Jun 30
-+Page impressions
- +Visitor sessions
-+Click through
-+Hits
... and so on... (1) Page impressions are a misleading measure of the traffic to a site
(2) None of this tells you anything about the sales you're making Page impressions This measures the number of pages views over a period on a particular website. The theory is that it represents the amount of audience to that site but in reality it is often the case that the greater the number of page impressions delivered, the more likely it is that the site is just badly designed - people need to see lots of pages before they get to what they want. The second thing that is misleading about this metric is that it is often represented as demonstrating the audience you can access on that site. The so called obsession with total traffic figures is an unfortunate hangover from press buying. If you have to pay �7,000 for a page in the Daily News, then the total readership is vital as everybody sees your advert. Higher readership means that you reach more of your target audience. Fair enough. But if you can buy just 100,000 of the 1 million readers, then, as soon as that 100,000 is delivered, the tap is turned off and you don't pay any more. Online you are a cost per impression, not a cost per page. All of this stuff is fascinating if you are media person; but as general business people we want to know what the return on our advertising is. Cost per thousand is a useful trading currency, then, but it is not the objective of a campaign and it is not a useful way of measuring success, any more than click through is. So use it, but judge success in a meaningful ways. The key to success in online advertising is to set key objectives and then to focus on measuring in those terms. The Internet genuinely does offer greater opportunities for media accountability, but it is not easy and it does cost money to achieve this. Action points
-+Set measurable objectives, expressed in business as well as media terms
-+ Build learning into the activity from the start - allocate resource to analysis.I'm Liza Mathers senior editor at Seek4media.com, a growing community that attempts to deconstruct media in all its novel uses across the web and offer constructive opinions on online media today from a prosumer perspectives, please feel free to offer your own opinion on web and digital media in all its shapes and forms at: http://www.seek4media.com Article Source: [http://EzineArticles.com/?Measuring-Digital-Media&id=4577664] Measuring Digital Media
Measuring Digital Media
Accordingly, there has arisen a plethora of metrics:-+Page impressions
- +Visitor sessions
-+Click through
-+Hits
... and so on... (1) Page impressions are a misleading measure of the traffic to a site
(2) None of this tells you anything about the sales you're making Page impressions This measures the number of pages views over a period on a particular website. The theory is that it represents the amount of audience to that site but in reality it is often the case that the greater the number of page impressions delivered, the more likely it is that the site is just badly designed - people need to see lots of pages before they get to what they want. The second thing that is misleading about this metric is that it is often represented as demonstrating the audience you can access on that site. The so called obsession with total traffic figures is an unfortunate hangover from press buying. If you have to pay �7,000 for a page in the Daily News, then the total readership is vital as everybody sees your advert. Higher readership means that you reach more of your target audience. Fair enough. But if you can buy just 100,000 of the 1 million readers, then, as soon as that 100,000 is delivered, the tap is turned off and you don't pay any more. Online you are a cost per impression, not a cost per page. All of this stuff is fascinating if you are media person; but as general business people we want to know what the return on our advertising is. Cost per thousand is a useful trading currency, then, but it is not the objective of a campaign and it is not a useful way of measuring success, any more than click through is. So use it, but judge success in a meaningful ways. The key to success in online advertising is to set key objectives and then to focus on measuring in those terms. The Internet genuinely does offer greater opportunities for media accountability, but it is not easy and it does cost money to achieve this. Action points
-+Set measurable objectives, expressed in business as well as media terms
-+ Build learning into the activity from the start - allocate resource to analysis.I'm Liza Mathers senior editor at Seek4media.com, a growing community that attempts to deconstruct media in all its novel uses across the web and offer constructive opinions on online media today from a prosumer perspectives, please feel free to offer your own opinion on web and digital media in all its shapes and forms at: http://www.seek4media.com Article Source: [http://EzineArticles.com/?Measuring-Digital-Media&id=4577664] Measuring Digital Media
Filed under //
as well as
just 100
