Brand Attachment Value™ (BAV)

Web Site Traffic Tracking and Measurement

Not all traffic generated from searches on your brand should be considered equal. Some searchers are more likely to convert to a sale. And others – because of where they are on their shopping or learning continuum –need more information before they take action. 

IMPAQT’s Brand Attachment Value™ (BAV) is a visitor measuring metric based on the specific path a searcher takes.  It measures the affect on offline sales through targeted hits that visitors take once they are on a particular page (such as number of times viewed, time spent on the site, downloads, etc.).  After assigning a score to each page, the BAV methodology creates a value for each audience segment, a metric vital to today's online marketer.

The BAV is particularly useful when seeking to understand the connection between high-funnel and low-funnel keywords. Keywords that have a high BAV but have few conversions are typically not capitalized on within PPC campaigns. By understanding the Brand Attachment Value™ of the keywords within a campaign, we can assign separate purposes for segmented keywords, alter our expectations (perhaps budgetary expectations as well) and ensure that we are getting the maximum benefit out of every keyword in our campaigns.

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The Forrester Wave™:  US Search Marketing Agencies, Q1 2011 (January 2011)