In one word, describe online brand measurement today<br />eMarketer poll, 2009<br />
Revenue measures dominate<br />Source: Forbes, 2009 Ad Effectiveness survey of US marketing managers<br />
Who are my users?<br />How do / did we reach them?<br />Do calls to action work?<br />Did they get a favorable impression / change perception?<br />How successful is the site at achieving its strategic goals?<br />Online – brand owners need answers<br />
E-commerce (revenue-driven) measures are not suitable for brand and content driven sites ...There is no web analytics methodology to measure online corporate brands<br />
What can my web site tell me?<br />User behaviour<br />
Behaviour metrics are used instead of revenue measures<br />Dwell timeCuriosityLoyaltyFamiliarityEngagementConsumptionKinship<br />
Behaviour metrics can be used to measure strategic goals.<br />Mission and values<br />Brand stories<br />Responsibility content<br />Articulate the brand<br />Vision<br />
Behaviour metrics show quality differences in site experiences<br />Content owners can be made accountable for performance <br />
Online brand measurement exists – using behaviours<br />And can applied to bring strategic rigour and accountability<br />Visibility of users, their content and actions has value to corporate communicators<br />
Gaia Insight is a division of The Group, the interactive communication agency.We specialise in behavioural web analytics and provide consultancy advice and an online analytics service.If you’d like a demonstration of the Gaia Insight online portal please contact:Paul.Greenwood@Gaiainsight.com<br />
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