Comments on: Growing up and Replacing the Antiquated Page View Metric http://www.web-strategist.com/blog/2007/02/15/growing-up-and-replacing-the-antiquated-page-view-metric/ Jeremiah Owyang discusses how web tools and social media enable companies to connect with customers Thu, 18 Mar 2010 21:49:59 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Ted Rheingold http://www.web-strategist.com/blog/2007/02/15/growing-up-and-replacing-the-antiquated-page-view-metric/comment-page-1/#comment-1144961 Ted Rheingold Sun, 22 Nov 2009 01:44:51 +0000 http://www.web-strategist.com/blog/2007/02/15/growing-up-and-replacing-the-antiquated-page-view-metric/#comment-1144961 As a publisher I too agree that page views are quickly losing their meaning, but as advertising-driven publishing business, my relations with advertisers and advertising agencies show me that they are very very comfortable with CPM-oriented ad buys. My gut is the bulk of them will be the last to get comfortable with metrics other than page views. <br><br>The first way we've gotten them off the page view mindset is to focus on it's cousin, impressions, but getting many of them to accept an attention metric will be very difficult and take years for the hard core to accept. <br><br>Before this point, TV, print, billboard and web we're all very firm statistics. They like those a lot. <br><br>The key to getting them to adopt a new metric will be if the metric can be directly piped into a spreadsheet and translated into conversion numbers they can use for budgeting and success determination. Until they accept that web publisher wanting to show their ads will have to meet their expectations, not the other way around. As a publisher I too agree that page views are quickly losing their meaning, but as advertising-driven publishing business, my relations with advertisers and advertising agencies show me that they are very very comfortable with CPM-oriented ad buys. My gut is the bulk of them will be the last to get comfortable with metrics other than page views.

The first way we've gotten them off the page view mindset is to focus on it's cousin, impressions, but getting many of them to accept an attention metric will be very difficult and take years for the hard core to accept.

Before this point, TV, print, billboard and web we're all very firm statistics. They like those a lot.

The key to getting them to adopt a new metric will be if the metric can be directly piped into a spreadsheet and translated into conversion numbers they can use for budgeting and success determination. Until they accept that web publisher wanting to show their ads will have to meet their expectations, not the other way around.

]]> By: Christopher Coulter http://www.web-strategist.com/blog/2007/02/15/growing-up-and-replacing-the-antiquated-page-view-metric/comment-page-1/#comment-13493 Christopher Coulter Fri, 16 Feb 2007 22:39:38 +0000 http://www.web-strategist.com/blog/2007/02/15/growing-up-and-replacing-the-antiquated-page-view-metric/#comment-13493 Those who most stand to benefit, decide to measure themselves; make up your own test, and, wow, grade it yourself. And since the goals, needs and objectives will vary so much from differing industries, having various possible outcomes, it's an impossible task to begin with. It be a lost cause (total fuzziness as a science), with Wild West Silicon Valley snake-oil salesmen on outskirts, selling you possible miracle cures. Can't lose, keep it all hazy, and no matter what happens, cast it always as the cure for every ailment. All just marketing psychology with techie fads tossed in the salad mix. You can do what the Psychologists do however, dazzle them with controlled-experiments (surveys and questionnaires) with statistics upon statistics and random types of probability testing. And maybe even come up with some sort of industry professionally-accepted certification program that insures your eternal place in the game. Make up the rules of the game, they can't ever kick you out. Those who most stand to benefit, decide to measure themselves; make up your own test, and, wow, grade it yourself. And since the goals, needs and objectives will vary so much from differing industries, having various possible outcomes, it’s an impossible task to begin with. It be a lost cause (total fuzziness as a science), with Wild West Silicon Valley snake-oil salesmen on outskirts, selling you possible miracle cures. Can’t lose, keep it all hazy, and no matter what happens, cast it always as the cure for every ailment.

All just marketing psychology with techie fads tossed in the salad mix. You can do what the Psychologists do however, dazzle them with controlled-experiments (surveys and questionnaires) with statistics upon statistics and random types of probability testing. And maybe even come up with some sort of industry professionally-accepted certification program that insures your eternal place in the game. Make up the rules of the game, they can’t ever kick you out.

