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
At Zavy, we track the movings and shakings of brands across a range of industries on our social scoreboards. We want to see brands use social media as a space for real brand building and connecting with people – after all, that’s what it was created for. In their ground-breaking advertising report, The Long and […]
Cummins&Partners has redefined what the next decade will look like for Chobani in its new brand campaign Food Made Good. Building on the four years of partnership between Cummins&Partners and Chobani, this campaign was born through strategic leadership to uncover the truth at the core of the brand and bring it to life through a […]
me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]
MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]
New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]
Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]
Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]
ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]
Australia’s largest social enterprise is turning 25. On the anniversary of Australia’s first Big Issue magazine being sold on the steps of Melbourne’s Flinders Street Station in June 1996, Town Square has created a campaign to mark the occasion. 25 Years Big is a celebratory statement of pride, rendered in the iconic Big Issue logo […]
The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]
For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue. From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]
Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]