CHAPTER 9

Include Emerging Channels: KLPIs for Online and Social Media

We did a wonderful…commercial on the Super Bowl…for Mitsubishi Gallant…that stops at the end and [says] go to seewhathappens.com. We got about 600,000 clicks. Was that great or was that not great? We told the client it was great, so it was great [nervous laughter from the audience of advertising agencies].

—DONNY DEUTSCH

 

THE INTERNET REPRESENTS THE NEW FRONTIER in metrics. On the one hand, the online medium got big by promising advertisers better accountability and actionable insights. Web 2.0 and social media added the excitement of tracking and influencing consumer-to-consumer conversations. The current hype involves the “big data” gold mine of online behavior metrics. ...

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