It was a simple enough tweet. It was one of those idle questions that didn't even deserve the average 2.8 hour half-life of a tweet.
"What do you call the social media equivalent of a view-through?" I opined. "Anybody?"
While I was not flooded with responses, what I received kept me thinking well past that 2.8 hour mark. Why? Because I am infatuated with the names of things. I want things to be named as clearly as possible to communicate their meaning as readily as possible and I got stuck on this one.
A "view-through" is not a simple concept to start with. It's the recorded visit to your web property after having previously seen an ad but not necessarily having clicked on it. That's a lot to unpack but basically it's the proof that your ads have an impact via branding, which led to awareness that generated interest that resulted in a visit to the website that Jack built.
So I thought it would be valuable to identify that concept in the sociosphere. I saw a tweet or read a review or witnessed a status update that piqued my interest…later.
So what to call it? Suggestions included:
Delayed/postponed chat session
Hypothetical ad impression
A view-through is recorded by capturing the exposure to an ad via a (usually) third-party cookie. A social view-through ("peer group pressure"?) is not so easy to detect.
To those who said, "Hey, a view-through is a view-through. Why make it more complicated than necessary?" I say, "Because it's very different and important to separate out the paid-throughs from the earned-throughs."
Wait…did I just say "earned-throughs"? [Shudder] [Sigh]
Falling back to my outreach project, I think my favorite offer was "nibble." The closest to the truth? "specious attribution model."
Many thanks to:
William J Brown (@realBillBrown)
Ernst Hiemstra (@ernst_hiemstra)
Michele Kiss (@MicheleJKiss)
Keith MacD (@keithmacd)
Bob Mitchell (@boboram)
Craig Sullivan (@OptimiseOrDie)
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Jim Sterne is an international consultant focused on measuring the value of the online marketing for creating and strengthening customer relationships. Sterne has written eight books on using the Internet for marketing, produces the eMetrics Marketing Optimization Summit and is co-founder and current chairman of the Digital Analytics Association.
March 19, 2014