你可能是“点击头”的6个迹象
Measuring digital performance can be tricky at the best of times and there is the ever-present urge for marketers to revert to click-through rates – short-term vanity metrics that keep things simple but will only tell you a small part of the story. We’ve identified six behaviours and biases that are signs of a Clickhead, along with some easy next steps for what to do if you think this could be you.
听听我们Clickhead教练的看法
The IAB is always here to support industry Clickheads. 在我们的新系列短片中, our in-house Clickhead coach drills down into the key behaviour patterns to be aware of and how you can take steps towards healthy digital measurement. Don't forget to share with those you suspect are slipping into bad measurement habits.
测量更好
Ditch the clicks and embrace digital metrics that mean more. Our 测量工具 is the perfect place to get better acquainted with what different strategies can achieve and the key considerations to help you make the right choice for your objectives.
Ideal for reformed clickheads and those just looking for more detail on what digital metrics can do.
#Clickheads invited to self-diagnose and seek support as IAB UK launches new campaign
我们的成员负责测量
From gauging online audiences post-cookie to the psychology of why we love a CTR, catch up on our members perspectives in a raft of research-led, measurement-based content for National Anti-Click-Through Rate Day.
Kicking the click-through addiction: a B2B marketing view
by&,twogether Creative Ltd and Encore Digital Media
来自Clickhead档案
Catch up on our past Clickheads campaigns by watching the below videos.&,
NACTRD 2022
2022年的情人节, we took the deceit out of data-ing with the IAB Data-ing app by bringing to life different digital metrics and allowing advertisers to discover the truth behind them – including those that are not always what they seem.&,
NACTRD 2020
在英国首次亮相一年之后, National Anti-Click-Through Rate Day returned to call out over-use of click-through-rates and mix up advertising measurement strategies. Remember, click-through rates only tell half the story.&,
NACTRD 2019
On the first National Anti-Click-Through Rate Day in 2019, IAB UK worked with industry insiders to infiltrate every media agency in London and banish click-through rates from client reports. 看看发生了什么.
更多关于测量
这些例子和案例研究&,provide guidance and consolidate current 最佳实践 on measuring digital advertising in the context of other media – they help explain how to measure digital channels correctly by using the best 工具 and methodologies available. &,
《彩乐园dsn》
American vacuum manufacturer Shark wanted to understand how combining TV and social media improves brand awareness.
EE
EE wanted a data-backed explanation of the relationship between online media and offline sales.
服装零售商
A clothing retailer wanted to assess the potential sales contribution of increasing investment in&,数字.
墙的
Econometrics provided 墙的 the ideal tool to compliment the measurement of brand lift studies and&,意识.&,