Apr, 29th, 2014

48 key insights on social media marketing

Process Diagram for Social Media Marketing
Here is our list of key insights on social media marketing.

  1. Sales people using social media are achieving and exceeding targets at a greater rate than those who are not, and yet “50.1% of sales people who report using social media state that they spend less than 10% of their selling time on social media”. (Source: forbes.com)
  2. Interesting stat from a CEB survey: B2B brands that connect with their buyers on an emotional level will realise 200% greater “impact” compared to brands that are primarily empathising business or functional value (n=3,000). (Source: b2bmarketinginsider.com)
  3. Is short-form video something that traditional (commercial/pro) video perhaps doesn’t achieve as well? For example, showing customers what happens behind the scenes? (Source: blog.kissmetrics.com)
  4. The LinkedIn Volunteering Marketplace: An absolutely brilliant idea, thank you LinkedIn for getting this established, what a great use of the platform for the common good of society. (Source: blog.linkedin.com)
  5. Glad to see Yelp making it to our shores. App installed! (Source: stoppres.co.nz)
  6. From comparing Facebook and Twitter revenue, monthly active users (MAUs) and avg rev/user it seems Twitter is lagging behind on the monetisation front (company lifetime adjusted). But the 75% of ad rev from mobile suggests at least that bit is working – cf 53% for Facebook per Q4 earnings report. But then again FB has nearly a billion mobile MAUs. (Source: qz.com)
  7. Seems entirely logical: “Extroverts much more likely to share on Facebook”. (Source: marketingtechblog.com)
  8. Facebook website and app retargeting has now launched globally via custom audiences – nice. (Source: thenextweb.com)
  9. Facebook’s “Like” button is pressed on average 254,629 times per second every day across the web (Nov 13 stat) (Source: expandedramblings.com)
  10. APAC social network ad spend projected to be US$3.60 per network user for 2014. Compare that to the US (North America) where eMarketer is predicting US$32.82 per user. (Source: emarketer.com)
  11. Facebook is phasing them out, Google is launching them, but “promoted stories” on Google will work a bit differently: The +Post ads will allow advertisers to showcase things like Hangouts – and distribution is across the entire GDN. (Source: brafton.com)
  12. A recent Infosys survey (n=1,000) has found that more consumers are interacting with retailers on Facebook than on any other platform: “The two websites most commonly selected are Facebook [first], followed by the retailer’s website.” 89% of these consumers have reported that such brand interaction has at least some impact on their purchasing habits. (Source: allanalytics.com)
  13. Dear Princeton University RE: “Facebook will undergo a rapid decline in the coming years, losing 80% of its peak user base between 2015 and 2017″, have you considered Google Trends consumer search volume for “air” has also been declining steadily..? (In fact, our projections show that by the year 2060 there will be no air left) – Love, the Facebook Data Science team. (Source: m.facebook.com)
  14. Find out how Facebook’s EdgeRank algorithm ranks your friends for no other reason than to feel l33t. Go you haX0r, you! (Source: thenextweb.com)
  15. Primer on Facebook/Twitter retargeting capabilities. (Source: clickz.com)
  16. Did you know that LinkedIn is now responsible for over 60% of all visits from social media to corporate websites..? (Source: econsultancy.com)
  17. Imagine being able to beef up the profile of your B2B prospects with a psycho-analysis of their intrinsic needs: What motivates them, what they believe and what their fundamental needs are. This goes beyond “sentiment analysis”. (Source: venturebeat.com)
  18. According to its S-1 filing, Twitter’s advertising revenue per timeline view is around seven times greater for the US compared to its international markets. (Source: techcrunch.com)
  19. Currently, CTR for Facebook FBX newsfeed retargeting is 49x greater than FBX RHS ads..! (Infographic). (Source: mdgadvertising.com)
  20. Interesting to ponder the “shelf life” of video posts on social media. On YouTube the average video receives 40% of total views in the first three weeks of publishing, 30% in weeks 4-12 and another 30% within 12 months of the publishing date. (Source: marketingland.com)
  21. Is short-form video something that traditional (commercial/pro) video perhaps doesn’t achieve as well? For example, showing customers what happens behind the scenes? (Source: blog.kissmetrics.com)
  22. Five Vines are tweeted every second, pretty impressive for an app only launched in January. (Source: dashburst.com)
