Measuring Display Media Performance - looking past CTR
I've had a couple of discussions with people in the digital industry over the past few weeks about measuring performance of digital campaigns and I thought I would take this opportunity to clear up a few common misconceptions, and talk about a best practice approach to measuring digital media.
Facebook Conversions don't match Google Analytics
The first misconception I'll dispell is why your Facebook tracking pixel conversions don't match the conversions coming from Facebook on your website.
Facebook has both view-through conversions, and click conversions. A click conversion is when someone clicks on one of your ads and then converts into a lead, or a transaction on your website. A view-through conversion is when someone views one of your ads on Facebook, and then converts on your website some time later. Both conversion types can be set to 1 day, 7 days, and 28 days after your ad is viewed.
Now Google Analytics on the other hand only measures conversions within a single session, and attributes that conversion to the source of the first visit in that session.Continue Reading20.02 20150
10 tips to create engagement on LinkedIn for your business
LinkedIn can be a fantastic channel for businesses to advertise their services to other busineses. A much under utilised section is the company posts section, and with the wealth of new data available on posts on LinkedIn, now might be the time for you to sharen your pencils and start doing some targeted company posts and start measuing the results!
So, I thought I would pull together some tips from experts around the world on best practice LinkedIn posting.23.07 20130
Google Chrome 25 to decrease visibility into search
Google Chrome searches from the URL bar from Chrome 25 onwards will be secure searches via SSL. Many cynics within the analytics and SEO fields say that this is Google's attempt to get more companies to do Adwords rather than spending money on SEO. The reason for this is that searches that come through via Adwords still pass on the keyword information into Google Analytics but those that click on organic, SEO links have the keyword information supressed.
Currently, the percentage of searches that come in via (not provided) is between 10% and 30% depending on the client, but this change could lift this number to60%. This will essentially make marketers lose 60% of their visibility into which search terms perform the best. There are some techniques that we use here at Fenton Stephens to unscramble the egg, but there is still no perfect way to measure this traffic that has the keywords removed via SSL.23.01 20130
Digital Lifestyle Groups
One of the most difficult things with Online Strategy is to develop websites and online communication plans which match the intent and skill level of your audience. There is a new tool in this area which segments users on the way they use the internet. Each of these segments can then be further analysed to have a complete picture of how your target audience might like to engage with you on the web.
Check it out - Digital Lifestyle Groups
The key groups that have been identified by TNS are;
- Aspirers - Newbie internet users who love all things web. Just wish they had more time to spend online.
- Influencers - Young, constantly online. Access the internet many times per day on mobile.
- Communicators - Love to use the internet to communicate via blogs & social media.
- Knowledge Seeker - Love learning and the internet facilitates this. Not a fan of social.
- Functionals - I just like to email, get the news and buy my gear online as its cheaper!
- Networkers - I use it to stay connected and to grow my professional network. I'm not really looking for new friends though :-)
There are some really cool tools to understand how these groups use the internet and these affect many of the stratgies that we put in place for our brands.18.10 20120
Kogan imposes a world first tax
This is a very interesting topic for online strategists and PR experts in my opinion. Kogan, Australia's fastest growing online electronics retailer are now imposing a tax on users who browse the site with IE7. As most online strategists know, IE7 now only accounts for about 0.1% of all visitors to sites. When we deisgn a site it takes a significant amount of extra time to gracefully degrade for IE7 visitors. Kogan has decided to take things one step further by adding a small tax to the cost of goods purchased when using IE7.
Users can obviously easily avoid this tax by upgrading their browser, so it's probably a good encouragement.
Most PR experts out there would probably say that this was just a PR stunt, and I guess if it was it caught my attention.
What do you all think about this 'tax'? Good idea? Bad idea? PR stunt?Continue Reading12.06 20120
One click conversions - First or Last Interaction in Google Analytics
Multi touch attribution is critical in this day and age with some much cross chanel marketing. Multi touch attribution is the process of allocating 'credit' for a website conversion between the many touch points online; social media, SEO, SEM, display, referrals, eDM etc. When you understand how a channel contributes to the overall conversion be it a sale or an enquiry you will have a much better picture of your Online Strategy than by simply looking at the last click. And heaven fobid, if you don't even track conversions / sales on the website you are in massive trouble.
