Presentación sobre medición de medios online presentada por Ernesto González durante la primera actividad de capacitación del IAB Puerto Rico. La actividad se llevó a cabo el 26 de febrero de 2010.

1. How to Measure Online Media
Ernesto González
President and Founder
GTA Marketing Agency / IAB Caribbean

2. Today Offline Media
TV - GRP
Radio - Coverage
Press - Circulation
Outdoors - Traffic
Mediafax, Nielsen - Data
Pre and Post Campaign Research

3. Online / Interactive Media is...
Data Data Data
It is about data, data in ways we have never before fathomed. The
future of advertising is not about social, not about viral videos,
not about mobile, not about any new medium or any new ad unit
-- but about data.
Those who know what to do with this will be the
new kingmakers, the new rulers of Madison Avenue -- or the
creators of a new Avenue of media.
Death Of The Impression/Rise Of The Data Economy by Michael D. Andrew, Friday, February 19, 2010, 10:45 AM

4. Web Analytics
Web Analytics is the measurement,
collection, analysis and reporting of Internet
data for purposes of understanding and
optimizing web usage.

5. Back-End Technologies
IP = Logfile Analysis
Cookies = Page Tagging
Panels = A group of users who have
monitoring software

6. What can we measure online?
Websites
Ads - IMU
Rich Media Ads
Email Marketing
Search Engine Marketing- SEM

7. What can we measure online?
Digital Video Ads
Blogs and Social Networks (Facebook,YouTube, etc.)
Mobile
IP TV
Online Gaming

8. Basic Terms and Definitions
Visitors
Unique Visitors
Page Views
CTR
Impressions
Visits

9. Basic Terms and Definitions
Visit Duration
Return Visitor
Landing Page
Exit Page
CPC Traffic
Organic Traffic

10. But what do we want to measure?
Need to understand the objectives of
your campaign.
Online Brand Awareness / Traffic to a
landing page or Website / Online Sales
Or all of the above?

11. Some Analytics and Measurement Tools
Quantcast
Certifica
ComScore
Google Analytics
Omniture
Webtrends
Doubleclick
Cpanel Analytics- IP logs
Mailtrack- Email Marketing
Poompr
Alexa
Internal Company Tools
Other..

20. How many today measure offline with online?
Radio, TV, Press, Bill Board vs. Internet visits
= Leads
Is this is right--- Why not just use online marketing
to promote a website?
Is all about integration of all media

21. Analytics Integration
Online video advertising offers interactivity and
engagement that far exceeds television. An Internet
GRP calculation could include an “interactivity factor”.
Some of ad formats allow users to interact for a more
engrossing experience.
For example, a user can mouse over
an overlay ad, download a brochure or enter a zip code.
This level of interactivity and interest is prized by the advertiser.

22. The future is now?
How all this will be?
The first preview of how this looks can be found in Google.
Google also hints at what the future of publishing might look like.
While Google is a search engine, it is also a publisher: one whose content
is search engine results. In that sense, Google might be the most highly
monetized publisher on the planet.
See FUTURE NOW: http://www.google.com/adwords/tvads/index-c.html

24. References
www.iab.net
www.webanalyticsassociation.org
http://i-com.typepad.com/worldmeasurementnews/
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=122794
www.certifica.com
www.nielsen.com
www.comscore.com
www.wikipedia.org