{"id":5987,"date":"2014-07-04T06:04:43","date_gmt":"2014-07-04T12:04:43","guid":{"rendered":"http:\/\/www.zmetro.com\/?p=5987"},"modified":"2014-07-04T06:04:43","modified_gmt":"2014-07-04T12:04:43","slug":"a-critique-of-advertising-analytics","status":"publish","type":"post","link":"http:\/\/www.zmetro.com\/?p=5987","title":{"rendered":"a Critique of Advertising Analytics"},"content":{"rendered":"<p><a target=\"_blank\" href=\"http:\/\/kensegall.com\/2014\/07\/analyzing-apple-ads-to-death\/\">Ken Segall<\/a>: <\/p>\n<blockquote><p>Ace Metrix sells marketing analytics software and competitive comparisons. Their findings generate stories, which at the same time generate PR for Ace. An excellent way to build \u201cthe new standard\u201d in analytics.<br \/>&nbsp;<br \/>&nbsp;But what exactly is the \u201cAce Score\u201d of which they speak? If you have the stomach, read on.<br \/>&nbsp;Exposing each ad to 500 people, Ace calibrates creative effectiveness by two key measures \u2014 Persuasion and Watchability. In their own words:<br \/>&nbsp;<br \/>&nbsp;\u201cThe Persuasion rating is based on the interactivity of six data elements \u2013 Desire, Relevance, Likeability, Attention, Information and Change \u2013 automatically captured and analyzed for each ad. Watchability measures the engagement that a person has with the ad. Watchability and Persuasion interact to create the Ace Score.\u201d<br \/>&nbsp;<br \/>&nbsp;This is the kind of language that gives talented people nightmares, because it often gives ammunition to people who aren\u2019t particularly good at judging creative work.<br \/>&nbsp;I get that a lot of companies feel compelled to subject their ads to deep analysis. But \u2014 would you like to know how Steve Jobs analyzed an ad? He looked at it and said \u201cI like it\u201d or \u201cI don\u2019t like it.\u201d After it ran, he gauged the reactions to it.<br \/>&nbsp;<br \/>&nbsp;Ace\u2019s type of analysis is the reason why so many companies, usually the bigger ones, begin to churn out drivel. They get more concerned with ratcheting up their \u201csix data elements\u201d than creating great ads.<br \/>&nbsp;Steve didn\u2019t tolerate that kind of thinking. Apple\u2019s history of great advertising is the validation of his approach.<\/p><\/blockquote>\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ken Segall: Ace Metrix sells marketing analytics software and competitive comparisons. Their findings generate stories, which at the same time generate PR for Ace. An excellent way to build \u201cthe new standard\u201d in analytics.&nbsp;&nbsp;But what exactly is the \u201cAce Score\u201d of which they speak? If you have the stomach, read on.&nbsp;Exposing each ad to 500 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/posts\/5987"}],"collection":[{"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=5987"}],"version-history":[{"count":1,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/posts\/5987\/revisions"}],"predecessor-version":[{"id":5988,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/posts\/5987\/revisions\/5988"}],"wp:attachment":[{"href":"http:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=5987"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=5987"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=5987"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}