Tedious and unsexy, but extremely useful: Getting campaign cost data into your Web Analytics tool allows you to evaluate the performance of your online marketing end-to-end without having to resort to unsexy workarounds. At siroop.ch, we tested funnel.io, a Swedish tool that promises to import all your campaign cost data automatically into Google Analytics.
It’s that time of year again when we take a few moments to review the site for your top 10 favourite posts in a variety of categories. We scoured our analytics to find out which posts you’ve read the most, which ones you’ve shared out on Social the most and this time we have a brand new category for you!
To gather this data we use Google Analytics and our WordPress plugin Social Metrics Pro for the total likes/tweets/shares on social media. Our date range for the post was December 1st to June 30th which is slightly more (well a month more) than our usual 6 month range but our last Top 10 Favourites post in December meant that posts at the end of the year got a raw deal.
It’s been six months since we took a look back at the most popular posts so we thought it was time to let you read them again and remind you how amazing our bloggers are!
We have a Plan!
Christmas 2013 we had a plan for Web Analytics World’s future and so we thought we’d show you the changes we’ve made since then with more to come:
- Check out our new Featured Bloggers page with some new faces
- Our updated theme is the first step in our improvements plan
- The second is our upgraded Mobile look – check it out and let us know what you think in the comments below!
- Remember, if you want to write for us send us an email (email@example.com) and tell us your ideas.
Now for the Best of 2014 … so far
We’ve looked at our Analytics to see which posts were most viewed, commented on and which ones you shared the most on your social media platforms. Have a favourite that didn’t make the list? Let us know below in the comments and we’ll re-share out over social media your top 5 posts! [Read more…]
Gifts for the:
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.
- 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.
- 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.
- 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.
- 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.
- 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
- 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.
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.
- “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.
- “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.
- “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.
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.
- Get results, fast! For a sped-up marketing campaign, combine real-time bidding with real-time analytics, to perk up both awareness and conversions.
- 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.
- 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
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.
- 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.”
Are your retail customers using Twitter?
Retailers of all shapes and sizes are increasingly having to embrace the favoured technologies of their consumers or risk being overtaken by their more tech-savvy competitors.
Many businesses – retail or otherwise – have attempted to grow their Twitter followings with various degrees of success. In general, businesses with something special to offer their following will find it easier to grow audience (one –off deals, special events, end of line clearance etc.) and retail lends itself to this. In fact a recent Twitter infographic for the UK highlighted that 47% of Twitter users have purchased a product because of what they’ve read on Twitter, and 37% use Twitter to decide which stores to visit!
So, you have the offer, a catchy and impactful tweet and a carefully optimised landing page to entice all those online bargain hunters. Let’s tweet I hear you say, let’s get started.
When should I tweet?
Just before you launch that carefully prepared retail tweet bait consider for a moment – Where are my audience? What are they doing right now?
It’s common sense when you think about it, however catching the largest possible, relevant, audience requires some knowledge about how and when they access Twitter and are at their most receptive.
SocialBro is a widely used platform for improving an organisation’s Twitter performance and returns. Recent research carried out in connection with Black Friday reveals some interesting comparisons in the times that people in different geographies took part in #BlackFriday
The results show that the best time to tweet if you are looking to optimise audience varies between time zones and cities.
e.g. In California tweets between 13:00 and 19:00 are likely to hit a larger target whereas in Berlin Germany the optimal hours are between 11:00 and 17:00.
The results are below