Informative supplement B: Integrated Marketing Communications (IMC) Metrics
Table 20: IMC Metrics and Industry Averages
Metric
CPM
Cost per message
Quit rate
Reaction time
Site stickiness
Active clicking factor (CTR)
Cost per Click (CPC) Conversion Rate
Client Acquisition Cost (CAC)
Definition 1 Formula I Online Averages Cost per thousand impressions 1 $7 - $1 5 for flags' Cost to send an email/Less than $0.01~ Cost = Number of Emails I Total cost CPM = (Total Cost 1 Impressions) x 1000 $75 - $200 for email ads2 $20 - $40 for email newsletter2
Percent who quit an email list Rate = Opt-out Number 1 Total number Time between sending email and snap
Ranges in the vicinity of 0.2% and 0.5%~
85% inside 48 hours3
through reaction
Length of remain as followed on site
Cost for every guest from promotion click CPC = Total Ad Cost 1 Clicks Percent of individuals who bought from add up to number of guests Conversion Rate = Orders 1 Visitors Total advertising expenses to gain a client
Fluctuates 44 seconds for each page8
log Number of snaps as percent of aggregate impressions CTR = Clicks 1 Impressions
I Varies broadly
0.3% - 0.8% for flags 'j5 2.4% for rich media ads5 3.2% - 10% for od-in emai13"
Google.com from few # to few $ 1.8% for websites6 1 5% for emailg
$82 for online retail unadulterated plays $31 for multi-channel block and mortar retailers I Sources: E-Marketing by Judy Strauss, Adel El-Ansary, and Raymond Frost (2003). Prentice Hall. c~allerman(2002); 2data from www.eMarketer.com; 3~aunders(2001); 4~allogly and Rolls (2002); Doubleclick Ad Serving ..." (2002); 'information from shop.org; 'information from www.computerworld.com; 8 information from www.nielsen-netratings.com; g~ricewaterhouse~oopers, LLP (2002)l "Republished with authorization by Pearson Education Canada". p.392
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