This site uses cookies to improve your experience. To help us insure we adhere to various privacy regulations, please select your country/region of residence. If you do not select a country, we will assume you are from the United States. Select your Cookie Settings or view our Privacy Policy and Terms of Use.
Cookie Settings
Cookies and similar technologies are used on this website for proper function of the website, for tracking performance analytics and for marketing purposes. We and some of our third-party providers may use cookie data for various purposes. Please review the cookie settings below and choose your preference.
Used for the proper function of the website
Used for monitoring website traffic and interactions
Cookie Settings
Cookies and similar technologies are used on this website for proper function of the website, for tracking performance analytics and for marketing purposes. We and some of our third-party providers may use cookie data for various purposes. Please review the cookie settings below and choose your preference.
Strictly Necessary: Used for the proper function of the website
Performance/Analytics: Used for monitoring website traffic and interactions
The subscription-based business model is no longer the preserve of magazines and home security systems. In order for these operations to be profitable and sustainable, however, they require constant optimization. If you get the right data in hand, it becomes a lot easier to know which direction to take. Customer Acquisition Cost.
I have TV for shouting, I have Facebook for Social, I have Vogue magazine because my wife reads it, I have Google for Search. If YouTube is so many things all at one time, and so many brand don't understand what to do on it optimally, how the heck does one go about measuring success? They like simple things. You do the same thing.
A KeyPerformanceIndicator (KPI), our industry’s lingo for what becomes The metric, has massive influence. Additionally, I passionately believe that optimal metrics help solve for more than an individual’s behavior. While not optimal, it was understandable given the evolutionary stage they were at. Login-ID 1st.
So to imply the ROI in Step 4 is sub-optimal. Based on results of value identified for Facebook, optimize their advertising mix strategy for future product launches. Because we don't understand the uniqueness, we fall back on profoundly sub-optimal old world metrics like Reach or Online GRP equivalents. Time to dive deeper.
For most brands that, thus far, has simply translated to: "Oh we shout at people via TV, Magazines, Radio etc, what is the best way to shout via these new channels." " Sub-optimal on so many fronts. Conversation Rate. Social Media is all the rage. Tweeting, Facebooking, Blogging, YouTubing. " Sad. Heartbreaking.
Leaders don't quite appreciate the deep, and often corrosive, consequences of choosing metric x over metric y as a keyperformanceindicator (KPI). Sidebar] A keyperformanceindicator is a metric that helps you understand actual performance against preset business objectives.
But it is not a keyperformanceindicator. By lowering your bounce rate all you managed to accomplish is get your ads created and targeted properly and optimize the landing pages. It incentivises sub optimal behavior in your employees/agencies. My hypothesis is that TV/Radio/Magazines have created this bad habit.
We organize all of the trending information in your field so you don't have to. Join 42,000+ users and stay up to date on the latest articles your peers are reading.
You know about us, now we want to get to know you!
Let's personalize your content
Let's get even more personalized
We recognize your account from another site in our network, please click 'Send Email' below to continue with verifying your account and setting a password.
Let's personalize your content