  23. Think you know what LinkedIn is? (Source: techcrunch.com)
  24. The NSA should possibly think about its social media policies with respect to LinkedIn. (Source: techdirt.com)
  25. How will Facebook accelerate usage of graph search? Obviously they need query volume for search ads to attract any real money. Is graph search really the best answer to mobile+local+social? Or is the new Google Maps with strong links to G+ better suited? (Source: searchengineland.com)
  26. Has anyone’s LinkedIn account been enabled with either of these new features as yet: “Who’s viewed your updates” or “You’ve recently visited”…? (Source: techcrunch.com)
  27. Targeting using Facebook’s Partner Categories based on Acxiom, Datalogix and Epsilon data. Download the category list in Excel format (scroll down). (Source: ppchero.com)
  28. Creative ways to use Pinterest: Run a campaign to benefit a charity, collaborate with guest pinners (contributor boards) or use it to tell your company’s story. (Source: socialmediaexaminer.com)
  29. Average e-commerce email conversion rates are four times better than social. Yet we suspect not many advertisers are using FB retargeting fully. (Source: clickz.com)
  30. Kim Dotcom invented two-step authentication? Patent looks serious enough. How bizarre. (Source: torrentfreak.com)
  31. As of May 10th Facebook Home is only in the top 500 in 19 countries, and not in the top 150 for any. Best ranking: Norway at #191 (App Annie). (Source: techcrunch.com)
  32. FB newsfeed video ads trial starts in July? So very soon you’ll need to decide if you’ll like X brand, download Y app and watch Z video. And then check in with your friends, that is, if you can find them. (Source: techradar.com)
  33. YouTube Trends Map: See which videos are trending right now in cities across the US by shares and views, and filter by age, gender. (Source: youtube.com)
  34. Interesting stat: Instagram got to 100M users faster than Facebook (Zuckerberg). (Source: techcrunch.com)
  35. Three future use cases for Facebook’s graph search: Sponsored results/query targeting (AdWords-like), display retargeting via FBX and offers/coupons in search results (Kissmetrics). (Source: blog.kissmetrics.com)
  36. Wolfram Alpha analysis of Facebook usage data: Standard population dynamics at play, but nevertheless interesting to see that the older we get, the more we talk about health – and the less we talk about fashion. Would be interesting to see that broken down by nationality. (Source: venturebeat.com)
  37. What 23% of content is producing 66% of daily social engagement and 74% of viral reach on Facebook? – video (Adobe). (Source: blogs.adobe.com)
  38. Absolutely spot on: “Just as inauthentic fans cannot create authentic engagement, neither can inauthentic engagement build authentic brand value. Asking people to spell your brand name one letter a time or share your picture of a vegetable on a unicorn doesn’t spark awareness, consideration, preference or usage.” (Source: experiencetheblog.com)
  39. Twitter keyword targeting in timeline has launched, allowing advertisers to “reach users based on the keywords in their recent Tweets and the Tweets with which users recently engaged.” (Source: techcrunch.com)
  40. Sponsored search ads twice as trusted as social media brand/company posts; Europeans are more cynical of all types of advertising comms (Forrester, n=58,000). (Source: techcrunch.com)
  41. Coke: Social media buzz doesn’t drive product sales (60M FB fans). We respect companies that let data dictate digital reality. If you want to drive incremental profit, optimise Search + Email channels, in the context of solid analytics and CRO. (Source: mediabistro.com)
  42. What will you do with Google+ in 2014? Decide now before being left behind. (Source: searchengineland.com)
  43. Interesting insight into LinkedIn’s online, offline and nearline systems infrastructure. (Source: gigaom.com)
  44. Interesting to read that 82% of Facebook’s traffic results from just 8% of the 240 billion (!) photos in storage. The Pareto Principle is everywhere. (Source: thenextweb.com)
  45. Still not sure about Google+? (Source: searchenginewatch.com)
  46. Certainly a good move on Twitter’s part, they do need revenue other than ads: “Tweeting a hashtagged keyword will make your Twitter account contact your American Express card account and make a purchase.” (Source: searchenginewatch.com)
  47. Got to love a good newsjack. (Source: paidcontent.org)
  48. Have you realised? Memes are naturally inclined to mutate > mutations increase social sharing > purposefully structured messages (that facilitate meme re-mixing) will take advantage of this > Profit. (Source: techcrunch.com)

