Marketing Daily Asked Me About YouTube's New Metrics Tool

Hey folks, Marketing Daily recently interviewed me about YouTube's new metrics measurement tool. Article is reprinted below.

As New Media Grow As Marketing Tools, So Do Metrics
by Kelly Shermach

This spring, YouTube broke through the social marketing soil with a free metrics program for marketers that place ads on the site.

YouTube Insight's initial metrics provide details on how often videos are viewed, where in the world they achieve the greatest popularity and how they compare to their competitors' shorts. The program, which updates statistics daily, answers a desire that marketers have across media--the ability to test and measure messages and creative toward calculating their impact on brand awareness and consideration, and eventual purchase decisions.

Inch by inch, marketing measurement is expanding. "However, I think YouTube needs to step up Insight a bit more," says Jennifer A. Jones, VP/public relations and social media strategy for Fletcher Martin. "Right now, it offers the same sort of metrics most traffic-monitoring sites deliver--visitor numbers and map locators. I'd like to see more click-from and click-to information to truly measure the reach of a campaign."

Video posting by marketers is "certainly a growing practice," she says. The Atlanta-based Fletcher Martin recently completed a new spot for Arby's and immediately posted it to YouTube in addition to buying media time in select broadcast markets.

"What I love about all new media is the immediate ROI these tactics deliver," Jones says. "Traditional marketing campaigns don't generally yield such instant and exact measurement."

From Fertile Ground To Friendly SkiesDelta Air Lines currently has 28 videos posted to YouTube and linked to Delta Blog (http://blog.delta.com) to supplement content about its services, destinations and staff. The carrier began posting to YouTube in November to engage customers in the travel experience in a new way, as well as to "advertise and build our brand to a global audience, drive viral activity, inform customers of new benefits and reach new demographics in the changing media environment," says Kristen Manion, Delta's general manager of direct marketing. With so many objectives, Insight was a welcome addition to YouTube's direct relationship with Delta. Manion will leverage the tool to understand viewer preferences and trends within each target market.

The ability to track the popularity of videos in comparison with other videos during the same time period across different locations could help tailoring and testing of messages," she says. "It may also be possible to use these metrics to plan promotional campaigns and take advantage of the best time to release new offerings and to target users in specific locations at certain times during the life cycle of the campaign."

The current Insight offering pleases Manion because it enables Delta to analyze the origins of video viewership, track the arc of a video's popularity, enrich internal customer analytics with external data and measure seasonal trends.

Delta is also looking into the potential to use trends, spikes and clusters of geographic viewership from Insight to guide search decisions such as when to bid or optimize more aggressively in search campaigns," she says.

As does Jones, Manion hopes Insight will expand its metrics set, adding the ability to match day/time watched to audience to give a more direct comparison to traditional media.

The more information you have, the better it is," says David Berkowitz, director of emerging media and client strategy at 360i, New York. "It would be even better if you could compare multiple videos side by side, and also view more benchmarks on industry averages--'your video gets 50% of its viewers from YouTube search compared to 30% for all YouTube videos'--and better yet, get benchmarks by the category of the video."

"It's great that YouTube is stepping up with some measurement capabilities," Jones adds. "Insight will definitely help marketers in tracking user-generated content relating to their brand as well as their own content."

But measurement-pressed marketers "don't just want to know who viewed a video and where they live. We also want to know when they clicked out; what they viewed prior to and next; if they sent the videos to others and how many of those people viewed, etc.," she continues. "The whole point of viral campaign measurement is to see how the video is moving online--the total life cycle of a video."

Wanna Reach Women? Blog it!

A new social media benchmark study by BlogHer and Compass Partners shows that 36.2 million women actively participate in the blogsophere every week, with 15.1 million publishing and 21.1 million reading and commenting.

68% of this community is concentrated in the 25 to 41 age group (the GenXr's), compared to 42% for the general blogging population. Together, the “Millienials” and the “Matures” account for only about 10% of this community.

Two thirds of the female blogosphere have completed college, and 46% earn over $75,000 compared to only 25% of the general community.

Additional highlights from the study:

Women are so passionate about blogging, says the report, that large percentages said they would give something up to keep the blogs they read and/or write:

55% would give up alcohol
50% would give up their PDAs
42% would give up their i-Pod
43% would give up reading the newspaper or magazines
only 20% would give up chocolate (ummm, yeah, gotta agree with that one!)

