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Evaluation: distinguishing between the media & the content,[object Object],CS Forum 2010, Paris, 16th April, 2010 by Clare O’Brien,[object Object]
Conventional media: quality content for mass audiences,[object Object]
When advertising was simple and content king,[object Object]
Media metrics: the framework of control ,[object Object]
Processing audiences into human traffic,[object Object]
Marketers inevitably discover that the marketing metrics in place today fail to tell the full story about their customers. Even in online channels, where tracking individual behaviour is possible, the metrics like impressions and response rates are relics of a time when marketers controlled the messages. But so far, most marketers fail to take action.,[object Object],Forrester,  Measuring Engagement, June 08,[object Object]
Our data burden is stalling our learning process,[object Object]
Satisfaction with conversion rates?,[object Object],Source: eConsultancy / redEye Conversion survey Oct 09,[object Object]
Time to come up for air,[object Object]
It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.,[object Object],Bill Bernbach, co-founder, Doyle Dane Bernbach,[object Object]
Developing new understanding,[object Object]
‘Listening’ for insight,[object Object],Old media concepts,[object Object],New media tools,[object Object],BRAND,[object Object],BRAND,[object Object],target consumers,[object Object],consumers,[object Object],With grateful thanks for permission to use by Tom O’Brien, MotiveQuest LLC,[object Object]
The ambition...,[object Object],[object Object]
Diagnose content issues and remedies: identification
Create useful content that people respond to
Drive content planning cycles
Control content budgets,[object Object]
Track Media,[object Object],Adjust plan,[object Object],Assess / plan content,[object Object],Discover expectations,[object Object],CUT -  insight, plan, measure,[object Object],CUT Score Copyright Content Delivery & Analysis Ltd 2008-10,[object Object]
Track Media,[object Object],Adjust plan,[object Object],Assess / plan content,[object Object],Discover expectations,[object Object],CUT -  insight, plan, measure,[object Object],CUT Score Copyright Content Delivery & Analysis Ltd 2008-10,[object Object]
TrackMedia,[object Object],Adjust plan,[object Object],Assess / plan content,[object Object],Discover expectations,[object Object],CUT -  insight, plan, measure,[object Object],CUT Score Copyright Content Delivery & Analysis Ltd 2008-10,[object Object]
Track Media,[object Object],Adjust plan,[object Object],Assess / plan content,[object Object],Discover expectations,[object Object],CUT -  insight, plan, measure,[object Object],CUT Score Copyright Content Delivery & Analysis Ltd 2008-10,[object Object]

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Evaluating Content: CS Forum 2010

Hinweis der Redaktion

  1. predictable, manageable, manipulatable currencies
  2. 40 years ago Bill Bernbach of the famous Doyle Dane Berbach agency made a good point
  3. Quite simply it’s time to understand some basics – become students of how people read and listen as Bernbach put it - about this new world and stop describing experiences of the new world in old world terms.We need some new metrics, some new ways of defining and understanding our audiences so that we develop content that’s most likely to meet – and hopefully – exceed their expectations