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Apr, 18th, 2014

22 key insights on performance advertising

FIRST Performance Advertising process diagram

Here is our list of key insights on performance advertising.

  1. Nice little case study where GDN and GDN remarketing was used to drive up total traffic and conversion volumes for a search campaign that required tight geographic targeting. (Source: ppchero.com)
  2. What if you took the first ever banner ad from 1994 (AT&T running on Wired) and ran that same ad on the Google Display Network today, how would it perform? – What a geeky idea, we love it! And interesting results, too. (Source: p.barker.dj)
  3. Retargeting by cookieID or email is coming to Twitter. (Source: venturebeat.com)
  4. One reason why DSP’s really don’t add that much value (or why it’s best to focus on performance and results). (Source: adweek.com)
  5. Dynamic remarketing is dynamite for eCommerce stores, and is only available in Adwords if your shopping feed is sorted, via Merchant Center. Here’s a good primer. (Source: practicalecommerce.com)
  6. The time has come for Facebook user harvesting/monetisation: Retargeted FBX ads now available in the newsfeed… (Source: venturebeat.com)
  7. OK so what does 1.8 trillion impressions equal in $ ad spend at, let’s say, $5 CPM..? Scary. (Source: m.clickz.com)
  8. GDN just got a serious global boost in available impressions. (Source: marketingland.com)
  9. YouTube paid channel subscriptions may be coming soon –  $1 to $5 / month. (Source: venturebeat.com)
  10. Average non-brand Google Product Listing Ads (PLAs) comparison to standard AdWords ads: For a 13% increase in CPC, advertiser yield on PLAs is much greater; a 241% better CTR, 59% higher conversion rate and an overall increase in ROI of 18%. (Source: searchengineland.com)
  11. eMarketer: RTB to account for nearly a third of total digital display ad spend by 2017 (US). (Source: emarketer.com)
  12. Bringing commercial context to acquisition marketing: Consider channel budget allocation based on traffic volume, quality and most importantly, business value. (Source: smartinsights.com)
  13. Nice way to optimise yield automatically, though we suspect if publisher uptake of this feature isn’t as high as expected, Google will lock this down as a more automatic feature “Click here to activate yield optimiser and start running auto-experiments”. After all, eCPM is what makes the world go around, especially for Google! (Source: adsense.blogspot.co.nz)
  14. Marin survey finds “important to help achieve business goals”: Paid search (78%), audience buying (73%), retargeting (68%), contextual display (65%)…but only 30% ranked “ads on social networks like Facebook” as important. (Source: marketingcharts.com)
  15. Need to reach a gaming geek audience? Try targeting the YouTube Polaris channel via managed placements. (Source: reelseo.com)
  16. Given we’re now all staring at eye-facing phone cameras, it’s unavoidable really that we’ll soon be measuring how many people *actually saw* our ads. But some sort of response measure is probably a better way to quantify effectiveness. Blinking? (Source: searchenginejournal.com)
  17. Amazon is much less competitive in markets where they don’t have a local presence. But consumers still use it as a reference point for pricing and reviews. Now, imagine being able to retarget users against their Amazon view/browse/add-to-basket/buy profile! (Source: www.linkedin.com)
  18. Much like TrueView for YouTube, Active View will benefit both publishers and advertisers in the long term. Ads that are actually “seen” (50% for 1 sec+, IAB) are obviously more useful than those that are not. (Source: clickz.com)
  19. Rewarding an advertiser’s product relevancy for searches with commercial intent has got to be a good thing. (Source: practicalecommerce.com)
  20. Obviously you would use both but when it comes to volume, Google wins. The difference in CR will be one to watch, bearing in mind Amazon has access to transaction history for logged-in users. (Source: smartinsights.com)
  21. Google has started their assault on Alibaba.com. (Source: searchenginewatch.com)
  22. Apparently consumers are 27 times more likely to engage with video ads compared to (non-video) banners? (Source: cmo.com)