Time shift from traditional media is accelerating in the general Internet population:

24% of women surveyed watch less television because of blogging
25% read fewer magazines because they are blogging
22% read fewer newspapers because they're blogging

In addition, more than half of women surveyed consider blogs a reliable source of advice and information and half of women surveyed say blogs influence their purchase decisions.

So, if you want to reach women today, blog about it ... and maybe send us some chocolate too!

-- my two cents

Green Marketing: Hype or Hope?

This weekend, a pal asked me if I thought “green” was going to fall off soon from too much hype. Interestingly, today, a reporter-friend asked me the same question. So, here’s my usual two cents on the subject.

Greenwashing is definitely in overdrive right now and without a doubt, “green” will soon be a throw-away word about as meaningful as “innovative” and “cutting-edge.”

That said the reality behind the hype is not going anywhere. Fact is, study after study shows consumers will happily pay more for green products – particularly in the under 30 market. And, it’s no secret that many consumers see large companies as “evil empires,” so demonstrating genuine concern for and care of the environment could soften a big bad corporation’s image.

But, as is true with any campaign, success lies in the details.

At its core, Green really isn’t anything new: it’s corporate social responsibility; instead of adopting underprivileged kids, corporations are adopting the environment. Companies can launch a green campaign highlighting their recycling policies (paper, cans, hardware, etc.) or by spotlighting telecommuting employees. There is some hay to be made around these kinds of activities. Wal*Mart and Target received some favorable press when they introduced reusable shopping bags, for instance. And, Wal*Mart took it a step further with solar-powered stores, LED-lit product displays, and hybrid shipping fleets - which has done well to offset some negative PR created from labor and health care issues.

The real power of green, however, lies in potential profits. Creating products that favorably impact the environment or encourage environmentally-friendly action can attract new customers and generate new revenue. According to a 2007 ImagePower Green Brands study conducted by three WPP companies, consumers expect to double their spending on Green products and services in the next year, totaling $500 billion annually or $43 billion per month.

And, for start-ups, Green could be the difference between funded or not. According to a study from Allianz, 71% of VCs saw Green as a “buy” option. And, IDC’s Green Study found that half the respondents said they look at Green IT credentials when choosing a supplier and 80% of executives said Green IT is a growing importance for their organization.

But, before you draft that press release announcing client recycling, do the proper research. Know the science behind the Green efforts and know the regulatory atmosphere. Know how your target customers view Green and make sure you communicate your efforts on their level. And, above all, be truthful. Fake Greenwashing can be deadly to a brand when exposed. I refer to the excellent essay from TerraChoice on the “The Six Sins of Greenwashing” (sins outlined below.)

Hidden Trade Off, in which companies highlight one eco-friendly attribute, and ignore their product's other (potentially more significant) environmental concerns.

No Proof, which, just like it sounds, involves claims that can't be verified (the report found 26% of environmental claims fall into this category).

Vagueness -- terms like "chemical-free," or "non-toxic," which are both universally true, and universally false depending on your interpretation.

Irrelevance, when companies make claims that -- while true -- are unhelpful (like "CFC-free," when CFCs have been banned for almost 30 years).

Lesser of Two Evils -- like "green" herbicides, which ignores the fact that herbicides in any form aren't good for the environment.

Fibbing. The most obvious, in which companies flat out lie (less than 1% of companies make this mistake, but does happen).

So, good luck in earning some green for your clients with a creative Green campaign.

-- my two cents

Tony Stewart Puts Goodyear in a PR Tailspin

"Goodyear can't build a tire worth a crap," said driver Tony Stewart on Sunday at the Atlanta Speed Motorway about new tires the NASCAR sponsor created specifically for the race. "The tires were made with a harder material so they would not wear down, but that made handling difficult,” said Ed Clark, president of Atlanta Motor Speedway. “Issues with the handling made drivers more cautious and the race less exciting and that disappointed fans.”

A video of Stewart vowing to “go home and take everything that has Goodyear on it off and put Firestones on to feel a lot safer” has been circulating YouTube and fan sites today. Not exactly the kind of result Goodyear expected after paying millions to be the exclusive NASCAR tire sponsor.

So far, there’s only been a non-comment comment from Justin Fantozzi, marketing manager for Goodyear Motorsports who said, "We don't make decisions for any reason but to provide the safest tire."

