Website MeasurementWebsite MeasurementWebsite MeasurementWebsite Measurement

DefinitionsDefinitions MethodsMethods ObstaclesObstacles OrganizationsOrganizations

DefinitionsDefinitions MethodsMethods ObstaclesObstacles OrganizationsOrganizations

Request & ResponseRequest & ResponseRequest & ResponseRequest & Response

The Log FilesThe Log FilesThe Log FilesThe Log Files

Transfer LogTransfer Log Error LogError Log Referrer LogReferrer Log Agent LogAgent Log

Transfer LogTransfer Log Error LogError Log Referrer LogReferrer Log Agent LogAgent Log

5 Levels in the Clickstream5 Levels in the Clickstream5 Levels in the Clickstream5 Levels in the Clickstream

Lowest Common DenominatorLowest Common DenominatorLowest Common DenominatorLowest Common Denominator

Hits

Users

““Hits” are not PeopleHits” are not People““Hits” are not PeopleHits” are not People

From Hits to PagesFrom Hits to PagesFrom Hits to PagesFrom Hits to Pages

Hits

Pages

Visits

Users

Identified Users

Pages to VisitsPages to VisitsPages to VisitsPages to Visits

Hits

Pages

Visits

Users

Identified Users

Counting UsersCounting UsersCounting UsersCounting Users

Hits

Pages

Visits

Users

Measurement Measurement Hierarchy

Hits

Pages

Visits

Users

Identified Users

What you want to knowWhat you want to knowWhat you want to knowWhat you want to know

How many people saw the page or How many people saw the page or the ad?the ad?

What parts did they pay attention to?What parts did they pay attention to? How did they respond?How did they respond? What are the demographics of these What are the demographics of these

people?people?

How many people saw the page or How many people saw the page or the ad?the ad?

What parts did they pay attention to?What parts did they pay attention to? How did they respond?How did they respond? What are the demographics of these What are the demographics of these

people?people?

What can be measured reliablyWhat can be measured reliablyWhat can be measured reliablyWhat can be measured reliably

BrowserBrowser Operating SystemOperating System PlatformPlatform DomainDomain Referral LinkReferral Link RegionalityRegionality Domestic vs. World WideDomestic vs. World Wide

BrowserBrowser Operating SystemOperating System PlatformPlatform DomainDomain Referral LinkReferral Link RegionalityRegionality Domestic vs. World WideDomestic vs. World Wide

Clicks & Click ThroughClicks & Click ThroughClicks & Click ThroughClicks & Click Through

ClickClick - “The opportunity for a user to transferred to a location by - “The opportunity for a user to transferred to a location by clicking on an advertisement, as recorded by the server.” - clicking on an advertisement, as recorded by the server.” - IAB IAB draft definitiondraft definition

Click-ThroughClick-Through - “is a measure of the number of times that a ‘hot- - “is a measure of the number of times that a ‘hot-linked’ ad banner was used to access a site specified by the banner linked’ ad banner was used to access a site specified by the banner sponsor. “ - sponsor. “ - CASIECASIE

Click-ThroughClick-Through - “ a click by a user on an advertisement. Typically, - “ a click by a user on an advertisement. Typically, the user's Browser is then "re-directed" or "transferred" to a page on 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 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 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 traffic on the advertiser's server or a user's slow Internet connection. - connection. - NetCount definitionNetCount definition

ClickClick - “The opportunity for a user to transferred to a location by - “The opportunity for a user to transferred to a location by clicking on an advertisement, as recorded by the server.” - clicking on an advertisement, as recorded by the server.” - IAB IAB draft definitiondraft definition

Click-ThroughClick-Through - “is a measure of the number of times that a ‘hot- - “is a measure of the number of times that a ‘hot-linked’ ad banner was used to access a site specified by the banner linked’ ad banner was used to access a site specified by the banner sponsor. “ - sponsor. “ - CASIECASIE

Click-ThroughClick-Through - “ a click by a user on an advertisement. Typically, - “ a click by a user on an advertisement. Typically, the user's Browser is then "re-directed" or "transferred" to a page on 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 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 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 traffic on the advertiser's server or a user's slow Internet connection. - connection. - NetCount definitionNetCount definition

FAST definitionsFAST definitionsFAST definitionsFAST definitions

Impression: "The count of a delivered basic advertising unit from an ad distribution point."

