How to convert big data into big returns

Does this scenario ring any bells?

A senior level, multi-channel marketer is asked by the board to tell them about ‘Big Data’. The typical response would be “It’s a good concept, one which has huge potential benefits – but it is extremely costly and would require a complete overhaul of marketing processes and IT infrastructure – put simply it is not realistic.”

A few years ago that particular statement would have been true, but nowadays many of the technical obstacles...

By Katharine Hulls, 23 November 2012, 0 comments. Categories: Data-driven marketing.

Topology: The critical forgotten factor in digital analytics

The Problem with Statistical Analysis in Web Analytics

The practice of Digital Analytics is built on a few simple, largely unquestioned assumptions. The first of these assumptions is “intentionality”. When a visitor looks at a page about a topic or product, we assume they have an interest in the product or topic – that the behavior was intentional.

The second key assumption is “influence”. When a visitor views a page and then subsequently does something we consider a success, we...

By Gary Angel, 21 November 2012, 1 comment. Categories: Data-driven marketing, Web Analytics.

Email marketing: Why do female senders perform better that males?

Not only do women have neater handwriting than their male colleagues, new research suggests that automated email campaigns perform significantly better when the sender is female, according to a study involving over 13 million email recipients.

The report, from CleverTouch marketing, showed that, on average, emails sent from women achieved an 18% click through, as opposed to just 10% where the sender was a man. Emails sent from a generic address achieved even better results, averaging over 23% click...

By Matt Henkes, 11 October 2012, 0 comments. Categories: Advertising, Data-driven marketing, Email marketing.

Analytics: How to untangle the data deluge

When did web analytics officially die? Perhaps earlier this year when the Web Analytics Association renamed itself to the Digital Analytics Association in recognition that there is a lot more to the digital world than fixed web, and that social and mobile channels need to be added to the mix.

Phil Kemelor, Vice President of Strategic Analytics at Semphonic, highlights that from a measurement perspective, even this was a bit of old news. There has always been multiple ways to gauge the effectiveness of online initiatives...

By Gary Angel, 04 October 2012, 0 comments. Categories: Data-driven marketing, Data Science, Web Analytics.

E-commerce: The move beyond page-based to product-based analytics

The limitations of page-based analysis

Perhaps the most striking development in the growing sophistication of e-commerce sites and shoppers has been the dramatic increase in the importance of product aisle and product search pages.

These pages now do most of the heavy lifting when it comes to merchandising and often contain a rich mix of products, merchandising drives, and customer offers.

Remarkably, almost nothing interesting from a merchandising perspective is captured in the view of the page itself. The effectiveness of...

By Gary Angel, 27 September 2012, 0 comments. Categories: Data-driven marketing, E-Commerce.

Visitor segmentation: A data model for the digital world

The most sophisticated of today's enterprise marketing organisations should have the basic infrastructure in place to effectively measure the customer journey.

As customer information is assembled across multiple communication channels, organisations have discovered that having the full customer journey and understanding it are two entirely different things. However an organisation's data is ultimately structured, to use it effectively it must be modelled to be understood.

What organisations need to create is a data...

By Gary Angel, 10 August 2012, 0 comments. Categories: Data-driven marketing, Programmatic.

Google supercharges social ads with Wildfire acquisition

Can Google set the world of social media marketing alight with its latest acquisition?

Google has acquired Wildfire Interactive, the New Zealand-based Web2.0 marketing startup, adding a much needed social element to the search giant’s digital advertising arsenal.

Wildfire employs around 400 people, running ads for at least 30 of the top 50 brands. It was acquired for a reported $350m.

The company’s marketing software allows brands to serve social marketing content and ad...

By Matt Henkes, 02 August 2012, 0 comments. Categories: Data-driven marketing, Search Marketing, Social Media Marketing.

Changes to Google Website Optimizer - what it means for you

Website Optimizer is Google’s tool to allow companies, businesses and website owners to test and optimise their websites for free, allowing them to improve their sites and essentially increase their value.

As of the changes due on August 1 2012 when Google’s Website Optimizer will no longer be available as a standalone product, website and business owners will instead be forced to use Content Experiments, which is part of Google Analytics.

This may sound like a move that will...

By Jason Mills, 22 July 2012, 0 comments. Categories: Data-driven marketing, Search Marketing.

How to increase Facebook reach by targeting friends of fans

Brands can significantly increase their reach on Facebook by effectively targeting the friends of their fans, according to a European study from Comscore.

The report found that  the majority of European Facebook users’ time is spent scanning their Timeline page. This isn’t surprising in itself, and tallies with a recent similar study into the habits of US Facebook users, but what does it tell us about how brands can interact with their fans and, perhaps more importantly, their fans’...

By Matt Henkes, 19 July 2012, 0 comments. Categories: Data-driven marketing, Social Media Marketing.

How marketing can prosper in the 'Do Not Track' world

Microsoft’s recent announcement that ‘DO NOT TRACK’ would become the default setting in IE10 has been met with predictable dismay by most corners of the digital marketing industry. Understandable, given that cookie-based tracking mechanisms have, in the last five years, become the norm for marketers, publishers, and the technology providers that supply them.

