Even Brand Marketers Need to Take Behavioral Data into Account
Written by Jessica Ong (e-mail) -- March 2nd, 2010 |
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Last week I attended a day of discussion on online measurement at OMMA Metrics & Measurement conference in New York City. The opening keynote came from John Burbank, the CEO of Nielsen Online. His impressive resume includes CMO at AOL, VP of Marketing at AT&T/Cingular and Brand Management at P&G. Coming from a history of building well known brand names, his view of online advertising was partial towards brand marketers. The primary message of his keynote addressed how brand marketers should align their metrics with attitudinal and purchase data to understand the true impact of their ad dollars.
Burbank said brand marketers should measure the impact of their campaign on brand attitudes, brand perceptions and offline sales. However, he discouraged brand marketers from using behavioral metrics like viewthrough and search queries to assess the success of their brand campaign. While it’s true that direct response campaigns will be better measured using behavioral metrics, brand marketers should not ignore behavioral indicators.
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