Haywood J. Lewis
December 1, 2014
The rise of online marketing has led to increased use of online advertising. However, given the nature of online technologies, advertisers are in need of better ways of evaluating their efforts in adverting. In the case of Yahoo, this is addressed through what is known as Consumer Direct. This report analyzes Consumer Direct, and how it can be used for the analysis of online data.
One of the basic measurements collected in Consumer Direct is the level of the effectiveness of the advertisement, known as ad targeting. This measure basically represents the probability that the customer who has already seen the advertisement would make a purchase of the product being advertised (Cooper & Schindler, 2011). Another basic metrics involved is the level of persuasiveness of the advertising. This measure directly represents the empirical data about the actual purchases that are completed as a result of the customers getting exposed to the advertisement (Cooper & Schindler, 2011). There are a number of other metrics used as part of Consumer Direct. For instance, Yahoo! Also uses the measure of awareness, which shows if the customer has actually seen the advertisement for a certain product within a given amount of time. In addition, the measure of brand awareness shows whether or not the customer has seen the advertisement for a certain brand within a given amount of time (Cooper & Schindler, 2011). These measures are used as a means of determining whether and not the target customer has actually seen the advertisement for the product or brand. It can be used as an indicator if the advertising campaign of the company is actually effective in reaching the target customers. Aside from these measures, the measure of brand favorability is used as a representation of the perspective of the customers in terms of how likely they are to prefer the brand under consideration. In essence,
References: Cooper, D. R., & Schindler, P. S. (2011). Business Research Methods, 11th ed. McGraw-Hill/Irwin. Guha, S., Cheng, B., & Francis, P. (2010, November). Challenges in measuring online advertising systems. In Proceedings of the 10th ACM SIGCOMM conference on Internet measurement (pp. 81-87). ACM.