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Apr, 15th, 2014

Universal Analytics is now universal…

Sorry for the pun but yes, since April 2nd Universal Analytics (UA) is out of beta and available for anyone. To be fair, this was already the case since March 2013 but now all features from Classic Google Analytics are supported by UA, including Remarketing and Demographics & Interests data pulled from DoubleClick. These features were the main reasons that were holding most of you from migrating to UA but now that they are supported, you can do the big jump and take this as an opportunity to implement Google Tag Manager (GTM) at the same time.

Why migrate to Universal Analytics

Universal Analytics

  • Track user across multiple devices, sessions and engagement data with the User ID feature and access new reports like the Device overlap:
Cross device reports on Universal Analytics

And why implement Google Tag Manager too?

  • You want to get more control on your marketing campaigns and get them live quicker;
  • You want to get more insight from your analytics easier and faster;
  • Your site uses more and more different tags, and it becomes difficult to manage them all;
  • You want to make sure that your tracking implementation is right;
  • You want more reliable data collection which won’t hobble your page load;
  • Your webmaster is tired of dealing with your tags that are clearly not his priorities.

Benefits of Google Tag Manager

How to migrate to UA using GTM?

Alright, but before you get too excited and jump into UA and GTM, you better plan things ahead a little bit. So here is a quick check-list you should follow for a smooth migration:

  1. List and map all tags currently running on your site that you need to transfer to GTM, including Google Analytics events, custom variables and other customisations, such as cross-domain tracking or customised session timeout;
  2. Migrate your Classic Google Analytics property to Universal Analytics;
  3. Wait for the complete migration (up to 48 hours) – do not change or remove your tracking code until the migration is completed;
  4. Create a GTM account with typically one container per site (property);
  5. Implement the GTM container code on all pages of your site;
  6. In GTM, set up your Universal Analytics tags (pageview, events, eCommerce) as well as other Non-Google and Google tags, such as Google Adwords Conversion tracking tag.
  7. Implement DataLayers (optional but recommended and sometimes required for eCommerce tracking for instance);
  8. Test your GTM container version with the Debug mode;
  9. Publish GTM container and…
  10. …at the same time remove all the hard-coded tags from your site that are now managed by GTM
  11. Be proud of yourself and enjoy your {{favourite drink}} :)

 

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Apr, 9th, 2014

26 key insights on mobile marketing

Mobile marketing process diagram
At FIRST we spend a lot of time doing research and finding ways to provide the best results for our clients. Previously, we gave you our top key insights on metrics, analytics and conversion optimisation, and now we’re sharing key insights on mobile marketing.

