Measuring online engagement is all about the BCP

Measuring online engagement is all about the BCP
SHARE
THIS



Examining Behavioural Capture Points (BCP's) is a far more accurate way to judge audience engagement than looking at measures like session duration and page impressions, writes Komli's Andrew Reid

In a vast ocean of consumer data, gigawatts of power are devoted to finding correlations or patterns in all the randomness.

The value of this investment comes from how successful these algorithms predict an individual’s reaction under certain media conditions, with varying degrees of confidence.

The more timely, the more diversified the data sources, the higher the chance of capturing that unique combination of circumstances that drive improved results with less cost.

In the context of publishing, one source of audience data that is highly applicable to algorithm ‘learning’ is what we call Behavioural Capture Points (BCP), and how BCPs correlate to site engagement, and for that matter, campaign performance.

At the risk of acronym overkill, a good media network (featuring guaranteed inventory) will sit on a Data Management Platform (DMP). This elegant piece of technology captures every action by every visitor on a site or network of sites. These actions would include links clicked, search terms used, video watched, content read and products purchased (or abandoned). The list goes on.

Every action is mapped as a BCP, which in turn gives the site a BCP score. This score can be used to validate the value of the publisher in terms of audience behavior and applying that data to a behavioral targeting campaign.

In 90 percent of cases, the BCP score for news and reference sites will sit between 20 and 50, while almost 100 percent of ecommerce sites carrying scores of more than 200.  

As a pre-qualifier of a data-rich site, and as a contributor to the value of direct response marketing, the BCP score is fundamental, but does the score have a role to play in the context of brand advertising? 

Yes, because the correlation between a BCP score and audience engagement is far stronger than what’s assumed when measures like average session duration or average page impressions are applied.

There’s simply no reason why an advertiser or agency should not query a publisher or network about their BCP score as a proxy for audience involvement, and as a corollary to that, brand association.

This is the potential of the BCP – providing a metric that quantifies ‘context’ – so when combined with reach and frequency, the BCP concept gives fresh impetus to the value of online branding.

This is an example of turning ‘big data’ into big results.

Examples of BCPs:

Andrew Reid is MD of Komli, Australia and New Zealand

Please login with linkedin to comment

Latest News

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Nielsen, Ispsos & The Readership Works Evolve emma Readership Data Offering
  • Media

Nielsen, Ispsos & The Readership Works Evolve emma Readership Data Offering

The Readership Works (TRW), Nielsen and Ipsos have announced a strategic collaboration with Australia’s news media industry to deliver a ‘single source of truth’ in measuring, understanding and reporting Australian consumers’ increasingly fragmented engagement with brands and content. This evolution sees Nielsen now leading the fusion process that brings together accredited readership data, emma (Enhanced […]

Ten Brings Ellen DeGeneres’ Game Show Down Under To Replace Family Feud
  • Media

Ten Brings Ellen DeGeneres’ Game Show Down Under To Replace Family Feud

Network Ten has announced it has commissioned a new family entertainment series which will premiere on Ten and the WIN Network later this year. Game of Games is based on the US show of the same name, which only launched in January this year. The US show is produced by Warner Horizon Unscripted & Alternative […]

m2m Drives Away With $51m Hyundai Media Account
  • Media

m2m Drives Away With $51m Hyundai Media Account

Media agency m2m has been awarded the Hyundai media planning and buying account. The agency, under Omnicom Media group, was up against incumbent Initiative and Havas, with Hyundai’s Innocean Australia handling the pitch process. Speaking to B&T, a Hyundai spokesperson said, “We’d like to thank Initiative for their sterling service over the last 10 years – […]

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.

QMS Introduces ‘The Lonsdale’ To Melbourne
  • Advertising
  • Media

QMS Introduces ‘The Lonsdale’ To Melbourne

Digital outdoor media company QMS Media has turned on a new premium landmark digital billboard situated in the heart of Melbourne’s CBD. Delivering a commanding presence at the major intersection of Lonsdale and Russell Streets, ‘The Lonsdale’ offers extended dwell times to both vehicle and pedestrian traffic, impacting more than 2.2 million contacts per month. […]

Portrait of a woman looking through out the blinds. Office worker looking through window blinds
  • Opinion

The Lurking Brand Threats Facing CMOs

Treading on gardening rakes and possible alien abduction notable omissions from this CMO threats piece.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Susannah George
  • Media

Women In Media Profile: Susannah George

B&T is delighted to profile Urbanlist supremo Susannah George who, we understand, is not related to George Brandis.

by B&T Magazine

B&T Magazine
Ikon Lands Avis Budget Group Account
  • Advertising
  • Marketing
  • Media

Ikon Lands Avis Budget Group Account

B&T chooses and recommends Avis and John Karandonis shoes. Hang on, that was the end of Sale Of The Century.

by B&T Magazine

B&T Magazine
Principals Appoints New Creative Director For Melbourne
  • Marketing

Principals Appoints New Creative Director For Melbourne

Branding design agency Principals has announced the appointment of Pip Ireland as its Melbourne creative director. Ireland, who has been freelancing with the agency for the past six months, has previously held roles at Designworks in New Zealand and Melbourne as well as Moon Communications in Sydney. Principals executive creative director Simon Wright said: “We’ve […]

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research
  • Media
  • Technology

Pureprofile Unveils Next-Level Audience Segmentation Offering With RDA Research

Global media and technology company Pureprofile has partnered with RDA Research to enable further audience segmentation across its audience profiles. RDA Research’s geoTribes is a unique classification system that rivals traditional geodemographic approaches by grouping consumers into fifteen ‘tribes’ based on their life stage and socio-economic status. Clients are then able to better understand consumer […]

WPP AUNZ Launches ‘The Bond & Associates’
  • Advertising
  • Marketing
  • Media

WPP AUNZ Launches ‘The Bond & Associates’

Advertising conglomerate WPP AUNZ has launched an innovative new stakeholder and community engagement practice called The Bond & Associates. Led by newly-appointed national director and former Newgate Australia adviser Gail Morgan (pictured above), The Bond & Associates will provide a complete solution for both government and private sector clients involved in complex public projects and […]

MYOB Partners With Network Ten’s Shark Tank
  • Marketing
  • Media

MYOB Partners With Network Ten’s Shark Tank

Accounting software provider MYOB has announced it has signed as a major sponsor of Shark Tank on Network Ten, which returns to screens tonight. In its fourth season, Shark Tank continues its format of having budding business owners and entrepreneurs pitch their ideas to the ‘sharks’, who have invested $21 million of their own money […]

Aussies Back ABC Over Budget Cuts
  • Media

Aussies Back ABC Over Budget Cuts

A new poll has found a resounding 70% of Aussies oppose cuts to the ABC despite only 7% actually bothering to watch.

Meerkats Test-Drive Dream Safari Holiday In New Comparethemarket.com.au TVC
  • Advertising
  • Campaigns

Meerkats Test-Drive Dream Safari Holiday In New Comparethemarket.com.au TVC

Leading comparison service comparethemarket.com.au has launched its latest TVC nationwide to announce its dream Safari holiday competition. The TVC – ‘Safari’ – which sees the meerkats back in their ancestral home ‘selflessly’ test-driving the amazing Safari trip that is up for grabs for one lucky winner. Narrowly avoiding an elephant trampling their picnic, an inquisitive […]

Women In Media Profile: Lauren Nicole
  • Media

Women In Media Profile: Lauren Nicole

We'd like to say B&T provides a delightful high tea for all Women In Media interviewees, but it'd be a scandalous lie.

by B&T Magazine

B&T Magazine