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Quantifying Online Branding

Published by: Jupiter Research Corporation

Published: Jun. 21, 2001 - 31 Pages


Table of Contents


Executive Summary

Landscape: Surveying the Branding Practice Online

Outlook: Branding Measurement Practices Will Evolve as the Medium Does

Case Study: Unilever Uses Consumer Action to Quantify Branding Value

Case Study: Monster.com and Veridiem Quantify and Contextualize Online Branding Value Through a Synthesis of Explicit and Implicit Methods

Mandate: Marketing Culture, Not Technology, Stands in the Way of Process Development

Report Methodology

Table of Figures

Metrics Currently Used by Online Advertisers to Measure Campaign Effectiveness

Impact of Lift and Time on Brand Value Delivered

Legacy Branding Measurement Practices

Key Dynamic Differences by Medium

Analysis of Yahoo!'s Reach During a Selected Time Frame

Factors that Influence Customer Acquisition

The Evolution of Branding Quantification Practices

Traditional Branding Metrics by Category

Sample of Internet Consumer Branding Survey Used by DoubleClick's Diameter Division

Unique Online Metrics by Category

Results of Mass-Marketing Model vs. Results of Targeted-Marketing Model

Drivers and Inhibitors of Implicit Data Collection

Media Impact on Marketing Objectives

Marketer-Influenced Factors in Consumer Consideration
Metrics Tracked Online by Marketer Data Set

Abstract

Marketers have debated online branding capabilities, but seldom have they actually measured such capabilities formally. Marketers that quantify online branding value through traditional consumer surveys or observation of consumers' online behavior can demonstrate that actual online return on investment (ROI) is at least 25 percent to 35 percent higher than is shown using standard direct marketing metrics such as click rate and conversion rate.

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