Abstract
Measuring owned media is fundamental because it is the only point of contact that the brand directly controls: it is the center of the brand’s digital ecosystem.
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Notes
The Crop Touchpoints Study–Mastering the Communication Mix, www.crop.ca/sondages/pdf/2010/Touchpoint_article01.pdf. This is a North American study; Crop handled the Canadian portion, while their New York-based partner CRM Metrix handled the US portion.
Database of touchpoints studies run by the Zenith Optimedia network, worldwide. Reported at IREP Conference, Paris, March 2013.
Florès, L. (2007) “When consumers come to the brand,” Brands Review, July, www.prodimarques.com/documents/gratuit/59/quand-leconsommateur-vient-a-la-marque.php.
Opening address at the annual conference of the Association of National Advertisers, October 2006.
Tripodi, J. (2011) “Coca-Cola marketing shifts from impressions to expressions,” HBR Blog, April 27.
Comments and examples come from an academic research project led by Professors Maria Mercanti Guerin (CNAM) and Laurent Florès (INSEEC).
Perceived product substitutability has an evaluative character and is based on the concept of preferences or the evoked set. Substitutability can be operationalized, according to the preference level (intensity of attitude) or the evoked set.
Kindle was underdeveloped in the French market (July 2010). However, given the prominence of the Kindle sold at cost in France for Christmas 2011 and since, it is likely that analysis of these periods will give different and interesting results.
Affinity is calculated using the same method as practiced in media planning, namely the relation expressed as a percentage or as an index between the target audience and the total audience of a medium, program or time slot. In the case of the Internet, the base is the population of users.
These results are provided by the CRM Metrix SiteCRM database, which currently contains more than 100 million observations.
Vernette, E. and Florès, L. (2004) “Communicating with marketing opinion leaders: How and in which media?,” Decisions Marketing, 35: 23–37.
Brand affinity is measured as follows: Which of the following sentences best describes your relationship with brand X? High affinity corresponds to the answer: It is the only brand of detergent I buy, while average affinity is: X is one of the two or three detergent brands that I buy regularly. The other five positions on the scale are aggregated to represent a low affinity.
IREP Effectiveness Seminar, March 2010, Analysing the effectiveness of the marketing mix, Pascale Carle (Auchan) and Peter Chain (MarketShare).
Facebook Timeline controls exposure of the content posted by brands so that only a portion of the people listed on the page are actually exposed to it. Posts made by brands are therefore not seen by everyone signed up to the brand page, but only by some of them.
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© 2014 Laurent Florès
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Florès, L. (2014). Measuring owned media. In: How to Measure Digital Marketing. Palgrave Macmillan, London. https://doi.org/10.1057/9781137340696_5
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DOI: https://doi.org/10.1057/9781137340696_5
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