Lord Kelvin, inventor of the Kelvin temperature scale, once said, “When you can measure something in numbers, then you know something about it.”
No where does his lesson have more meaning than in advertising.
A case in point: a recent column in DM News noted that the Sales Genie ad in the 2007 Superbowl was a success, generating 25,000 visits to the company’s Web site.
Well, assuming the company spent $1 million on the spot, that comes to $40 per visit.
That compares poorly to the cost per click of Google Adwords and other common methods of generating traffic.
When you apply metrics to the presidential campaign, the results are even more embarrassing for NYC’s former mayor.
According to an article in Newsweek, Rudy Giuliani spent $60 million on his failed run for the White House, collecting only a single delegate in the process.
That’s a marketing cost of $60 million per delegate — perhaps a record.