]]> By: jeremiah_owyang http://www.web-strategist.com/blog/2007/02/15/growing-up-and-replacing-the-antiquated-page-view-metric/comment-page-1/#comment-13349 jeremiah_owyang Thu, 15 Feb 2007 23:05:36 +0000 http://www.web-strategist.com/blog/2007/02/15/growing-up-and-replacing-the-antiquated-page-view-metric/#comment-13349 Steve Excellent analysis, the graphs were interesting, but I'm sure there's some other ways to look at it. I'll be giving this more thought. Steve

Excellent analysis, the graphs were interesting, but I’m sure there’s some other ways to look at it. I’ll be giving this more thought.

]]> By: jeremiah_owyang http://www.web-strategist.com/blog/2007/02/15/growing-up-and-replacing-the-antiquated-page-view-metric/comment-page-1/#comment-13348 jeremiah_owyang Thu, 15 Feb 2007 22:54:36 +0000 http://www.web-strategist.com/blog/2007/02/15/growing-up-and-replacing-the-antiquated-page-view-metric/#comment-13348 Steve, thanks. Im watching this space carefully, and more and more folks are wanting flexibility. Ted, hard metrics are a subset of measurement, which are a subset of 'telling the story'. You're going to have to figure out how to tell the story to your clients. On a second note, I'm VERY excited you've stopped by. Big fan of your speaking and all you've done. Steve, thanks. Im watching this space carefully, and more and more folks are wanting flexibility.

Ted, hard metrics are a subset of measurement, which are a subset of ‘telling the story’. You’re going to have to figure out how to tell the story to your clients.

On a second note, I’m VERY excited you’ve stopped by. Big fan of your speaking and all you’ve done.

]]> By: Ted Rheingold http://www.web-strategist.com/blog/2007/02/15/growing-up-and-replacing-the-antiquated-page-view-metric/comment-page-1/#comment-13329 Ted Rheingold Thu, 15 Feb 2007 20:49:08 +0000 http://www.web-strategist.com/blog/2007/02/15/growing-up-and-replacing-the-antiquated-page-view-metric/#comment-13329 As a publisher I too agree that page views are quickly losing their meaning, but as advertising-driven publishing business, my relations with advertisers and advertising agencies show me that they are very very comfortable with CPM-oriented ad buys. My gut is the bulk of them will be the last to get comfortable with metrics other than page views. The first way we've gotten them off the page view mindset is to focus on it's cousin, impressions, but getting many of them to accept an attention metric will be very difficult and take years for the hard core to accept. Before this point, TV, print, billboard and web we're all very firm statistics. They like those a lot. The key to getting them to adopt a new metric will be if the metric can be directly piped into a spreadsheet and translated into conversion numbers they can use for budgeting and success determination. Until they accept that web publisher wanting to show their ads will have to meet their expectations, not the other way around. As a publisher I too agree that page views are quickly losing their meaning, but as advertising-driven publishing business, my relations with advertisers and advertising agencies show me that they are very very comfortable with CPM-oriented ad buys. My gut is the bulk of them will be the last to get comfortable with metrics other than page views.

The first way we’ve gotten them off the page view mindset is to focus on it’s cousin, impressions, but getting many of them to accept an attention metric will be very difficult and take years for the hard core to accept.

Before this point, TV, print, billboard and web we’re all very firm statistics. They like those a lot.

The key to getting them to adopt a new metric will be if the metric can be directly piped into a spreadsheet and translated into conversion numbers they can use for budgeting and success determination. Until they accept that web publisher wanting to show their ads will have to meet their expectations, not the other way around.

]]> By: Steve Bridger http://www.web-strategist.com/blog/2007/02/15/growing-up-and-replacing-the-antiquated-page-view-metric/comment-page-1/#comment-13301 Steve Bridger Thu, 15 Feb 2007 16:49:51 +0000 http://www.web-strategist.com/blog/2007/02/15/growing-up-and-replacing-the-antiquated-page-view-metric/#comment-13301 Hi Jeremiah - "engagement" has a particular resonance in the not-for-profit sector. I pulled together <a href="http://www.nfp2.co.uk/2007/01/29/engagement-is-not-made-to-measure/" rel="nofollow">a few thoughts</a> on this recently. You're right to suggest that the future for measurement will "depend on the environment, client and industry." I would say - stating the obvious maybe - that whatever we come up with, we need to ensure what we are measuring is aligned to a particular organisation’s strategic goals. Thanks for showing leadership here. Hi Jeremiah – “engagement” has a particular resonance in the not-for-profit sector. I pulled together a few thoughts on this recently.

You’re right to suggest that the future for measurement will “depend on the environment, client and industry.” I would say – stating the obvious maybe – that whatever we come up with, we need to ensure what we are measuring is aligned to a particular organisation’s strategic goals.

Thanks for showing leadership here.

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