  1. 73% of Australians aged between 15 and 65 currently own a smartphone (Frost & Sullivan).
  2. Maximising app installs using SMS, here’s a collection of brands using this tactic (vendor sales pitch). (Source: tatango.com)
  3. Apart from the obvious issue of users being split across iOS and Android, I’d say the mobile marketplace challenge is mostly related to user density for a specific location. (Source: techcrunch.com)
  4. Mobile tactics that include video are deemed most effective at engaging users – that’s why Facebook’s launch of their new mobile CPA app install ad type, with an intro video, makes a lot of sense. (Source: marketingsherpa.com)
  5. Research firm Ovum estimates a staggering US$23 billion of SMS revenue was lost in 2012 due to the popularity of smartphone chat apps like WhatsApp. (Source: bbc.co.uk)
  6. We’re predicting that this will become a key global ad buy for all app developers: Facebook’s mobile-device targeted app install ads are now offered on a CPA basis, with an app video preview option! (Source: searchenginejournal.com)
  7. The long term war for winning the hearts of app developers has just accelerated, at least at the “please just take care of the backend stuff” level. Google Tag Manager is from the same strategic play book (one tag to rule all tags). (Source: venturebeat.com)
  8. Mobile Operating Systems share in Australia: Android is the winner with 57% (GeekWire).
  9. A third of in-store shoppers find information on their smartphone as opposed to contacting employees (Google – Mobile In Store). (Source: vocus.com)
  10. Copywriting for responsive design: “If you can define content types based on what they include at a semantic level, you can create sound rules to guide how they bend and reshape: You can let your content go, without fearing where it will end up.” (Source: blog.kissmetrics.com)
  11. Forrester: “Mobile is the most important strategic change in retail banking in over a decade.” (Source: blogs.forrester.com)
  12. Use the new Google ROI/CPA calculator to understand how mobile drives in-store sales, phone calls, app downloads, cross-device purchases and mobile site purchases. (Source: techcrunch.com)
  13. Users are demanding quality apps but also speed: 59% want apps to load within 2 seconds or less (n=3,534). (Source: techcrunch.com)
  14. BI Intelligence report: Bank of America predicts $67.1 billion in revenue from smartphone and tablet retail purchasing by European and U.S. shoppers in 2015. (Source: businessinsider.com.au)
  15. Need to drive some serious app downloads? AdWords’ new app promo ad template will auto-detect the device AND platform. Result? Single-click download direct from SERP. (Source: searchengineland.com)
  16. App promotion using AdWords, now much easier with the “App and Digital Content Ad” template. (Source: wordstream.com)
  17. Sound thinking from Francois, one of our FIRST consultants: Why you will follow Google’s advice, whether you want to or not. (Source: first.com.au)
  18. Mobile advertising quadrupled in 2013, increasing 305 percent year on year to reach AU$349.2 million in the 12 months ending 31 December 2013″ (Source: iabaustralia.com.au)
  19. Amazon continues to set the benchmark in whatever they do, this time #1 for mobile e-com (n=6,200). (Source: mediapost.com)
  20. Nov FB mobile app update resulted in a 60% increase in the 2G/3G overall signaling load and a 25% increase in the airtime consumed. At some stage these sort of app updates will start to hurt the battery. (Source: alcatel-lucent.com)
  21. If FB can successfully navigate the privacy storm, they’re onto a winner. (Source: mobile.bloomberg.com)
  22. eMarketer: “By 2014, one in four mobile phone users will redeem a coupon via a mobile device” (Source: emarketer.com)
  23. App Store Optimization (ASO) feels like the early days of SEO: “Having a keyword in your title can improve your app’s search ranking for that keyword by an average of 10.3%” (Source: blog.kissmetrics.com)
  24. Right, so now we have hard data to suggest that the average iOS app is “on average 8% better” than the average Android app. Short term? Interesting. Long term? Google Play will dominate the market, app quality will follow and so will app developer revenues. (Source: readwrite.com)
  25. Microsoft isn’t very happy with Google right now… “It seems to us that Google’s reasons for blocking our app are manufactured so that we can’t give our users the same experience Android and iPhone users are getting. The roadblocks Google has set up are impossible to overcome, and they know it.” (Source: blogs.technet.com)
  26. Wow, scary to hear how badly April has turned out for freemium (ad supported) app developers on the Microsoft platform. Seems the monetisation options for Windows Store Apps are either “Paid App” or “Stop”. Let’s hope Microsoft can turn this around. (Source: itworld.com)

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Mar, 26th, 2014

56 key insights on metrics, analytics and conversion optimisation

Metrics, analytics and conversion diagram
At FIRST we spend a lot of time doing research and finding ways to provide the best results for our clients. We decided to share some of those key insights we found useful from a few of our favourite sources on metrics, analytics and conversion optimisation.

