January 25th, 2011 SkyHorse
In a conscient effort to help getting rid of CTR based performance measurements, I think it’s important to bring out two concepts not that familiar to online advertising professionals that are very relevant to online branding campaigns.
These concepts are the basis of any evaluation of a campaign marketing effectiveness, especially when using Behavioural Targeting and Audience Segmentation:
GRP – Gross Rating Point – Represents the proportion of users reached by a campaign from the “universe” of users (e.g. a Country total online population) and how often they were reached. In detail, GRP = Frequency x % users reached. E.g.:
- Campaign report shows avg frequency of 3
- Total UU was 15 000 000
- Total online population in the UK is 30M
GRP = 3 x 15 000 000 / 30 000 000 x 100 = 150
TRP – Target Rating Point – Represents what percentage of users reached with a campaign actually match the intended advertisers audience segment. Using the example above, if the advertiser wants to reach the “male” demographic, and the site / network delivering the campaign has a 70 male / 30 female split, then:
TRP = GRP x 70% = 150 x 0.7 = 105
October 8th, 2010 SkyHorse
According to a report by the Hunton Privacy blog, the German Data Protection Authority (the Federal Commissioner for Data Protection and Freedom of Information) still believes using Google Analytics, or in fact any other technology that somehow exports users IP addresses to the US, is not compliant with their regulations and are therefore in breach of their Data Protection act. They warn if Google doesn’t get it’s act together it will start going after companies in Germany using the Google Analytics suite. More information at German DPAs Still Consider Google Analytics Illegal : Privacy & Information Security Law Blog.
September 25th, 2010 SkyHorse
August 25th, 2010 SkyHorse
Not long after wunderloop was sold to AudienceScience, its country rival Nugg.ad sells for an undisclosed amount to Deutsche Post, according to research-live.com.
Is this an indicator that Behavioural Targeting has matured enough or simply German recession driving smart investors to pick-up cool tech companies?
, deutsche post
, online media