While it's good to distance themselves from Stewart’s comments. (Directly addressing Stewart would only flame the fire.) With other drivers now joining in the complaints, I'd say Goodyear should quickly explain the specific problem the drivers were having and describe how it will be fixed. Take responsibility. Then action. And, move on.

As far as the success of their sponsorship goes, William Pate, president of marketing at Career Sports & Entertainment in Atlanta, said “NASCAR fans are a loyal lot. Studies show 70 percent buy products associated with the sport and there's a huge gap between second place. It will be interesting to see what comes next."

Added Note: I just want to give props to Jerry Edwards who posted this idea in the comments section: "They should hire Tony as a consultant. He uses their product to make a living. Who better to give Goodyear the guidance they need to make a tire that delights its customers. " I love this idea. Great hay could be made.

-- my two cents

See'N'Search New Form of Product Placement

In January, I predicted plinking to be the next big thing in consumer-related new media. Plinking, which stands for product linking, is the act of embedding a product or service link in an online video so viewers can purchase a product directly from the video they are watching. Now, Samsung has launched its own version of plinking with See'N'Search. Their application takes existing plinking away from just the web and onto our TVs as See'N'Search automatically scans TV programming for keywords and generates links that are accessible by jumping to a different menu with the remote – no keyboard and mouse required.

So, while watching your favorite American Idol performance, you can instantly link to the AI web site where you can buy that outfit the judges are so conveniently raving about.

What makes Samsung's application so interesting is unlike plinking, which is limited just to the products on the screen, See'N'Search will pull up information on the actors as well as whatever they are discussing in the show. So, when Kramer says to Jerry, "How can you not like Junior Mints? It's chocolate. It's peppermint. It's very refreshing," viewers will be able to buy some right then and there. Okay they probably won't click on Junior Mints; I just wanted to use that quote. But, for some products this could create a new revenue channel and instant ROI for marketers. Plus, it could enable us to finally measure the difference between sight-line and the more costly scripted product placement.

I also wonder if this would enhance ROI on press coverage. If while watching a broadcast news clip, customers could link to our client's products or services, our campaign measurement would be forever changed.

Samsung hasn't said when See'N'Search will be available to the public. But, I maintain this is going to be a fascinating year for product placement. And I, for one, can't wait to see what's to come!

--- my two cents

Turn Economy Woes Into PR Lemonade

Consumer watchdog group, Conference Board reported this morning the consumer confidence index has plunged to the lowest point since the onset of the Iraq war in 2003, while wholesale inflation surged to the highest yearly rate in a quarter-century, indicating the threat of recession continues to grow stronger.

A Change in Cultural Mindset
With home prices down an additional 9% and a continued credit crunch, consumers are pinching pennies, beginning with luxury items like Starbucks, bottled waters and entertainment. According to Ian Shepherdson, Chief U.S. Economist, "whether a household earns $200 or $200,000 a year, families are cutting back in small ways that will have a major impact long term ... Small cuts can have a big effect on the economy. If cutting back becomes a cultural mindset, it can be very hard to turnaround.”

USA Today reported an informal survey on how some folks are cutting back already, interviewing people who brew their own coffee instead of going to Starbucks or who eat peanut butter out of the jar instead of expensive protein bars. The article also includes interesting quotes from trendswatchers with funny names:

Watts Wacker says, "The new status isn't how much you've got, but your ability to show what you don't spend. This is a seminal moment. It's not a fad that will die out when the economy picks up."

"For years, we had the opposite. It was all about keeping up with the Joneses. Now, the Joneses are starting to cut back," says Ellie Kay.

And trends guru Faith Popcorn adds, "It's cooler not to spend."

Not All Bad News For the Creative PR Pro.
Much like the trend in healthy junk food alternatives (as if anything at McDonald’s can really be healthy), smart strategists can turn this shift in our spending to a brand loyalty advantage.

As does nearly everything in my life, this situation reminds me of a movie: Mr. Mom. Remember when Teri Garr convinces the big tuna fish client to announce they will cut back on their prices because they support their customers in these trying economic times? We support your need to support your family. Cue the national anthem.

Well, as funny as those scenes were, there is a solid strategy behind that idea. The message of being "on your side" is one that can foster long-term loyalty.

Clearly Starbucks is looking ahead as they’ve already launched $1 regular coffees and free refills in select stores to combat their first decline in sales since they launched. I imagine we’ll see more and more strategies aimed at winning over the customer with lower prices or by simply comparing their brand to pricey alternatives.

