Website Measurement ä Definitions ä Methods ä Obstacles ä Organizations ä Definitions ä Methods ä Obstacles ä Organizations

Request & Response

The Log Files ä Transfer Log ä Error Log ä Referrer Log ä Agent Log ä Transfer Log ä Error Log ä Referrer Log ä Agent Log

5 Levels in the Clickstream

Lowest Common Denominator Hits Users

“Hits” are not People

From Hits to Pages Hits Pages Visits Users Identified Users

Pages to Visits Hits Pages Visits Users Identified Users

Counting Users Hits Pages Visits Users

Measurement Measurement Hierarchy Hits Pages Visits Users Identified Users

What you want to know ä How many people saw the page or the ad? ä What parts did they pay attention to? ä How did they respond? ä What are the demographics of these people? ä How many people saw the page or the ad? ä What parts did they pay attention to? ä How did they respond? ä What are the demographics of these people?

What can be measured reliably ä Browser ä Operating System ä Platform ä Domain ä Referral Link ä Regionality ä Domestic vs. World Wide ä Browser ä Operating System ä Platform ä Domain ä Referral Link ä Regionality ä Domestic vs. World Wide

Clicks & Click Through ä Click - “The opportunity for a user to transferred to a location by clicking on an advertisement, as recorded by the server.” - IAB draft definition ä Click-Through - “is a measure of the number of times that a ‘hot-linked’ ad banner was used to access a site specified by the banner sponsor. “ - CASIE ä Click-Through - “ a click by a user on an advertisement. Typically, the user's Browser is then "re-directed" or "transferred" to a page on the advertiser's Web site. In some cases, the Click-Through may fail to deliver the user to the advertiser's site due to an overload of traffic on the advertiser's server or a user's slow Internet connection. - NetCount definition ä Click - “The opportunity for a user to transferred to a location by clicking on an advertisement, as recorded by the server.” - IAB draft definition ä Click-Through - “is a measure of the number of times that a ‘hot-linked’ ad banner was used to access a site specified by the banner sponsor. “ - CASIE ä Click-Through - “ a click by a user on an advertisement. Typically, the user's Browser is then "re-directed" or "transferred" to a page on the advertiser's Web site. In some cases, the Click-Through may fail to deliver the user to the advertiser's site due to an overload of traffic on the advertiser's server or a user's slow Internet connection. - NetCount definition

FAST definitions ä ä Impression: "The count of a delivered basic advertising unit from an ad distribution point." ä ä Layman's Translation: When an ad is "called up" from the advertiser's server. ä ä Impression: "The count of a delivered basic advertising unit from an ad distribution point." ä ä Layman's Translation: When an ad is "called up" from the advertiser's server.

FAST Definitions ä ä Click: "When a visitor interacts with an advertisement." ä ä Layman's Translation: When the ad is clicked on and the visitor begins transferring to the destination site. ä ä Click: "When a visitor interacts with an advertisement." ä ä Layman's Translation: When the ad is clicked on and the visitor begins transferring to the destination site.

Hierarchy of Measurement Methods ä Registration ä Cookies ä URL tagging (“tokens”) ä IP address ä Registration ä Cookies ä URL tagging (“tokens”) ä IP address

Measurement Issues ä Cacheing ä Offline browsers ä Frames ä Anti-cookies ä Cacheing ä Offline browsers ä Frames ä Anti-cookies

Measurement vs. Auditing ä All pages/files on the site ä Daily/Weekly ä In-house software or external service provider ä I/Pro, NetCount Interse, Accrue, and lots of others.. ä All pages/files on the site ä Daily/Weekly ä In-house software or external service provider ä I/Pro, NetCount Interse, Accrue, and lots of others.. ä Top level or summary figures ä Monthly ä External “independent” auditor ä ABVS, BPA, I/Audit

CASIECASIE ä Association of National Advertisers ä American Association of Advertising Agencies ä Advertising Research Foundation Coalition for Advertiser-Supported Information and Entertainment

CASIE Principles ä Interactive Media Audience Measurement ä Focus on supplying guidelines for providing quality audience measurement of interactive media, both in cyberspace and interactive TV

CASIE Guiding Principles ä Best Media Research Practices ä 3rd Party Measurement ä Full Disclosure ä Comparability ä Methodological Experimentation ä Privacy ä Best Media Research Practices ä 3rd Party Measurement ä Full Disclosure ä Comparability ä Methodological Experimentation ä Privacy ä User Information Preferable ä Use of Census and Sample ä Non-Intrusiveness ä Total Medium Measurement ä Industry Consensus

Measurement -- not the same as ROI ä On a technical level, ROI can be viewed as tracking “events” -- I.e. you can put a trackable “tag” on the “Thank you for your order” page to count purchases, or on distinct mirror pages to track click throughs

ROI starts with the goals of your campaign   What are the goals of the campaign?   What do we want to learn?   What metrics will help us improve the campaign?   What are the goals of the campaign?   What do we want to learn?   What metrics will help us improve the campaign?

