IAB's 28 Reasons to Use Interactive Advertising A Marketer's Potential Uses of the Internet How to Measure Performance 1. Increase brand awareness Pre/post (or exposed vs. unexposed) brand awareness tracking 2. Generate trial Increase target audience Track first-time buyers 3. Increase usage of the brand Track frequency of purchase Field usage study 4. Up-sell customer to premium product or service Track purchase behavior over time (what bought) 5. Encourage customer to buy more per purchase occasion Track amount purchased per purchase occasion 6. Improve customer's attitudes/image of the brand Track customers perceptions or attitudes about brand over time, including purchase consideration and intent 7. Cross sell other brands from the same company Track customer's purchase behavior of specific brands Measure the effects of co-marketing promotion 8. Co-market with non-company brands Track customer's purchase behavior of specific brands Measure effects of co-marketing promotions 9. Increase repeat purchase Track number of customer's making repeat purchase 10. Encourage brand loyalty/increase customer's involvement with brand Repeat purchase Share of requirements Track customer's perceptions or attitudes about brand vs. competitive brands Track purchase intent of your brand vs. competitive brands 11. Provide in-depth information about the brand and/or do product demonstration Clicks Length of visit E-mail inquiries and/or requests for additional information 800# calls 12. Develop database of customers and prospects/collect sales leads Number of sales leads collected online Quality of sales leads 13. Provide/improve customer service Track number of visits online versus offline inquiries Track customer satisfaction over time Track costs of customer service online vs. offline 14. Reduce obsolete/excess inventory via promotions Track sales of obsolete/excess inventory Compare selling costs versus offline alternatives 15. Reduce marketing costs Compare online marketing costs and effectiveness to traditional marketing costs 16. Test different copy concepts Purchase intent Pre/post (or exposed vs. unexposed) brand awareness Pre/post (or exposed vs. unexposed) attitude 17. Test different pricing models Purchase intent and/or sales volume Conjoint analysis 18. Test different promotions Incremental sales and profits Purchase intent 19. Test different product/service offerings Purchase intent Attitude and usage Conjoint analysis 20. Field survey research Compare costs, response rates and timing of results for online vs. offline research 21. Generate online revenues Revenues ROI Customer satisfaction 22. Reach target audience missed by other media Increase in audience reach Increase in HH penetration Increase in sales 23. Optimize media efficiency Compare CPM's of different media plans 24. Track consumer interests and trends Successful promotions, ad campaigns, new product launches 25. Retain most valuable customers Repeat rate Profit per lifetime customer Customer satisfaction 26. Drive traffic to marketer's Web site Click throughs Number of visits Length of visits Page views 27. Drive traffic to retail location Increase in-store traffic Source of awareness 28. Recruit employees Reduce recruiting expense Successful hires