ubermore notes by Mike Williams

To me, the two metrics that ultimately matter are: 1. How many people performed a desired action (aka “conversion rate”, which often implies but doesn’t have to be sales or email sign-ups — it can be any targeted action.) 2. How many people remember what I want them to remember for a certain period of time (aka “branding”). Under the current and mercilessly simplified ad theory, recall is influenced by frequency and length of exposure as well as the message’s emotional impact.

- Why Measure Engagement? - Advertising Lab: future of advertising and advertising technology