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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.
Earlier 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....
While Google Analytics is the most widely used analytics tools for e-commerce sites, a new survey suggests that the vast majority are failing to make the most of it.
The stats, from a DBD Media survey of 50 e-commerce sites, find that 73% of businesses are inflating traffic in their reports, while 67% haven't integrated social media tracking.
Here are some stats from the survey, while the findings from our Online Measurement and Strategy report shed some light on the barriers to effective use of Google Analytics...
Content marketing is all the rage right now, but how are publishers measuring the success of their content strategies? What are the most important metrics?
Of course, the answer may depend on the type of business and the aims of any content strategy, but some metrics are useful whatever the purpose.
Last week we released the latest Econsultancy/Adobe Quarterly Digital Intelligence Briefing, looking in detail at the current state of social media measurement.
While 69% of marketers surveyed reported that social has a measurable impact on PR and analytics, and many felt that it gave huge boosts to brand recognition, it is also clear that a large number of companies are still struggling to identify clear social attribution.
The truth is, measuring a direct return from social activities is often fairly straightforward, but focusing on this may be clouding your ability to measure what's really important.
Let's take a closer look at Econsultancy's social channels and I'll explain what I mean.
All too often organizations take a backwards approach to developing a mobile product offering and begin with a technology decision rather than a strategic plan. Statements like "We need an iPhone app" or "Let's do something with SMS" lead to siloed approaches and marketing fragmentation.
Success in mobile demands a systematic approach that begins with understanding your customers mobile usage, determining your product suitability to a mobile offering, defining your business objectives, and evaluating your level of commitment. Only once all of these steps are completed should you begin to implement the necessary technologies to achieve your mobile objectives.
If Facebook is going to keep brand marketers on its side, there's little argument that it's going to have to give them a greater level of insight into their Facebook audiences and campaigns. And when it comes to engaging with all those people who 'like' a particular brand, Facebook is going to have to give marketers a greater level of control.
It appears to be doing just that with new enhanced post targeting functionality that is being rolled out to Facebook Page admins.
Brand marketers may 'like' Facebook, but the world's largest social network has created numerous challenges. ROI is often hard to find; Facebook says it can take a year to produce. And despite the promise, certain kinds of initiatives may simply not work.
Now that it's a publicly-traded company, Facebook is under even greater pressure to live up to its valuation, which currently reflects the fact that investors believe the social network has significant room to grow. To deliver the necessary growth, it has to find ways to convince marketers that it's a productive marketing platform.
Unfortunately for everyone involved, that may not be easy, and it may create big headaches.
Since releasing version five of Google Analytics it’s fair to say there have been a few bugs which have needed ironing out.
Much of this has now happened but it seems to me that one has gone unnoticed, that of the performance chart feature.
One of the holy grails for digital marketers is to be able to calculate the effectiveness of each stage of a customer journey and to optimise it to increase sales.
While some would have hoped that the often-cited quote attributed to Lord Leverhulme would become a relic of the past, unfortunately companies are still struggling to measure their customer journeys.
A quarter of Google Analytics users surveyed by Econsultancy are considering the Premium version, while one in 20 GA users have already upgraded, according to research published this week.
Here are a few highlights from the study, but there are plenty of other insights in the full report....
Attribution is the name of the name at the moment.
A hot topic at our recent Digital Cream London event, social and online spend is now more under the microscope than ever.
It's not enough just to have fans and followers; you have to know who they are, where they came from and what they want from you.
As such, the social media management/dashboard industry has blossomed of late and grown into something much more mature.
We spoke with the CEO of one player in this space - Vitrue's Reggie Bradford - to discuss Facbeook Timelines, changes to tabs, measurement and social advertising.