Well Josh, I think that's a really interesting question. I have been
thinking that measurement of ROI in a social networking space might be more
accurate in those social networks that alter and shape user interactive
behavior along a sequenced series of events. For example, eHarmony
structures its interactions along a series of steps. Could you not measure
engagement and ROI by the time spent in each part of the sequence and the
'success' of the interaction? Other examples of structured interaction are
on LinkedIn and in Actionize. An ad model for these might be ad placement
cost structured within that sequence. Those users with the highest level of
engagement with material are those that reach, or regularly reach the final
stage of the sequenced interaction. Advertisers in essence pay for the level
of engagement--time spent, level reached.
Elena
On 6/29/07, josh chasin <jchasin@xxxxxxxxxx> wrote:
>
> I have a question for the Web Analytics community that is not,
> strictly, a web analytics question.
>
> Advertising media is a lot like physics-- in the sense that both are
> all about time and space. In the early '90s, the Internet
> advertising business community adopted the construct of the page view-
> - essetially deciding to align around a space-oriented model, akin to
> print, as opposed to a time-oriented model, akin to broadcast.
>
> Personally, I always thought that the space construct was not the
> right way to go; people spend time with tie Internet, as opposed to
> consuming pages. Certainly, the technology environment at the time
> contributed to and defined the basis for the consensus.
>
> With new technologies like AJAX, and with widgets and web aps,
> perhaps the time has come to revisit time.
>
> So this is my question. How do you folks feel about the idea of
> Internet audience metrics migrating from a spatial construct (the
> page) to a temporal one (time spent/duration)? Let me remind you
> that I work for comScore, so I'm thinkng largely bout advertising
> metrics and reporting as opposed to WA (although obviously this would
> be germane to WA.)
>
> --josh--
>
>
>
[Non-text portions of this message have been removed]
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