Not Just a B2C Play, B2Bs Can Pick Low-Hanging Fruit.
Many companies are putting vendors on hiatus, or cutting ties altogether, as they attempt to brace themselves for the worst. According to B2B Magazine, companies are seeking more creative ways to achieve goals, particularly in marketing and PR. There is a lot of low-hanging fruit to be picked by those who can offer less expensive new media alternatives to marketing and promotion.

My former employer used to call me “The Bright Side” because I always seek the good news in any given situation. Well, the good news here is I believe smart strategies that speak to the times can win loyalties that might not otherwise be achieved.

-- my two cents

Marketers More Accepting of New Media

Guideline recently asked B2B and B2C marketers to rate the effectiveness of various online marketing tactics.

Almost all marketers surveyed used some form of social media. However, business marketers reported more success with podcasts:

21% of B2B vs. 13% of B2C listed podcasts as "effective"
17% of B2B vs. 6% of B2C favored blogs, and
14% of B2B vs. 11% of B2C preferred RSS feeds

As you know, I’m a big fan of using Second Life for promotion and it seems B2B marketers are starting to catch on with 8% of business marketers rating Second Life as an effective new media platform, while consumer marketers had either not tried it or the sample size was too small to include. As I’ve mentioned previously, I think B2C marketers are missing a major opportunity by ignoring Second Life. This virtual world has so permeated our society, while reading Dean Koontz’s latest book the other day, I was amazed to discover the double-life Koontz's villain described leading was actually in Second Life. With members in the millions spending real dollars in this fake world, brand owners should really take a second look at “lifers.”

No surprise, the most common online marketing too in the B2B world is the blog—although I’m surprised to see the adoption rate of corporate blogging is still so small. Fact is, if you want to position yourself as a subject matter expert, a properly linked, digged and lensed blog will take you farther than just about any other method today.

About one-quarter of B2B marketers surveyed had tried a viral or participatory ad campaign, while 29% sponsored an online community or discussion site. Also in the study, B2B and B2C marketers revealed they were unsure how emerging vehicles such as blogs, games, social networks, virtual worlds, widgets and wikis would actually influence potential customers.

Clearly, we need to publish more ROI on the subject because – as many of you have heard me say – the immediate metrics captured in online marketing makes it the most effective promotional tool today. Never before has so much real-time information been available to us. The opportunities to play are there. According to Forrester, 53% of marketers surveyed anticipate increasing their overall marketing budget this year, and, of those, the average increase in spending expected is 28%.

However, there is a still a fear of new media here. Although the survey found more marketers used e-mail, search and webinars in 2007, B2B has a long way to go in terms of the transformation to digital media. Blogs, online video, podcasts and other emerging media were used by only about a third of survey participants.

Report author Laura Ramos, a VP at Forrester says, “There's still a perception that it's expensive and difficult to do online video, or create rich interactive applications that demonstrate your product and tell your story. Rich media is well suited for B2B because of the high-consideration product sales and the long sales cycle. It is a medium that is interactive, that is visual and auditory, and more engaging to the visitor and [which] may tap into their emotions and their motivations better than other media."

The onus is on marketers and PR practitioners to demonstrate the value of online marketing to our clients and corporate leaders. So, let’s get our metrics out there and move that needle for corporate adoption!

-- my two cents

Trends in Product Placement

Apologies for not posting for a while; I was laid up with the flu and am just now back to my ol’ opinionated self. So here goes: I wanted to take a moment to talk about product placement.

During the holidays I watched (for the first time) the original Miracle on 34th Street. If you haven’t seen the film, I highly recommend it. Without too many spoilers, the story centers around a Macy’s Santa Claus who claims to be the real thing. During the movie, we see children asking for presents that have sold out. Although the Macy’s manager gives Santa a list of alternate toys to recommend, Santa, instead, sends the kids/parents to other stores carrying the toys. At first management is appalled. But, the goodwill Santa creates for Macy’s wins out and soon Macy’s is milking the publicity of their “Christmas spirit.”

Well, after watching this, I was intrigued. Was this the first recorded case of product placement in film?

According to this NY Times article , Macy’s did not pay for the product placement as that was simply was unheard of in 1947. But, this film is widely considered to be the "godfather" of placement to come as Alan G. Millstein says in this article, the film "has probably brought Macy's more good will and publicity than tons of their advertising over the years."

