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Posts tagged with Measurement

How Econsultancy measures Twitter via Google Analytics

It has been a couple of years since we really started to make the most out of Twitter. Since then we have experimented with a live Twitter feed on our homepage and alongside our blog articles. We have hired a dedicated social media producer. And most recently we joined the Twitter Promoted Products beta.

I don’t want to talk about Promoted Products just yet, as we’re still making sense of things, but we’ve been using Google Analytics to measure Twitter since we started the @econsultancy account and I have a few insights to share. And some numbers too...

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Can marketers accurately track audiences across devices?

Google tabletMarketers and publishers are excited about the tablet boom. But there are signs that tracking audiences (and ads) across all these mobile devices will be more difficult than initially thought.

There's already concern about the accuracy of online traffic stats from companies like Nielsen and comScore. How can advertisers and publishers trust that their audiences will be measured appropriately on an iPad, Samsung Galaxy Tab or other mobile device?

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Online retailers need to improve measurement of profitability

Just 18% of online retailers are measuring their website's profits on a daily or weekly basis, while 16% are not bothering to review customer satisfaction, according to a survey of e-commerce directors. 

This is one of the findings of eCommera's Trading Intelligence report, which surveyed 101 UK e-commerce directors, all from sites with an annual turnover of £3m or more. 

Some highlights from the survey after the jump...

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Is it too early to analyse ROI from the Old Spice campaign?

Earlier this month, social media darlings around the internet were singing the praises of Old Spice, with Mashable claiming that the now infamous campaign was the "future of marketing" and that the agency involved, Wieden + Kennedy, had set a "standard marketing experts will admire and follow in the years to come."

Now, various marketing blogs and online news sources are reporting that sales have "fallen by 7%." But, with barely a week gone since Mr Old Spice conversed with "everyone" on YouTube, is it simply too early to predict ROI from the campaign?

Looking at the numbers, it seems the original analysis of the drop in sales may be flawed, given that it's somewhat premature to announce a verdict about the campaign's success or indeed, failure at this stage.

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Why IBM’s acquisition of Coremetrics will change web analytics

Web analytics has lagged behind traditional business analysis methods for many years. IBM, a new/old player in the web analytics world, is now in the position to change that and move the two disciplines closer. Statistical modelling will significantly increase the value and prominence of web analytics.

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Companies spending more on web analytics: survey

Companies are investing more in both people and technology in order to make more sense of the web analytics data they gather, with almost half of firms plan to increase the number of employees in this area over the next 12 months. 

This is just one of the findings of Econsultancy's Online Measurement and Strategy Report 2010, produced in association with Lynchpin

Here are a few highlights from the report... 

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ComScore tries to befriend small publishers, startups

When major advertisers and agencies are looking to buy media online, they typically turn to companies like comScore and Nielsen for audience measurement data. That makes these companies extremely important to publishers.

Unfortunately, smaller publishers and startups in most cases simply can't afford to jump in bed with the comScores and Nielsens of the world. That has created opportunity for upstart competitors like Quantcast and Compete, which are aiming to away at their positions in the market.

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Q&A: Antony Mayfield on managing online personal reputation

How often do you Google your own name? And how often do you Google the names of potential employees before opting to hire them? In these data-driven times, it is important to recognise that personal information is becoming much more accessible and can impact you both postively and negatively.

In his new book, iCrossing's Antony Mayfield addresses how to manage personal online reputation effectively. We recently caught up with Antony at the launch of Me and My Web Shadow to find out more.  

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10 common social media mistakes

Many businesses are increasingly comfortable with social media, and many more have decided that social media is far too important not to experiment with.

But the growing level of maturity in the world of social media doesn't mean that mistakes are uncommon. To the contrary: many businesses make the same mistakes over and over again. Here are 10 of the most common.

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Augmented Reality – Impact measurement when Ad Networks have no access

What's in place to measure advertising within mobile augmented reality applications?

When it comes to print advertising, audit circulation bureaus provide the best verification of frequency and reach for broadcasting ads to a targeted audience. TV has Nielsen ratings and other vendors approved by large advertisers to measure frequency and reach. On-line digital advertising vendors provide data about ads rather than published content. Thus they have the ability to measure ad engagement, not just published content engagement like a TV show or a magazine.

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Email isn't dying, it's just turning into social media glue

Bleak times ahead for email according to Gartner, which is predicting that social networks will claim a growing share of communication among business users.

Seems plausible enough, though any reports of the death of email are somewhat premature. But can social networking sites claim the communications crown before this decade is out?

Gartner says: “By 2014, social networking services will replace e-mail as the primary vehicle for interpersonal communications for 20 percent of business users.

Cue much head shaking among the email services providers at TFM&A this week. I asked a few of them to fight their corner, and to provide an alternative view on the future of email.

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My first US Econsultancy Roundtable - measurement & metrics

Having been to numerous Econsultancy Roundtables in London, I was chuffed (very pleased) that my schedule allowed me to participate in Econsultancy’s Measurement & Metrics Roundtable at the New World Headquarters in New York last Thursday.

It was quite different from those I'd attended in London...

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