ComScore has introduced several features over the past six months intended to help to improve the measurability and accountability of Internet advertising. At a conference last Friday, Gian Fulgoni, chairman and founder of Comscore, outlined the underlying philosophy driving the Comscore developments.
Web advertising benefits from recency, frequency and multiple formats, Fulgoni says, and measurements that focus wholly on clicks under-emphasize those benefits. (I would add that Fulgoni’s comments underscore the problems with trying to attribute sales or leads to a single advertising source.)
How do you measure the impact of your marketing and advertising if you are not going to attribute each lead or sale to one source? The key to evaluating marketing effectiveness is tracking — of overall sales, overall marketing spend, relative audience, advertising exposure AND leads. By adding and eliminating sources, you can identify, over time, the best mix of sources to drive your marketing strategy.
An irony of the explosion of media options in the Internet age is that many marketers have committed to trying to identify a SINGLE best source, rather than identifying the best MIX of sources to increase business activity while reducing the marketing cost per each sale.