David Polinchockhas an interesting post on how brands need to recalibrate their measurement benchmarks keeping the new customer touchpoints and realities in mind.
Our preoccupation with the traditional advertising model is one of the reasons that the industry still concerns itself with measurements such as GRPs and Reach and Frequency. We spend way too much of our time searching for new networks to exploit, instead of looking for tools that truly engage our audiences. Does simply capturing impressions count anymore? Its the key reason that we are exploring experience measurement tools that we believe will be of much more value in the future.
This is a major initiative for us and we believe it will yield important & powerful tools for companies to measure the ROI of their brand experiences.
Perhaps the question then becomes; How can you measure the negative impact of having a bad experience? Once you've spent your advertising dollars, what happens when the actual experience surrounding the purchase of your product does not correlate with its hype? Additionally, how much of your budget should be allocated to really non- traditional advertising expenditures like ensuring the richness of the product itself or customer service and extensive knowledge on the part of all your employees? These are some of the components that ensure a successful total brand experience.