Zesty. Two Ways Performance Increases Targeting Precision and Response Rates. By Brad Terrell on March 12, 2009 Performance (specifically, query performance and data load performance in the context of a terabyte-scale data warehouse) increases targeting precision. Better targeting precision increases the relevance of content (or advertising) delivered to an audience through digital media. Increasing relevance leads to all sorts of good things, including: Increased campaign response rates for advertisersIncreased user engagement for publishers (which increases page views and therefore increases advertising inventory) There are lots of reasons why performance increases targeting precision, but in this post I will focus on two: Audience segment definitions evolve constantlyAudience segments are constantly moving through conversion funnels First, a little background on targeting…advertisers and publishers often target audiences by their demographic and geographic attributes.
So where does this data come from? Social Media Analytics vs Social Network Analysis: Is There A Real Difference Or Are You Seeing Double? As an industry analyst, I’m part of the professional class that delights in defining standard marketplace terminology. More than that, many of us spend our working lives coaxing industry to march under marketing banners aligned with our pet definitions. Yes, indeed, each analyst likes to feel that his or her marketecture terminology should rule school. Last month I did a Forrester podcast on a topic that’s extremely hot right now: leveraging the power of social media and social networks to manage your brand, drive marketing and sales campaigns, and manage ongoing customer relationships.
In that session, I discussed the role of analytics in social media for multichannel customer relationship management (CRM). My initial impetus for the podcast was to spell out the chief distinctions between two terms that, on first glance, appear almost synonymous: social media analytics and social network analysis. No, I won’t attempt to define “social.” Everybody has their own definition.