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TODD WATSON: One of the ways I think we measure the
effectiveness of both new and emerging media is to build on
what we have. So we've got the historical metrics out there,
whether it's the GRPs in television advertising, the
karma ratings in public relations.
Now online I think what we're seeing is a need, quite
frankly, for some emerging standards.
I think part of the challenge with that is there are so many
players now that are building technologies, and sites, and
experiences that it's still a bit of a land rush.
So I think we have to wait till the land rush
is over to a degree.
And then we can start to step back and say, OK, now how do
the pieces fall out?
How do I best understand the effectiveness of this thing
comparable across the industry.
That cross comparability I think is a challenge.
So to specifically answer your question, you've got to look
for the next best thing in absence of those standards.
Whether it's clicks and conversions in the context of
your e-retail experience, or if it's a broader unawareness
play, trying to understand how you convey the impact of those
impressions.
I think there are online surveys and other research
methodologies that we're leaning upon, where we can
actually go back and talk to the consumer.
I think things like the Net Promoter Score are a great
barometer of all of this activity.
Because if the success of a business depends on that viral
social graph moving forward, then the propensity of a
person to go tell all their friends how great that movie
was or that car was, then that's
also an accurate barometer.
So I think there's a green field there for those metrics
organizations that are out there listening to go out and
develop some of those standards-- all the way from
search metrics, all the way through to social media
effectiveness.