입소문 마케팅 측정에 관하여..

작년에 iMedia서밋에서 가장 이슈가 되었던 주제가 어떻게 입소문 마케팅을 측정할것인가의 문제이다. 이 문제에 관해서 예전에 지오지아커뮤니케이션의 구자룡 대표하고 잠깐 애기한적이 있는데 간단한 매체효과성은 측정할 수 있지만 입소문의 전파의 네트워크 활성화 및 영향력에 관한 통제되지 않는 부분에 관한 측정방법이 모호하다는것이다.
밑에 글은 Clickz의 기사인데 Buzz의 측정보다는 일반적인 측정방법을 소개한정도이다. 그냥 참고만 하기를...^^

Measuring Buzz Success

Determine the number of new or incremental unique users, e-mail registrants, and average time spent on your site. A unique URL and landing page aids measurement. (Note: These methods don't track brand awareness, which should increase.) If you use your main home page, as Yoo-hoo did, measure results for the current period against a comparable timeframe.

For example, if your site averages 1 million unique visitors per month and during your buzz campaign unique visitors increases to 1.25 million, your campaign increased visitors 0.25 million, or 25 percent. If you use a separate URL or landing page, check your primary site's metrics to determine whether the campaign increased that traffic as well.

Measure promotional costs, including all the campaign components. These should be relatively low if the campaign leverages existing resources. If you use external resources, costs may be higher. Subservient Chicken was handled by an ad agency, for example.

Calculate cost per unique visitor and per new registrant. (Note: If you look at incremental costs, analyze incremental visitors and registrants to keep metrics consistent.) In general, this cost should be lower than your average acquisition costs.

Cost per action = incremental promotion cost/number of new users, where "new users" are the incremental unique visitors or new registrants.

Track placements across media. Consider posting these stories on the media or news section of your site.

관련기사:Create (and Measure) Buzz