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Audience Measurement Cocktails: Which one gets you the… HIGH??

Audience Measurement Cocktails

The other day I was talking to a client about different measurements in the digital audience measurement space. Invariable to several such other discussions that I (and probably you too) have had with media personalities, this discussion too ended with dissatisfaction and helplessness towards the un-match-able figures produced by different Audience Measurement tools. Like it or not, It’s a cocktail out there. Media guys are forever left nailed on the guessing porch sipping on the mixture of spirits. Reasoning this problem with lack of ‘Standardization’ or ‘Research’ doesn’t really help resolving the headache of the Media Agency, Publisher or for that matter even the Advertiser. So how do you handle the dilemma?

Here’s a few (not all) pointers that may help you raise your odds at making the right web marketing decisions.

Get your Basics right

Imperative. Very imperative.. that you understand the basics of Audience Measurement Analytics. I have had a few top honchos challenging me with the wrong questions. Read as much as you can, subscribe to Alerts, Blogs or e-Magazines, Newspapers, etc. The more you read the better chance at success with your campaigns.

Audience Measurement Partner choice:

Choose your Partner tactfully: Spend a nice long meeting with the Analytics provider understanding their offerings. Deep diving with the following queries may help,

  • Who are they?
  • Why are they into Audience Measurement?
  • What makes their Data Unique (Value provision to your product/service)?
  • What is their detailed methodology? (probe both Logically and Technically, quite literally)
  • Venturing your queries into their backend operations will also help?

Trust the Partner: (I won’t waste lines here) Satisfactory answers to the above queries will help you build trust. Trust builds confidence and confidence will win you recognition.

Work with your Analytics Partner: Let’s face it you are never going to be presented with insights on the silver platter in this industry. And no Analytics user interface till date has been able to present the data with suitable flexibility. The human race is yet to discover such advanced technology. So before finalizing your commercials, evaluate your partner’s commitment and openness to work with you in tandem to produce ad hoc data when needed.

Clients

Ensure client’s awareness:  Clients and Suppliers, at times, prefer to be varied on new technology acceptance as a consequence of conservative approach due to the risk association. It shouldn’t be tough to help them understand and justify the numbers you present, if you believe in your Measurement tool.

Maintain Transparency and expect the same: Make it a mandate to point out any discrepancy or doubt with the data you present. On Clients or Suppliers insistence you may want to cross verify your findings.

Analysis

Cross Verification: Try not to cross verify the figures with other measurement tools. By doing so, you are only confusing the stakeholders. Research internally within the limited but sufficient horizon of your Audience Measurement partner. And (as expected) if you can’t control your urge to take a second opinion, look for secondary data available on the internet.

Avoid making decisions on intangible differences: This is too obvious. I shouldn’t be telling you this. Do not drive your campaign on the basis of intangible differences. For example, if a publisher has been receiving 1,000,000 impressions in total, of which 400,000 belong to Socio-economic class A and 350,000 belong to class B, do not expect this site to bring you effective success with a “Blackberry” phones campaign.

 In India and across the world there have been discussions on enforcing standardization in the industry. Arriving at a consensus with measurement techniques is a far-fetched idea at the moment. While this Audience Measurement hangover might take a few years to normalize and because the Party must go on, you’ll need to dump the concerns and hit the dance floor without mixing your drinks.

2 Responses to Audience Measurement Cocktails: Which one gets you the… HIGH??

  1. Harshal D Reply

    April 15, 2011 at 1:15 am

    Interesting stuff!

    Useful for media agencies and advertisers in choosing the right product for their needs!

  2. Ralph Reply

    April 21, 2011 at 2:24 am

    This Helps. Hope to see more of Audience Measurement from you Meheer.

    Best Regards,

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