Optimising for Attention... or not... with Marc Guldimann - CEO & Founder of Adelaide

The Digital Distillery - A Travel Guide to Digital Media & Marketing

Welcome to today's episode of The Digital Distillery Podcast where we are joined by CEO & Founder of Attention Measurement company Adelaide, Marc Guldimann where he gives us some valuable insight:
Different metrics measure different things, and no single metric can tell you the whole story. For example, click-through rate (CTR) is a good metric for measuring the visibility of your ads, but it doesn't tell you anything about how engaged people are.

He also talks about how optimising for any one metric can get you some pretty strange and non-useful results.

The best way to avoid this is to use a variety of metrics and to understand the goals of each metric. This will help you make informed decisions about how to optimise your campaigns for the best results.

Here are some additional tips Marc discusses for using metrics to measure the effectiveness of digital marketing campaigns:

• Set clear goals for your campaigns. This will help you determine which metrics are most important to track.
• Use a variety of metrics to get a complete picture of your campaigns' performance.
• Understand the goals of each metric so that you can optimise your campaigns accordingly.
• Track your metrics over time so that you can see how your campaigns are performing.
• Make adjustments to your campaigns based on your findings.

Links and Further Reading:
Green About Media interview with Harvin Gupta from Scope 3
Carl's Junior Ad Scandals
This episode is brought to you as always by The Digital Distillery.
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Written, Produced & Engineered by Phil McDowell
Executive Producer: Nadia Koski
Project Leads: Dennis Kirschner