Analytics Analytics is the discovery and communication of meaningful patterns in data. Especially valuable in areas rich with recorded information, analytics relies on the simultaneous application of statistics, computer programming and operations research to quantify performance. Analytics often favors data visualization to communicate insight. Analytics vs. analysis[edit] Analytics is a multi-dimensional discipline. Examples[edit] Marketing optimization[edit] Marketing has evolved from a creative process into a highly data-driven process. Web analytics allows marketers to collect session-level information about interactions on a website using an operation called sessionization. Analysis techniques frequently used in marketing include marketing mix modeling, pricing and promotion analyses, sales force optimization, customer analytics e.g.: segmentation. Portfolio analysis[edit] A common application of business analytics is portfolio analysis. Risk analytics[edit] Digital analytics[edit] Risks[edit]
Search analytics Search analytics is the analysis and aggregation of search engine statistics for use in search engine marketing (SEM) and search engine optimization (SEO). In other words, search analytics helps website owners understand and improve their performance on search engines. Search analytics includes search volume trends and analysis, reverse searching (entering websites to see their keywords), keyword monitoring, search result and advertisement history, advertisement spending statistics, website comparisons, affiliate marketing statistics, multivariate ad testing, et al. Services[edit] Last updated: 2013-007-07 Data collection[edit] Search analytics data can be collected in several ways. Since search results, especially advertisements, differ depending on where you are searching from, data collection methods have to account for geographic location. Accuracy[edit] Search analytics accuracy depends on service being used, data collection method, and data freshness. Market conditions[edit]
Online advertising In 2011, Internet advertising revenues in the United States surpassed those of cable television and nearly exceeded those of broadcast television.[1]:19 In 2013, Internet advertising revenues in the United States totaled $42.8 billion, a 17% increase over the $36.57 billion in revenues in 2012.[2]:4–5 U.S. internet ad revenue hit a historic high of $20.1 billion for the first half of 2013, up 18% over the same period in 2012.[3] Online advertising is widely used across virtually all industry sectors.[1]:16 Many common online advertising practices are controversial and increasingly subject to regulation. Online ad revenues may not adequately replace other publishers' revenue streams. History[edit] In early days of the Internet, online advertising was mostly prohibited. Search ads. Recent trends. Delivery methods[edit] Display advertising[edit] Display advertising conveys its advertising message visually using text, logos, animations, videos, photographs, or other graphics. Floating ad[edit]
Cost per impression Purpose[edit] Cost per impression, along with cost per click and cost per order, is used to assess the cost effectiveness and profitability of online advertising.[2] CPI is the closest online advertising strategy to those offered in other media such as television or print, which sell advertising based on estimated viewership or readership. CPI provides a comparable measure to contrast internet advertising with other media. Impression versus Pageview[edit] An impression is the display of an ad to a user while viewing a web page. Construction[edit] Cost per impression is derived from advertising cost and the number of impressions. Cost per impression ($) = Advertising cost ($) ÷ Number of Impressions (#) Cost per impression is often expressed as Cost per Thousand Impressions (CPM) to make the numbers easier to manage.[2] See also[edit] References[edit] Further reading[edit] Chaffey, Dave; et al. (2006). External links[edit] MASB Official Website
Display advertising Display advertising is a type of advertising that is located on websites. It can be seen in a wide range of different formats and contains items such as texts, images, flash, video and audio.[1] The main purpose is to deliver general advertisements and brand messages to the plus 40 million people connected to the Internet each month.[2] History[edit] Since the early 90’s the advent of the Internet has completely changed the way in which people relate to advertisements. Computers’ prices moved downward and the access to the online world became accessible to everyone.[3] This change has modified the way in which people tend to be informed, and the way in which they are exposed to media and advertising by creating different online channels through which advertisements can reach users.[4] The first type of relationship between a website and an advertiser was a straightforward, direct partnership. First online advertisement[edit] Importance of formats of display ads[edit] Standard size[edit]
