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Your widget may be hugely popular by people who want to grab it and install it, but if it s never viewed your success isn t complete. It s great that thousands of people had a high enough af nity with your brand to want your widget, but that only creates an opportunity to see. But an unviewed widget is as useless as a billboard in the dark. Jodi was careful to set the proper level of expectation when it comes to the expectation that all of the measurements are precise. She outlined a number of problems that can crop up using widgets that I had left out of my MediaPost article on fuzzy numbers. See The Numbers Just Don t Add Up below.
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(Originally published on Mediapost.com) A funny thing happened on the way to the CMO s of ce. Between the realization of an eye-opening, gamechanging insight gleaned from advertising test results and web behavior data, the report you were gleefully ferrying to the C-Suite wilted, turned brown at the edges and started to dribble a slimy substance with a conspicuous stench. The CMO immediately developed a nose-squint. The VP of Corporate Communications had that Oooo, you re in for it! look in her eye and the VP of Advertising nudged the Director of Direct Marketing and said sotto-voce, The golden boy is about to nd out his day in the sun has turned him to toast. The CMO pointed to (but did not touch): A traf c report from comScore A traf c report from Hitwise
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A chart from Compete.com An ad banner report from Atlas A traf c report from Omniture Another from Google Analytics It s like the old joke, she says with no humor at all. If you take all the economists in the world and line them up end-to-end, they all point different directions. What the hell is going on with these numbers Are we getting 32.5 million people on our web site or 44 million The rst time you ran into this nest of nettles, you hopped over to the white board and cheerfully explained all about: Cookie deletion Cookie blocking Multiple machine browsing Multiple browser browsing Multiple people on the same cookie Non-human traf c Dynamic IP addressing Page caching Javascript loading Called pixel placement You didn t even get to the good stuff about comparing miles to gallons and how:
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Different tools using Different date cut-off routines and Different methods to capture Different types of data to store in Different kinds of databases with a Different method of data cleansing and Different slicing and dicing segmentation to produce Different kinds of reports that ended up in Different feed for integration into Different datawarehouses . . . before you were thanked for your help and shown the door permanently. You don t fall for it this time. This time you explain that the world of online marketing has been suffering from a delusion of precision and an expectation of exactitude. You tell them that we live in a world of statistics and probabilities. We can t count all the stars in the sky so we don t try. We don t try to get an actual count of: Television watchers Radio listeners Magazine readers Billboard readers Bus poster readers
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Floor sticker readers Airline ticket jacket readers Sandwich board readers Instead, we count some and estimate the rest. You share the good news that we can do this better than any of the above and we ve got some astonishing tools and techniques for dynamically targeting the audience and optimizing each one s experience. You say, We get 36.3 million people coming to our web site. She lowers her half-glasses and gives you the look you last saw when caught using the of ce copy machine for party invitations. So you add, With a 4% margin of error and it s a benchmark we can compare month over month from now on. So somewhere between 34.5 and 38 million. Pretty much right between them, in fact. Disparagingly she asks, You really can t give me a more accurate number of how many people saw this digital marketing masterpiece that costs me tens of millions a year I can tell you whether our digital visitors are more engaged with our brand, come back more often, buy from us and discuss our products with their friends. How many people buy our products who saw our ads on CNN and Oprah that cost you hundreds of millions a year The VP of Advertising makes himself visibly smaller. I came here to show you a way that could save four million dollars of search marketing while boosting online sales by six to eight percent. The scowl leaves the CMO s face. The odor of dubious data dissipates, the conversation suddenly immaterial. Her
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