Filed under: #mktgcloud, Behavioural Targeting, Datarati | Tags: Behavioural Targeting
Facebook has filed for an ad targeting patent that lets the company direct ads based on the tastes of a a user’s friends, on top of their own explicit interests.
It seems to be linked to a “Friends of Connections” targeting feature that the company launched last November, allowing marketers to reach friends of fans of their Pages or application users.
But it also covers other twists on the idea, including using a person’s browsing habits or actions on the social network to target ads. Although the patent document only appeared earlier this month, the company filed for it in April of last year.
Facebook argued in the filing that self-reported interests often leave out people who might fit within a targeted group for an advertiser. The idea would be to help marketers reach potential customers who haven’t shared enough information about themselves to feed Facebook’s ad targeting algorithms.
“An advertiser may miss out on members who have “incomplete” profiles–incomplete only in the sense that the profiles lack the information that the ad’s targeting criteria is testing. Thus, the advertiser’s reach is significantly reduced,” according to the patent application.
Event: Where & When to Spend & Why?
Location: University of Wollongong, Northfields Avenue Gwynneville
Today, more than ever, marketers simply don’t have the time, resources or budgets to waste on marketing programs that don’t deliver measurable results.
However, the most commonly used marketing metrics today in both digital and print marketing aren’t actionable and therefore offer little to no value to your organisation.
So, how do you ensure you’re using the right metrics to know where and when to spend your marketing budgets and why?
Will Scully-Power, Managing Director, Datarati
Will is the Managing Director of Datarati, a data-driven marketing automation, analytics and optimisation company providing actionable insights to improve campaign performance and ROI.Prior to joining Datarati, Will was the Data Director at global advertising agency M&C Saatchi/Mark. M&C Saatchi launched a new agency called (Mark.) back in 2007 that merged direct and digital media – and introduced, for the first time for the agency, the discipline of data.
Prior to joining M&C Saatchi/Mark. in 2008, Will spent two years as the General Manager of agency On-Demand. At agency On-Demand, he successfully led the implementation of over 150 customer relationship management (CRM) and Marketing Automation Database (MAD) projects. Clients included: Telstra, Vodafone, AAPT, Commonwealth Bank and NRMA.
Will is an Executive Member of the Australian Direct Marketing Association’s (ADMA) Data & Analytics Council, a member of the NSW Council of the Australian Marketing Institute (AMI) and a member of the Institute of Analytics Professionals of Australia.
Alan Sarkissian Former CEO, Publishers Australia
Alan Sarkissian joined Publisher Australia in the middle of 2008 from PANPA (Pacific Area Newspaper Publishers Association) where he was instrumental in raising standards and that association’s profile with their key stakeholders. His previous roles include Chairman, Director and NSW President of the Australian Marketing Institute (AMI) and running his own successful consulting business.
He also has extensive experience in B2B and Consumer magazine publishing as well as the digital publishing environment. Alan is available to address your industry, company or group on issues regarding media engagement and targeted title marketing, the changing nature of publishing, and the industry landscape in 2010 and beyond.
Would you exchange private information about your personal hygiene–or, for that matter, how many trash bags or sponges you use–if Alice.com guaranteed that you would get better prices, never run out, and never have to shop for them again?
As it turns out, millions of people would. Among them are lots of mothers who happily trade information for free, reliable deliveries of items like diapers, and senior citizens who can stop worrying about schlepping to the supermarket for supplies in bad weather or when they don’t feel like going out.
Instead they can count on Alice.com for any of six thousand different products made by 125 manufacturers.
When looking at Google Analytics reports, sometimes it’s difficult to visualise how visitors navigate on a given website page.
To make this visualisation easier, some users keep the website open in another browser tab so they can reference it while looking through reports. Others rely on the Site Overlay report in Google Analytics, which, admittedly, hasn’t worked as well it could.
With In-Page Analytics, you can see your Google Analytics data superimposed on your website as you browse.
