context analytics» Online Media Analysis http://context-analytics.com Just another WordPress weblog Mon, 30 Aug 2010 17:04:40 +0000 http://wordpress.org/?v=2.8.4 en hourly 1 How Does Earned Online Media Stack Up To Google AdWords http://context-analytics.com/2009/07/16/how-does-earned-online-media-stack-up-to-googleadwords/ http://context-analytics.com/2009/07/16/how-does-earned-online-media-stack-up-to-googleadwords/#comments Thu, 16 Jul 2009 21:38:57 +0000 Seth Duncan http://localhost/xampp/eclipsework/contextanalytics/?p=56 Context recently completed an ROI study for a client, tying online media analysis (e.g., sentiment, key message penetration, product mentions, etc.) to their web analytics. I thought I would share a really top-level finding here, showing that many types of earned media have produced higher conversion rates than Google AdWords.
Given most marketers’ strong faith in the highly-targeted nature of paid search, I think these results will surprise some people:

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