While the charts are entertaining, the lack of a Y-axis detailing the actual volume of status messages featuring a keyword limits interpretation of the data.
A great post from Anil Batra’s Blog…
The Web is all about choices and Analytics is all about understanding the choices by analyzing the behavior patterns:
Who are my right customers? Why do they make the choices that they do? What opportunities are worth chasing? What features will provide the most value? What is the best time-to-market, and most important which customers are most important.
While it’s difficult to make ALL the right choices, one has to make most of them right for the campaign, site, or product to succeed.
Attitudinal Targeting incorporates extensive research, proprietary algorithms and methodology, and data analysis that are used to:
- Define audiences based on a combination of over one thousand attitudinal and traditional characteristics including values, interests, issue positions, engagement levels, purchase behavior, etc.
- Layer these attitudinal criteria with more conventional demographic, psychographic and lifestyle data to further refine the target audience
- Use this data to pinpoint the optimal web sites that will get the campaign’s message in front of the highest concentration of the desired premium quality audience
The result: Resonate gives brands, advertisers and agencies the power to more precisely and effectively define and reach audience segments based on their attitudes, values and beliefs as well as their demographic characteristics.
They just raised $5 million.
Filed under: #mktgcloud, Datarati, Marketing Cloud, Sydney Data Miners | Tags: Mark Higginson, Neilsen Online, Sydney Data Miners
Meet Mark Higginson, Director of Neilsen Online tonight (Wednesday 23 June 2010) at the Sydney Data Miners event being held at 5:45pm at the City Hotel.
TOPIC: The new Digital Divide?
Whether a consumer had broadband or dialup was a key audience breakdown in the earlier days of the web. With Social Media now being one of the most talked about areas of internet consumption, how is use of sites like Facebook and Twitter pointing towards a new divide between groups of consumers: Who’s jumped in and who hasn’t and how are their consumption patterns different?
Mark Higginson Bio:
As Director of Analytics for Nielsen’s Online Division, Mark Higginson is responsible for the social media listening platform and custom analytics in Australia.
His experience covers product development and management of content publishing, online communities and creative online advertising. He is passionate about utilising consumer insights to meet business and commercial strategy.
Mark has worked in online publishing and advertising for over 12 years, initially as part of the team that set up ninemsn in 1997. He has been responsible for the implementation of online community platforms for both ninemsn and News Ltd as well as managing product strategies for leading content publishers in the news, entertainment, lifestyle, travel and business verticals.
For over 5 years he worked in online creative advertising managing creative advertising production for Nokia, Qantas, Sony Playstation and Nissan Tokyo amongst others.
Mark holds a BA (Hons) in Psychology from Sheffield University in the UK.
For FREE registration and event details, click here: http://www.meetup.com/datarati/calendar/13496817/
Filed under: #mktgcloud, Analytics, Datarati, Research | Tags: IBM, Insight 2010
Here is a link to the presentations from the day: http://www-07.ibm.com/events/au/insight2010/speaker.html
Filed under: #mktgcloud, Behavioural Targeting, Datarati, Marketing Cloud | Tags: Behavioural Targeting, Better Advertising, Internet Based Advertising
Starting this week, AT&T, American Express, Microsoft and dozens of other major marketers will pull the veil off their web ads and show consumers what’s inside.
It’s the first trial of what some hope will become the online ad industry’s long-promised self-policing system designed to stave off the growing forces for regulation in Washington, as well as give consumers more control over how they are targeted by advertisers.
The system, deployed by a start-up called Better Advertising, will place an icon in the upper right-hand corner of the ads that looks like a cross between an eye and power button called the ”power eye.” Consumers who mouse over the icon will get a view of all the data that was used to target the ad, as well as the option to opt-out of future targeting by those companies.
The system is one of several competing to get the endorsement of a coalition of organizations representing the ad industry, as well as the Council of Better Business Bureaus, which has been tasked by the industry and regulators to come up with a system of disclosure for consumers. Several online ad vendors also have proposals before the organization, but executives close to the process say Better Advertising, founded by former About.com chief Scott Meyer, is close to winning the deal.