Post by account_disabled on Feb 20, 2024 5:14:59 GMT -5
The or impressions that arent clicked Brand affinity generally The cognitive bias that leads us astray All of this means that the returns we report on tend to be just the most direct returns. This should be fine its just a floor on the true value this activity has generated at least this much value for the brand but the anchoring cognitive bias means that it messes with our minds and our clients minds. Anchoring is the process whereby we fixate on the first number we hear and subsequently estimate unknowns closer to the anchoring number than we should.
Famous experiments have shown that even showing people a totally random number Greece Mobile Number List can drag their subsequent estimates up or down. So even if the true value of our activity was x the measured value wed be stuck on estimating the true value as very close to the single concrete exact number we heard along the way. This tends to result in the measured value being seen as a ceiling on the true value. Other biases like the availability heuristic which results in us overstating the likelihood of things that are easy to remember tend to mean that we tend to want to factor in obvious ways that the direct value measurement could be overstating things and leave to one side all the unmeasured extra value.
The mistake became a really big one because fortunatelyunfortunately the measured return in digital has often been enough to justify at least a reasonable level of the activity. If it hadnt been think the vanishingly small number of people who see a billboard and immediately buy a car within the next week when they werent otherwise going to do so wed have been forced to talk more about the other benefits. But we werent. So we lazily talked about the measured value and about the measurability as a benefit and a differentiator. The threats of relying on exact measurement Not only do we.
Famous experiments have shown that even showing people a totally random number Greece Mobile Number List can drag their subsequent estimates up or down. So even if the true value of our activity was x the measured value wed be stuck on estimating the true value as very close to the single concrete exact number we heard along the way. This tends to result in the measured value being seen as a ceiling on the true value. Other biases like the availability heuristic which results in us overstating the likelihood of things that are easy to remember tend to mean that we tend to want to factor in obvious ways that the direct value measurement could be overstating things and leave to one side all the unmeasured extra value.
The mistake became a really big one because fortunatelyunfortunately the measured return in digital has often been enough to justify at least a reasonable level of the activity. If it hadnt been think the vanishingly small number of people who see a billboard and immediately buy a car within the next week when they werent otherwise going to do so wed have been forced to talk more about the other benefits. But we werent. So we lazily talked about the measured value and about the measurability as a benefit and a differentiator. The threats of relying on exact measurement Not only do we.