Last week, while browsing through a few sites online, my eye caught the fancy of a particular branded watch. Of course, we all know the world wide web is full of choices, and in a bid to get the best bang for my buck, I searched a couple of retail sites, and after analyzing price and design, lost interest and left the site.

Fast-forward a few days later, when watching a video online, an ad, displaying the same watch I had browsed for a couple of days back, seemed to appear on my page. The same pattern followed when I logged into my social media accounts, with notifications claiming a few friends had liked it.

How did this happen? How did the video streaming site and social media sites know that I was looking at a particular watch? I didn’t mention it anywhere, but the time I spent researching the product had resulted in creating a footprint of sorts, which followed me from one site to another, thus triggering a flurry of display marketing ads.

We now live in a world where every impression, every click, every like, every comment and every single activity in the digital world is captured, analyzed and marketed. From a brand perspective, measuring the effectiveness of these digital metrics across various channels is always a challenge, but one that is becoming increasingly relevant and important.

Significance of digital metrics: why measurement is key
The moment we open a browser, metrics start getting generated. Impressions, clicks, click-through rate, bounce rate, session time, average time spent on the page are some of the key digital metrics that need to be measured in order to help brands personalize their marketing strategy for individual customers.

http://www.latentview.com/blog/personalized-marketing-buy-make-buy/

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