Measurement Maelstrom:

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Measurement Maelstrom Leveraging Current and
Emerging Metrics to Define the New Media Currency
PANELISTBeth Uyenco, Global Research
Director Microsoft Digital Advertising Solutions
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Online performs in so many different ways

• A variety of channels which can behave like
  off-line platforms
• Display ads ? Advertising
• Sponsorship ? Editorial
  partnerships, events
• DM ? E-mail, loyalty
  programs
• PR ? WOM, news, chat,
  social networking
• Sales promotion ? Offers, contests
• Branded experience ? microsites, gaming, online
  brochures
• Each can perform different functions and
  therefore achieve different objectives
• And we have to figure out how they all work
  together as one big blob called ONLINE

Can we have a single currency? If so, what should
that be?
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Understanding targets brand/media lifestyles
Determining how channels can best serve brand
comm needs
Managing Brand Communication Strategies
Optimization of Messaging Positioning
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Understanding targets brand/media lifestyles
Response which part(s) of the funnel
Determining how channels can best serve brand
comm needs
Brand engagement Media Behavior
What is the brands objective and how does the
media plan achieve it?
Brand engagement Media Behavior Reach
estimations Copy-testing/eye-track Ad-server
Analyses
Optimization of Messaging Positioning
Response
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