Measure those things that reflect the results you seek ä ä Are people responding to the offer? Are the banners getting clicks? 1. Track the hits to the web site. ä ä Are we getting leads? Where are they coming from? 2. Track the sign-ups for more information. ä ä Are people responding to the offer? Are the banners getting clicks? 1. Track the hits to the web site. ä ä Are we getting leads? Where are they coming from? 2. Track the sign-ups for more information.

Measure those things that reflect the results you seek ä ä How many people are becoming new cardholders? What sites are producing them? 3. Track the final registrations. ä ä What is the ratio of people requesting more information to those actually signing up? Are some sites better at converting prospects into signups? 4. Track the conversion of leads to sales. ä ä How many people are becoming new cardholders? What sites are producing them? 3. Track the final registrations. ä ä What is the ratio of people requesting more information to those actually signing up? Are some sites better at converting prospects into signups? 4. Track the conversion of leads to sales.

Steps to effective ROI ä ä Monitor your conversion rate from lead to sale. ä ä Perform market research. ä ä Distinguish quality vs. quantity of visitors. ä ä Determine the right media mix. ä ä Monitor your conversion rate from lead to sale. ä ä Perform market research. ä ä Distinguish quality vs. quantity of visitors. ä ä Determine the right media mix.

Steps to effective ROI ä ä Define your target audience. ä ä Test creative messaging. ä ä Define your target audience. ä ä Test creative messaging.

Ways to target ä Content and context n Editorial adjacency n Keyword ä Browser n Observed vs. inferred (reverse lookup) ä Behavioral/usage n Cookies, predictive modeling ä Registration ä Content and context n Editorial adjacency n Keyword ä Browser n Observed vs. inferred (reverse lookup) ä Behavioral/usage n Cookies, predictive modeling ä Registration

Buying Reach vs. Audience composition ä Reach: build awareness over a broad base ä High coverage of target or total coverage ä Includes top traffic sites (I.e. search engines) ä Reach: build awareness over a broad base ä High coverage of target or total coverage ä Includes top traffic sites (I.e. search engines) ä Composition: concentrate buy on targeted sites ä Include content sites with user affinity ä Users more likely to find ad useful (ups clicks)

Buying Reach vs. Audience composition ä Reach: likely to include significant waste coverage ä As reach increases composition desirability decreases ä Likely lower clicks ä Reach: likely to include significant waste coverage ä As reach increases composition desirability decreases ä Likely lower clicks ä Composition: opportunity to leverage content to build relationships with audience

Pricing models ä CPM ä Performance Based n Cost Per Click (CPC) n Cost Per Transaction (CPT) n Cost Per Inquiry (CPI) n Cost per action/interaction (CPA, I.e. software downloaded, game played) ä Hybrids ä CPM ä Performance Based n Cost Per Click (CPC) n Cost Per Transaction (CPT) n Cost Per Inquiry (CPI) n Cost per action/interaction (CPA, I.e. software downloaded, game played) ä Hybrids

Pricing: CPM ä CPM: Cost per thousand (number of ad impressions requested or delivered.) n Search engines: $10-$50 n Keywords: $20-$70 n Top 100 sites: $25-$100 n Local sites: $20-$80 n Niche sites: $40-$250 n Ad networks: $10-$70 ä CPM: Cost per thousand (number of ad impressions requested or delivered.) n Search engines: $10-$50 n Keywords: $20-$70 n Top 100 sites: $25-$100 n Local sites: $20-$80 n Niche sites: $40-$250 n Ad networks: $10-$70

Pricing: Performance based ä CPC: $0.25-$2.00 ä CPI: 50-90% of cust. Acquisition ä CPT: 2%-10% of transaction/sale ä CPC: $0.25-$2.00 ä CPI: 50-90% of cust. Acquisition ä CPT: 2%-10% of transaction/sale

Perform an inventory analysis ä Where on the site/page gets highest click rates ä Share the risk? Pay the minimum ä Creative review ä Test viability ä Non-performance clause ä Where on the site/page gets highest click rates ä Share the risk? Pay the minimum ä Creative review ä Test viability ä Non-performance clause