Originally published on The New Group blog on 6.17.10
I know how much I use my iPhone and how often I check my surf forecast and weather apps, but some recent stats published in the MediaPost Mobile Insider newsletter are worth considering for a moment.
"the iPhone version of GQ magazine is seeing almost the same levels of monthly engagement (65-70 minutes) as the print magazine (80 minutes). Compare those numbers to GQ.com, which gets a measly 10 minutes a month."
If these early trends reported by publishers continue in the direction of heavy mobile engagement, the bigger question really becomes about the role of a "traditional" website meant for viewing via a laptop or desktop monitor. While I don't believe these form factors are going away anytime soon, one interesting question for me is what will mobile innovation look like over the next few years?
There's more stats in the full article if you're curious about this topic: Mobile: What the Web Should Have Been?
Friday, November 18, 2011
Mining Social Relationship Data for Serving Your Online Ads
Originally published on The New Group blog on 5.26.10
Should you or should you not mine the deep social connections between your customers and their friends as a source for finding new customers? This appears to be the next wave of socially-targeted advertising that is happening on the web, and based on a recent article in the Wall Street Journal, with impressive results.
There’s a handful of new measurement technologies in the market that are enabling this type of contextual, socially-targeted advertising. Through sophisticated data mining and relationship mapping, leveraging people’s social graph of connections, companies are now able to target messages and offers to the peers of their customers. Pretty cool I think, but I’m sure there’s others who will be paranoid about this stuff.
With all the scrutiny of behavioral targeting going on these days, this will likely be another interesting space to watch. It sounds promising, and I look forward to testing it out. While data-mapping connections between people seems to be a powerful way to target your ads; will it survive legislation that regulates it? I’m not sure yet. For the moment though, here are a few of the companies who are making it happen:
Meteor Solutions
33 Across
Media6degrees
Lotame
Should you or should you not mine the deep social connections between your customers and their friends as a source for finding new customers? This appears to be the next wave of socially-targeted advertising that is happening on the web, and based on a recent article in the Wall Street Journal, with impressive results.
There’s a handful of new measurement technologies in the market that are enabling this type of contextual, socially-targeted advertising. Through sophisticated data mining and relationship mapping, leveraging people’s social graph of connections, companies are now able to target messages and offers to the peers of their customers. Pretty cool I think, but I’m sure there’s others who will be paranoid about this stuff.
With all the scrutiny of behavioral targeting going on these days, this will likely be another interesting space to watch. It sounds promising, and I look forward to testing it out. While data-mapping connections between people seems to be a powerful way to target your ads; will it survive legislation that regulates it? I’m not sure yet. For the moment though, here are a few of the companies who are making it happen:
Meteor Solutions
33 Across
Media6degrees
Lotame
Measuring Twitter to Understand Personas
Originally published on The New Group blog on 12.7.09
Do you know the psychological profile that your trail of tweets tells about you? TweetPsych just may be able to tell you. Another new entrant into the ever expanding world of Twitter measurement tools,TweetPsych is uniquley different in that it seeks to provide a psychological profile of a person through deep linguistic analysis of their tweets. I'm always looking for tools that can provide insight into people's mindset and provide data that helps to build a more accurate persona, TweetPsych is a facinating discovery. It will be interesting to see how it evolves over time.
Here's what I just learned about myself (although it would help if I had more tweets for the tool to analyze!)
Furthermore tools like TweetPsych hold great promise for helping us (as marketers) better understand the people we want to interact with through Twitter, thus providing insight to fuel content and related marketing strategy decisions. Very cool stuff.
Thanks to Avinash for blogging about this and other new Twitter measurement tools recently.
Do you know the psychological profile that your trail of tweets tells about you? TweetPsych just may be able to tell you. Another new entrant into the ever expanding world of Twitter measurement tools,TweetPsych is uniquley different in that it seeks to provide a psychological profile of a person through deep linguistic analysis of their tweets. I'm always looking for tools that can provide insight into people's mindset and provide data that helps to build a more accurate persona, TweetPsych is a facinating discovery. It will be interesting to see how it evolves over time.
Here's what I just learned about myself (although it would help if I had more tweets for the tool to analyze!)
Furthermore tools like TweetPsych hold great promise for helping us (as marketers) better understand the people we want to interact with through Twitter, thus providing insight to fuel content and related marketing strategy decisions. Very cool stuff.
Thanks to Avinash for blogging about this and other new Twitter measurement tools recently.
Real-time revenue optimization, metrics for multi-channel retailing
Originally published on The New Group blog on 11.23.09
I was recently blown away at seeing the sophisticated measurement and real-time optimization systems of a large multi-channel retailer and their ability to not only measure, but influence in real-time the metric of revenue per minute. It was almost like watching a highly active trader on the stock exchange make minute-by-minute decisions on buying or selling stock. Very cool stuff.
While not every business has the integrated measurement systems, high transaction volume and purchase activity required to use revenue per minute as a key metric, the ability to define, track against and measure KPI’s is something that every business should have in place.
Back to my story though, what was even more impressive about interacting with this retailer was that in speaking with employees throughout the company it was clear that this KPI of revenue per minute was fully ingrained. When new ideas were discussed, new marketing programs or advertising tactics, the conversation usually got back to evaluating those ideas against their ability to impact this KPI.
This is another really important point…while it’s great to have KPI’s, if they aren’t communicated broadly and referenced in decision making around the rationale for your marketing investments, then you’re simply not getting the full value and power out of defining your KPI’s.