Today product placement is so common, most of us don’t even notice it anymore. Although it is one of the most difficult aspects of PR to measure, I can tell you from personal experience that it works. Bear in mind, I am a PR professional who identifies product placement deals for clients and yet, while watching America’s Next Top Model, I noticed a box of Special K on the kitchen counter. I caught myself thinking, “I should get some Special K, if these skinny girls are eating it…” Never mind that Kellogg’s paid for that box to sit there. Never mind that these models exist on a diet of water and cigarettes and they’ve probably never touched the cereal, it still registered with me.

One of my favorite films in the past few years was an adaptation of my favorite author’s book, Thank You For Smoking. In the film, cigarette lobbyist, Nick Naylor craves a cigarette after seeing John Wayne light up in a movie. He then goes to Hollywood to “put the sex back in cigarettes” by finding product placement opportunities for tobacco in films. The result is a hilarious scene with Rob Lowe where they come up with a new brand of cigarettes to coincide with the film’s release. I wonder if we’re really that far from that parody.

Then, of course, there are films that are nothing but product placement; i.e. Hasbro’s Transformers. Of course the toys were there; the film is about toys. But, beyond Hasbro, this film was a masterpiece of product placement: from The Strokes tee-shirt Shia wears throughout to the Nokia phone and the discussion about who makes Nokia (the Swedes, apparently) plus Radio Shack, Apple, Sony, Coke, Visa, eBay, PayPal, and of course, Chevy, Pontiacs, Dodge and Porsche. I'll bet the entire budget plus P and A was paid in full by the placement, which makes the profit earnings even more fantastic!

People just aren’t watching commercials anymore so product placement is one of the surest ways to reach your target audience. And, if your product is pivotal to the story (ala the Fedex commercial that was Cast Away; the AOL spot that was You've Got Mail, etc.) then you can really hit the mark.

It’s not just in film and television. I’ve had much success creating placement opportunities that actually generate revenue in Second Life and many brands are leveraging video games and even pop songs. I read recently where Fergie was offering the lyrics of two songs on her next album to the highest bidder!

It's a brave new world of placement, ladies and gentlemen. Ever wonder why the American Idol judges often comment on how good the contestants look and Simon spends 5 minutes telling that hot young singer that he loves her outfit? Everything the contestants are wearing is for sale via the AI site. Not to mention, the music video/commercials the contestants make for Ford during each show and the Coke the judges drink while making their little quips. American Idol has redefined product placement!

True, placement remains one of the most expensive tactics in PR and it’s still the most difficult to prove ROI. But, measurement can be done--just look at some classic examples.

-----> 1982’s ET helped launch Hershey’s new candy Reese’s Pieces. Instead of paying Universal for the placement, Hershey’s sponsored $1 million worth of co-branded advertising for the film. The result: sales of Reese’s Pieces increased by 80%.

-----> Remember Tom Cruise drinking Red Stripe in The Firm? Yeah, okay, me neither. But, within a month of the film's release, sales of the beer had increased by more than 50% in the U.S., and Guinness Brewing Worldwide acquired a majority stake in the brewery just a few weeks later for $62 million.

So, with all this in mind, what is the future for product placement? As is the answer to just about everything these days: the Internet and CGI games.

According to Forrester, advertisers are much more interested in the $24 billion video game industry than they are in TV. Spending on in-game placement was estimated at $300 million last year, with projections of $1 billion in spending by 2010. 66% of males 18-34 own at least one game console, as do 80% of males ages 12-17. In 2006, 62.3 million game consoles were sold. Market researchers anticipate that this number grew by 26% during 2007.

Currently, there are over 148 million gamers. As gamers age, become parents and continue to play games, older demographics become more highly represented while increasing the overall reach of the video game medium.

And, according to a Nielsen study, product placement adds value to the games! 70% of gamers surveyed considered it a positive feature that increased the realism of the game. Studies have also shown that short-term recall rate of brand names in video games is upwards of 40%, with sports games taking the lead with a 54% brand recall rate.

I also anticipate that Second Life and other virtual communities are going to continue to become hot spots for PR pros. Reverse product placement is a growing trend in the world of avatars. American Apparel launched a line of jeans in Second Life several months before launching them in its real-world stores. And, last year, Starwood Hotels and Resorts launched a sub-brand called Aloft in Second Life shortly before it appeared in the real world. It will be interesting to see what kind of ROI they report on this.

