IAB Europe is working on an audience measurements survey, and they would like to have more input from agencies and publishers from China, which are interested in the field. Since you are interested (or so I presume since you are reading this blog 
) could you please fill out the online questionnaire, and ask others you know to also complete it? In exchange you will get a free copy of the final analysis report.
The more people form China complete it, the stronger a voice China will have, so I’m counting on your help and support!
You can find the online questionnaire in English, Chinese (and many other languages) at www.miaproject.org
For the last Web Analytics of the year we have a special treat for you. The folks from Millward Brown are going to introduce Dynamic Logic , a solution that they hope will help to answer a key questions all brand advertisers face when doing online campaigns: How did a branding campaign impact the perception of and attitudes towards the brand for those users who have been exposed to the ads online? A question that is more important to many brand advertisers than understanding “traditional” website and banner KPI’s
Answering the question is critical, since analyzing what your visitors did online (
Clickstream analysis - clicking on the banner, clicking in links on your site), does not directly relate to the results brand advertisers are targeting (often brand awareness and brand preference). Many of us have tried more complex models like
engagement modeling or combining quantitative analytics data with
qualitative metrics to come closer to understanding the branding impact of a campaign. The challenge remains unanswered neither approach is able to tell you what effect the a branding campaign perceptions and attitudes, since both lack effective control groups.
We could certainly build an argument discussing if perceptions and attitudes are scientific enough metrics to measure a campaigns a branding campaigns effectiveness on, or if they methodology is sounds. I invite you to have these and other arguments with us next Wednesday:
Date: Wednesday December 3rd 2008
Time: 8PM
Please RSVP by leaving a comment.
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