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]
Digital marketing Digital marketing is marketing that makes use of electronic devices (computers) such as personal computers, smartphones, cellphones, tablets and game consoles to engage with stakeholders. Digital marketing applies technologies or platforms such as websites, e-mail, apps (classic and mobile) and social networks. Social Media Marketing is a component of digital marketing. Many organisations use a combination of traditional and digital marketing channels. History[edit] The term 'digital marketing' was first used in the 1990s.[1] In the 2000s and the 2010s, digital marketing became more sophisticated as an effective way to create a relationship with the consumer that has depth and relevance.[2] In 2012 and 2013 statistics showed digital marketing remained a growing field.[3][4] Digital marketing is often referred to as 'online marketing' or 'internet marketing'. Types of digital marketing[edit] Two different forms of digital marketing exist:[citation needed] Multi-Channel Communications[edit]
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]
The Top 5 Web Analytics Problems A great deal has been said and written about the good, the bad and the ugly of web analytics. Here, I'm going to boil the debate into five of the biggest challenges we face as we implement analytics tools and the ways that we can deal with them. 1. Now you've sold the solution so hard, your boss and the rest of the company have completely unrealistic expectations of it. All is not lost, but you will need to move fast to correct unrealistic expectations. If you are working at a large corporate with many web sites, marketing initiatives, teams, etc, it might be difficult to effect change in the short term and you should take a longer term approach. 2. To add insult to injury, the need for financial balance requires all numbers to always balance out. When confronted with a data discrepancy between your email system and your web analytics tool, the first thing you'll want to do is hunt down the problem and fix it. Ask yourself, "What would I do if I weren't afraid?" 4. 5.
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]
Become a better Analyst with these 5 Skills If you are looking for a career in web analytics and want to establish a solid foundation of skills as a part of your overall analytics training, then I recommend adding the skills below to your tool-set to help you become a very well rounded analyst before you enter the field. Taking a course on web analytics, reading a book on web analytics or subscribing to a web analytics blog are a good start, but frankly, are not good enough by themselves. Search Marketing: I always think of Web Analytics as a tool to help your search marketing strategy. Without an understanding of the different strategies that your business is implementing, how do you know what to measure. Paid Search, SEO, Email Marketing, Social Media, Press Releases, and Textual content are all different segments that web analytics should integrate with. Manoj has been in the Digital marketing industry for over 10 years with experience at some of Canada's largest companies: WestJet and Shaw Communications.
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]
5 Big Issues in an Organization's Analytics Process In organizations where priorities are constantly changing and everyone has a very tight deadline, there are many issues surrounding web analytics that can arise. I will mention some of these issues in a moment but the key to web analytics in a corporate culture is evangelizing it. Getting as many key stake holders trained on its usefulness and getting them to understand the importance of web analytics has become a necessity in order for web analytics to receive any type of priority. As an analyst, the more people you can get on your side the more you can push things like testing, deep dives, best practices and the importance of tagging. But, without further ado, here are some major pains for web analytics in a corporate culture: Web Analytics is the last thing on people's minds. Manoj has been in the Digital marketing industry for over 10 years with experience at some of Canada's largest companies: WestJet and Shaw Communications.