It
seems like all we hear about these days are metrics. Advances in ad hoc
reporting have given us applicant tracking systems that can now tell us
how many candidates in our database are Hispanic, left-handed, or even
chew spearmint gum. But there’s something really, really
important that we’re missing: reliable, relevant return on
investment data on our advertising. The unique challenges presented by
recruiting are beyond what traditional advertising metrics can ever
hope to measure. Traditional Advertising Metrics in Consumer Advertising
In consumer advertising, metrics play a very important part of the
media buying process. Due to the nature of consumer advertising, these
metrics seek to measure much different things than recruiting metrics
would. For instance, a traditional consumer or B-to-B marketer usually
seeks to measure:
- Impressions: The number of individuals who were exposed to your advertisement.
- Frequency: The number of times you reached each individual who saw your ad.
- Clickthroughs: The number of individuals who clicked on the banner or sponsorship.
- Post-impression visitors: The number of individuals who saw your banner and visited your website at a later time, often as much as 90 days later.
- Website traffic in unique visitors: Increases in word-of-mouth usually occur after a campaign launches, which drives up traffic.
- Sales: Such as number of purchases, amounts of these purchases, and the amount of money generated tied to each media.
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