Jim answers questions from fellow Drillers
(More questions with answers here, Work Overview here, Index of concepts here)
Topic Overview
Hi again folks, Jim Novo here.
Oh dear. A marketer caught between branding and direct. Each approach has it’s own data and metrics that either can be important or not to the folks working with the other approach. Can the measurment of success using these two approaches be reconcilled? It’s possible, but does that make sense if the “success outcomes” are radically different? Gonna be a deep Drillin’…
Q: We constantly try to quantify the value of web sites as a branding vehicle. The thing that keeps gnawing at me is we will often report the average time spent on site. This seems like it should have a value we could wrap into our ROI, but as it is, it stands largely on its own.
Are you aware of, or have any thoughts on, how we might put an actual value to this? Is it enough to show lift without respect to time, and to talk about return visits in terms of frequency models, or is there some way to drill down to a fundamental value of what a person-second on your site could be worth (obviously the content of the site will impact how much of that value you actually got)?
A: I’ve done a bunch of work like this and personally, I think you measure branding with branding metrics and direct with direct metrics. If the CPG people understand the value of advertising in terms of brand affinity, recall, intent to purchase, and so forth, then it seems to me that is what you measure. They have already made the “final connection” between these metrics and ROI, so it’s not really up to the marketer to make those connections. They believe increasing intent to purchase = advertising worked. And I’m not sure you really can make a connection, because the “units” you are measuring are different and the math ultimately fails.
Here’s why. Traditional advertising has never been judged by the “value of the customer,” it is judged by the “value of the media.” The customer is “reach” and has no individual value; individual customers are totally exchangeable as long as the reach is the same. Any single person is irrelevant; it does not matter what they do or don’t do. If there is no “customer,” I’m not sure how you would ever get to ROI. It is assumed from reach comes sales, and this is proven using branding metrics, not ROI.
Q: I’ve gone back and forth on this and approached it from a few different angles For example, determine cost of 1 second of TV advertising per person. You could use this information to calculate how much it would have cost to communicate the total person-seconds you had on your site in a particular month, but this is fraught with problems as you might guess, and am looking for another point of view.