Evaluating Content: CS Forum 2010
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The document discusses how traditional media metrics no longer fully capture audience engagement. It argues marketers need to move beyond metrics like impressions and clicks to gain deeper insight into human behaviors and expectations. To be effective, communicators must study how people actually interact with and interpret content. The goal is to create useful content that elicits meaningful responses by understanding audiences rather than trying to control messages or viewers.
Evaluating Content: CS Forum 2010
- 1. Evaluation: distinguishing between the media & the contentCS Forum 2010, Paris, 16th April, 2010 by Clare O’Brien
- 2. Conventional media: quality content for mass audiences
- 3. When advertising was simple and content king
- 4. Media metrics: the framework of control
- 5. Processing audiences into human traffic
- 6. 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
- 7. Our data burden is stalling our learning process
- 8. Satisfaction with conversion rates?Source: eConsultancy / redEye Conversion survey Oct 09
- 9. Time to come up for air
- 10. 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
- 12. ‘Listening’ for insightOld media conceptsNew media toolsBRANDBRANDtarget consumersconsumersWith grateful thanks for permission to use by Tom O’Brien, MotiveQuest LLC
- 13. The ambition...Measure content effectiveness - calibration
- 14. Diagnose content issues and remedies: identification
- 15. Create useful content that people respond to
- 16. Drive content planning cycles
- 17. Control content budgetsTrack MediaAdjust planAssess / plan contentDiscover expectationsCUT - insight, plan, measureCUT Score Copyright Content Delivery & Analysis Ltd 2008-10
- 18. Track MediaAdjust planAssess / plan contentDiscover expectationsCUT - insight, plan, measureCUT Score Copyright Content Delivery & Analysis Ltd 2008-10
- 19. Track MediaAdjust planAssess / plan contentDiscover expectationsCUT - insight, plan, measureCUT Score Copyright Content Delivery & Analysis Ltd 2008-10
- 20. TrackMediaAdjust planAssess / plan contentDiscover expectationsCUT - insight, plan, measureCUT Score Copyright Content Delivery & Analysis Ltd 2008-10
- 21. Track MediaAdjust planAssess / plan contentDiscover expectationsCUT - insight, plan, measureCUT Score Copyright Content Delivery & Analysis Ltd 2008-10
- 22. Usefulness of the data...Immediacy & fluidityGuiding the creative processUltimately... a scorecard
- 23. It’s not about changing our customers – it’s about learning how to adjust our behaviours and delivery
- 24. Thank you for listeningClare O’BrienCDA: Content strategy and digital communicationwww.webwordsworking.co.uk+44 20 8948 7636 clare@webwordsworking.co.uk@clareob
Editor's Notes
- #6: predictable, manageable, manipulatable currencies
- #11: 40 years ago Bill Bernbach of the famous Doyle Dane Berbach agency made a good point
- #12: Quite simply it’s time to understand some basics – become students of how people read and listen as Bernbach put it - about this new world and stop describing experiences of the new world in old world terms.We need some new metrics, some new ways of defining and understanding our audiences so that we develop content that’s most likely to meet – and hopefully – exceed their expectations