What good are online ads without analytics?
Decades back advertising was still called advertising, but analytics was not. There could be a handful of words describing it’s to some extent – research, data interpretation, forecasting etc. but analytics is a fairly new connotation of all these put together. That is not to say analytics was not used. Advertisers, acted on every form of data available, because advertising was a business expense and there is God in good ROI. Understandably, like God good ROI too does not come by easily.
For good returns, advertisements, need to be targeted, rightly placed, positioned, coined and directed. What all this mean is a great deal of work, to understand the demographics, psychographics, time of visits , duration of visit and general actions audience take . Historic data can paint a picture of past and trends from past give potential clues to future that help advertisers generate ideas and maximize effectiveness.
Today’s times have changed, but not the intent and purpose of advertisements. We have new media ,several new platforms, evolved technologies to glamorize our message but good returns still lies at the heart of what we call online ads. So all little snippets of texts sponsored on search engines, display networks, YouTube videos, pop up messages, Facebook , Twitter , Instagram, they now reign the arena alongside the new age data interpretation called analytics. Analytics of online ads, is a vast field and uniquely simple, because only ads are highly measurable. Tools and technology are available , mostly free to aid our task. I’ll have more to speak on this subject in our next post , but suffice it to say today that it is truly analytics of online commercials that makes it worth the way. More to come . Stay Tuned