intelligent measurement

Measuring Online Behaviour – Part 2

August 27, 2006 at 8:36 pm Leave a comment

Further to my earlier post on measuring online behaviour, I would recommend this article in Brandweek. The article (which I read about on K D Paine’s blog), explains well the current practices of many companies in tracking online behaviour (particularly linked to online campaigns). It goes in the direction that I think – that is, in the online environment, we can measure behaviour of publics to supplement “offline” measurement.

I encourage companies to focus on performance indicators, that moves away from looking at visit statistics and more into what actions are undertaken by a user when visiting a website, for example: referral (referring a page/issue to a friend), commitment (signing-up or endorsing a given activity) or task completion (completing an action online – e.g. playing a game, requesting information, etc.).

Some point of interest I noted from this article:

– Time spent looking at a web feature is an important measure for some campaigns

– IBM looks at registrations and opt-ins as success measures for campaigns

– The Pharmaceutical industry is increasingly turning to online measurement as more and more patients seek medical information online.

Glenn

Entry filed under: Campaign evaluation, Communication evaluation, Evaluation tools (surveys, interviews..), PR evaluation, Web metrics.