That's right ... if many of the scientists had their way, those who buy and sell media in the digital space, it would be ONLY about the click. We simply measure click thru and click stream and server logs and silly single-point behavioral data and we can optimize your buy. Let's move on to the next client.
Uh ... no you can't ... you forgot about the 99.99% of the world who didn't click that link, but were searching for information about a possible purchase, conversing about pros and cons of some product, hearing about customer service and a million other interactions that lead to a sale ... but you are just going to forget about them!
Oh, you don't have the technology to track them, so the selling messages they saw don't count. Guess what, if a tree falls in the woods and you can't hear it ... it doesn't matter because it's on the ground, whether you know it or not.
For those not trained in media or strategic planing ... there are plenty of techniques that exist to measure purchase intent, message recall, learning behavior of all kinds that help improve the impact of your digital campaign ... way beyond the click. And don't think I dislike analytics, love em ... just not as a single source for judging the effectiveness of an advertising campaign.
It seems to me a lot of 'before 1994' quantatives are neatly discounted because ... umm I don't know, maybe because they are viewed as old fashioned and not with it.
Clients are being done a huge disservice and decisions are being made solely on flawed 'final click' metrics. This is wrong. Its time to give clients a 360 degree look at how the web and everything on the web can and does effect buying behavior. This can only happen when we start modeling based on the best research techniques ... whether pre or post 1994. Best of both worlds ... The Discipline of the And.
That's my point-of-view ... what's yours
Media Dot O
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