  1. Top growth hacking tactic #3 for landing pages (copywriting): If you are asking for a lot, write a lot. If you are asking for little, write little. (Source: unbounce.com)
  2. Do you have technically savvy power users in your marketing team? Marketers that understand how to leverage technology to make a difference to the bottom line? (Source: marketingland.com)
  3. Let people use the product and then simply ask them what it does: “What you hear can point to cognitive hurdles” – a chance to simplify. Protip: “When you can’t find old or young people, drunk people are a good approximation” – CEO, Bump. (Source: techcrunsh.com)
  4. Bryan Eisenberg might be onto something here: “The number one reason senior marketers don’t buy into the data and technology is because they’re worried that the results will prove their intuition wrong. And, that more often than not, those intuitions are wrong”. (Source: blogs.hbr.org)
  5. App developers, New Relic for Mobile Apps looks interesting – Realtime visualisation of how the app is performing across services, carriers and different operating systems. Essentially a live, “global app health check report” across all users. (Source: techcrunsh.com)
  6. Brilliant set of tools for e-commerce website optimisation: Usability, conversion and performance testing. Even good old Xenu link sleuth makes an appearance! (Source: practicalecommerce.com)
  7. Spot on: “Marketing as a science is really about running good controlled experiments to test hypotheses. This is the heart of the scientific method applied to any discipline.” (Source: chiefmartec.com)
  8. Ah yes good old advice from Jakob Nielsen himself on UX testing from the year 2000: “The curve clearly shows that you need to test with at least 15 users to discover all the usability problems in the design” – luckily we now have the ability to conduct real-time conversion/UX tests and measure the effect on revenue across thousands of people to discover “all the usability problems”. Costs have come down dramatically and ultimately the global consumer wins as a result of better experience and product design. (Source: nngroup.com)
  9. Remember, to get conversions you need clicks first. And clicks don’t “just happen” – your prospects/customers are clicking on content because they want something. Brilliant quote from the article: “It’s only once we begin to understand what gets people to click that we can really understand what gets people to convert.” (Source: unbounce.com)
  10. Introducing a CRO testing culture mitigates risk, something marketing doesn’t talk a lot about. And it also starts the process of implementing a structured approach for site changes, which means your organisation is “twice as likely to see a large increase in sales than other orgs [not focused on CRO]” (eConsultancy). (Source: blog.crazyegg.com)
  11. It’s interesting to learn that matching the linguistic style of your website audience increases conversion rate, and this also makes the audience more resilient to calling out excessively positive reviews as “fake”. (Source: unbounce.com)
  12. Digital analysts, don’t be afraid to push back on data requests, especially those that start with “it would be interesting to see…” – ask the “so what” questions early to avoid producing costly reports that have no inherent, actionable value! (Source: tim.webanalyticsdemystified.com)
  13. Does your organisation’s content exist to entertain, educate, inspire or convince? Take a look at KissMetrics’ Content Matrix to help you think strategically about content (halfway down the page). (Source: blog.kissmetrics.com)
  14. Make sure you evaluate your approach to data from time to time. – Have you fallen into this trap? You develop a belief > You go find data that correlates with that belief > You then use that data to cement/substantiate your belief. (Source: chiefmartec.com)
  15. Nice walk-through and mini case study on responsive email design: Conversion rate from mobile-optimised emails increased by 33.4%. (Source: litmus.com)
  16. Four tools for Pinterest optimisation: Cyfe (daily quick trend summary), Tailwind (weekly in-depth view of how content is performing & competitor tracking), Pinterest Analytics (most popular images pinned from your site) and GA (traffic, conversions, revenue). (Source: blog.kissmetrics.com)