Layman's Translation: When an ad is "called up" from the advertiser's server.

Impression: "The count of a delivered basic advertising unit from an ad distribution point."

Layman's Translation: When an ad is "called up" from the advertiser's server.

FAST DefinitionsFAST DefinitionsFAST DefinitionsFAST Definitions

Click: "When a visitor interacts with an advertisement."

Layman's Translation: When the ad is clicked on and the visitor begins transferring to the destination site.

Click: "When a visitor interacts with an advertisement."

Layman's Translation: When the ad is clicked on and the visitor begins transferring to the destination site.

Hierarchy of Hierarchy of Measurement MethodsMeasurement MethodsHierarchy of Hierarchy of Measurement MethodsMeasurement Methods

RegistrationRegistration CookiesCookies URL tagging (“tokens”)URL tagging (“tokens”) IP addressIP address

RegistrationRegistration CookiesCookies URL tagging (“tokens”)URL tagging (“tokens”) IP addressIP address

Measurement IssuesMeasurement IssuesMeasurement IssuesMeasurement Issues

CacheingCacheing Offline browsersOffline browsers FramesFrames Anti-cookiesAnti-cookies

CacheingCacheing Offline browsersOffline browsers FramesFrames Anti-cookiesAnti-cookies

Measurement vs. AuditingMeasurement vs. AuditingMeasurement vs. AuditingMeasurement vs. Auditing

All pages/files on All pages/files on the sitethe site

Daily/WeeklyDaily/Weekly In-house software In-house software

or external service or external service providerprovider

I/Pro, NetCountI/Pro, NetCountInterse, Accrue, Interse, Accrue, and lots of others. . and lots of others. .

All pages/files on All pages/files on the sitethe site

Daily/WeeklyDaily/Weekly In-house software In-house software

or external service or external service providerprovider

I/Pro, NetCountI/Pro, NetCountInterse, Accrue, Interse, Accrue, and lots of others. . and lots of others. .

Top level or Top level or summary figuressummary figures

MonthlyMonthly External External

“independent” “independent” auditorauditor

ABVS, BPA, ABVS, BPA, I/AuditI/Audit

Top level or Top level or summary figuressummary figures

MonthlyMonthly External External

“independent” “independent” auditorauditor

ABVS, BPA, ABVS, BPA, I/AuditI/Audit

CASIECASIECASIECASIE

Association of National AdvertisersAssociation of National Advertisers American Association of Advertising American Association of Advertising

AgenciesAgencies Advertising Research FoundationAdvertising Research Foundation

Association of National AdvertisersAssociation of National Advertisers American Association of Advertising American Association of Advertising

AgenciesAgencies Advertising Research FoundationAdvertising Research Foundation

Coalition for Advertiser-Supported Information and Entertainment

CASIE PrinciplesCASIE PrinciplesCASIE PrinciplesCASIE Principles

Interactive Media Audience MeasurementInteractive Media Audience Measurement Focus on supplying guidelines for providing Focus on supplying guidelines for providing

quality audience measurement of interactive quality audience measurement of interactive media, both in cyberspace and interactive TVmedia, both in cyberspace and interactive TV

Interactive Media Audience MeasurementInteractive Media Audience Measurement Focus on supplying guidelines for providing Focus on supplying guidelines for providing

quality audience measurement of interactive quality audience measurement of interactive media, both in cyberspace and interactive TVmedia, both in cyberspace and interactive TV

CASIE Guiding PrinciplesCASIE Guiding PrinciplesCASIE Guiding PrinciplesCASIE Guiding Principles