Depending on the client and their typical conversion pathway I tend to use the following attribution model;
- First Click = 28%
- Assist Clicks = 14%
- Last Click = 58%
This balances the top end of the conversion funnel with the channels / keywords which do the actual conversion of sales or leads.
This brings me to the topic of todays post - is a conversion that happens in one visit a first click attribution, or a last click attribution? or both? This would obviously impact your attribution models as if it was both then you would be doing a great deal of double counting and all of your models would be skewed.
First click or Last click attributionContinue Reading11.04 20120
SXSW Part 2: Skynet is coming.
Day 3 started off with us waiting forever and a day for the shuttle to pick us up from the hotel. The biggest issue with SXSW is traveling around town. Austin is a relatively small city that does not have an elaborate rail network, buses or many taxis. The shuttle service from the hotels to downtown is what most in town for SXSW use. However, with the large amount of attendees, the traffic congestions and poor management, waiting for the shuttle can creep up to 2 hours.
Upon finally arriving at the Austin Convention Centre, Joey and I went our separate ways. I went over to the Hilton to check out Interactive Arts in Japan, which was a showcase hosted by the Creative Director of Dentsu to show interactive artwork done in Japan and how these artists collaborate with agencies to create digital experiences.
Only in Japan. A Skype doll.
Joey and I both then attended a session on Avoiding Bullshit Personas. This session was a case study on how lynda.com defined their users and the do's and don'ts of good personas.
The keynote of the day was from visionary Ray Kurzweil and TIME magazine writer Lev Grossman. In a QA type environoment they had a conversation about what the future lies, and if you have ever watched Terminator, it will happen, computers will be come self aware in our lifetime.Continue Reading21.03 20120
SXSW Part 1. Queues, queues and more queues.
After the longest 5 hour flight in history, Joey and I arrived in Austin, Texas at approximately 5pm local time.
It was clear that Austin was buzzing with excitement. There was live music playing in the airport as part of the SXSW festivities, and the chatter amongst everyone revolved around the next 10 days.
Our biggest shock happened the moment we stepped out of the airport. It was freezing. What made it worse was there was a 50m line for taxis.
Day 1 at SXSW started by being confronted with a line waiting for the registration booth to open. This line was literally wrapping its way around the building. Once the doors opened and we got into the booth there was another line to get your badges, then a line to get your swags.
We checked out a session on what the sports fan will look like in 2015, got tips on how to design for CMS and saw an interview with Dennis Crowley (the co-founder on Foursquare) on making the real world easier to use.Continue Reading14.03 20120
Joey and I are flying up to Austin, Texas today to attend the annual SXSW conference. What was once a one of the largest music festivals in the world, it has since become an interactive festival that focuses on emerging technologies and a breeding ground for new ideas and creativity.
So who's involved in this year's SXSW festival. Plenty.
The focus this year seems to be on mobile, mobile wallet (NFC) and interestingly the future sports audience and over the last few days and nights, I've been feverishly trying to organise my conference schedule. Who and what I'd like to see, and have come to the realisation that in every hour, I need to be in 4-5 places. I think it may be a case of just going with the flow and try to get to as many interesting presentations as possible.
In addition, there has an influx of emails, facebook messages, invites and snail mail from SXSW and the 500+ Aussies that have signed up to attend this festival. All uber geeky, all uber excited.Continue Reading09.03 20120
Google Analytics Inaccuracies
Google Analytics is a fantastic tool, don't get me wrong. It allows me to analyse website data for clients and figure out how people are using the website, what they like, what the don't like and where the best sources of traffic come from. Now it even allows me to look at the series of visits which lead to a conversion and take a pan-session look at how they interact with the website. The new Multi-Channel funnels in Google Analytics are a fantastic tool, but there is a common problem which needs to be addresses.
First Interaction or Last Interaction?
As mentioned above, in Google Analytics you can now track how a visitor interacts with your website over a number of visits before they evenually convert. Sometimes they convert on a first visit, sometimes they convert over 2, 3 or 4 visits. Below is a chart which shows the top conversion paths for a client.
This type of analysis is very important as the old way of doing analysis only attributed the conversion (the square shaped box) to the last interaction source (or keyword, or medium etc). Now we can focus on channels or keywords which focus on getting visitors into the conversion funnel, not just those that close the deal.Continue Reading25.01 20120