Evaluating Content: CS Forum 2010

Evaluation: distinguishing between the media & the content
CS Forum 2010, Paris, 16th April, 2010 by Clare O’Brien

Conventional media: quality content for mass audiences

When advertising was simple and content king

Media metrics: the framework of control

Processing audiences into human traffic

Marketers inevitably discover that the marketing metrics in place today fail to tell the full story about their customers. Even in online channels, where tracking individual behaviour is possible, the metrics like impressions and response rates are relics of a time when marketers controlled the messages. But so far, most marketers fail to take action.
Forrester, Measuring Engagement, June 08

Our data burden is stalling our learning process

Satisfaction with conversion rates?
Source: eConsultancy / redEye Conversion survey Oct 09

Time to come up for air

It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.
Bill Bernbach, co-founder, Doyle Dane Bernbach

Developing new understanding

‘Listening’ for insight
Old media concepts
New media tools
BRAND
BRAND
target consumers
consumers
With grateful thanks for permission to use by Tom O’Brien, MotiveQuest LLC

The ambition...
Measure content effectiveness - calibration
Diagnose content issues and remedies: identification
Create useful content that people respond to
Drive content planning cycles
Control content budgets

Track Media
Adjust plan
Assess / plan content
Discover expectations
CUT - insight, plan, measure
CUT Score Copyright Content Delivery & Analysis Ltd 2008-10

TrackMedia
Adjust plan

Track Media
Adjust plan

Usefulness of the data...
Immediacy & fluidity
Guiding the creative process
Ultimately... a scorecard

It’s not about changing our customers – it’s about learning how to adjust our behaviours and delivery

Thank you for listening
Clare O’Brien
CDA: Content strategy and digital communication
www.webwordsworking.co.uk
+44 20 8948 7636 clare@webwordsworking.co.uk
@clareob

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Evaluating Content: CS Forum 2010

by Clare O'Brien

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