Filed under: #mktgcloud, Behavioural Targeting, Visualisation, Web Analytics | Tags: Eye Tracking, Mouse Tracking
Usability studies have been and continue to be a key method for testing and optimizing website usability.
Both laboratory eye tracking and remote mouse tracking studies offer businesses accurate and actionable results. Eye tracking, as used by top enterprises such as Google, uses cameras and specialist software to track where the eyes of internet users land on a webpage.Mouse tracking follows the mouse movements of an internet user to simulate eye movement on a webpage.
Over the last few years, mouse tracking has greatly matured, developing features and achieving accuracy that make it a credible alternative to eye tracking.
logTool [onformative.com] is a data visualisation tool that displays your online activity, based on data from the powerful network packet sniffing tool Carnivore. By analysing the different IP addresses and ports, the visualisation is able to determine and represent what kind of application or service sends or receives the packets. Developed for the magazine Weave, logTool was used to digest the surfing behavior of several interaction designers, artists and developers.
Filed under: Datarati, Web Analytics | Tags: Avinash Kaushik, Web Analytics
Marketers that change their agency relationships will get a jump-start on Adaptive Marketing. Once a handful of leading marketers begin to reshape their agency relationships, a domino effect will occur. Here are some of the changes that Forrester says will affect agencies:
- Technology companies and agencies will compete more directly. Technology companies and consultancies are now offering agency-like services. This trend will continue as digitization moves marketing from art to risk planning. While these companies will compete more directly with agencies for marketing service opportunities, they will struggle to provide the emotional connections and creativity that marketers will still require to establish their distinctiveness.On the other hand, agency-holding companies like WPP and Omnicom Group will continue to invest in technology companies to enhance their left-brain abilities.
- The interactive agency of record will die. In the Adaptive Marketing era, interactive marketing will become core rather than a secondary effort for marketing departments. The end result: The interactive agency of record will become obsolete. Leading interactive agencies will have to make the big choice to enter the race to be the lead agency or fall back into a niche specialty.
- Media will be managed holistically. In the Adaptive Marketing era, marketers will need to move seamlessly between digital, broadcast, and branded entertainment options and across earned, owned, and paid media options. This holistic approach to media will mean agencies that deal in this broader definition of media (e.g., media planning, interactive, and PR agencies) will blend together or compete as “interaction” agencies.Starcom MediaVest already describes itself as a “human experience” agency focusing on all forms of media, while social media agencies like the Digital Influence Group start planning some paid media to go along with the earned media they create through social experiences.
- Media “derivatives” will emerge. With the rise of demand-side platforms and ad exchanges, media planning and buying is moving from math to a higher science. Many of the services an agency provides, especially in paid media, such as optimization and traffic analysis, are now being automated or sent offshore.As David Kenny, managing partner of Publicis Groupe’s VivaKi predicts, media planners of the future will “be like portfolio managers focused on managing risk for their clients.”
- Agencies (and other marketing outsourcers) will become more important than ever.Marketing is becoming faster and more complex by the day. Twitter and iPhone apps were a blip two years ago, and Foursquare was a blip until the end of 2009. Consumer behavior is changing rapidly, while media platforms are becoming more splintered and unique. Marketers will need to look to specialists in creativity, technology, and data to help make sense of this complicated landscape.
Serial entrepreneur and gWallet founder Gurbaksh Chahal sold his ad network BlueLithium to Yahoo for $300 million in 2007. At the time, Chahal’s company was the fifth largest ad network in the United States and the second largest in the United Kingdom. Chahal’s non-compete contract with Yahoo just ended last week, and he’s getting back into the online ad business. Today, he’s launching RadiumOne, an online ad network that aims to combine social and intent data to serve ads.
RadiumOne mines social data and use this information to identify relevant consumers for brands. Through what Chahal calls “social retargeting,” RadiumOne analyzes how users interact with one another on social networks to find the consumers that identify with a brand’s current customer base, and then serves advertisements to this audience.