Best Media Research Best Media Research PracticesPractices

3rd Party 3rd Party MeasurementMeasurement

Full DisclosureFull Disclosure ComparabilityComparability Methodological Methodological

ExperimentationExperimentation PrivacyPrivacy

Best Media Research Best Media Research PracticesPractices

3rd Party 3rd Party MeasurementMeasurement

Full DisclosureFull Disclosure ComparabilityComparability Methodological Methodological

ExperimentationExperimentation PrivacyPrivacy

User Information User Information PreferablePreferable

Use of Census and Use of Census and SampleSample

Non-IntrusivenessNon-Intrusiveness Total Medium Total Medium

MeasurementMeasurement Industry ConsensusIndustry Consensus

User Information User Information PreferablePreferable

Use of Census and Use of Census and SampleSample

Non-IntrusivenessNon-Intrusiveness Total Medium Total Medium

MeasurementMeasurement Industry ConsensusIndustry Consensus

www.naa.org/marketscope

Measurement -- not the same Measurement -- not the same as ROIas ROIMeasurement -- not the same Measurement -- not the same as ROIas ROI

On a technical level, ROI can be On a technical level, ROI can be viewed as tracking “events” -- I.e. viewed as tracking “events” -- I.e. you can put a trackable “tag” on you can put a trackable “tag” on the “Thank you for your order” the “Thank you for your order” page to count purchases, or on page to count purchases, or on distinct mirror pages to track click distinct mirror pages to track click throughsthroughs

On a technical level, ROI can be On a technical level, ROI can be viewed as tracking “events” -- I.e. viewed as tracking “events” -- I.e. you can put a trackable “tag” on you can put a trackable “tag” on the “Thank you for your order” the “Thank you for your order” page to count purchases, or on page to count purchases, or on distinct mirror pages to track click distinct mirror pages to track click throughsthroughs

ROI starts with the goals of ROI starts with the goals of your campaignyour campaignROI starts with the goals of ROI starts with the goals of your campaignyour 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 Measure those things that reflect the results you seekreflect the results you seekMeasure those things that Measure those things that reflect the results you seekreflect the results you seek

Are people responding to the offer? Are the banners getting clicks?1. Track the hits to the web site.

Are we getting leads? Where are they coming from?2. Track the sign-ups for more information.

Are people responding to the offer? Are the banners getting clicks?1. Track the hits to the web site.

Are we getting leads? Where are they coming from?2. Track the sign-ups for more information.

Measure those things that Measure those things that reflect the results you seekreflect the results you seekMeasure those things that Measure those things that reflect the results you seekreflect the results you seek

How many people are becoming new cardholders? What sites are producing them?3. Track the final registrations.

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.

How many people are becoming new cardholders? What sites are producing them?3. Track the final registrations.

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 ROISteps to effective ROISteps to effective ROISteps to effective ROI

Monitor your conversion rate from lead to sale.

Perform market research. Distinguish quality vs. quantity

of visitors. Determine the right media mix.

Monitor your conversion rate from lead to sale.

Perform market research. Distinguish quality vs. quantity

of visitors. Determine the right media mix.

Steps to effective ROISteps to effective ROISteps to effective ROISteps to effective ROI

Define your target audience. Test creative messaging.

Define your target audience. Test creative messaging.

Ways to targetWays to targetWays to targetWays to target

Content and contextContent and context Editorial adjacencyEditorial adjacency KeywordKeyword

BrowserBrowser Observed vs. inferred (reverse lookup)Observed vs. inferred (reverse lookup)

Behavioral/usageBehavioral/usage Cookies, predictive modelingCookies, predictive modeling

RegistrationRegistration

Content and contextContent and context Editorial adjacencyEditorial adjacency KeywordKeyword

BrowserBrowser Observed vs. inferred (reverse lookup)Observed vs. inferred (reverse lookup)

Behavioral/usageBehavioral/usage Cookies, predictive modelingCookies, predictive modeling

