Will Scully-Power: Managing Director, Datarati

Agency business cards. How do you roll?
June 19, 2009, 8:00 am
Filed under: Research | Tags: , ,

Agency Business Card

For a Friday, this is by far this best content I’ve come across today.

More: http://www.youtube.com/watch?v=4YBxeDN4tbk

Online advertisers continue to battle with Congress

House of Reps

On Thursday, the House of Representatives subcommittees on communication and consumer protection plan to hold a joint hearing to discuss online advertising and privacy.

The lawmakers will hear testimony from online giants like Google (GOOGnews people ), Facebook and Yahoo!YHOO -news people ), as well as privacy advocates.

The digital advertising industry will be watching for signs that Congress is preparing regulation that could limit so-called “behavioral advertising,” the fine-grained ad-targeting methods used by companies like Google property DoubleClick and Microsoft (MSFTnews people ) unit Aquantive.

More: http://www.forbes.com/2009/06/17/online-advertising-privacy-technology-security-congress.html

Billboards to generate demographic data


Singapore’s Agency for Science, Technology, and Research (A*Star) has developed a gender recognition system that could change the way advertising works in the future.

The technology uses sophisticated algorithms to differentiate facial features of males and females. However, unlike Face Detection 3.0, which is employed in point-and-shoots such as the Fujifilm FinePix F200EXR, the gender recognition system can only detect faces that are facing the camera.

The system can also track statistics such as the duration the viewer spends in front of the display.

More: http://news.cnet.com/8301-17938_105-10266755-1.html

Contextual Ads Based Off Social Network Profile: Twitter and Facebook

Contextual Social Media Ad

In Jeremiah Owyan’s latest report “The Future of the Social Web” he pointed that in the near future we’ll start to see web pages dynamically created based on user profile ID in social networks.

Essentially, your corporate, media, or ecommerce site could provide contextual media, content, and advertisement based on users’ info before they login.

When the era of social context matures, it will look beyond just profile info, but also behavioral data, friend data, location, and content analysis of explicit and implicit data.

More: http://www.web-strategist.com/blog/2009/06/18/contextual-ads-based-off-social-network-profile-twitter-and-facebook/

Facebook Lexicon visualises conversation trends on Facebook
June 18, 2009, 3:48 am
Filed under: Analytics, Applications, Social Media | Tags: ,

Facebook Lexicon

Facebook announced the launch of Facebook Lexicon, a visualisation tool reminiscent of Google Trends.

Just as Google Trends measures and compares search query volume across multiple terms, Facebook Lexicon shows how frequently your search terms appear in Facebook Wall conversations over time.

Lexicon only counts profile, group, and event Wall conversations – it doesn’t count messages, chats, or application activity (feed items, notifications, or invitations).

Facebook’s Roddy Lindsay also says that, “No human at Facebook ever reads these Wall posts.”

Unlike Google Trends, however, Facebook Lexicon doesn’t allow filtering by geographic region (a bit more complex in the Facebook environment, since the user’s IP may not always match their geographic region).

Improve direct-response performance by capturing data in banner ad
June 16, 2009, 7:29 am
Filed under: Ad Exchange, Ad Network, Data, Research | Tags: ,


A new study by Eyeblaster is based on data representing more than 2,000 campaigns and 29 billion impressions taken over 2008. Findings from Eyeblaster’s Analytics Bulletin, “Trends in Conversions” shows the process by which there is a drop off at every step within the consumer’s mindset, explaining how the elimination of steps will drive higher direct response rates from consumers and why delayed reactions in the funnel are key to boosting conversions.

From rich media, standard advertising to search, the ‘viewer to converter’ funnel tells the full story, giving marketers and advertisers insight on how to utilize the consumer’s path across search and display to capture response rates

Importantly, Eyeblaster’s research shows that capturing users’ details was greatly aided when the advertiser reduced the number of phases to pass through by placing the data collection points within the banner ad.

More: http://www.bandt.com.au/articles/A7/0C061AA7.asp

Google launches data management in the cloud
June 11, 2009, 7:39 am
Filed under: Data, Visualisation | Tags: ,


Database systems are notorious for being hard to use.