Pay per click Pay per click (PPC) (also called cost per click) is an internet advertising model used to direct traffic to websites, in which advertisers pay the publisher (typically a website owner) when the ad is clicked. It is defined simply as “the amount spent to get an advertisement clicked.”[1] In contrast to the generalized portal, which seeks to drive a high volume of traffic to one site, PPC implements the so-called affiliate model, which provides purchase opportunities wherever people may be surfing. Websites that utilize PPC ads will display an advertisement when a keyword query matches an advertiser's keyword list, or when a content site displays relevant content. The PPC advertising model is open to abuse through click fraud, although Google and others have implemented automated systems[3] to guard against abusive clicks by competitors or corrupt web developers.[4] Purpose[edit] Construction[edit] Pay-per-click ($) = Advertising cost ($) ÷ Ads clicked (#)[1] Flat-rate PPC[edit] History[edit]
Social television Social television is the union of television and social media. Millions of people now share their TV experience with other viewers on social media such as Twitter and Facebook using smartphones and tablets. The result is a massive and rapidly expanding real-time focus group and promotional force.[1] The social TV market covers the technologies that support communication and social interaction around TV as well as companies that study television-related social behaviour and measure social media activities tied to specific TV broadcasts[2] – many of which have attracted significant investment from established media and technology companies. Much of the investment in the earlier years of social TV went into standalone social TV apps. Twitter vs Facebook[edit] Twitter and Facebook are both helping users connect around media, which can provoke strong debate and engagement. As an open platform, conversation on Twitter is closely aligned with real-time events. Social TV advertising[edit]
Search engine marketing Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) through optimization and advertising.[1] SEM may use search engine optimization (SEO), which adjusts or rewrites website content to achieve a higher ranking in search engine results pages, or use pay per click (PPC) listings.[2] Market[edit] In 2012, North American advertisers spent US$19.51 billion on search engine marketing. The largest search engine marketing (SEM) vendors were Google AdWords, Bing Ads,[3] and Baidu. As of 2006, SEM was growing much faster than traditional advertising and even other channels of online marketing.[4] Managing search campaigns is either done directly with the SEM vendor or through an SEM tool provider. It may also be self-serve or through an advertising agency. History[edit] Methods and metrics[edit] Paid inclusion[edit] Comparison with SEO[edit] Ethical questions[edit] Examples[edit]
Storify Storify is a social network service that lets the user create stories or timelines using social media such as Twitter, Facebook and Instagram. Storify was launched in September 2010, and has been open to the public since April 2011. Use[edit] Users search through multiple social networks from one place, and then drag individual elements into stories. Media organizations have used Storify in coverage of ongoing news stories such as elections[6] and meetings and events.[7] Poynter.org recommended using Storify for covering social movements, breaking news, internet humor and memes, reactions and conversations, and extreme weather.[8] CBC used Storify to cover the 2011 London riots,[9] TRT World used Storify to cover the UK general election 2015 and Al Jazeera has a show called "The Stream" that collects perspectives on news stories using Storify.[10][11] Features[edit] History[edit] Storify launched its private beta as a finalist at TechCrunch Disrupt in September 2010. References[edit]
Agrégation web Un article de Wikipédia, l'encyclopédie libre. L'Agrégation Web, aussi connue sous le terme francisé de 'curation', est l'action de regrouper, sélectionner et, éventuellement, valider des pages concernant un sujet précis et de les présenter, mises en forme, dans un blog ou un outil dédié. Le mot curation semble un phénomène de mode exploité par un marketing efficace. Mais il demeure que l'Agrégation Web répond a des besoins forts des internautes : disposer de pages (URL) consacrées à un sujet et éclairées, éventuellement, par de réels spécialistes ;réduire l'investissement nécessaire à la publication construite sur le web ;commenter ou critiquer ces pages. Perspectives[modifier | modifier le code] Presse[modifier | modifier le code] Il n'est pas besoin d'être compétent dans les outils du Web pour créer et faire vivre son agrégat. L'important est l'information et sa validation selon des méthodes et une éthique journalistique. Marketing[modifier | modifier le code] arcs sémantiques de "agrégation"