RegistrationRegistration

Buying Reach vs. Audience Buying Reach vs. Audience compositioncompositionBuying Reach vs. Audience Buying Reach vs. Audience compositioncomposition

Reach: build awareness Reach: build awareness over a broad baseover a broad base

High coverage of target High coverage of target or total coverageor total coverage

Includes top traffic sites Includes top traffic sites (I.e. search engines)(I.e. search engines)

Reach: build awareness Reach: build awareness over a broad baseover a broad base

High coverage of target High coverage of target or total coverageor total coverage

Includes top traffic sites Includes top traffic sites (I.e. search engines)(I.e. search engines)

Composition: Composition: concentrate buy on concentrate buy on targeted sitestargeted sites

Include content sites Include content sites with user affinitywith user affinity

Users more likely to Users more likely to find ad useful (ups find ad useful (ups clicks)clicks)

Composition: Composition: concentrate buy on concentrate buy on targeted sitestargeted sites

Include content sites Include content sites with user affinitywith user affinity

Users more likely to Users more likely to find ad useful (ups find ad useful (ups clicks)clicks)

Buying Reach vs. Audience Buying Reach vs. Audience compositioncompositionBuying Reach vs. Audience Buying Reach vs. Audience compositioncomposition

Reach: likely to Reach: likely to include significant include significant waste coveragewaste coverage

As reach increases As reach increases composition composition desirability decreasesdesirability decreases

Likely lower clicksLikely lower clicks

Reach: likely to Reach: likely to include significant include significant waste coveragewaste coverage

As reach increases As reach increases composition composition desirability decreasesdesirability decreases

Likely lower clicksLikely lower clicks

Composition: Composition: opportunity to opportunity to leverage content to leverage content to build relationships build relationships with audiencewith audience

Composition: Composition: opportunity to opportunity to leverage content to leverage content to build relationships build relationships with audiencewith audience

Pricing modelsPricing modelsPricing modelsPricing models

CPMCPM Performance BasedPerformance Based

Cost Per Click (CPC)Cost Per Click (CPC) Cost Per Transaction (CPT)Cost Per Transaction (CPT) Cost Per Inquiry (CPI)Cost Per Inquiry (CPI) Cost per action/interaction (CPA, I.e. Cost per action/interaction (CPA, I.e.

software downloaded, game played)software downloaded, game played)

HybridsHybrids

CPMCPM Performance BasedPerformance Based

Cost Per Click (CPC)Cost Per Click (CPC) Cost Per Transaction (CPT)Cost Per Transaction (CPT) Cost Per Inquiry (CPI)Cost Per Inquiry (CPI) Cost per action/interaction (CPA, I.e. Cost per action/interaction (CPA, I.e.

software downloaded, game played)software downloaded, game played)

HybridsHybrids

Pricing: CPMPricing: CPMPricing: CPMPricing: CPM

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

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

Pricing: Performance basedPricing: Performance basedPricing: Performance basedPricing: Performance based

CPC: $0.25-$2.00CPC: $0.25-$2.00 CPI: 50-90% of cust. AcquisitionCPI: 50-90% of cust. Acquisition CPT: 2%-10% of transaction/saleCPT: 2%-10% of transaction/sale

CPC: $0.25-$2.00CPC: $0.25-$2.00 CPI: 50-90% of cust. AcquisitionCPI: 50-90% of cust. Acquisition CPT: 2%-10% of transaction/saleCPT: 2%-10% of transaction/sale

Perform an inventory analysisPerform an inventory analysisPerform an inventory analysisPerform an inventory analysis

Where on the site/page gets highest Where on the site/page gets highest click ratesclick rates

Share the risk? Pay the minimumShare the risk? Pay the minimum Creative reviewCreative review Test viabilityTest viability Non-performance clauseNon-performance clause

Where on the site/page gets highest Where on the site/page gets highest click ratesclick rates

Share the risk? Pay the minimumShare the risk? Pay the minimum Creative reviewCreative review Test viabilityTest viability Non-performance clauseNon-performance clause