It is even more difficult to integrate data from multiple sources and collaborate on large data sets with people outside your organization.

Without an easy way to offer all the collaborators access to the same server, data sets get copied, emailed and ftp’d–resulting in multiple versions that get out of sync very quickly.

Today Google announced Google Fusion Tables on Labs, an experimental system for data management in the cloud.

It draws on the expertise of folks within Google Research who have been studying collaboration, data integration, and user requirements from a variety of domains.

Fusion Tables is not a traditional database system focusing on complicated SQL queries and transaction processing.

Instead, the focus is on fusing data management and collaboration: merging multiple data sources, discussion of the data, querying, visualisation, and Web publishing.

They plan to iteratively add new features to the systems as they get feedback from users.

More: http://googleresearch.blogspot.com/2009/06/google-fusion-tables.html

10 signs you don’t understand web analytics
June 10, 2009, 10:59 pm
Filed under: Datarati, Web Analytics | Tags: ,


1.) You bought the tool a year ago, and you’re still not measuring your business objectives.

2.) You still have to remind the executive team what your company’s KPIs are (hint: key performance indicators).

3.) You create these beautiful dashboards, and no one knows what they mean.

4.) Your boss is always asking about the number of “hits” your company’s website is getting.

5.) You’re still scratching your head wondering what you should segment and how it will help.

6.) Even though your homepage has an 80 percent bounce rate, your boss doesn’t want a change because he/she likes the way it looks

7.) You’re running multiple online marketing campaigns, and you have no idea which performs better.

8.) The one time you ran an A/B test, a winner was chosen — but no improvements ensued.

9.) You still can’t figure out why total site visits don’t add up in all the reports.

10.) You still design with HiPPO (highest paid person’s opinion) standards in mind.

Combining marketing insight with data is an extremely powerful and successful strategy.

More:  http://www.imediaconnection.com/content/23436.asp

The new digital data driven CMO


Victoria Treyger, the CMO of Travelocity.com wayed in being a digital data driven marketer.

In Treyger’s case, the amount of data can seem overwhelming to an outsider.

In addition to Google—which provides information about competitors and industry trends, she culls consumer data from Hitwise, Compete and Comscore among others and then looks at how consumers behave on Travelocity’s site—namely shopping and booking patterns.

For now, social media is primarily a marketing tool rather than a way to wring more data out of consumers, though Treyger said when the company relaunched its Web site in May, it used Twitter to get a read on how consumers were taking to the new site. (They liked it.)

In addition, for the last three years Treyger has made use of mixed-media modeling, a sort of dashboard that uses statistics and econometrics to determine which media mix delivers the best ROI.

For Treyger, a veteran marketer from Amazon, being immersed in such data is second nature. “Relying upon all of these different data sources is a regular part of the job.

It’s kind of like having coffee in the morning,” she said. “I wouldn’t think about making any key business decisions without relying on data, but it’s not most of my job, it’s part of my job.”

“Most of the marketers interviewed in her recent survey relied upon digital agencies—often as many as six or seven—to collect and interpret such data”.

“They’re not being managed in the way creative agencies are managed or the way integrated or above-the-line agencies are being managed,” Seid said of the digital agencies”.

“There’s nobody inside that has the expertise that’s on par or superior to the digital agencies. So the digital agencies are more or less setting the agenda.”

More: http://www.brandweek.com/bw/superbrands/article_empathetic.html

Google launches Local Business Centre dashboard
June 10, 2009, 12:22 pm
Filed under: Web Analytics | Tags: ,

The Google Maps team has just launched a new dashboard in its free Local Business Center (www.google.com/lbc) that will provide you with information on how users interact with your local listing on Google Maps and Google Search

This new dashboard provides detailed metrics on traffic to local listings on Google Maps — helping you understand, for example, how many times your listing appears in Google.com or Google Maps local search results, what search queries lead users to your listing, and what zip codes customers come from when they search for directions to your location.
This is the first time this kind of data has ever been made available to business owners.
More: http://analytics.blogspot.com/2009/06/announcing-new-google-local-business.html


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