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How Much is Your Content Worth?

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AchillesMedia

The document discusses how advertisers are under pressure to show ROI for their marketing spending and evaluates digital channels. It introduces Custometrics, a company that provides analytics and optimization technology to measure marketing impacts across different channels. Custometrics' tools have shown improvements of 10-35% in marketing communication impacts for its clients in various industries. The presentation outlines challenges advertisers face in evaluating different channels and targeting customers effectively.

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How much is your content worth? A Presentation to nextMEDIA: Monetizing Digital Media Nov 28, 2007
An Introduction to Custometrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How Much is Your Content Worth? ,[object Object],[object Object]
Defining Terms ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What keeps Advertisers up at night? ,[object Object],[object Object],[object Object],[object Object]
The Demand for ROI ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],flyers television newspaper FSI radio tele-marketing e-mail web magazine Unaddressed DM OOH Addressed direct mail Bill inserts Tough Questions…
Tough Questions… ,[object Object],[object Object],[object Object]
Accountability in Digital Channels Controllable Influencers Web site design SEO Paid Search Email design Other Channels Uncontrollable Influencers Competition Economy Intermediate Outcomes Page views # impressions Demography Click thru rates Unique visitors Time spent Conversion rates Target Outcomes Changes to: Total Sales Online sales ROI ___ Cust Sat Brand Equity
An Advertisers’ Wish List ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
An Advertisers’ Wish List ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Incremental Sales Baseline Sales
An Advertisers’ Wish List ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Current ROI: 451%
An Advertisers’ Wish List ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
An Advertisers’ Wish List ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
An Advertisers’ Wish List ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],RR
An Advertisers’ Wish List ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Optimization Starts
An Advertisers’ Wish List ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
An Advertisers’ Wish List ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
An Advertisers’ Wish List ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
An Advertisers’ Wish List ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
An Advertisers’ Wish List ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Some Suggestions… ,[object Object],[object Object],[object Object]
Discussion/Q&A
Contact Information ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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How Much is Your Content Worth?

  • 1. How much is your content worth? A Presentation to nextMEDIA: Monetizing Digital Media Nov 28, 2007
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  • 9. Accountability in Digital Channels Controllable Influencers Web site design SEO Paid Search Email design Other Channels Uncontrollable Influencers Competition Economy Intermediate Outcomes Page views # impressions Demography Click thru rates Unique visitors Time spent Conversion rates Target Outcomes Changes to: Total Sales Online sales ROI ___ Cust Sat Brand Equity
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Editor's Notes

  1. Thank you; good morning, all. My name is David Beaton, and I am Senior Partner and CEO of Custometrics, a Toronto-based leader in the field of marketing analytics. The conference organizers asked me to build this morning’s content around this subject…how much is your content worth? My concern in addressing this, especially in this fast-moving field, is delivering content you will find worthwhile spending a half hour on. Wish me luck.