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An Analytics Primer to Target Last Minute Shoppers

Most retailers, if they use analytics at all, do so with the big picture in mind: are their social media or online ad campaigns working and by how much? Fewer companies are able to use this toolset to capture quickly-moving trends. One example of the former is Blendtec, the high-end blender manufacturer, which relies heavily on its YouTube channel to get the word out about its products' features. The company, which has more than 440,000 subscribers on YouTube, 85,000 shoppers  [...]
Posted: Thursday, December 22nd 2011

Top News: Nielsen, comScore enter cross-licensing deal | Facebook ads | Firefox, Google renew search

Measurement & Analytics: Nielsen and comScore put an end to their patent war, enter cross-licensing agreement. Social Media: Facebook gets ads in main news feed starting January.   [...]
Posted: Wednesday, December 21st 2011

As Mobile Ad Industry Expands, So Do Its Measurement Tools

The total mobile advertising spend in the US will jump from $1.34 billion to $2.01 billion in 2012, according to a whitepaper from mobile media buying platform adsmobi. Smartphone sales will continue to enjoy strong growth with a total of 155.6 million sold smartphones next year. In addition, adsmobi predicts that Android will consolidate its cu  [...]
Posted: Monday, December 12th 2011

'Eyes On' Metric Could Boost Growing DOOH Channel

Digital out-of-home advertising could get a boost from a new measurement being rolled out under a so-called "Eyes On" program. Described by Joseph Philport, president of the Traffic Audit Bureau for Media Measurement at the American Advertising Federation in Charlotte, Eyes On can deliver demographic information about the effectiveness of billboards, the Charlotte Observer reported.   [...]
Posted: Friday, December 9th 2011

Top News: YouTube analytics | Google site redesign | Most shared articles on Facebook

Measurement & Analytics: YouTube unveils analytics platform. Mobile Computing: Windows Phone outperforms Android and iOS in mobile advertising, Smaato reports. Consumers'   [...]
Posted: Wednesday, November 30th 2011

eBay Follows Wal-Mart's Lead With Analytics Purchase

ebay is acquiring Hunch, a start up that provides recommendation technology. Hunch analyzes data from social networks and questionnaires in order to make personal recommendations. eBay plans to use this latest acquisition to suggest relevant products for shoppers. Poor Quality of Recommendation Engines in the Market eBay’s instincts are spot on: the quality of product recommendations on retailer websites has been declining, at least one survey shows, and  [...]
Posted: Monday, November 21st 2011

Questions to Ask Your Tag Vendor Before You Move Forward

Last month, TagMan, a provider of tag management applications, secured $5 million in its second round of venture capital funding. Digital media investment firms Greycroft Partners and iNovia Capital led the Series B round, bringing the company’s total funding to date to the $10 million mark. TagMan, not surprisingly, attributed the successful round to the growing need for its brand of analytics. "Data-driven online marketing is growing exponentially and tag management is the enabling techno  [...]
Posted: Wednesday, November 9th 2011

Marketing Pros and Cons for Google+ Pages

The official launch of Google+Pages is bringing home the realities of this latest social networking platform for marketers, both its good and bad points. Not to Much Talking Allowed The latter, unfortunately, loom large for companies that wish to communicate with customers. Only one person can “own” or “post to” an account, notes Robert Scoble,   [...]
Posted: Tuesday, November 8th 2011

As Ad Networks Grow, So Does Demand for Ad Verification

As the number of ad networks and ad exchanges continue to grow, so has the need for ad verification services -- and more fundamentally -- standards. This week IAB announced it was assembling a working group on this issue. The goal will be to develop and present a set of standard protocols that any agency ad server could implement to address the proofs of viewability advertisers desire, in a manner that protects the contents of the page. Industry Measures   [...]
Posted: Friday, November 4th 2011

Multivariate Testing Vs. Crowdsourcing for Facebook Ads

A vendor is planning to announce a crowdsource platform specifically for Facebook ads at the upcoming ad:tech conference. The announcement, while not a surprise, given Facebook’s ubiquity, does raise an interesting point: Facebook ad formats are still so new that not much industry knowledge has accumulated as to what works and what doesn't. Crowdsourcing a campaign could address that. So could multivariate testing,   [...]
Posted: Thursday, November 3rd 2011

Wal-Mart Takes Lead in Retail Social Networking

Wal-Mart is pushing ahead of social media-savvy retailers such as Macy’s  and even Amazon and eBay, based on the initiatives it has underway.  The company’s @WalMartLabs is working on a social network for in-store shoppers, Internet Retailer reports. Consumers would be able to use th  [...]
Posted: Wednesday, November 2nd 2011

Mobile Analytics Become Ever More Granular

Flurry recently unveiled version 3.1 of its suite of mobile analytical tools. These dive deeper into how consumers are interacting with mobile apps, looking at when people use apps throughout the day, how long they use an app over time, and other factors that impact numbers on an hour-by-hour basis. It has also introduced lifestyle metrics, which measure how customers evolve in their use of the app by the d  [...]
Posted: Monday, October 17th 2011

