Martin Kovac » Measurement

Infographic: How Marketers Currently Measure ROI

Martin Kovac — Mon, 14 Nov 2011 14:52:10 +0000

Do you know where are all advertising budgets spent in USA?
Which metrics are the most effective to evaluate marketing ROI?
What online analytics tools do marketers use?

Here is infographic by Ifbyphone, a voice based marketing automation platform, they assembled statistics on how marketers currently measure ROI:

Online Checkout – In Real Life

Martin Kovac — Thu, 20 Oct 2011 07:48:34 +0000

Shopping online is meant to be easy. Watch funny video, where your customers are “checking out” with Google Analytics.

3MS – Making Measurement Make Sense

Martin Kovac — Tue, 20 Sep 2011 08:48:36 +0000

“3MS” short for “Making Measurement Make Sense” is a project of the IAB, ANA and 4A’s, along with a an impressive list of backers, including Google, AT&T, Coca-Cola, CBS, Group M, ESPN, Omnicom, Microsoft, Starcom MediaVest Group, New York Times and others.

Goal of 3MS project is to create new standards for how digital advertising is measured, bought, sold and easily comparable to other media.

Few changes to be tested:

Redefining an online ad impression from any ad served to a screen to counting only impressions where at least half the ad is visible for at least a second.

Developing a third-party online audience-measurement system that can be used as a currency in media deals, akin to what TV, radio and print long have had.

Defining a common set of online display and video ad formats to give buyers a better idea of they types of inventory that exist and what value they should command.

Source: Advertising Age

Most popular web browsers in CEE?

Martin Kovac — Tue, 30 Nov 2010 15:20:43 +0000

If you wonder, which is the most popular web browser in Slovakia, Czech republic, Poland or Hungary, Gemius can answer this question:

In three out of the four analyzed countries, Firefox is the most popular web browser. Just in the Czech republic, users still prefer Microsoft Internet Explorer.

For more information visit measure the web.

Inbound Marketing University – 16 Training Courses

Martin Kovac — Mon, 24 May 2010 12:01:11 +0000

HubSpot is kindly sharing 16 great marketing courses, which are MUST to every online marketer.

If you are interested in becoming certified Inbound Marketing Certified Professional, you can register here.

Below you can watch all training courses:

Inbound Marketing University Certification Program

1: How to Blog Effectively for Business
Professors: Ann Handley & Mack Collier, MarketingProfs

2: SEO Crash Course to Get Found
Professor: Lee Odden, TopRank Online Marketing

3: Social Media and Building Community
Professor: Chris Brogan, New Marketing Labs

4: Successful Business Uses for Facebook and LinkedIn
Professor: Elyse Tager, Silicon Valley American Marketing Association

5: Viral Marketing and World Wide Raves
Professor: David Meerman Scott, author of New Rules of Marketing & PR and
World Wide Rave

6: Advanced SEO Tactics: On Beyond Keyword Research
Professor: Rand Fishkin, SEOmoz

7: Calls to Action and Landing Page Best Practices
Professor: Jeanne Hopkins, MECLABS, Marketing Experiments

8: Inbound Lead Nurturing
Professor: Brian Carroll, MECLABS, InTouch

9: Successful Email Marketing
Professor: Eric Groves, Constant Contact

10: PR for Inbound Marketing
Professor: Todd Defren, SHIFT Communications

11: Twitter for Business
Professor: Laura Fitton, Pistachio Consulting, co-author of Twitter for Dummies

12: Advanced Marketing Analytics
Professor: Avinash Kaushik, Google and author of Web Analytics 2.0

13: Passion-Inspired Video & Other Creative Content
Professor: Gary Vaynerchuk, Wine Library TV, and author of Crush It!

14: Social Media for Big Business
Professor: Paula Berg, Southwest Airlines, Linhart PR

15: Internet Marketing Comprehensive Review
Professor: Mitch Joel, author of Six Pixels of Separation

16: Midway Inbound Marketing Review
Professor: Mike Volpe, HubSpot

US marketers still rely on CTR

Martin Kovac — Thu, 20 May 2010 13:47:57 +0000

A March 2010 survey by Chief Marketer showed that CTR is till the most used metric to measure effectiveness of online campaigns.

- 60% of US marketers reported they measure interactive marketing performance in click-throughs.
- Just 38.4% measured return on investment.
- Only one third measured brand awareness or reputation.

Is the time of exposure the new metric for display advertising?

Martin Kovac — Tue, 30 Mar 2010 09:50:08 +0000

Ad network called World Web Network launched technology that measures the amount of time that a banner is visible on the page and the web surfer is active. Time is only tallied when the script detects a regular mouse-keyboard activity. After ten seconds of idle time, the tool will pause until activity returns, ensuring a reliable metric.

French company called Alenty created this technology. You can see live demo of their technology here.

If I were to buy banner advertising on CPM basis, I would definitely appreciate dwell rate time discounter, or to be billed based on the time of exposure.

Neuromarketing explained in 49 seconds

Martin Kovac — Wed, 24 Mar 2010 14:10:08 +0000

If you are wondering what is Neuromarketing, watch this short video from NewScientist that explains the basic concept of using EEG to measure consumer reaction to ads.