  17. Wider Funnel’s take on CRO: Maximise relevancy, clarity and urgency while minimising distractions and anxiety. (Source: widerfunnel.com)
  18. Seriously useful post on comparing the impact of applying different conversion attribution models in Google Analytics using GA’s Model Explorer. (Source: seotakeaways.com)
  19. Good intro to digital marketing metrics. For retail, the new customer acquisition metric (volume and cost) is one of the most significant KPIs to look at. (Source: marketingland.com)
  20. Finally some proof that there are others out there suffering from real-time data addiction! (Source: web-savvy-marketing.com)
  21. A simple but powerful example of the importance of developing a testing and optimisation culture within your marketing teams. The goal: to improve each stage of the purchase funnel. (Source: exacttarget.com)
  22. Brilliant collection of CRO case studies, no less than 100, we like this one: “#28 Eliminating One Field Increases Expedia’s Profit by $12 million”. (Source: blog.kissmetrics.com)
  23. A nice and easy way to generate content, tied to measured business outcomes: “Everyone is encouraged to add ideas to the content plan and from here we then begin to scorecard the content based on whether it will assist our reach, revenue or brand reputation.” (Source: econsultancy.com)
  24. Gotta love Avinash: “Rather than ‘simplify’ things and put five metrics into a blender and puke out an ‘easy to understand’ number, my strategy would be to expose the focusing factors (contributing metrics) in order to encourage our leadership to look a little deeper to understand performance”. (Source: kaushik.net)
  25. Applying Gossen’s law of diminishing marginal utility to web analytics and CRO: Lead your organisation’s analytics and conversion optimisation efforts assertively, but know when to shift focus. (Source: webanalyticsworld.net)
  26. Small Data (simple analytics) is completely under-hyped. In comparison to Big Data, it provides faster decision-making speed, easier access to data and is much cheaper in both system and resource cost. Time to roll up your sleeves marketers, product managers and CMO’s – login to Google Analytics! (Source: forbes.com)
  27. Business Analytics focused on profitability: Taking a macro approach with web analytics definitely helps to provide a different, more complete view of clicks and visitors that drive the biggest bottom-line business benefit. Great post! (Source: kaushik.net)
  28. Looking forward to the final report from Aberdeen, and agree with David’s early assessment: “Self-service BI enables more widespread use of analytics at least partly because it means scarce IT skills aren’t frittered away… Consequently, IT has more time to get BI into the hands of more users.” (Source: blogs.aberdeen.com)
  29. How to optimise YouTube One Channel using Analytics: Keep track of viewership, traffic source and especially watch-time. This one is important as YouTube is now optimising its search and discovery algorithm against it. (Source: blog.kissmetrics.com)
  30. PLA Optimisation Tip #2: Suppress poor performing products (remove them from their current category and move them to a low bid Ad Group). (Source: searchengineland.com)
  31. Nice three-part series on CRO covering implementation of GA Experiments as well as a number of other popular testing tools. Solid data is one of the best ways of creating organisational change for digital. (Source: webanalyticsworld.net)
  32. Facebook appears to be winning the war for app install ad dollars: Best performer in Q1, evaluation based on clicks/installs (conversion rate), user quality and new app user volume. (Source: appsflyer.com)
  33. What could you possibly learn from multi-channel funnel data from over 36,000 GA clients with millions of purchases across 11 industries in 7 countries? A whole lot. Very few companies have this sort of data to share – read this post, there are significant leanings here. (Source: adwords.blogspot.co.nz)
  34. Focusing your organisation to be more “data driven”..? – Assuming you have the technology and the people, here is a nice run down of the areas to tackle as far as business process is concerned. (Source: practicalecommerce.com)
