(No Ratings Yet)
Loading ...Chris Cunningham of Freewebs has put forward a suggested metric for measuring the effectiveness of widgets as an advertising vehicle. In a MediaPost article, Widget Marketing Metrics That Matter, he outlines the three metrics that matter most: views, usage, and uploads/installs.
Uploads/installs are obviously the most important as it shows how many people have gone out of their way and chosen to bring a particular brand (or at least the brand’s widget) into their online presence for others to see and potentially interact with.
Usages play a key role because is involves a visitor who has chosen to embark on that interaction. To experience what the widge has to offer, so to speak.
And views are important because they likely go beyond spreading brand recognition. That’s because the view implicity knows that the person that downloaded the widget is giving that widget an endorsement of sorts. A de facto word of mouth.
So Chris came up with following formula to measure the effectiveness of widgets.
X Uploads = YX Usage = ZX Views = Z’X Banner Ad Impressions
OK. I’m trying to figure out what we’ve got here. This seems to be strictly a qualitative equation. It doesn’t seem to establish a relationship between Z and Y. I would think that would be key because it would draw a relationship between how often a widget was notice and how often someone chose to interact with it. And is YX the total amount of usages/ZX the total amount of views? Or are the measurements of the effectiveness of the usages and the views?
I’ve emailed Chris to learn more because I think that this is an interesting concept. And I agree with what Chris wrote around all of this equation.
It’s been a long time since I’ve had by butt in a math class. 
Filed under: Ad Buys, Brand Promotion, Digital Marketing, Internet Strategy, New Marketing, New Media, Online Ads, Online Advertising, Online Applications, Viral Marketing, Web 2.0, Web Advertising, Web Applications, Widgets and Gadgets
Loading ...
Leave a Reply