During a shared keynote at WebSideStory’s ActiveInsights event this week, Organic CEO Mark Kingdon and Director of Experience Design John Manoogian discussed the problems of measuring consumer activity and engagement in a decentralized Internet
During a shared keynote at WebSideStory’s ActiveInsights event this week, Organic CEO Mark Kingdon and Director of Experience Design John Manoogian discussed the problems of measuring consumer activity and engagement in a decentralized Internet. Organic has developed several client projects that either pull content from user-generated sources, be they blogs, fan sites or Flickr pages, or push content out to those same sources. Both approaches offer measurement challenges.
In one client deployment, the agency offered Web users RSS feeds consisting of hand-picked links to user content and Flickr photo pages. The feeds could be viewed either on a Web page or an RSS aggregator, which raises the issue of how to know where a person is consuming brand content. “Using AJAX, we were able to overlay measurement over top of these links. RSS feeds don't necessarily get read in a browser. A page view is just a metaphor. There are no pages. There are just files," said Manoogian.
Organic has also experimented with “content that calls home” in the form of widgets or other decentralized brand experiences that send usage and engagement metrics back to the marketer.
“You still will have a site, no matter who you are, because you want to have engagement,” said Kingdon. “Increasingly we're seeing a lot of the functionality that used to reside on the Web site appearing in an ad or another place,” like watching a movie trailer in a banner unit or downloading a branded widget. However, Kingdon said, this new reality poses many tracking and reporting problems that have yet to be resolved.
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.