Puddle

Offline brand activity has been measured in the same way for decades through econometrics – mainly looking at the correlation which offline activity has with brand search volume and bottom line acquisitions / revenue.

Many digital specialists claim that this way of measuring offline brand activity was built for offline and it would be unfair to use this method for measuring online brand. Yet, those digital specialists are more than happy to attribute post view data to all online advertising without analysing actual cause and causality.

The reason why many feel that it’s unfair, is because online branding is expensive and when looking at the correlation of online brand spend vs. offline spend through an econometrics model, offline shows a greater ROI for many advertisers. Also when it comes to banners, in many instances there is zero correlation between banner impression volume and brand search uplift / bottom line acquisitions.

Just because you can track post view, it doesn’t mean that you should attribute post view conversions to campaigns. Most digital planners who have been around for a while know how this can be easily abused, you only have to look back at the classic Yahoo Marketplace placement on the Yahoo HP where an impression counter could be attached to the ad to remember this.

The key objective for all brand activity is to deliver a positive ROI no matter how the consumer got to your site / store or whether the ad was delivered online or offline. I can’t imagine any marketer spending money on advertising and not ever wanting a return from that spend, so it’s pretty safe to say that the key objective above is fact.

So what is the most robust way of measuring the ROI of online brand activity.

Analysing the correlation that both uplift in brand search volume and bottom line acquisitions / revenue has on any medium to large weight brand campaign (online or offline), is the most effective way of viewing impact / ROI in a robust and truthful way. This would mean that econometrics would be perfect to measure the effectiveness of online brand campaigns also.

In order to determine cause / causality, the brand activity would have to be signficant eg. Portal / social network takeovers, online video or high volume display burst campaigns so then the noise will show up in an econometrics model.

For very low volume online branding, there is an option to use in view post view data as a proxy of success, but it’s essential to remember that you won’t know whether the conversions would have happened anyway, unless you have run a placebo controlled test.

The ultimate goal is to know what brand opportunities are the most cost efficient way of increasing conversions / revenue. Basic econometrics is still the most effective way of reaching this goal across all marketing channels.

Comments
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    Like

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