The Pontiflex Blog

Putting a number to your hard work

June 20, 2008 at 11:26 am Arun Krishnan Leave a comment

Today is Friday. Rejoice! You’ve had a hard week. The increasing number of hours that media planners and marketers are working can cause the most adroit of poets to feel stretched for hyperboles. And so we owe it to ourselves to come up with metrics that do justice to our innovation and the value we deliver for our clients and our brands.

One thing for sure is that “click-through rates” are definitely not that metric. As Tessa Weggert writes in ClickZ, “when banners were simply banners, with a few frames of images, messaging, and a call to action, clicks were essential because the ads themselves weren’t designed to deliver information”.  But now things have changed.

Rich media ads come with a whole array of functionalities from video to in banner information capture (some even do your dishes).  Click-throughs while still pertinent for some campaigns are largely insufficient for a majority of campaigns.

Many of our clients tell us that they have moved beyond the front-end of the campaign. They focus instead on the post-click metrics such as the interactions of visitors with different facets of their community sites, e-newsletter open and conversion rates and cost-per-lead.  Of course, each campaign has its own custom tailored metric.

But we owe it to ourselves to come up with metrics that will make Friday seem worthwhile.

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