Three Ways Performance-Based Location Metrics Can Cause Brand Missteps
Just when you thought that there couldn’t possibly be
another metric to measure digital marketing, guess what…there is!!
In the ever evolving marketing landscape, new metrics to
measure an ad’s effectiveness, and how to appropriately charge advertisers, seem
to be popping up on a daily basis. Cost Per Visit (“CPV”) is another example of
a new metric that, in the words of the article’s author, “aims to charge
advertisers only for new store visits that are driven by media, and so increase
the efficiency of an advertiser's spend.”
The fact that advertisers are going to be charged based on
what, in my eyes at least, is such a subjective metric is mind blowing. It
seems to me that these metrics are getting TOO subjective – I mean in the case
of CPV how can you legitimately measure such a statistic, and then CHARGE base
on it?!? You know, 87% of people believe all the statistics that they see.
It seems to me that you can find more than a few metrics
that would make your campaign appear successful. Conversely, you could find
more that make the same campaign look like such a disaster. With all this data
and ways to substantiate and/or justify advertising effectiveness it seems that
marketers face the risk of turning spin doctor as opposed to cultural disrupter
or influencer.
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