Measures
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The document discusses how to build better relationships between advertising representatives and buyers by helping them communicate more effectively. It explains that representatives often talk about metrics like traffic, engagement, and gross rating points (GRPs), while buyers prefer return-on-investment metrics like cost per thousand (CPM), clickthrough rate, cost per impression (CPI), cost per click (CPC), and cost per order (CPO). The document then defines each of these key performance indicators that representatives and buyers use to discuss campaigns.
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Measures
- 1. @ M i c h a e l A L e v i n Building a (Better) Relationship Michael Levin, PhD Otterbein University
- 2. @ M i c h a e l A L e v i n Empathy Listenin g Understandi ngSharing Reflectio
- 3. @ M i c h a e l A L e v i n Ready to Communicate My sales reps talk numbers because numbers back the talk.
- 4. @ M i c h a e l A L e v i n What the Ad Rep Wants to Say Traffic Engagement GRPs Surveys
- 5. @ M i c h a e l A L e v i n Traffic
- 6. @ M i c h a e l A L e v i n Engagement Clicked Shared Tweeted Hashtags Blogged
- 7. @ M i c h a e l A L e v i n Gross Rating Points GRPs = Impressions (#) Defind Population (#)
- 8. @ M i c h a e l A L e v i n Surveys
- 9. @ M i c h a e l A L e v i n What the Buyer Wants to Hear CostperThousand ClickthroughRates CostperImpression CostperClick CostperOrder ROI
- 10. @ M i c h a e l A L e v i n Cost Per Thousand CPM = Cost of Advertising ($) Impressions Generated (# in thousands)
- 11. @ M i c h a e l A L e v i n Clickthrough Rate Rate (%) = Clickthroughs (#) Impressions (#)
- 12. @ M i c h a e l A L e v i n Cost per Impression CpI = Advertising Cost ($) Number of Impressions (#)
- 13. @ M i c h a e l A L e v i n Cost per Click CpC = Advertising Cost ($) Number of Clicks (#)
- 14. @ M i c h a e l A L e v i n Cost per Order CpO = Advertising Cost ($) Orders (#)
- 15. @ M i c h a e l A L e v i n Order Acquistion Model Potentional Customer Sees Ad (Cost per Impression) Follows Link (Cost per Click) Order Placed (Cost per Oder) DoesNotSee Ad DoesNotClick DoesNotOder
- 16. @ M i c h a e l A L e v i n Return on Investment ROI = Return ($) Investment ($) ROI = Profit ($) Cost of Project ($)
- 17. @ M i c h a e l A L e v i n Building a Better Relationship Michael Levin, PhD mlevin@otterbein.edu