in  ad-­‐tech  tokyo  2010  panel  discussion:“Social  Media  Tracking  Measuring  Effec>veness  of  Your  Social  Media  Campaign”

Nori  Takahiro  |  SUKEDACHI

Before  talking  about  the  Social  Media  measurement.

Necessary  to  recognize  that  “AIDMA”  is  not  popular  outside  Japan.  

※  This  is  a  note  for  Japanese  aRendees:  

Back  to  the  “DAGMAR”  model  by  Russel  Colley,1961.      Defining  Adver>sing  Goals  for  Measured  Adver>sing  Results    

Target  Audience  0

Target  Audience  1

Target  Audience  2

Target  Audience  3 Customer

According  to  DAGMAR  model,  a  sale  must  carry  a  poten>al  customer  through  four  stages:  

Awareness Comprehension Convic>on Ac>on

We  see  more  complicated  purchase  process  now.  It’s  not  simple  and  linear  like  as  legacy  adver>sing  models  show.  

Awareness Comprehension Comparison Examina>on

Trial

Ac>on

Sa>sfac>on Share

Repeat

Rela>onship

Cross  Sell  Up  Sell

Then,  which  purchase  stages  are  influenced  by  Social  Media?

Awareness Comprehension Comparison Examina>on

Trial

Ac>on

Sa>sfac>on Share

Repeat

Rela>onship

Cross  Sell  Up  Sell

Before  talking  about  “measurement”  of  Social  Media,    necessary  to  speculate  and  understand  purchase  process  of  the  category  which  you  are  handling.      Then  you’ll  find  measurement  between  ”stages.”