Digital Metrics - measure according to objectives!

Clients are certainly demanding a ROI for their digital spend and rightly so.  However how do we measure success?

Mandeep Grover, the Marketing Director for Johnson & Johnson Vision Care, divides digital metrics into three categories when trying to measure the success of their digital media.

1.  Brand awareness:

·  Impressions (gross/unique)

·  Reach and frequency

·  Aided and unaided awareness

2.  Engagement

·  Registration rate

·  Average depth of interaction

·  Average time spent

3.  ROI

·  Cost: media, Web development, and campaign production

·  Value: Direct (coupon redemptions, e-commerce). Indirect (purchase intent surveys, market share analysis)

 

The important  take-away is that whatever metrics you are using should reflect the objectives of your mission.  Is your digital media spend to increase sales, generate leads, build a community, etc?  In today’s multi-channel sales process, consumers behave and wonder through the sales process in a much more complex way than ever before.  Demanding your agency to provide the “silver bullet” digitally is just impossible.  Having a clear objective of what you want to achieve in the digital realm is the first step.  Linking your digital marketing to actual sales and how/where they correlate is what all marketers are now striving for.  Since we still haven’t quite worked out how to fully measure the effectiveness of TV advertising after decades, I wonder where we will be with digital metrics in 10 years to come.