The digital marketing process has become unsubtle and downright creepy in some cases, and it’s no wonder that we are seeing a...

By Henry Lawson, 11 July 2012, 0 comments. Categories: Advertising, Data-driven marketing.

What is the future for big data analytics?

The Problem

Digital measurement at the enterprise level has been driven by two major trends - the use of tags to collect user behaviour and the reliance of SaaS vendors to provide aggregated reporting on digital marketing - both of these trends are at crisis point in 2012.

Tagging represented a significant breakthrough in measurement data collection, enabling widespread access to Web analytics data throughout the organisation. Unfortunately, real drawbacks to the use of tagging have emerged. Customised...

By Gary Angel, 15 June 2012, 0 comments. Categories: Data-driven marketing.

Increase Facebook engagement: Get on other platforms too

Facebook is huge.  It is the primary social network for brands and consumers. And with 30million users currently using Facebook in the UK, it is hardly a surprise we have recently seen a lot of talk around this network along with its recent IPO. Facebook is undoubtedly everywhere, even more so with consumers now connecting via mobile and tablet devices which means they can connect anytime from anywhere.

But, what about all the other social networks? In the last year alone we have seen the arrival of...

By Richard Beattie, 24 May 2012, 0 comments. Categories: Data-driven marketing, Social Media Marketing.

How often should I check analytics?

Every business today should have a website, but just setting up a website really isn’t good enough. If you’re going to invest in website design and hosting, it’s important to monitor the success of the website in order to look for ways to improve it.

That’s why it’s necessary to set up a Google Analytics account.

Google Analytics is a free tool...

By Nick Stamoulis, 17 May 2012, 0 comments. Categories: Commerce, Data-driven marketing, Search Marketing.

Google changes AdWords ad rotation: Not for the better

Yesterday on the Inside AdWords blog, Google announced a new change to AdWords and the way adverts are rotated.

Advertisers have the option to rotate adverts in three ways. Optimise for Clicks, Optimise for Conversions or Even Rotation. We always test adverts on the Even Rotation setting as it allows you to split test your adverts and find out what copy works.

Over time, this can...

By Gareth Morgan, 02 May 2012, 0 comments. Categories: Advertising, Data-driven marketing, Organic Search, Search Marketing.

Everything You Know About Digital Measurement is Wrong

Let's start at the top. The key to successful dashboarding and reporting is finding a small set of site KPIs that are understandable and immediately actionable. Your measurement department has probably delivered exactly that – a small set of key metrics like Site Conversion Rate, Total Visits Trend, Overall Site Satisfaction, etc. all laid out in big numbers with great fonts, pretty colors, big trend arrows and lots of Tufte-inspired whitespace.

Sadly,...

By Gary Angel, 01 May 2012, 0 comments. Categories: Data-driven marketing.

Attribution and Analytics need to pinpoint the top of marketers’ agendas

Attribution and Analytics technology is very much underused as an integrated marketing solution by marketers and as a result they are missing an easy way to get to know their customers better.

With the main motivation for marketers this year being integration, they need to understand which digital platforms customers use most and be aware of  what conversations they are having on these platforms, as well as being aware of consumer purchase behaviour if they are ever going to formulate an informed...

By Mat Perkins, 23 April 2012, 0 comments. Categories: Attribution, Data-driven marketing, Web Analytics.

What is Viral Marketing? [infographic]

What is Viral Marketing?

What is viral marketing? Viral marketing is the process of your digital voice or a certain marketing effort getting sucked into the slip stream of your audience and growing exponentially by the work of your community (does that make sense?). For something to go viral there are certain touch points your marketing effort needs to hit in order for it to...

By Maciej Fita, 11 April 2012, 0 comments. Categories: Data-driven marketing.

Is the term 'engagement' meaningless? #SMWF

Is the term engagement meaningless? What are we really chasing when we start measuring it? This was a key theme of social media engagement session at #SMWF this week.

A great panel, including Allister Frost, Head of Digital Marketing Strategy, Microsoft, Reggie Bradford, CEO, Vitrue, Jonathan Bean, COO, Mynewsdesk and Patrick Salyer, CEO, Gigya, took part in a wide ranging discussion, packed with prescient points and insightful questions.

The session...

By Matt Henkes, 30 March 2012, 0 comments. Categories: Campaigns, Data-driven marketing, Social Media Marketing.

dot Brand Decision Time

In 2013 we can expect to see a number of .brands, alongside more familiar top-level domains, such as .co.uk or .com. However, the short window of opportunity for businesses to own and manage their own TLD will soon close, with the deadline for applications closing on the 12 April. Roland LaPlante, CMO of Internet infrastructure solutions provider Afilias, discusses the issue and highlights what benefits the brands will receive as a result.

Earlier this year, the newest and, arguably, most innovative change...

By Roland LaPlante, 27 March 2012, 0 comments. Categories: Campaigns, Data-driven marketing.