As the lines between media campaigns blur, how will you measure your success?

February 5, 2010 at 8:37 AM 6 comments

Recently Bravo TV announced a partnership with the geo-location social network, Foursquare. New badges will be integrated into Foursquare that match up with popular Bravo shows. My first reaction to this was: AWESOME!

My second reaction, though, was to wonder how this new kind of campaign will be measured. More and more the lines between different types of media are blurring as integrated marketing campaigns become the norm. How do you measure across media?

Even as campaigns begin to use multiple media channels, it often seems clear which channel is the most important and which are just sidekicks. In the case of Foursquare and Bravo, however, it isn’t clear which channel is being favored. Will one benefit more in the end? How will you compare metrics?

Different media require different metrics, right? But when you begin to mix and match media, which metrics have the most meaning? I really don’t have any experience with this, and I am curious to hear what y’all think.

I would guess that you would want to use different metrics for each media channel that you use in a given campaign, but I am unsure how you would compare different metrics. If you’re focusing on Web site clicks and TV commercial views, do they have equal value? Does one have more value to you? Why?

These are just a few questions I’ve been thinking about since I started thinking about integrated marketing campaigns, and I would love to hear your feedback and experiences in this area.

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Entry filed under: Measurement, Mobile, Social Media. Tags: , , .

DR. WHAW? – February 4, 2010 DR. WHAW? – February 5, 2010

6 Comments Add your own

  • 1. Tim Jahn  |  February 5, 2010 at 10:01 AM

    Some great questions here, Rebecca!

    Traditional television measurement is somewhat of a joke, because it’s composed of guesses for the most part. Neilson and friends still don’t really directly measure of viewing habits yet.

    Web measurement is different, as it can be directly measured. If an advertiser wants to know how many unique people show up at a site each month, the site owner can give the advertiser a really accurate number.

    Personally, I think the web measurement has more value, as it’s accurate. There’s some evidence to back it up. If FOX claims they have 9 million people watching American Idol every week, where’s the proof to support that?

    I’m guessing the end goal of this Bravo/Foursquare deal is to drive viewers to Bravo shows on traditional television (possibly web too), so I’m curious to see how effective that is. I’m not sure how they would accurately measure which Foursquare users converted into Bravo television viewers though.

    Reply
    • 2. Rebecca Denison  |  February 5, 2010 at 10:07 AM

      Exactly! I don’t know how they will know if this deal drives more audiences to their programs. Unless they try to do some kind of survey with Foursquare users, are they more likely to watch Bravo now? But even that isn’t exactly the most accurate or effective way to get results.

      It’s definitely a trick business, but you’re right in that the Web metrics should be easily measured at the very least. I would just love to know what they plan to measure…

      Reply
  • 3. Daniel Prager  |  February 5, 2010 at 10:24 AM

    Hey Rebecca,

    Great stuff as usual.

    I definitely agree with you that measuring across different platforms and channels is very challenging.

    Foursquare users definitely fit within the Bravo target audience: Urban dwellers with smartphones who pride themselves on exploring the cities in which they live.

    In terms of measuring the foursquare and bravo deal, the most powerful metric may be the in store foot-traffic that the partnership drives for business owners. What do you think?

    Reply
    • 4. Rebecca Denison  |  February 5, 2010 at 10:27 AM

      I think you’re right on that! But I also wonder how Bravo and Foursquare will measure success, too? I mean, maybe Foursquare is hoping to boost their membership numbers or something? Maybe Bravo wants more interaction on their Web site?

      I love that you point out that Foursquare users are exactly who Bravo targets! I hadn’t thought of it that way, but you are absolutely right. That’s a really important insight.

      Reply
  • 5. Bryan Cromlish  |  February 5, 2010 at 12:55 PM

    In this particular case, I think there can be some indirect forms of measurement but could give some idea to the success of the campaign.

    Bravo – Figures out how many people tune into each show before the campaign
    - Uses technology like Radian6 to measure mentions of the brand and its shows

    Does the campaign and compares the levels after.

    What do you think?

    I think Bravo wants more people going to the website but also watching the network.

    Did Bravo pay Foursquare or is it more of a mutual partnership?

    Reply
    • 6. Rebecca Denison  |  February 5, 2010 at 12:58 PM

      I think it’s more of a mutual thing, in this case.

      As Tim brings up, though, TV ratings and audiences are so crudely measured. Could you really be confident that this campaign affected the numbers? I would want more direct measures that would tell me that this campaign drove more viewers and visitors instead of maybe some other factor. Correlation does not always mean causation!

      Reply

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