Rules of Engagement: Time Spent and New Metrics
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Written By Drupad Sil | April 17, 2008 | Share This
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Web site metrics are an indispensable asset to any online marketing campaign, but there is hardly a standardized method for their use. This is due partly to disagreement over the relative importance of certain metrics, and also to inaccurate measurement techniques. Furthermore, the constant evolution of online advertising forces the creation of new metrics to accurately capture their effectiveness.
Reprise Media’s Managing Partner Peter Hershberg weighs in on the metrics debate with an article on MediaPost:
“As the online experience becomes richer, it’s also becoming difficult to define meaningful interactions, and even more difficult for analytics tools to aggregate all this data. Very soon, those tools will need to measure feed subscribers, Twitter followers, and the number of Facebook wall posts alongside more traditional site statistics such as unique visitors, page views and time spent. The challenge marketers face is making sense of all that data and applying that information to the way they buy ads now (currently page views and impressions–although this will change soon, too), both online and across their broader marketing mix.”
Topics: Advertising: Online, Featured Item, Reprise Media |