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Metrics useful, but could be improved

SEPTEMBER 22, 2011 – Having the ability to measure consumer sentiment with market research and track shoppers’ online activity through metrics is something coveted by most professionals in the advertising industry. But as Brandon Evans writes for MediaPost, the metrics currently available to marketers are not giving them any deeper of an understanding about how their efforts are impacting buyers’ decisions.

Evans criticizes some of the traditional methods, as well as the new offerings for measuring reach, viewing frequency, conversations or retweets, saying they also fall short of proving whether online marketing spend data has any quality.

He is a five-year-plus social media veteran, and acknowledges marketers’ frustration when they attempt to “justify marketing spend outside of traditional media to their bosses. It’s even more frustrating post-campaign, when they qualitatively know they have been hugely successful, but again lack the ammo to convince the higher-ups to increase spend.”

If the industry is ever to get a true sense of the effectiveness of digital marketing efforts, someone needs to develop a means of comparing content spread across vastly different channels and breaking away from the stranglehold that TV-driven metrics have had for so long, Evans says.

As eMarketer reports, marketers have an easier time determining the quality of their email campaigns, as these offer a clearer sense of click-through and open rates.