Will Scully-Power

iPad Analytics from Motally
January 28, 2010, 11:22 pm
Filed under: Analytics, Datarati, Mobile | Tags: , ,

Motally, a startup that provides analytics on mobile devices, is launching the extension of their user-action tracking services for mobile web and apps to include content developed on Apple’s iPad.

Their analytics will automatically work for iPhone apps accessed on the device with further support to be released specifically for the iPad SDK once it is available from Apple.

More: http://www.techcrunch.com/2010/01/28/motally-brings-mobile-analytics-to-the-ipad-2/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed:+Techcrunch+(TechCrunch)


What’s a facebook fan worth to your organisation?
January 28, 2010, 12:32 pm
Filed under: Datarati, Social Media | Tags: ,

Facebook plans to add a conversion tracking tool to its suite of advertising products based on demand from the marketplace.

The platform will allow marketers to track clicks through conversion, Brian Boland, manager of direct response solutions for Facebook, told OMMA Social attendees in San Francisco on Tuesday.

The conversion tracking tool being tested by a “handful” of Facebook advertisers doesn’t have a launch date, but Boland believes it should become available sometime before the end of March.

A JavaScript snippet will go into the Web page. Marketers will have an option to set up multiple tags to track numerous conversions.

Reports will provide a list of tracked conversions and the impressions and the clicks that led to each. The feature will help marketers build out messages as the campaign expands into a variety of pieces.

More: http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=121357

iPrivacy badge hits behavioural targeting
January 28, 2010, 12:17 pm
Filed under: Behavioural Targeting, Datarati, Privacy | Tags: ,

Trying to ward off regulators, the advertising industry has agreed on a standard icon — a little “i” — that it will add to most online ads that use demographics and behavioral data to tell consumers what is happening.

Jules Polonetsky, the co-chairman and director of the Future of Privacy Forum, an advocacy group that helped create the symbol, compared it to the triangle made up of three arrows that tells consumers that something is recyclable.

The idea was “to come up with a recycling symbol — people will look at it, and once they know what it is, they’ll get it, and always get it,” Mr. Polonetsky said.

Most major companies running online ads are expected to begin adding the icon to their ads by midsummer, along with phrases like “Why did I get this ad?”

I wonder if Apple with have a problem with this name??

More: http://www.nytimes.com/2010/01/27/business/media/27adco.html?adxnnl=1&ref=technology&adxnnlx=1264680535-TzGUFlnOWjaoLvjBigEJnQ

Data Privacy Day 2010
January 28, 2010, 10:31 am
Filed under: Privacy | Tags:

Around the globe, people use powerful technologies and devices every day to improve their lives.

Businesses develop software, build hardware and provide services designed to enhance individual productivity, communications and safety.

We have come to depend on mobile communications, instant access to information, and intelligent services.  We are empowered by these technologies in ways that those who have lived before us could never have imagined.

Despite all of the benefits of these technologies, doubts and worries persist about just how much personal information is collected, stored, used, and shared to provide these convenient and pervasive tools and services.

Data Privacy Day is an international celebration of the dignity of the individual expressed through personal information.

In this networked world, in which we are thoroughly digitised, with our identities, locations, actions, purchases, associations, movements, and histories stored as so many bits and bytes, we have to ask – who is collecting all of this – what are they doing with it  – with whom are they sharing it?

Most of all, individuals are asking ‘How can I protect my information from being misused?’  These are reasonable questions to ask – we should all want to know the answers.

More: http://dataprivacyday2010.org/

Nurturing Sales Leads

Click Predictions 2010

Click Documents asked 39 experts in content marketing, B2B marketing, email marketing, social media and asked them to answer one question:

What is your key marketing trend and prediction for 2010?

Download here: http://clickdocuments.com/public/files/pdf/clickpredictions2010.pdf

I’ve already got an email marketing tool, WHY would I need a marketing automation database?

Ok, so as a marketer or digital agency, I’m guessing you have one of the following email marketing tools or use one of the following vendors for you or your clients email marketing campaigns:

– Traction

– Exact Target

– Strategy Mix

– eServices

– Epsilon

– Returnity

– Chimp Mail

– Cheetah Mail

– Dream Mail

– Vertical Response

– Vision 6

– Campaign Monitor

– Campaign Master

– Constant Contact

Here is your problem: You blast out an email campaign and now you’re ask to measure its success. What you do is prepare an excel spreadsheet with metrics such as opens and clicks.

Then you go to either your Google Analytics, Omniture etc and pull your unique visitors for the day you sent that email out.

You then look at the number of click thrus and look at the increase of uniques on that day and attribute those email clicks to that increase in uniques.

So, what you have here is a fundamental break in the click stream data. You are trying to compare individualised data from your email marketing tool at a customer level with aggregate data from your web analytics tool. This simply does not work. Nor is it best practice.

What should you be doing?

Here is your solution.

You should be tracking each lead, contact, prospect or customer at an individual level. That is, if they open an email, click on any link in that email and come to either a landing page or website, their digital behavioural data i.e. what they do on that landing page or website (links they click, content they download etc) should be captured, scored and dropped into an email nurturing campaign.

Let me give you an example.

Holden sends out an email campaign to a list of their existing customers with the objective of getting each customer to open the email, click through to a landing page, check out the new Holden car model and register for a test drive at their nearest dealership.

So lets say that customer opens the email, clicks through to the landing page and plays around with the widget on the landing page which allows them to build the car of their choice. e.g. colours, interiors, sports edition etc.

However, this customer doesn’t register for a test drive, closes their browser and leaves the page. What do you do now. Well, you have a rich set of behavioural data now on what that consumer likes.

This is where you should have a marketing automation database. This rich behavioural data would be captured and stored against each individual customer record in the database. Then you would have a pre-built series of automated trigger based emails that would re-touch that customer over a certain period of time. e.g. 1 email per week for the next 4 weeks. Each email’s content would be targeted, relevant, anticipated and personalised based on the behavioural data captured in the initial campaign.

For years marketers and agencies have put this in the too hard basic because they had this DATA problem. Email data was seperate from the web analytics data.

Well no longer my fellow marketeers. The solution is a marketing automation database.

We have the world’s fastest growing marketing automation database solution here in Australia & New Zealand.

The smart data-driven marketers and agencies get this and are acheiving some outstanding and superior results. We recently had a customer acheive a 4000% ROI in their first email campaign.

Want to know more? Call me on 0400 828 866 or email me will.sp@datarati.com.au

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