Population Statistic: Read. React. Repeat.
Sunday, August 07, 2021

In an effort to make marketing less of an art and more of a science, the Association of National Advertisers’ 2005 Marketing Accountability Forum (the first-ever) arrived at a new consideration for measuring campaign effectiveness. It’s all about “engagement”:

…William Mason, one of our analysts, suggested engagement is “any action reflecting an experience or touch point with a brand, product, group, or message.” That could involve interacting with an ad, requesting an ad, or even talking about an ad or product experience.

Account manager Ryan Rothring pointed to consumers requesting branded content via RSS as classic example of engagement, especially since opt-in, on-demand, and RSS requests often correlate directly with ad stimuli or targeted media.

Kim Jackson, an analyst who focuses on consumer comments related to beauty care, asked whether engagement should “take into account the people who seem to be actively requesting information from others, specifically those who are imploring actual companies for help.” She added, “These are people attempting to start dialogue, wanting to know answers, and who could be dangerous to a company if their questions go unanswered.”

Basically, as advertising techniques become more targeted and interactive — given the promise of new-media platforms like DVRs, mobile phones, and the Web — they have the potential to become fare more effective than past efforts. Since the results can be more fine-tuned, measuring the ROI is expected to be more accurate. Therefore, companies want a clearer idea of how deeply a campaign burrows into the audience’s minds and influences consumer behavior. Simple impression measurement is no longer enough.

For some good media-input activity examples, and how they reflect engagement levels, be sure to read Pete Blackshaw’s Clickz Experts piece.

For the long term, this might reinforce advertising/marketing’s corporate turf by giving the discipline concrete data to use as ammo:

“It’s the old story of the C.E.O. who asks the chief marketing officer, ‘What happens if I take 10 percent out of the marketing budget?’ and the C.M.O. replies, ‘I don’t know,’ ” [marketing executive Ed] See said, “so the C.E.O. says: ‘O.K., I’ll take 20 percent.’ ”

John Nardone, executive vice president and chief client officer at Marketing Management, said the survey showed that it was more important than ever for advertisers to give their marketing departments the types of controls, models and “repeatable processes” they use in areas like supply-chain management and human resources.

“Marketers are tracking all kinds of data and they still can’t answer basic questions” about advertising accountability, Mr. Nardone said, “because they don’t have real models and metrics by which to make sense of it.”

Of course, if you’re in the business, you have to put it all into a fundamental context:

The key is to look at why are we measuring our marketing ROI in the first place? Are we measuring our metrics to simply justify our existence or are we striving to measure our contribution towards growth, revenue and profit?

It’s a slippery concept to secure. Who says marketing has to be so quantifiable? Compartmentalizing those efforts will likely lead to formulaic campaign conceptions, which would stifle creative approach. It’d be a case of overanalysis undoing the original purpose.

Not that emergent times don’t call for new metrics. Just as long as the tail doesn’t start wagging the dog.

by Costa Tsiokos, Sun 08/07/2021 10:07pm
Category: Advert./Mktg.
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No, not that Bambi. Bambi Francisco, my favorite MarketWatch reporter, is blogging. She even has an easy-to-remember URL: bambi.blogs.com.

Good news. Now I can link to her site when I read something interesting she writes on MarketWatch. It won’t be the complete article, but it’s better than nothing, since MW’s links rot away pretty quickly.

by Costa Tsiokos, Sun 08/07/2021 07:51pm
Category: Bloggin', Media
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Just to show that religious fundamentalism isn’t tied to any specific diety or dogma, Philip Gailey sees a reflection of his Southern Baptist roots in today’s Islamist decrees:

It was considered an abomination for a woman to wear her hemline too high, her hair too short or to use lipstick and rouge. A woman wearing shorts? She might as well have been nude. Drink a beer or swig a little whiskey and you were cast out of the church. Actually, you didn’t even have to drink it. Just being seen coming out of a bootlegger’s house or a beer store was enough to bring the deacons down on you. I remember my mother pinching the ear of her smart-aleck son when he asked a preacher how he reconciled the church’s total ban on alcohol with Jesus’ first miracle - turning water to wine?

Then television came along, and the next thing I knew, it was being denounced from the pulpit as the devil’s own invention. Good Christians, we were told, would not allow a television set to come into their house, with all of its decadent programming (this was before Elvis shook up some pastors with his hip gyrations on the Ed Sullivan Show) and images of those bare-legged June Taylor dancers kicking up their heels. One man tried to conceal his television set by putting it in a back room and covering it with a blanket. His secret was exposed when someone spotted the outside antenna. Imagine having to choose between your church and your television set?

by Costa Tsiokos, Sun 08/07/2021 05:22pm
Category: Society
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As the Valerie Plame leak probe plods on, here’s a few things about her that you probably never knew.

I think I’ve found another bullseye that drew Karl Rove’s wrath:

She gave $1,000 to Al Gore’s presidential campaign in 1999.

by Costa Tsiokos, Sun 08/07/2021 02:38pm
Category: Politics
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a kick
A big hat-tip to ESPN‘s coverage at today’s Pro Football Hall of Fame induction ceremonies, for this one little gem:

During Chris Berman’s introduction of inductee Dan Marino, one of the cameras cut to someone in the crowd waving a posterboard that read, “LACES OUT, DAN!”.

Classic.

I’m sure Marino wasn’t fazed by it, since he hears it all the time:

…Marino also has appeared in several feature films including a brief cameo in Bad Boys II and a larger role playing himself in 1994′s “Ace Ventura: Pet Detective” starring Jim Carrey. The plot centered on the Miami Dolphins mascot being stolen. “It was quite a few years ago but it was a fun experience,” Marino said of working with Carrey. “I still walk around and people come up to me and yell, ‘laces out Dan’ and have the lines memorized and everything. It was a really good experience.”

Incidentally, I’m glad that the Marks Brothers were in Canton today.

FURTHER THOUGHTS: Mark it down, circa six or seven years from now:

I guess this means that Brett Favre can look forward to a “WHAT ABOUT BRETT FAV-RAH?” sign when he gets inducted — a nod to his as-bad acting turn in There’s Something About Mary

by Costa Tsiokos, Sun 08/07/2021 02:10pm
Category: Football, Movies
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For those of you who keep track of such things — as opposed to livin’ it — the term “bling” is passe. What’s the new word for your flashy-flashy?

Even the word bling, co-opted by “Live With Regis and Kelly” and CitiBank TV commercials, has lost its street cred - “frosting” is now the acceptably hip term.

So the descriptor shifts from the sound all that metal makes when it clangs together, to the look it gives off. A subtle shift. Plus the established “ice” for diamonds, which relates to “icing”, which is synonymous with “frosting” — you get the picture.

Me, I’m wondering if it doesn’t all connect back to the old “gravy on the cake” quip.

by Costa Tsiokos, Sun 08/07/2021 11:23am
Category: Pop Culture, Society
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