Buzz효과측정방법

기본적인 투입대비 산출의미의 측정에 관한 내용을 소개했다.
가장 중요한 Buzz의 Lifetime을 측정하는 방법에 관해서는 부족한것 같다.

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