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About Karen Bellin

Karen Bellin, VP Insights & Action for Digitaria, a JWT Company. Karen leads Digitaria's Insights & Action team, which delivers data driven ideas that clearly communicate the meaning behind the metrics. Her team's success is built upon Karen's vision to transcend one- and -two-dimensional analysis by synthesizing data to craft cohesive, contextual narratives and communicating facts and figures in a visually compelling way.
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Efficient & Data Driven B2B Social Media Marketing

October 7, 2014 by Karen Bellin Leave a Comment

I started making a Halloween costume for my daughter in August. Back then, she told me she wanted to be Cinderella. So I immediately went online to find a tutorial on how to sew a Cinderella dress.

Don't wait to close the loop to incorporate data into b2b marketing projects. Photo: ajmontpetit.com

Don’t wait to close the loop to incorporate data into your B2B marketing projects.
Photo credit: ajmontpetit.com

I made custom measurements, picked out supplies at the fabric store, and then cut and sewed the costume. It was a very challenging project but I was happy with the outcome. This costume would grow with my daughter and never fall apart due to how it was constructed. When it was finally ready to try on a month later she immediately took it off and declared that she wanted to be a lionfish-mermaid instead. Despite my toil, my investment in time and money, despite my care to give my daughter exactly what she wanted, what she needed, she was not happy.

Much like B2B marketers must react in real-time these days, three year olds live in the moment. Cinderella was what she wanted in August, but by the time she got it in September her interests had shifted. She is growing at a very fast rate – not just in size, but in her understanding of the world we live in.

[Read more…]

Good Thinking on Attribution Models

July 1, 2014 by Karen Bellin 4 Comments

Three hands stacked together in a classroom indicating agreement

Everyone wins when data models are used to understand how traffic sources work together to lift conversion rates.

The Twitter and LinkedIn algorithms both thought it would be a good idea for me to read Gary Angel’s latest post the other day. I’m glad they recommended it since it digs into some really interesting considerations around attribution models.

Giving Credit Where Credit is Due.

We are always attributing some outcome to some action in our analyses – at the most basic level when we report on how many visits came from each traffic source – we are attributing visits to a traffic source.

Attribution models help us understand how marketing channels work together to produce an engaged audience and impact business outcomes. For instance, I would not have visited Gary’s blog if I didn’t get a notification from my social media services that he had posted something new. [Read more…]

Everyone is an Analyst

March 18, 2014 by Karen Bellin Leave a Comment

Three men working on a project together using computers

Get a deeper understanding of data through real-time collaboration.

When I go back home to New York, I no longer have to tell family and friends that “I do web design.” A white lie told over the years to avoid explaining my job in analytics. What’s changed? The conversations over meals:

  • Bagels with a schmear of Adwords. A relative asks me how to spend a $100 credit from Google.
  • Sushi rolls wrapped in revenue. A friend speaks about redesigning a website and how she achieved a 50% revenue growth for her client (she still didn’t get paid – such can be the plight of freelance website designers).
  • Cocktails with a splash of engagement. The same friend wonders aloud, “What does it mean for BuzzFeed to report on their engagement metrics?”

Suddenly there is broad consensus that doing business requires analytics.

At Digitaria, our creative team says, “everyone is creative” and “a creative idea can come from anyone.” Let’s flip that around to say, “everyone is an analyst,” and “deeper understanding through data analysis can come from anyone.” [Read more…]

Check Yo Data Before You Wreck Yo Data

February 11, 2014 by Karen Bellin Leave a Comment

Digital data is a messy piece of the integrated puzzle.

Piecing together integrated data puzzles requires a keen awareness of how messy digital data is.

Pop Quiz! How were impressions calculated for each of the digital channels shown below:

Integrated Campaign Impressions by Channel

Digital Channel  Impressions
Events 3.1 million
Paid Search 391 million
Websites 6.1 million
Twitter 5.7 million
Facebook 4.4 million
Events 3.1 million

 It’s a trick question. Impressions are calculated differently by channel and by tool. Some channels even have multiple impression metrics! So, even if you know what tool is being used to measure impressions on each channel – you won’t find much meaning in cross-channel comparisons of impression data. And that’s just trying to integrate one metric.

In addition to integrating digital metrics across channels, there is an increasing need to marry what is happening online with offline. Web analytics is looking more like business analytics because more and more business functions are being conducted in digital. Businesses bringing offline processes to digital are interested in the effects of online activity, and vice versa. [Read more…]

Digital Marketing Data Gift Guide for 2013

December 19, 2013 by Karen Bellin Leave a Comment

Digital Marketing Data

GIFT GUIDE

2013

Gifts for the:

Digital Analyst | Content Marketer | CMO | CDO

With love and apologies to the fine writers of the New York Times Gift Guide 2013.

~

Marketing Data Gifts for the Digital Analyst

All good analysts know: What’s measured matters. Apply this general wisdom to gift-giving, and the results are deepened insight, increased mathematical rigor, and metrics to treasure.