So what are your KPI’s and how do you communicate them throughout your organization?
I was recently blown away at seeing the sophisticated measurement and real-time optimization systems of a large multi-channel retailer and their ability to not only measure, but influence in real-time the metric of revenue per minute. It was almost like watching a highly active trader on the stock exchange make minute-by-minute decisions on buying or selling stock. Very cool stuff.
While not every business has the integrated measurement systems, high transaction volume and purchase activity required to use revenue per minute as a key metric, the ability to define, track against and measure KPI’s is something that every business should have in place.
Back to my story though, what was even more impressive about interacting with this retailer was that in speaking with employees throughout the company it was clear that this KPI of revenue per minute was fully ingrained. When new ideas were discussed, new marketing programs or advertising tactics, the conversation usually got back to evaluating those ideas against their ability to impact this KPI.
This is another really important point…while it’s great to have KPI’s, if they aren’t communicated broadly and referenced in decision making around the rationale for your marketing investments, then you’re simply not getting the full value and power out of defining your KPI’s.
So what are your KPI’s and how do you communicate them throughout your organization?
Social Optimization and Measuring Engagement
Originally published on The New Group blog on 11.4.09
Not every interaction or engagement with your brand by consumers has equal value. Especially if your goals are to influence consideration of your brand or ignite word of mouth sharing about your products.
So do you have a schema for measuring engagement with your brand across online social channels? If so, how have you determined which actions and points of interaction are the most valuable? Which get higher weighting than others?
While it would be great if there was simply one universal system that I could share with you and say, "this is it", it just doesn't work that way.
Engagement measurement is something that needs to be tailored to your brand, the initiative, the social properties you are utilizing and ultimately against what your core business objectives are. Measuring the impact of social interactions with your brand is interesting stuff that many marketers are just getting their minds around.
Here's a great post from the Econsultancy blog and a list of 35 social interaction metrics to measure.
Not every interaction or engagement with your brand by consumers has equal value. Especially if your goals are to influence consideration of your brand or ignite word of mouth sharing about your products.
So do you have a schema for measuring engagement with your brand across online social channels? If so, how have you determined which actions and points of interaction are the most valuable? Which get higher weighting than others?
While it would be great if there was simply one universal system that I could share with you and say, "this is it", it just doesn't work that way.
Engagement measurement is something that needs to be tailored to your brand, the initiative, the social properties you are utilizing and ultimately against what your core business objectives are. Measuring the impact of social interactions with your brand is interesting stuff that many marketers are just getting their minds around.
Here's a great post from the Econsultancy blog and a list of 35 social interaction metrics to measure.
Social Media & Financial Performance - new study findings
Originally published on The New Group blog on 8.10.09
A recent study has found a linkage between social media engagement and financial success and profitability. In the first study of its kind, Engagement DB has provided the marketing community with some compelling directional findings. While the study findings can not show true causality, it's very exciting to see the linkage between deep engagement within social channels and the financial performance of some of the world's leading brands. Some key findings include:
* "Socially engaged companies are in fact more financially successful."
* "Companies that are both deeply and widely engaged in social media surpass their peers in terms of both revenue and profit performance by a significant difference."
In addition to some compelling findings regarding financial performance the study also presents some qualitiative findings relative to best practices; things like how these major brands are staffed internally, how they are procuring and producing content as well as how they are leveraging external partners such as their agencies. All in all this is a great study and a very worthy read.
A recent study has found a linkage between social media engagement and financial success and profitability. In the first study of its kind, Engagement DB has provided the marketing community with some compelling directional findings. While the study findings can not show true causality, it's very exciting to see the linkage between deep engagement within social channels and the financial performance of some of the world's leading brands. Some key findings include:
* "Socially engaged companies are in fact more financially successful."
* "Companies that are both deeply and widely engaged in social media surpass their peers in terms of both revenue and profit performance by a significant difference."
In addition to some compelling findings regarding financial performance the study also presents some qualitiative findings relative to best practices; things like how these major brands are staffed internally, how they are procuring and producing content as well as how they are leveraging external partners such as their agencies. All in all this is a great study and a very worthy read.
Longer-form video content on the web
Originally published on The New Group blog on 7.6.09
Recent consumer research regarding online video consumption behavior combined with production trends expanding beyond the 30-second spot are ushering in a new era on the web for online video.
Where once it was thought that the Internet was not the venue for such content, apparently many of us are now choosing to watch longer-form online brand videos and short films. In this 12-minute piece the Schweppes brand only appears twice. The content is an engaging story. It would be great to hear from Schweppes how they measure the impact of this investment on their business. Did this increased awareness drive more people to go buy Schweppes sodas?
While not entirely new, BMW films being one of the best original examples, this new 12-minute film "Signs" from Schweppes is an interesting entry into this new era of longer-form online video.
Recent consumer research regarding online video consumption behavior combined with production trends expanding beyond the 30-second spot are ushering in a new era on the web for online video.
Where once it was thought that the Internet was not the venue for such content, apparently many of us are now choosing to watch longer-form online brand videos and short films. In this 12-minute piece the Schweppes brand only appears twice. The content is an engaging story. It would be great to hear from Schweppes how they measure the impact of this investment on their business. Did this increased awareness drive more people to go buy Schweppes sodas?
While not entirely new, BMW films being one of the best original examples, this new 12-minute film "Signs" from Schweppes is an interesting entry into this new era of longer-form online video.
Subscribe to:
Posts (Atom)