Top News: AdWords mobile call | comScore social ad tracking | Nuance buys Swype

Online Ad Market: Google launches AdWords mobile call tracking. Measurement & Analytics: comScore upgrades social ad tracking. Mobile Computing: Apple   [...]
Posted: Friday, October 7th 2011

BrightRoll Adopts CPA Model for Video

BrightRoll is offering an audience guarantee to advertisers for ads that they run on the BrightRoll network. Under the program, called TAG, for Total Audience Guarantee, digital video advertisers only have to pay for the impressions that reach their target audiences. Bridging the Gap Between TV and Online Video B  [...]
Posted: Thursday, October 6th 2011

Papa John's, Travelocity, Gucci, and Transunion Sign Up for Google Analytic's Premium Service. Should You?

Google has made two major changes to its analytics offering - one, it has introduced a paid version with a $150,000 price point - and two, it has added real time functionality to the free version, a feature that shows what is happening on the site at that moment. Already Papa John's, Travelocity, Gucci and  [...]
Posted: Friday, September 30th 2011

Closing Bell: Google Analytics | PlayBook Not Going Anywhere | $30M invested in Blekko

Analytics: Google launches paid version of Google Analytics. Mobile Computing: RIM calls report of PlayBook's demise 'pure fiction'. Social Media: Global study   [...]
Posted: Thursday, September 29th 2011

Top News: Google puts daily deals on homepage | Hulu in Japan | Facebook's music platform | TinyLetter

Ecommerce: Google touts daily deal on home page, a first. Amazon offers to build facilities in bid to end sales tax fight. Hulu launc  [...]
Posted: Thursday, September 1st 2011

How to: Tell if you shouldn't trust your analytics data | Make sure an event goes smoothly

How to Tell if You Shouldn't Trust Your Analytics Data Sometimes readers will comment that they don’t trust the data they’re seeing in Google Analytics, writes Natalie Hart, a Persuasion Analyst with FutureNow, at the Grokdotcom site. On some occasions it is just an issue of not knowing how to accurately read GA data, she says - and sometimes there really are problems that need to be solved. For instance, when you see a significant drop in traffic, chances are good   [...]
Posted: Monday, August 15th 2011

Testing Your CTA

Developing a high-converting landing page requires, among other elements, testing, writes Carol Fox on Marketo. "Getting the right elements in the right place can be the difference between a higher percentage of leads or lower conversions." But what to test? Some elem  [...]
Posted: Thursday, August 11th 2011

How to: Set up a Foursquare brand page | Reconcile data from different analytical tools

How to Set Up a Foursquare Brand Page Lisa Barone at Small Business Trends walks readers through this process. FourSquare started letting business owners create official brand pages in January but most SMB firms found they couldn’t participate because their following wasn’t large enough. When Foursquare   [...]
Posted: Wednesday, August 10th 2011

How to: Validate your A|B test results for websites | And email marketing

How to Validate your A|B test results for a Website …. Of those marketers that perform A|B and multivariate testing, 40% don’t validate their test results, according to the Get Elastic blog. "Clearly, validating your test results should be a key part of the conversion testing process, or you’re going to be acting on bad data and losing cash," writes Amanda Dhalla. There are f  [...]
Posted: Friday, July 29th 2011

Top Weekly Tools: Google updates URL parameter options | StumbleUpon's Explore | Yahoo web analytics

Google Updates URL Parameter Options Google has updated its parameter handling feature in its webmaster tools. The latest upgrade allows site owners to specify how a parameter changes the content of the page, according to Search Engine Land, which blogged about the new feature.   [...]
Posted: Monday, July 25th 2011

How to: track QR codes in Google Analytics | Re-engage an inactive email segment

How to Track QR Codes In Google Analytics There are two steps, writes TechPad. One, Generate a trackable URL. You can do that via Google Analytics' campaign tracking parameters, which TechPad discussed in detail in an earlier blog post   [...]
Posted: Monday, July 25th 2011

Google Analytics Troubleshooting Guide & Auditing Resources

The ability to draw valid conclusions from any data-collecting tool obviously derives from that tool's thoroughness and accuracy. While there are technical limits to the real-world precision of online metrics (cookie-clearing by site visitors comes to mind), it is easy to shoot oneself in the foot by mis-installing or misconfiguring web analytics software. This article is focused on the most common ways Google Analytics (GA) can be improperly set up, and tools and procedures to correct and pr  [...]
Posted: Wednesday, July 6th 2011

Closing Bell: Twitter acquires BackType | Entenmann's hashtag fail | Android still 38%

Measurement & Analytics: Twitter acquires social analytics company BackType. The Debate Continues: Google+ Hangouts will be hard for Facebook to top. Mobile Computing:  [...]
Posted: Tuesday, July 5th 2011