Evaluation: distinguishing between the media & the content

CS Forum 2010, Paris, 16th April, 2010 by Clare O’Brien

Conventional media: quality content for mass audiences

When advertising was simple and content king

Media metrics: the framework of control

Processing audiences into human traffic

Marketers inevitably discover that the marketing metrics in place today fail to tell the full story about their customers. Even in online channels, where tracking individual behaviour is possible, the metrics like impressions and response rates are relics of a time when marketers controlled the messages. But so far, most marketers fail to take action.

Forrester, Measuring Engagement, June 08

Our data burden is stalling our learning process

Satisfaction with conversion rates?

Source: eConsultancy / redEye Conversion survey Oct 09

Time to come up for air

It is insight into human nature that is the key to the communicator's skill. For whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He therefore becomes a student of how people read or listen.

Bill Bernbach, co-founder, Doyle Dane Bernbach

Developing new understanding

Old media concepts

target consumers

New media tools

consumers

BRANDBRAND

With grateful thanks for permission to use by Tom O’Brien, MotiveQuest LLC

‘Listening’ for insight

Measure content effectiveness - calibration

Diagnose content issues and remedies: identification

Create useful content that people respond to

Drive content planning cycles Control content budgets

The ambition...

CUT Score Copyright Content Delivery & Analysis Ltd 2008-10

• Insights benchmarks

• Audit analysis

• Experience insights

• Metrics & existing analytics

Set to indicate content

success or failure /

trigger user survey Continuous

user conversations -

how useful, interesting ,

enjoyable...

What do people want /

expect and how they say

they’ll feelSite assessment or content plan set against

insight benchmarks

CUT - insight, plan, measure

Assess / plan content Discover expectations

Adjust planTrack Media

CUT Score Copyright Content Delivery & Analysis Ltd 2008-10

• Insights benchmarks

• Audit analysis

• Experience insights

• Metrics & existing analytics

Set to indicate content

success or failure /

trigger user survey Continuous

user conversations -

how useful, interesting ,

enjoyable...

What do people want /

expect and how they say

they’ll feelSite assessment or content plan set against

insight benchmarks

CUT - insight, plan, measure

Assess / plan content Discover expectations

Adjust planTrack Media

CUT Score Copyright Content Delivery & Analysis Ltd 2008-10

• Insights benchmarks

• Audit analysis

• Experience insights

• Metrics & existing analytics

Set to indicate content

success or failure /

trigger user survey Continuous

user conversations -

how useful, interesting ,

enjoyable...

What do people want /

expect and how they say

they’ll feelSite assessment or content plan set against

insight benchmarks

CUT - insight, plan, measure

Assess / plan content Discover expectations

Adjust planTrack Media

CUT Score Copyright Content Delivery & Analysis Ltd 2008-10

• Insights benchmarks

• Audit analysis

• Experience insights

• Metrics & existing analytics

Set to indicate content

success or failure /

trigger user survey Continuous

user conversations -

how useful, interesting ,

enjoyable...

What do people want /

expect and how they say

they’ll feelSite assessment or content plan set against

insight benchmarks

CUT - insight, plan, measure

Assess / plan content Discover expectations

Adjust planTrack Media

CUT Score Copyright Content Delivery & Analysis Ltd 2008-10

• Insights benchmarks

• Audit analysis

• Experience insights

• Metrics & existing analytics

Set to indicate content

success or failure /

trigger user survey Continuous

user conversations -

how useful, interesting ,

enjoyable...

What do people want /

expect and how they say

they’ll feelSite assessment or content plan set against

insight benchmarks

CUT - insight, plan, measure

Assess / plan content Discover expectations

Adjust planTrack Media

Usefulness of the data...

Immediacy & fluidity

Guiding the creative process

Ultimately... a scorecard

It’s not about changing our customers – it’s about learning how to adjust our behaviours and delivery

Thank you for listeningClare O’BrienCDA: Content strategy and digital communicationwww.webwordsworking.co.uk+44 20 8948 7636 clare@webwordsworking.co.uk

@clareob