  1. Multi-device, multi-browser analytics: One of the best gifts I ever got was access to Google’s Universal Analytics tool. Once it was assembled, I had access to cross-device, cross-browser behavior as well as a handy attribution model. The resulting insights spurred me into a happy analytics dance. Also available in Premium starting at MSRP $150K. Some assembly required.
  2. Freedom from pre-packaged reporting: If you thirst for a web analytics tool that lets you under the hood –  direct access to raw, structured data in an easy-to-query format – start with a demo of Snowplow Analytics. Snowplow Analytics is a powerful, open source platform from the UK. You can store data in your own AWS cloud. You can query it with any tool you want. In lieu of pre-packaged views, Snowplow gives you advanced analysis recipes that turn even average web analysts into marketing masterminds.
  3. Robust text analysis: Truly useful text analysis tools – as opposed to top lists and word clouds – are surprisingly hard to find. KNIME caters to a wide range of industries, and will support your enterprise, too. The suggested applications range from social media influencer analyses to recommendation engines. Whitepapers with repeatable workflows are useful, though training is required. Gift this to an analyst with a training budget – stateside training is rare and pricey.
  4. Meaningful engagement metrics in social media: Chaos and confusion continue to reign in the world of social media, as  marketers find themselves cornered between a rock and a hard place. On one hand there is too little time to authentically engage with customers; on the other, there are a slew of vanity metrics being touted with little business relevance. Fortunately there may be an out, as the more established social media networks continue to release increasingly compelling analytics tools. Here are some suggestions for diving deeper into your social media metrics.
    1. YouTube Analytics Groups: “Groups allow you to view aggregate data of the videos or channels in a group, which can help you analyze performance in an organized way. For example, you can create groups based on a common topic or type of video as well as by geography or the recency of the upload. You can see groups data for all the reports available in YouTube Analytics.” – YouTube
    2. Twitter Analytics: All statistics from Twitter, including follower characteristics, account growth and click-through rates on account tweets, can be accessed by setting up a $1 campaign (and then canceling it before a penny has been spent.) How-to guide is available from Econsultancy.

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Big Data Gifts for the Content Marketer

It’s a hot topic! It’s a marketing channel! It’s a digital consumer product! We offer data in three surprising categories. Thanks to net neutrality, these items come not just from the marketing industry but from organizations focused on academics, philanthropy, fitness and technology.

  1. “Big Data” as a hot topic: This hot topic has intrigue, unlimited potential, and a series of inherent challenges that marketers can discover as they devise their 2014 content plans. Thought leaders are jotting down their “big data” metaphors in tweets, blog posts and status updates in an attempt to feed the insatiable demand for big data content coming through Google search.
  2. “Big Data” as a marketing channel: It is now possible to gain access to hard-to reach IT Decision Makers through data itself. Host a contest on Kaggle (or if you are a non-profit, launch a project with DataKind) with a data set and a tantalizing problem statement. Participating data scientists who crave real-world data to develop and refine their techniques can then be recruited (with consent) if not simply incentivized to transform the way you think about your business.
  3. “Big Data” as a consumer product: “Big data” digital products, in a variety of shapes and sizes, connect to the internet as they capture and quantify consumer behavior in real life. The classic example is Nike+ Fuelband. Don’t underestimate the staying power of these products. With advanced analytics algorithms, consumers will be as overwhelmed and entranced by their quantified selves as content marketers are with campaign optimization.

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Big Data Gifts for the CMO

Big data does not have to cramp your style. Our selections add variety and velocity to the marketing dollar. Whether your marketing message is targeted towards B2B or B2C, these gifts speak the international language of ROI.

  1. Get results, fast! For a sped-up marketing campaign, combine real-time bidding with real-time analytics, to perk up both awareness and conversions.
  2. Pay for what you get: Put the kibosh on paying for bot clicks: a refreshing, band of marketers is moving to crack down on impression and click-fraud in advertising.
  3. The best thing in a tiny packages: As tailored messaging is created for niche audience segments, smaller campaigns are becoming favorites among data savvy marketers. This streamlined approach replaces spending beyond the point of diminishing returns by producing more campaigns with less spend on each

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Big Data Gifts for the CDO

In my office, filled as it is with go-getter entrepreneurs and millennials, revenue opportunities abound. We’re learning not to grow too attached to “my next million dollar…” ideas.The best of this year’s revenue opportunities are so lucrative, however, that I’m scheming to place them with the Chief Data Officer (CDO). It won’t be too long until we’ll need the money in the bank to fund the next big thing.

  1. Big data as a revenue stream: Sure you can sell products and services with differentiating features at competitive prices. But they’re not efficient if you need a lot of revenue in a hurry or want to supply a quickly growing demand. Consider instead monetizing your data. While more complicated than other potential offerings, monetized data captures a share of market currently up for grabs. In fact, in the first half of 2013, Twitter made $32 million in revenue from “data licensing.”

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