Analytics & Marketing Column

    • Devices don’t buy products; people do

      The rise in the number of devices used by individuals has created new challenges — as well as opportunities — for marketers wanting to target their audiences consistently. A typical household utilizes more than seven different devices, and the average person within that household uses about half of them.

      Marketing Land- 15 readers -
  • The tracking trap in digital marketing

    …. The probabilistic attribution might show some lift, but conversions from radio are often time-shifted and can even be geo-shifted because listeners are driving. So that leaves us with geographic incrementality — a mushy metric. This type of data is not going to provide a lot of insight into which messaging performed best, or which radio stations drove the best…

    David Rodnitzky/ Marketing Land- 31 readers -
  • Cheap data: You are about to get so much better at marketing

    … In 2012, my agency, Conversion Sciences, completed an eye-tracking study of video. To complete that study, we sought 25 random individuals, equally mixed by gender, to watch an eight-minute video and complete a survey. The infared camera and software were relatively inexpensive, at $7,500. We used an email campaign over a month to find…

    Brian Massey/ Marketing Land- 18 readers -
  • Digital analytics industry veteran roundup: What’s in store for 2017

    … will require commitments to systems, processes, people, mastery of core implementation and analysis skills from the start, and of course budgets, but if you can begin to score wins across the multiplicity of devices, channels and datasets, you will have laid a foundation for a sophisticated analytics practice and competitive advantage through data…

    David Booth/ Marketing Land- 29 readers -
  • How analytics data should fuel creativity

    …. And the analytics data can tell you immediately how people are responding to your choices. For example, surveys show that time-constrained consumers prioritize the content they consume. If they have only 15 minutes to check something out, 66 percent would rather see a video about breaking news than read an article. And when skimming articles about trends, 59…

    Loni Stark/ Marketing Landin How To's- 25 readers -
  • 6 questions to help you evaluate an attribution modeling vendor

    … Full disclosure: I am not a data scientist, yet below I’ll talk about modeling for marketing measurement. Disclosures are tricky. Facebook will be sued over its disclosure of the snafu in its video metrics. Would they be in this legal mess if they had not revealed the mix-up? I think the answer is yes, eventually, as truth cannot stay hidden…

    Marketing Land- 13 readers -
  • How to get the most value from your marketing metrics

    … Digital, 57 percent of senior marketers are satisfied with how much influence data has over their marketing decisions, and 56 percent are satisfied with how easily they can access the data they need. In more good news, The Analytics Advantage, a report published by Deloitte on the state of data analytics in successful businesses, claims…

    Marketing Landin How To's- 12 readers -
  • New wave of referrer spam wrecking Google Analytics data

    … or corporate marketing department responsible for hundreds of sites, that’s a non-trivial cost. For the entire Google Analytics user base, it’s a lot of money. There is also an associated risk, because complex filters and .htaccess file rules inevitably have bugs and require thorough testing. One wrong filter can wipe out a large swath of traffic data…

    Marketing Landin Google- 16 readers -
  • The truth about transparency in digital advertising

    Look through the websites of technology providers throughout the advertising ecosystem, and you’re bound to see some variation of the word “transparent” as a key value proposition across many of them. My employer, Nanigans, is no exception. It’s presently a hot term for online advertising in general, particularly in light of a report on the subject from the Association of Na ...

    Andrew Waber/ Marketing Land- 16 readers -
  • 5 New Year’s resolutions for analytics

    … the integrity of the data in your marketing stack. It’s much better to proactively scrub your web analytics data, your CRM data and so on, and discover that everything is working flawlessly, than it does to be blissfully ignorant of data quality issues lurking in your systems. Auditing your data is relatively quick and easy and promotes broad trust across…

    Marketing Land- 13 readers -
  • Without data, your marketing strategy won’t cut it in 2017

    … In the beginning, there was no light, and marketers were forced to rely on “gut feeling” when it came to assessing the success of marketing initiatives. We simply lacked the tools and information needed to scientifically conceive of and measure the effectiveness of our efforts. Even as more effective data analytics tools started to become…

    Marketing Land- 21 readers -
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