Defining the next generation of Internet advertising analytics


Internet marketing promises a high degree of tracking and accountability, but any of us who has worked with multiple web sources to assess the impact of marketing strategies have quickly realized the limitations and frustrations of the seemingly perfect data world of the web.

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.

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Get rid of the click as the de facto standard to measure the success of an online campaign. It’s outdated and doesn’t represent real success. So says Gian Fulgoni, chairman and co-founder of comScore, at the MediaPost OMMA Metrics & Measurement conference in San Francisco, Calif., Friday.
Fulgoni says advertisers and marketers need to forget the click, focus on the sales impact on campaigns and conduct post-buy analysis. They also need to realize that display ads help search advertising succeed and vice versa.
Advertisers and marketers just want some type of metrics that show the online campaign reaches the demographics and promised target segments. Fulgoni says that in any new medium, it’s easy to make promises that exceed the ability of the technology. And to some degree, Internet advertising has done that. “One problem is, it’s too easy to exaggerate the promises and claims that can be delivered,” he says.