Finally, with more people getting their TV fix on YouTube, I foresee plinking to get some serious attention in 08. Companies like Entertainment Media Works have pioneered the tactic and -- although it hasn't become as prolific as using video games and even virtual communities, mark my word -- plinking will be the new buzz word this year.

Let me know what kind of successes you’ve had with PP and what trends you see taking form.

-- my two cents

Tis the Season to be Giving...

It's holiday time, so let's take a moment to talk about giving. I've always said corporate giving is good PR and good PR is good business. It seems many others are in agreement lately. Cause Marketing Campaigns are everywhere and they are getting excellent results!

When a campaign works on me, a PR pro, I know it's good. The other day I caught a commercial showing a girl in Africa sitting by a hut. A couple of school boys run by as a voiceover tells us that girls living in sub-Saharan Africa miss a week of school each month because they lack basic feminine products. Eventually, they fall so far behind they drop out. The voice tells us every time we buy Always brands here, they'll donate products there, so these girls get the education they deserve. Two days later, I -- a woman who has been loyal to a different brand throughout my adult life -- bought the Always brand for the first time. Cause Marketing, ladies and gentlemen.

A recent study by Cone, Inc. reports that eight in 10 Americans say a company's support of causes will win their trust. In addition, 80% of Americans can name a company that stands out in their mind as a good corporate citizen, an increase from 26% in 1993.

The big trend now is companies joining together to make a difference (and increase sales). With The Red Campaign, The Gap, Converse, Apple, Hallmark, Armani, Motorola and AMEX are all selling red products with proceeds going to fight AIDS in Africa. This campaign is ingenius for two reasons:

1. By uniting these brands, they can really get their donation numbers up. They recently announced they've donated $50mm in just 20 months. An astounding figure they would not have reached with only one product. It makes for a great press release and gives the marketers something to talk about.

2. Consumers get to show off what caring global citizens they are by owning these red products. It's like folks wearing wrist bands or sticking ribbons on their cars to show off their philanthropy. For many Americans, if a good deed is to be done, and no one is there to hear about it, it won't be done at all.

I don't mean to sound cynical, but letting your customers show off their goodwill drives them to action. The producers of Comic Relief knew this when they gave away tee-shirts with donations.

Edelman recently released survey results indicating price isn't even a factor anymore when it comes to Cause Campaigns. It's all about that oh-so-good-feeling and letting others know how good they are: "85% of consumers around the world are willing to change the brands they buy, or their consumption habits, to make tomorrow's world a better place. Over half (55%) would help a brand 'promote' a product if there was a good cause behind it."

That said, the Red Campaign is not perfect. The best Cause Campaigns reinforce your brand. If you are a technology company, donate technology products or computer training to needy kids. If you are a sportswear manufacturer, sponsor the Special Olympics...

With The Red Campaign, I had to research the companies involved. I knew there was a phone and a clothing company and that Bono was somehow behind it - but I couldn't have told you the products for sale had I not gone to the site. Having so many brands involved with an important, but unrelated cause, they aren't creating the brand connection that fosters consumer trust. The connection that ensured I knew exactly what brand I was going to buy after seeing the Always Africa commercial.

-- my two cents

How Much Power Do Consumers Have?

The question was posted on Linked In: Do Consumers Wield Too Much Power?

Responses so far have varied from: "consumers have way too much power" to "no they have little power and should demand more."

Here's my thinking:

Consumers have more power now than they have ever had and that is a GOOD thing for us!

Never before have we been able to view consumer motivations, intentions and actions the way we can today. This is because consumers have never before had so much control in their choices. We all know consumers research purchases before buying, right?

Well, that's great news for PR and marketing professionals because we are the ones putting the information out there!

We can not only guide their choices by knowing where they look for information and what they are looking for – but we can also see what compels them. Are they more interested in reviews and testimonials? Are they more compelled by availability, price, ease-of-use?

Just the fact that we can see exactly when we lose them informs our communications. We know the moment they exit a web site -- and can then examine, what made them leave here instead of purchasing? Was the checkout process too tedious? Why did they leave at this moment in completing our form? Was it too long? Why did they stop viewing our demo at the :45 mark? Was it boring? Was the information irrelevant? We can fine tune our communications based on their specific action.

I believe we had less power when consumers were more driven by impulse and catchy jingles than today where information guides the dollar.

We need to embrace the information consumers give us and revel in the fact that they are seeking information from us. The power here is a two-way street.

-- my two cents

Jennifer Jones