  35. These GA custom segments are useful, check with your web analytics team that they are indeed setup. (Source: michele.webanalyticsdemystiefied.com)
  36. Use the Lean Analytics Cycle to drive change quickly: three brilliant case studies that teach you how to apply lean (start-up) thinking to analytics. This is good stuff. (Source: kaushik.net)
  37. In the absence of any context “conversion rate” is meaningless. (Source: webanalyticsworld.net)
  38. Step-by-step instructions to track GA e-com transactions with Universal Analytics. Why does this matter? Better information about how customers interact with your business across many devices and touch-points, including mobile apps. Offline data can also be brought in. (Source: cutroni.com)
  39. How would a laser-sharp focus on a single metric change your bottom line..? Apply Lean Analytics: “Measure everything, but focus on one thing at a time”, also called One Metric That Matters (OMTM). (Source: practicetrumpstheory.com)
  40. Connect marketing expenditure with profit: “77% of CEOs have trouble linking marketing efforts to tangible results, such as revenue…” (Source: econsultancy.com)
  41. Have you calculated the opportunity cost of not doing anything with your organisation’s post-conversion thank you page(s)? (Source: getelastic.com)
  42. Pinterest analytics tool for business accounts is now live. Good start, but some sort of conversion tracking pixel would be even more useful. (Source: blog.hubspot.com)
  43. Big Data blah blah blah. Are you acting on insights gained from readily available (and free) Small Data..? Ask for a user account to your organisation’s Web Analytics and start digging. (Source: forbes.com)
  44. Reasons for Clicks > Visits: https, JS window.open and Flash links in IE, open in Safari for apps (see article for more) – Campaign tags like GA UTM are always best. (Source: webanalyticsworld.net)
  45. If you only implement half of these you’ll be significantly better off knowing what really works, and what doesn’t. Don’t delay acting on your discoveries. (Source: econsultancy.com)
  46. Apart from the obvious, there are other reasons why key metrics are important: They shape organisations, so choose well: “Players play to the metrics their management values, even at the cost of the team.” (Source: blogs.hbr.org)
  47. Solid app behavioural/usage analytics will prove to be a key feature to continue to attract developers to build apps for Android. Especially important for Google to do this given in the short term developers are still making more $ from iOS apps (or are they?). (Source: google.com)
  48. GA can now automatically convert all transactions to the primary currency on a site. (Source: analytics.blogspot.co.nz)
  49. Most Valuable Customers = {Purchase frequency, average order value, customer lifetime value, price sensitivity, affluence}. (Source: econsultancy.com)
  50. Quick summary of the five mobile tracking techniques: How they work, privacy and user control (UDID, MAC, OpenUDID, ODIN and cookies). (Source: businessinsider.com.au)
  51. Link Webmaster Tools to AdWords and use the paid / organic combined impression share report to figure out what % of all Google search impressions you are neither reaching with a paid ad, nor via an organic listing for a given keyword. (Source: lunametrics.com)
  52. Lesson #2 learnt from thousands of usability studies: Site categorisation needs to make sense. It shouldn’t take close to a minute to find the category for a small vacuum cleaner (watch the videos). (Source: moz.com)
  53. Did you know that there is a direct correlation between page load speed and revenue? Amazon found that revenue increased by 1% for every 100 milliseconds improvement. (Source: getpocket.com)
  54. A good reminder that correlation is not the same as causation. (Source: gigaom.com)
  55. Pretty graphic but is colour really “up to 85% the reason people decide to buy” – yes, product colour maybe, but not the logo or website “colours”. Testing multiple page variations is always best. (Source: socialmediatoday.com)
  56. Nice tutorial on applying Chi-Square to an A/B conversion optimisation project. Good excuse to dig out your Statistics 208 textbook from university decades ago…and a reminder that Stats and Marketing go great together. (Source: blog.hubspot.com)

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