Filed under: A/B Testing, Multivariate Testing, Search, Testing | Tags: Google Adplanner, Google Insights for Search, Google Website Optimiser
Filed under: A/B Testing, Behavioural Targeting, Testing | Tags: Display Ads, Dotomi, Multivariate Testing
Web ads are getting smarter and smarter. Dotomi, a Chicago interactive agency, announced a new multivariate testing methodology yesterday for banner ads. It follows Web users around to determine which ads ultimately work best — not to make users click, but to persuade them to buy.
Dotomi COO Ken Treske says clients saw anywhere from 5 to 15 percent improvement in customer conversions, on average, by incorporating the methodology into their campaigns, and some saw bumps as high as 47 percent.
The practice of online analytics is most often discussed in the context of marketing. Analytics pinpoints the highest performing marketing and advertising campaigns. Analytics assists in identifying and helping to nurture leads.
Analytics informs marketers of audience attributes and behavior, so that the best and most appropriate messages can be targeted to them.
Analytics must be used to optimise paid and organic search.
Several other business functions can benefit from having access to data provided by online measurement systems, such as: http://judah.webanalyticsdemystified.com/2009/07/analytics-isnt-just-for-marketers.html
Filed under: Analytics, Business Intelligence, Data, Datarati, Predicitive Modelling, Segmentation | Tags: IBM, SPSS
IBM is buying analytics software and solutions provider SPSS in an all cash transaction at a price of $50/share – a 42 percent premium to Monday’s closing price of $35.09 on Nasdaq – resulting in a total cash consideration in the merger of approximately $1.2 billion.
The acquisition is subject to SPSS shareholder approval, regulatory clearances and other closing conditions, and is expected to close later in the second half of 2009.
In a trade publication last month, marketing guru Al Ries proudly declared that “determining the ROI of a marketing program is an expensive exercise with little or no value — an experienced marketing executive instinctively knows whether a marketing program is working or not.”
He countered one CMO’s perspective on the value of analytics, by concluding that the practice of marketing “is not even 1% mathematics.”
Hmmm…. Dare I say that I beg to differ.
I’m sure our friends over at Google would certainly beg to differ.
Filed under: Segmentation, Web Analytics | Tags: Demographic Data, Google Analytics
The Google Analytics team explain how to capture demographics data into custom variables and then segment the demographics data by visits, goals, and revenue.
Filed under: A/B Testing, Datarati, Multivariate Testing | Tags: Eyetracking
A technician in a black lab coat gazed at the short, middle-aged man seated inside the Walt Disney Company’s secretive new research facility here last week, his face shrouded with eye-tracking goggles. Read ESPN.com on that BlackBerry, she told him soothingly, like a nurse about to draw blood. “And have fun,” she added, leaving the room.
In reality, the man’s appetite for sports news was not of interest. (The site was a fake version anyway.) Rather, the technician and her fellow researchers were eager to know how the man responded to ads of varying size. How small could the banners become and still draw his attention?
A squadron of Disney executives scrutinized the data as it flowed in real time onto television monitors in an adjacent room. “He’s not even looking at the banner now,” said Duane Varan, the lab’s executive director. The man clicked to another page. “There we go, that one’s drawing his attention.”
New studies show that drivers overestimate their ability to multitask behind the wheel. This game measures how your reaction time is affected by external distractions. Regardless of your results, experts say, you should not attempt to text when driving.
Test your reaction time: http://www.nytimes.com/interactive/2009/07/19/technology/20090719-driving-game.html