Measure Users Actions Not Ad Spend To Gauge Success by Augustine Fou
“When you finally stop measuringsuccess by the amount spent onads, you will break free of theshackles of „traditional advertising‟thinking.” Dr. Augustine Fou http://www.linkedin.com/in/augustinefou November 15, 2012.November 15, 2012 1
TV ads used to work … TV was great at making a lot of people aware of Tide … …by raising awareness where there was none, TV drove sales. … driving awareness drove salesNovember 15, 2012 2
Increased Ad Spend … … used to mean increased sales.November 15, 2012 3
When awareness is already maxed awareness sales … increasing ad spend doesn’t help.November 15, 2012 4
Grand Digital Canyon Traditional Digital • TV • Search • Print • Social • Radio • Mobile • Video Metric: Metric: Size of Actions of Audience The Grand Digital Canyon Users … how do you know it works if the metrics only tell you the size of the audience?May 1, 2012.
So What? “Digital channels provide new metrics based on the actions that users take – did they click, share, or buy? – that marketers can use to better measure success than the amount of ad spend or the size of audience reached.” - Dr. Augustine FouNovember 15, 2012 6
Dr. Augustine Fou – Chief Digital Strategist “I help clients leverage digital tools and techniques to create sustainable competitive advantage.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT 95) AT AGE 23 ClickZ Articles: http://www.clickz.com/author/1151/augustine-fou Slideshares: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefouNovember 15, 2012 7 email@example.com