehman_at_creativelabs.com
Tue, 6 Oct 1998 17:50:05 -0500 (CDT)
Keith Pieper wrote:
>So what SPECIFICALLY do we want for optimal measurement?
First and most importantly: USER-CENTRIC, not site-centric,
page-centric, ad-centric or PC location-centric. That's a
big deal and no one seems to get it.
Census, not panel. Meter, not recall. Business, home and
any other access device (Palm Pilot, library, etc), not
location snipets--the complete user picture. Real-time
online access, not hard copy reports. Extensible, so
clients can "enroll" users in the census. Projectable by
very narrow criteria at an MSA level. Able to be queried in
real-time in any way. Global, not US or North America. And
while you're at it, make all of this available in an
"engine," so that at the same time it is profiling, it is
also using that profile to serve content and ads.
In short, optimal measurement will revolve around the
complete user experience and become an "infomediary" capable
of both profiling AND interacting with users in real-time.
Stated another way, take the online reporting capabilities
of RK; the Web Usage, Software Usage, Hardware Scan and
Software Scan linkage capabilities of PC Meter; the litany
of demos, media usage and purchase data collected by _at_Plan
(admittedly recall, so figure out ways to meter most of
this); the business and home PC mix of _at_Plan, have the
census number in the millions if not tens of millions, make
it affordable ($25-50K per year) and able to integrate with
all site analysis, ad serving and home-spun database
solutions that exist.
Why is this so important? Take our little company. Next
year we'll serve a billion ads, 400 million pages of content
and 10 million software downloads. First of all, we want to
link all that online behavior data, then aggregate it with
all known purchase data, stir it up in a big pot and answer
some questions.
How many unique users do we have? How many are repeat? How
often? How many are new? This year? This month? Are we
growing faster than Web? Than competitors? Than genres A, B
and C? What are the keys to converting first time visitors
to repeat? Which ad vendors generate the most new visitors?
Most repeat visitors? Most purchases? How about
independent of CTR--just based on branding--having seen our
ad on site XYZ? How many of our total user base visits the
Web? Our Web site? What regional differences exist? How
do online and offline customers differ? Do we care? How
many of our customers bought our products online--from us or
anyone else? Do brick and mortar stores matter?
What is the profile of the top 10% of our customers? What
sites do they visit? What ads get clicks? What ads get
visits independent of clicks? What ads get purchases
independent of clicks? What products do they own? What are
their cross-purchase behaviors? How much of our ad spend
went towards these customers? How much of our bottom line
came from these customers? Do print pubs matter for these
customers? Which ones do? Which ones don't?
Let's say we have 20 million customers who will have
interacted with us online a total of about 1.5 billion times
next year, or roughly 75 data points apiece (flatlined).
What predictive modeling capabilities do all these data
points provide?
Is that what you had in mind Keith???
===========================
Joel Gehman, Internet Marketing Analyst
mailto:jgehman_at_creativelabs.com
408-428-6600 x6904
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