The measurement holy grail

Looking through the latest press releases this week there are a number of companies looking at ways producing a fuller picture of behavior online and how that tracks back to actual ROI.For example, Microsoft have just announced Engagement ROI, engagement measurement reporting will be added to the company’s Atlas Media Console. This moves them away from a pure CPA measurement.We believe that all these moves are going in the right direction but don’t go far enough. Partly because too many people own data in too many areas – and as we have discussed before on this blog, success will be about connecting disparate data sets to build a clearer picture of how marketing activities like WOM or viral are impacting sales.Of course, this is easier said than done. No one has got there yet but there are people starting to build great bases for this holistic approach. One of these companies is our sister agency ZAAZ who has built a world class online analytics practice.One our common clients has a huge annual budget for online efforts, but no view into the return on online investment for different brands and campaigns (all online properties across their brands).ZAAZ used its Monetization methodology to create models for tracking the value of each web channel’s specific behaviors, as well as rollup view for an overall online value index. Instead of tracking the trending of more traditional web metrics as a measure of success, ZAAZ has merged web metrics with financial data to measure the value of the client’s web properties in dollars.The internal view of the site is now one of an asset that creates value, vs the previous view of the site as a cost center.This is obviously one small step in building the bigger picture but the value that is being created by methodically joining up data sets starts to appear immediately as the connections are made.

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