Will Scully-Power

Facebook Files for Patent on Inferential Ad Targeting
October 29, 2010, 3:52 am
Filed under: #mktgcloud, Behavioural Targeting, Datarati | Tags:

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.

More: http://www.insidefacebook.com/2010/10/27/inferential-ad-targeting/


Print vs. Digital Metrics
October 28, 2010, 12:22 am
Filed under: #mktgcloud, Data, Datarati | Tags:

Event Alert – Digital vs. Print Metrics
October 26, 2010, 9:27 pm
Filed under: Datarati, Events | Tags:

Event: Where & When to Spend & Why?

Location: University of Wollongong, Northfields Avenue Gwynneville

Time: 3:00pm

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.


Alice.com mines your personal data to get you better deals
October 26, 2010, 9:18 pm
Filed under: Analytics, Data | Tags:

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.

Check it out: http://www.fastcompany.com/article/spend-shift-alicecom-trust-privacy-social-networking

In-Page Analytics from Google
October 25, 2010, 5:48 am
Filed under: Datarati, Web Analytics | Tags:

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.

Eye Tracking data vs. Mouse Clicking data
October 25, 2010, 5:39 am
Filed under: #mktgcloud, Behavioural Targeting, Visualisation, Web Analytics | Tags: ,

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.

More: http://blog.clicktale.com/2010/10/14/eye-tracking-vs-mouse-tracking/

LogTool used for visual your online activity
October 25, 2010, 3:54 am
Filed under: Data, Datarati, Visualisation | Tags:


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.

Both tool and source code can be freely downloaded.

See also Nebul.us and EyeBrowse.

More: http://www.onformative.com/weave-data-tutorial/

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