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Posts tagged with Measurement

Social media measurement: focus on the big picture

https://assets.econsultancy.com/images/resized/0002/9591/what-the-fuck-meme-blog-third.jpgA couple of weeks ago I wrote a post about some of the problems I’ve encountered when trying to gauge accurate traffic from our social media channels, particularly Twitter.

Based on the overwhelming response in the comments section, and feedback from our own recent social media measurement roundtables, it appears this is a very common problem. 

Lots of you took the time to offer up ideas and recommendations, so I thought it would be useful to recap (and test) some of the suggested solutions here...

7 comments

Nielsen to recognize that TV viewing doesn't always involve a TV: report

As homes and offices fill with more and more internet-connected devices, consumers are increasingly consuming content on multiple screens.

Content creators and distributors know this. Advertisers know this. Analysts know this. Entrepreneurs and startups know this.

0 comments
Attribution Black Holes

Five simple attribution black holes to look out for in reporting

Having worked almost exclusively with retail websites for the last four years, I’ve spent a lot of time analysing data for different channels and trying to attribute value to specific marketing campaigns and projects.

Whilst doing this I’ve found a number of fairly obvious (only when you really think about it) potential threats to everyday attribution that I wanted to share.

7 comments

How to measure brand awareness on Twitter

Following my previous post How to measure brand awareness on Facebook, this week we take a look at Twitter.

Unlike Facebook, there isn’t a built-in analysis tool that does it for you (if you want sparkly graphs and the like then you can always use a social media management tool) but there are a few metrics that you can track yourself to get a feel for your brand awareness levels.

2 comments

Social media measurement: Is Google Analytics getting it wrong?

https://assets.econsultancy.com/images/resized/0002/8980/twitter_mes-blog-thumb.pngSocial media attribution is BIG news. 

Marketers are struggling to attribute revenue to social channels, and lack of definable ROI is one of the major reasons that businesses cut back on social investment. 

I spend a lot of time looking at our own social attribution, but it strikes me that in many cases, the closer I look, the less clear a picture I have.

This isn’t because the figures I have to work with aren’t clear.

It’s because, in a lot of cases, they might not be true...

49 comments

Small businesses are not impressed by Twitter: survey

Much of the attention lavished on social networks as marketing platforms focuses in on large brands, many of which have invested heavily in these channels and can boast about large audiences.

One of the most popular social networks with brands has been Twitter, which is now generating hundreds of millions of dollars a year in ad revenue and may go public in the next year.

0 comments

Five big B2B content marketing mistakes

In 2011, marketers began saying that "content marketing is more important than advertising" and given the growth of content marketing in 2012, it would appear that they meant what they said.

And not just in the consumer space. Although selling content marketing to leadership has been a challenge for some B2B marketers, the use of content marketing at B2B organizations is growing rapidly.

4 comments

Making sense of marketing attribution [infographic]

Only 54% of companies are using any form of marketing attribution, though 89% of those that do report that it is had a postive effect on their business. 

Our recent Quarterly Briefing: Making Sense of Attribution, produced in partnership with Adobe, found that adoption of attribution is growing, driven by social and mobile

This infographic presents some of the key takeaways from that report.

2 comments

Five easily-avoided content marketing mistakes

According to Econsultancy's recently published Content Marketing Survey, the number of search queries for the phrase 'content marketing' has more than doubled in the past two years, a reflection of the fact that more and more companies are turning to content marketing to promote their wares.

When used effectively, content can be one of the most powerful marketing tools, but many companies dipping their toes in the content marketing water are making huge mistakes in how they develop and execute their strategies.

6 comments
Content Marketing

Which content marketing metrics are valuable for Econsultancy?

Recently, I looked at how respondents to our Content Marketing Survey Report are measuring the results of their content marketing efforts. 

Following on from this, I thought I'd provide some insight into the content marketing objectives for the blog, the metrics we look at to measure success, and the lessons we learn from them. 

15 comments

The grey swan of marketing: measuring value

Advertising guru Sir Martin Sorrel talked about the ‘four grey swans’ affecting the global economy when he released WPPs quarterly figures last week.

Grey swans being known issues and black swans being unknown, unpredictable events. It was Rumsfeld-esque. 

If we zoom into our own world there is a long list of things for marketers to be thinking about in a digital world which is changing more rapidly now than at any time in the last ten years.

But for me there is one big 'grey swan' - and that is how we measure value. 

3 comments

Dark Social: Attributing the invisible

https://assets.econsultancy.com/images/resized/0002/5090/question-blog-thumb.jpgEarlier this month, The Atlantic posted a fascinating article on social media referral traffic.

In it, Atlantic senior editor Alexis Madrigal makes some bold claims about the history of the web and the way that we consider social traffic, coining the phrase ‘Dark Social’ in the process. 

It’s a great post and I urge you to check it out, because in many ways I agree with Alexis’ sentiments, although I feel that this may not be quite the huge revelation it's been made out to be. 

Here, I'd like to take a closer look at this and the relative importance and attribution of this traffic....

4 comments