Will Scully-Power

Twitter analytics within your Google Analytics account
February 28, 2009, 11:11 am
Filed under: Twitter, Web Analytics | Tags: , , ,


Earlier this week, I wrote about how Omniture announced its integration within the Twitter API

After further investigation, you can now integrate the Twitter API within your Google Analytics account.

More: http://webanalysis.blogspot.com/2009/02/adding-twitter-search-to-google.html

Also, if you want to track the clickthrus from the links you post on twitter, you an also measure this within Google Analytics.

Check it out: http://www.anilbatra.com/digitalmarketing/twitter-google-analytics-url-builder.asp


We’re drowning in data
February 26, 2009, 12:39 am
Filed under: Ad Exchange, Ad Network | Tags: ,


Some interesting insights in this video…

At Quantcast’s September ’08 AdWeek event, agency panelists discuss the growing challenge of data overload — who collects, stores, processes, but most importantly derives value from new data streams being enabled by direct-measurement.

Moderated by Mark McLaughlin, President, McLaughlin Strategy, panelists include: Andy Fisher, Analytics Director & National Lead, Avenue A | Razorfish; Michael Vinson, SVP/Managing Director, Digital Insights & Analytics, Starcom MediaVest Group; and Lee Doyle, CEO, North America, Mediaedge:cia.

Watch the video:  http://vimeo.com/2228847

Online Consumers Most Receptive to Ads in Evening
February 25, 2009, 6:44 pm
Filed under: Behavioural Targeting | Tags: , ,

Xmas time

Online consumers overall say they are most likely to pay attention to internet ads in the early evening and onward into the night, though specific time preferences vary by age group, according to a survey by Lightspeed Research and the Internet Advertising Bureau (IAB).

The research, conducted among online UK consumers, shows that while the early evening was the best time of day for all age groups, younger audiences are more likely to show a steady increase in attention to ads as they day progressed and were more likely to prefer entertaining ads. In contrast, older age groups had peaks in ad interest between 9-12 pm and 2-6 pm.

“Knowing when surfers are more receptive to advertising messages allows marketers to target their campaigns more closely and get the most from their online advertising budget,” said David Day, Lightspeed Research chief executive for Europe.

“With so many different activities being carried out by the online population, knowing when to get your message across can be the difference between success or failure for an online campaign.”

More: http://www.marketingcharts.com/interactive/online-consumers-most-receptive-to-ads-in-evening-8043/

Google’s Chief Economist Hal Varian on the future of data


Hal Varian, professor of information sciences, business, and economics at the University of California at Berkeley and Google’s Chief Economist…

“I keep saying the sexy job in the next ten years will be statisticians.

People think I’m joking, but who would’ve guessed that computer engineers would’ve been the sexy job of the 1990s?

Varian then goes on to say:

The ability to take data—to be able to understand it, to process it, to extract value from it, to visualise it, to communicate it—that’s going to be a hugely important skill in the next decade, not only at the professional level but even at the educational level for elementary school kids, for high school kids, for college kids.

Because now we really do have essentially free and ubiquitous data. So the complimentary scarce factor is the ability to understand that data and extract value from it.

I think statisticians are part of it, but it’s just a part. You also want to be able to visualise the data, communicate the data, and utilise it effectively.

But I do think those skills—of being able to access, understand, and communicate the insights you get from data analysis—are going to be extremely important.

Managers need to be able to access and understand the data themselves.

More: http://www.mckinseyquarterly.com/Hal_Varian_on_how_the_Web_challenges_managers_2286

Public data sets available from Amazon
February 25, 2009, 7:02 am
Filed under: Data, Research | Tags: , ,


When will Australian data be available in the cloud on Amazon Web Services (AWS)?

Public Data Sets on AWS provides a centralised repository of public data sets that can be seamlessly integrated into AWS cloud-based applications. AWS is hosting the public data sets at no charge for the community, and like all AWS services, users pay only for the compute and storage they use for their own applications.

An initial list of data sets is already available, and more will be added soon.

Previously, large data sets such as the mapping of the Human Genome and the US Census data required hours or days to locate, download, customize, and analyze. Now, anyone can access these data sets from their Amazon Elastic Compute Cloud (Amazon EC2) instances and start computing on the data within minutes.

Users can also leverage the entire AWS ecosystem and easily collaborate with other AWS users. For example, users can produce or use prebuilt server images with tools and applications to analyze the data sets.

By hosting this important and useful data with cost-efficient services such as Amazon EC2, AWS hopes to provide researchers across a variety of disciplines and industries with tools to enable more innovation, more quickly.

More: http://aws.amazon.com/publicdatasets/

Deep peeping the web
February 23, 2009, 10:25 pm
Filed under: Search | Tags: , , ,



Prof. Juliana Freire at the University of Utah is working on an ambitious project called DeepPeep (www.deeppeep.org) that eventually aims to crawl and index every database on the public Web. Extracting the contents of so many far-flung data sets requires a sophisticated kind of computational guessing game.

“The naïve way would be to query all the words in the dictionary,” Ms. Freire said. Instead, DeepPeep starts by posing a small number of sample queries, “so we can then use that to build up our understanding of the databases and choose which words to search.”

Based on that analysis, the program then fires off automated search terms in an effort to dislodge as much data as possible. Ms. Freire claims that her approach retrieves better than 90 percent of the content stored in any given database. Ms. Freire’s work has recently attracted overtures from one of the major search engine companies.

As the major search engines start to experiment with incorporating Deep Web content into their search results, they must figure out how to present different kinds of data without overcomplicating their pages. This poses a particular quandary for Google, which has long resisted the temptation to make significant changes to its tried-and-true search results format.

Marketing as a Service has arrived with BlueKai
February 23, 2009, 8:54 pm
Filed under: Behavioural Targeting | Tags: ,


I came across this company today. They essentially provide you with Marketing as a Service. 


Much like with commercials on television, online consumers like you are familiar with receiving messages from marketers in exchange for free or subsidised content across the Internet. While BlueKai has not come up with a solution to eliminate advertising altogether, they’ve created an anonymous registry of online preferences that helps you manage and control what marketers know about you.

In return, you, the consumer, are rewarded with the 3C’s: control, charity, and content.

Control—With the BlueKai registry, you can control and manage your online preferences by selecting or de-selecting topics of interest. Your preferences may be used anonymously to influence which types of marketing messages you receive across partner sites that we work with. Or you can choose to not participate at all. (But we encourage you to read on before you decide!)

Charity—It gets better! When marketers pay to access anonymous data from BlueKai, you will be rewarded with a credit to donate to the charity of your choice.

Content—By voluntarily sharing your online preferences, you’re helping marketers provide polite and relevant marketing to you, while they continue to pay the publishers who manage the Web sites you frequent. In return, you will continue to reap the benefits of free content that is available across the Internet.

Check it out: http://www.bluekai.com


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