A range of technologies exist today
that help us track user-initiated interactions on the net. Three fields are
of particular relevance, namely web analytics, social analytics and eye
tracking.
Web analytics provides a wealth of real-time metrics,
including views, view time, view-through rate (VTR), and a range of
interaction metrics such as clicks, click-through rate (CTR), taps, swipes,
and display view-through (i.e., brand site visits that could have been
influenced by the ad within a look-back window). The CTR, for example, is a
quick, easy, and cost-effective way to measure the effectiveness of
campaigns with call-to-action triggers.
Eye tracking is a useful tool that enables advertisers
to measure consumers’ attention and spontaneous responses to advertisements.
By tracking and recording where people look, how they move their gaze, and
measuring gaze time and gaze rate, advertisers can optimize the design and
placement of ads.
Social analytics, meanwhile, provides valuable
information on comments and a range of quantitative measures such as likes,
follows, and shares, which reflect consumer affinity or emotional engagement.
Overall, the use of these technologies allows advertisers to
gain a more comprehensive understanding of how users interact with their
content and provides insights for improving the effectiveness of advertising
campaigns.
