Ted McConnell The Future ofAudience Measurement
Deconstructing a Quote“Measurement drives digitalmarketing”, he says“but measurement shouldendeavor to correlate the quality ofattention, and the quality ofcontext –not just impressions.We also need to examine thebalance between standards andproprietary methods and data if weare going for breakthrough, and I think we need to find waysto integrate behavioral segmentsand “sense and respond” loopsinto broader planning approaches” adding, “planning is a differentgame when you have to makeyour decisions inside the 100millisecond latency window."
“Measurement drives digital marketing”, he says Chicken or Egg?• How does Measurement drive media?• The test of a principle … is the opposite ridiculous?• Clicks and Weblogs Count. Panels, Copy Testing etc. came later.• What’s changing is ad models.• So, Media Drives Measurement, but the opposite truth is more useful. If you want better advertising, measure everything and make sacrifices to do it right.
“but measurement should endeavor to correlate the quality of attention, andthe quality of context –not just impressions.” What is Quality in Digital Media?What’s in a media salesman’s briefcase? Hint: Quality Reasons to Believe.Opportunity to see• Context vs Behavior … Its an “AND”.• How: Buy side quality metrics, real time: Dwell time and Ad Load• Bucket list: 1) Develop and deploy a taxonomy of “What” . Aboutness. 2) Develop and deploy a surrogate for context quality which is biddable. 3) Qualify DATA: RTB parameters which estimate the probability that the consumer is who the cookie tells us they are.
We also need to examine the balance between standards and proprietarymethods and data if we are going for breakthrough Breakthrough, I argue, is ALWAYS a results of a standard. Buyer trust is the key. • Measures are a shortcut to common meaning. • What are the barriers to Standard measurement? Enablers? • And.. What about the vaunted “Click”? • Perfection vs Pragmatism. So…. If you want breakthrough IMO, you must have a measurement standard.
“and I think we need to find ways to integrate behavioral segments and “sense and respond” loops into broader planningapproaches”adding, “planning is a different game when you have to make your decisions inside the 100 millisecond latency window." Planner, meet Trafficker • “Perfect and launch”. (T-x) • Fixing the “Demand Chain”: “sense and respond” • Trafficking in Automated environments. A whole different deal. Systems thinking required. • The planner’s dilemma: Segment meaning and performance is complex. Its data, its now. What’s an audience segment really? • What matters: Decision engine, data quality, Inventory scope.