數位廣告的不當誘因

衡量指標的選擇非常重要,它決定了我們將要如何實現目標,錯誤的衡量指標可能會導致與預期相反的結果,這種現象稱為不當誘因。 Choosing the wrong metrics can lead to the opposite of the intended outcome — a phenomenon known as “perverse incentives.”

數位廣告的不當誘因

The author(s)

  • Peter Minnium Ipsos Connect, US
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數位廣告的不當誘因(perverse incentives)

廣告效果短期指標能夠提供一些資訊,但都無法讓行銷人員真正地瞭解行銷溝通是如何影響到品牌認知、品牌資產或其他任何有關長期品牌健康度的衡量因素,我們在許多數位廣告行銷活動都能發現這樣的困境。

衡量指標的選擇非常重要,它決定了我們將要如何實現目標,錯誤的衡量指標可能會導致與預期相反的結果,這種現象稱為不當誘因。

Many short-term behavioral metrics reveals little about how communications have affected brand perceptions, equity or any other measure of long-term brand health. This isn’t only true of mobile; we see this morass of metrics across many digital campaigns.

Choosing the wrong metrics can lead to the opposite of the intended outcome — a phenomenon known as “perverse incentives.”

 

The author(s)

  • Peter Minnium Ipsos Connect, US