Tuesday, 9 December 2008

Easy Media Planning and Buying

Going through 2 separate media reviews at moment - trying to get all closed up and agreed before next week and i must say with both it is a pleasure - why?
  • We are doing the review based not on media owner stats, not on clicks and not on applications but on hires! ie cost per hire by job by media and all cross referencable (is that a word?)
  • We are not looking at this stuff in isolation - its clearly a retrospective metric that has a lot of variables in it - need to base stuff on what is likely to be results and/or needs next year too
  • Both clients agree that though budgets are tight - we need to continue to push things a little further in exploring new routes so have allocated a budget accordingly

Now it would be easy to pretend that everyone is at this point but that is not the case - most of the work that enabled this to happen occurred in 2007 - and there is an awful lot of unglamorous grunt work involved in proper tagging and tracking both from client side and us - but the benefits are enormous - primarily the ability to show the reduction in cost per hire, the efficiency of the process and the real time visibility of the numbers.

Hang on - i think i have to shroud what we do in complex web talk otherwise anyone will think they can do it - and we cant have that can we!

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