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We all have an intuition as to the relevant merits or otherwise of 'the impression'. If a blog post on Econsultancy gets 5,000+ views, I know it's been relatively popular with our audience, considering we get around 1m views a month.
A lot of page views is generally a broad indicator of quality, at least on this blog. Quality could be defined as great entertainment, or helpful best practice.
Quality doesn't necessarily dictate time spent on page, a great post can still be quick to digest. Nor does quality dictate a low bounce rate, especially as we get lots of views from social referral (of course, if time on page was 30 seconds, and bounce rate 96%, there would be mighty cause for concern).
If a post doesn't get many views, but I receive some good comments from learned readers, I'll generally be happy, and hope the post will bring in more traffic over time.
What am I trying to get at here? Well, measurement is a science and an art. There are trends that cannot be repudiated, as well as intuition that must be followed.
There are many ways to skin a cat, but the worst thing you can do is skin the cat without explaining why the cat was flayed in such a way.
In this post I'm going to look at a possible crisis in some areas of measurement and market research. Please add your comments below.
Facebook has recently begun beta testing updated page analytics with a swanky new look.
I’ve been playing about with the new system over the weekend, and while there’s plenty to be said for the new aesthetic, is there really any more useful insight on offer here?
Let’s take a look...
In our first post 'real time customer intelligence, right here, right now?' we raised the idea that some savvy marketers have been getting the right message to the right person at the right time for years – we call them ‘Shopkeepers’.
But the ‘recent’ explosion of marketing channels has brought about some fairly complex challenges that even our friendly shopkeeper would struggle with.
So how in today’s connected world can we serve and delight thousands of smart customers on different channels and different devices all at the same time?
Twitter rolled out its built-in analytics to all users fairly recently.
If you’re an advertiser with Twitter, you’ll have had access to Twitter analytics for a while, but for everyone just hopping on board, I thought it would be useful to take a spin through the various features and look at the insights you can (and can’t) glean from them.
For decades the mantra of getting the right message, to the right person, at the right time has echoed down the halls of marketing agencies and clients alike. Are we now closer than ever to turning this honourable goal into a reality?
In this series of four posts, we explore the reality behind real time customer intelligence and what it actually means for businesses struggling to keep up with today's ‘Smart Customers’.
Over 100 senior marketers attended our inaugural roundtable event in Hong Kong last month.
They deftly explored and shared nimble ways to utilise the very latest digital marketing ideas and techniques in order to better equip themselves for their future endeavours.
Some were intent on making stronger inroads into mainland China, others were planning on taking full advantage of the small but also highly lucrative local Hong Kong marketplace (a jewel in the China crown), and for a fair number it was to better hone their abilities and skills to market across the whole APAC region.
Big data has become something of a buzzword over the past year or so, but is it actually useful?
It conjures thoughts of massive amounts of forbidding, almost unfathomable data, and it seems that it has had little impact on the role of web analysts.
In fact, the response of 8% of marketers in our Online Measurement and Strategy Report 2013, created in assocation with Lynchpin, was: 'don’t care – big data is a pointless marketing term'.
We had a hunch that word choice in email subject lines have a strong effect on response rates. So, we tested 287 keywords across a sample of 2.2bn emails to see which work, and which don’t.
Why? Because President Obama has done more for email marketing than any world leader in the history of mankind. How? By focusing on subject line testing, his digital team optimised their donation campaigns to generate hundreds of millions of dollars online.
Despite Obama’s best efforts, most marketers still view email marketing as the Bluth Company’s Banana Stand of Arrested Development fame: a more boring and less sexy marketing channel than pretty much anything else imaginable.
But – and never forget this – there’s always money in the banana stand! There is great power in optimising subject lines.
In case you missed my presentations at MarketingWeekLive last week, you can find out more about our findings after the jump.
There’s no doubt that Pinterest has grown incredibly quickly, if not too quickly some may argue. The site, which is nearly the second most popular social media site in the United States and most recently had $200m poured into the business.
The backstory for Pinterest is that the image-based, social information sharing network has been one of the fastest-growing consumer sites, with comScore at one point last year noting a 4,000% rise in Pinterest traffic (Tumbler up 168%, Facebook up 4%).
After using Pinterest from the beginning there have always been several features that could’ve improved the usability for everyone.
All the statistics have proved Pinterest to be a leading site with conversion rates been much higher than it’s counterpart Facebook but there’s still room for some significant changes to be made, which will ultimately improve the experience for marketers.
The hangout featured Tom Cunniff from ANA Digital Marketing Committee, Jim Sterne of eMetrics Marketing Optimization Summit, and Jon Baron of Tagman.
Here's a breakdown of what was discussed:
The next Hangout will be: Measurement, analytics, and attribution.
Universal Analytics is the next iteration of Google Analytics, and last month it launched into public beta.
Universal Analytics is a completely new version of the Analytics tracking code, and it’s also a completely new way of looking at how we track and analyse our users.
In short, it’s going to change everything.