Website Measurement

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Website Measurement

• Definitions
• Methods
• Obstacles
• Organizations

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Request Response
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The Log Files

• Transfer Log
• Error Log
• Referrer Log
• Agent Log

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5 Levels in the Clickstream
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Lowest Common Denominator
Users
Hits
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Hits are not People
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From Hits to Pages
Identified Users
Users
Visits
Pages
Hits
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Pages to Visits
Identified Users
Users
Visits
Pages
Hits
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Counting Users
Users
Visits
Pages
Hits
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Measurement Hierarchy
Identified Users
Users
Visits
Pages
Hits
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What you want to know

• How many people saw the page or the ad?
• What parts did they pay attention to?
• How did they respond?
• What are the demographics of these people?

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What can be measured reliably

• Browser
• Operating System
• Platform
• Domain
• Referral Link
• Regionality
• Domestic vs. World Wide

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Clicks Click Through

• Click - The opportunity for a user to
  transferred to a location by clicking on an
  advertisement, as recorded by the server. - IAB
  draft definition
• Click-Through - is a measure of the number of
  times that a hot-linked ad banner was used to
  access a site specified by the banner sponsor.
  - CASIE
• Click-Through - a click by a user on an
  advertisement. Typically, 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 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 connection. - NetCount definition

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FAST 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.

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FAST 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.

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Hierarchy of Measurement Methods

• Registration
• Cookies
• URL tagging (tokens)
• IP address

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Measurement Issues

• Cacheing
• Offline browsers
• Frames
• Anti-cookies

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Measurement vs. Auditing

• All pages/files on the site
• Daily/Weekly
• In-house software or external service provider
• I/Pro, NetCountInterse, Accrue, and lots of
  others. .

• Top level or summary figures
• Monthly
• External independent auditor
• ABVS, BPA, I/Audit

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CASIE
Coalition for Advertiser-Supported Information
and Entertainment

• Association of National Advertisers
• American Association of Advertising Agencies
• Advertising Research Foundation

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CASIE Principles

• Interactive Media Audience Measurement
• Focus on supplying guidelines for providing
  quality audience measurement of interactive
  media, both in cyberspace and interactive TV

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CASIE Guiding Principles

• Best Media Research Practices
• 3rd Party Measurement
• Full Disclosure
• Comparability
• Methodological Experimentation
• Privacy

• User Information Preferable
• Use of Census and Sample
• Non-Intrusiveness
• Total Medium Measurement
• Industry Consensus

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www.naa.org/marketscope
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Measurement -- not the same as ROI

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

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ROI starts with the goals of your campaign

• What are the goals of the campaign?
• What do we want to learn?
• What metrics will help us improve the campaign?

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Measure those things that reflect 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.

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Measure those things that reflect 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.

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Steps 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.

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Steps to effective ROI

• Define your target audience.
• Test creative messaging.

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Ways to target

• Content and context
• Editorial adjacency
• Keyword
• Browser
• Observed vs. inferred (reverse lookup)
• Behavioral/usage
• Cookies, predictive modeling
• Registration

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Buying Reach vs. Audience composition

• Reach build awareness over a broad base
• High coverage of target or total coverage
• Includes top traffic sites (I.e. search engines)

• Composition concentrate buy on targeted sites
• Include content sites with user affinity
• Users more likely to find ad useful (ups clicks)

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Buying Reach vs. Audience composition

• Reach likely to include significant waste
  coverage
• As reach increases composition desirability
  decreases
• Likely lower clicks

• Composition opportunity to leverage content to
  build relationships with audience

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Pricing models

• CPM
• Performance Based
• Cost Per Click (CPC)
• Cost Per Transaction (CPT)
• Cost Per Inquiry (CPI)
• Cost per action/interaction (CPA, I.e. software
  downloaded, game played)
• Hybrids

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Pricing CPM

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

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Pricing Performance based

• CPC 0.25-2.00
• CPI 50-90 of cust. Acquisition
• CPT 2-10 of transaction/sale

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Perform an inventory analysis

• Where on the site/page gets highest click rates
• Share the risk? Pay the minimum
• Creative review
• Test viability
• Non-performance clause