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The Real Reason for Amazon’s Success

May 31, 2018 by Charlie Liang Leave a Comment

Amazon has and will remain one of the worlds fastest growing companies. Since 2006, the online retailer has grown an average of 31% year over year, with no end in sight. 

To maintain their massive growth rate, Amazon has been expanding by acquiring everything from Whole Foods to Zappos. This allows them to dominate their competition but Amazon’s key obsession and rapid optimization is what sets them apart.

[Read more…]

Fight Club: The Advertising Industry Disruptors

October 6, 2015 by Jon Buss Leave a Comment

Image of downtown advertising billboards at night

Image courtesy of unsplash.com

It’s official, for the first time in history we are in the midst of a digital advertising boom. Industry spend on digital advertising has reached an all-time high at £7.2billion and established players are either engaged in a head-to-head battle or consolidating, picking up smaller companies to strengthen and grow the business. This explosion of spend was never more evident than at this year’s Cannes Lions, where ad technology firms and social media giants were centre stage for the first time – a clear sign that the focus is shifting from traditional advertising to digital and social platforms.

[Read more…]

Linear Programming using Excel’s ‘Solver’ add-in

November 4, 2014 by David Fothergill 7 Comments

In marketing optimisation you are constantly tasked with making the right decision based on a number of known or projected factors, with the end result along the lines of maximising return or total revenue. The process of thought which you will go through (either knowingly or not) is a ‘what-if?’ analysis – weighing up the possible courses of action, the expected outcomes and deciding on the optimal solution.

If we think about these optimization problems formally, we can categorize them as either linear or non-linear optimisation. In this article, I’ll introduce linear optimisation (or Linear Programming [LP]) and give an example of how to use the Excel Solver add-in to solve some common search marketing scenarios.

Introducing Linear Programming

LP is great because it is one of those mathematical techniques which is useful and relatively easily applied within many real-life situations and industries. A good introduction to LP is given over at shelovesmath.com [Read more…]

Web Analytics Managers turning into Creative Directors

April 8, 2014 by Ralf Haberich 1 Comment

Web Analytics is a data-driven and figure-oriented discipline, yes. Web Analytics is a job profile requiring statistical exactness and data combination aspects, agreed. But what a Web Analytics Manager can also be is one of the most creative persons in the company. Recently the Harvard Business Review announced the Data Analyst to be the sexiest job in the 21st century. I partly agree. And would like to stress that being a Creative Director in combination with a Web Analyst might even be sexier … if that’s what you are looking for when talking about your role in your company.

Become a “Creative Analytics Director”

Why? In times of combining offline and online data, of adding value to a purely only focused campaign by acknowledging the impact for the offline world  or in times of data driven cultures and discussions around the smoking break or lunch time it is the duty of every Business Analyst to enrich his or her knowledge by checking in with the offline marketing world. [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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