Will Scully-Power

Data Costs Surpass Media Costs, Agencies Say
March 31, 2010, 5:20 am
Filed under: Ad Exchange, Datarati | Tags:

Advertisers often pay more for data than they do for display inventory, according to some media buyers.

The emergence of ad exchanges, real-time bidding platforms, and behavioral data brokers, has turned data into an increasingly valuable component of targeted ads – sometimes more so than the media in which the ad is placed.

More: http://www.clickz.com/3639894


Behavioral Targeting Doubles Ad Effectiveness
March 31, 2010, 2:42 am
Filed under: Behavioural Targeting, Datarati | Tags:

Criticism of behaviorally targeted ads by consumers, privacy advocates and the government has led to uncertainty in the market, which eMarketer expects to reach nearly $1.13 billion this year. Research from theNetwork Advertising Initiative (NAI) indicates the high value of those ads, for both marketers and publishers.

The study, which looked at ads run on member networks during 2009, showed that among users who clicked on a behaviorally targeted ad, 6.8% converted. That compared with only 2.8% of those who clicked on a run-of-network ad. Clickers found behavioral ads more relevant, but the NAI did not study how likely they were to click in the first place, a key component of effectiveness.

More: http://www.emarketer.com/Article.aspx?R=1007599

Smarter information leads to smarter decisions
March 28, 2010, 10:06 am
Filed under: Datarati, Datarati.TV | Tags: ,

Smarter Decisions lead to a smarter planet
March 28, 2010, 10:00 am
Filed under: Datarati, Datarati.TV | Tags: ,

What are tracking tags and how do they work?
March 28, 2010, 9:40 am
Filed under: Datarati, Technology | Tags: ,

A great post from the guys at Tagman… Def worth a read for those who need a better understanding of how online tracking tags work.

Pretty much every digital initiative a marketer undertakes involves some form of tracking to facilitate or optimise.

All ‘drive-to-web’ marketing clearly has the requirement of having campaign conversion tags or pixels sitting on the confirmation pages to track the success of the campaign, while multivariate testing and retargeting initiatives need to anonymously identify the user so they know what copy/content or creative to show.

More: http://blog.tagman.com/?p=233

New Search Funnels in Google Adwords
March 28, 2010, 9:21 am
Filed under: Uncategorized | Tags: ,

Recently,  Google AdWords announced the launch of Search Funnels, a new set of reports available only in AdWords that describe the Google search ad click and impression behavior leading up to a conversion.

They are rolling out over the next few weeks and work if you are using AdWords Conversion Tracking or importing your Google Analytics goals into AdWords.

What are Search Funnels?

Currently, conversions in AdWords are attributed to the last ad clicked before the conversion happened. However, it’s likely that customers perform multiple searches prior to finally converting.

These reports provide data on how “upper-funnel” keywords behave on the conversion path prior to the last ad click. These funnels are not to be confused with funnels in Google Analytics, which are on-site funnels. These are the paths users take when seeing and clicking on your ads after doing a search on google.com, on the way to converting. They look back 30 days prior to the conversion.

In addition to a Top Conversions report, Search Funnels consists of 7 reports including Assisted Conversions, First and Last ClickAnalysis, Time Lag, and Path Length. Take a look at this video giving an overview of the new reports, and at the AdWords blog post to learn more.

Seeking Speakers/Panelists for Data-Driven Digital Marketing Webcast Series

Datarati is now seeking panelists for its upcoming monthly webcast series on ‘Data-Driven Digital Marketing’.

Each month we will be hosting a LIVE webcast with the industry’s leading senior marketing executives, sharing their experience, best practices and case studies.

If you’re interested in joining our webcast series as a panelist, please submit your details below and we’ll be in touch shortly with more details.

Don’t miss out on this opportunity to be showcased to your industry peers as a digital marketing thought leader!

Panel topics will include:

– Lead Generation
– Lead Nurturing
– Individual Website Behaviour
– Trigger-Based Email Marketing
– Web Forms
– Landing Page Optimisation
– A/B + Multivariate Testing
– Marketing Asset Management
– ROI/Measurement/Analytics

REGISTER NOW: www.marketingcloud.com.au

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