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Infographic: Microsoft vs Apple – The History of Computing

In this amazing infographic, you can see rivalry of Microsoft vs Apple in timeline, from year 1984 till 2011. Source: Manolution

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Infographic: Which Countries are Using Google Analytics the Most?

Posted by Martin Kovac | Posted in Measurement | Posted on 13-06-2012

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Did you know: Macedonia, Serbia and Lithuania have the biggest usage of Google Analytics in the world!
Iraq is the country, where Google Analytics is used the least.

Target Online Marketing created wonderful infographic – Who is using Google Analytics?

How Do Marketers and Agencies Measure Multichannel Influence?

Posted by Martin Kovac | Posted in Advertising, Measurement | Posted on 22-05-2012

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Findings from Econsultancy and Google Analytics suggest the majority of marketers worldwide failed to use attribution models that properly describe the influence of each ad format and marketing channel on the consumer’s purchase path.

The last-click attribution model was the most common method used by marketers and agencies worldwide. Under this model, the last click receives full credit for any revenue generated.

Lesser used methods of attribution—including first-click, the direct counter to last-click; linear, a model that assigns equal weighting to all interactions; and customized by channel, a type of linear model in which marketers assign their own custom value to each touchpoint—were used by a greater number of agencies than marketers.

First-click and last-click attribution models are easiest to measure, but their use can over- or under-credit an ad format’s influence on conversion activity.

I encourage you to read the full article on eMarketer.

Which European Country has the Largest Internet Audience?

Posted by Martin Kovac | Posted in Measurement | Posted on 21-02-2012

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comScore released an overview of internet usage in Europe, showing 381.5 million unique visitors went online in December 2011 for an average of 27.5 hours per person.

The overview shows that the Russian internet audience continues to be Europe’s largest with more than 53.3 million unique visitors:

Infographic: How Marketers Currently Measure ROI

Posted by Martin Kovac | Posted in Measurement | Posted on 14-11-2011

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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:

3MS – Making Measurement Make Sense

Posted by Martin Kovac | Posted in Display advertising, Measurement, Online advertising | Posted on 20-09-2011

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“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

    5 New Guiding Principles of Digital Measurement

    Posted by Martin Kovac | Posted in Online advertising | Posted on 22-06-2011

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    The Association of National Advertisers, the Interactive Advertising Bureau and the 4As released their Guiding Principles of Digital Measurement, five principles that the trade groups described as “the foundation of making measurement make sense.”

    Five new principles:

    1. Move to a viewable impressions standard and count real exposures online.

    2. Online advertising must migrate to a currency based on audience impressions, not gross ad impressions.

    3. Because all ad units are not created equal, we must create a transparent classification system.

    4. Determine interactivity metrics that matter for brand marketers, so that marketers can better evaluate online’s contribution to brand building.

    5. Digital media measurement must become increasingly comparable and integrated with other media.


    Source: MediaPost

    Most popular web browsers in CEE?

    Posted by Martin Kovac | Posted in CEE, Measurement | Posted on 30-11-2010

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    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.

    US marketers still rely on CTR

    Posted by Martin Kovac | Posted in Measurement, Online advertising | Posted on 20-05-2010

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    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.

    Social media measurement (video)

    Posted by Martin Kovac | Posted in Social Media | Posted on 12-05-2010

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    Amy Martin from Digital Royalty explains in 6 minutes, how to measure the impact of social media on a brand’s popularity.
    There are two important things to do, when you are measuring your social media efforts:
    1. establish your KPIs
    2. measure these KPIs

    Return On Influence: Cold Metrics & Warm Metrics
    roi

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

    Posted by Martin Kovac | Posted in Display advertising, Measurement | Posted on 30-03-2010

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    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.