By Heather Kraus | Manager, Performance Strategy and Analytics
It has been a few months since Google announced Universal Analytics, which will provide marketers with greater visibility into people’s interactions with a Web site at multiple levels. Universal Analytics will transform how marketers interpret consumer behavior.
Universal Analytics will open doors for more in-depth analysis of brands’ Web sites. It is a complete overhaul of Google Analytics. It requires marketers’ immediate attention in order to stay on top of the data revolution that is reshaping much of our economy and society.
The most exciting change brought about by Universal Analytics is the inclusion of more data. While a vast trove of data can be overwhelming to some, anyone who has worked with Google Analytics is aware of its shortcomings. Its lack of transparency has led some marketers to assume certain things about how consumers interact with their Web sites. Making assumptions with data is a recipe for disaster, whether you’re conducting a simple science experiment or analyzing a multichannel online marketing campaign.
Measuring interactions from different environments changes the very concept of “Web analytics” to “digital analytics.” With Universal Analytics, marketers are finally able to track user activity across multiple devices. This is important as consumers increasingly shift toward a mobile-first, multiple-device shopping experience. The focus is shifting from visits and visitors to sessions and users.
The consumer — not page views — now rules the e-commerce roost. (more…)
By Sultan Riaz | Marketing Coordinator
With global Internet usage growing daily, marketers are faced with extensive challenges in engaging, influencing and acquiring their target consumers. Data plays a key role for marketers when building marketing campaigns and strategies. But with consumers accessing online content through multiple devices, a more precise way to analyze and interpret data is needed.
Recently, we spoke with Heather Kraus, MediaWhiz’s performance strategy and analytics manager, and asked her about data trends in online marketing. We also discussed Big Data and how Google’s new Universal Analytics tool helps brands acquire customers.
Welcome to The Friday Five, curated reads about marketing, advertising and digital media from the team at @MediaWhizLLC. Read previous Friday Five posts here.
Big Data Rewrites the CMO’s Role | Marketing Week
With the mass of customer insight available to brands adding another weapon to a chief marketer’s arsenal, Marketing Week asks whether their job titles should reflect this. If you believe the surveys, the pressure to improve the return on the money invested in campaigns has combined with an explosion of data to squeeze creativity from the role of chief marketing officer and turn it into “chief data and marketing officer.”
For Social Companies, a Battle to Own Photography | The New York Times
Many brands, marketers and industry pundits contend that the great battle in social media is over mobile. The chant from tech giants, New York Times technology columnist Nick Bilton writes, is “mobile, mobile, mobile.” But there’s a greater evolutionary force at play: photos. From Facebook’s revamped Newsfeed that places an emphasis on photos to Twitter now commandeering users’ photo sharing via its own proprietary photo app, the battle isn’t just for the mobile Internet. The real battle is for photos on the entire Internet. (more…)
Welcome to The Friday Five, curated reads about marketing, advertising and digital media from the team at @MediaWhizLLC.
Bing Offers Own Version of ‘Pepsi Challenge’ Against Google: ‘Bing It On’ | Search Engine Land
Bing is breaking out its own version of the infamous “soda wars” between Coca-Cola at Pepsi in the 1980s. This week, it launched an ad campaign called “Bing It On” in which it asks people on the street to compare search results between its Bing search engine and Google. According to Search Engine Land, Microsoft claim’s that “people prefer Bing by 2:1 over Google.” Unfortunately for Microsoft, the stats on consumer use of Bing don’t reflect that comparison. More than 65 percent of Americans use Google as their regular search engine, according to SmartInsights.com, while Bing comes in third, behind Yahoo! Search, at just under 14 percent.
The Social Media Hype Cycle: Can It Bring Us to Our Socially Happy Place? | MediaWhiz Blog
“Facebook has failed” screamed the headlines all summer long, as Facebook’s stock continued to tumble amid mounting analyst, investor and advertiser concerns over the efficacy of Facebook’s ad platform. For Facebook, the concern present a troubling reality: it must evolve or die. The trick to keeping Facebook relevant to users and brands, according to Ryan Partnership’s Michael Velasco, will be to not only enhance the feeling that users have of the social network being indispensable to their daily lives, to extend that feeling to new areas and features that users find appealing.
[RELATED: Join MediaWhiz on Sept. 28 for a Social Media Week Chicago panel exploring the “Social Media Hype Cycle.” Register here.] (more…)
By Sean Gelles | @SeanGelles | Director, Social Media Marketing
Editor’s note: The following is an excerpt of an op-ed published June 28, 2012, in EContent Magazine. Read the full opinion piece here.
Once again “Big Data” is all the rage as enterprises struggle to cope with the data deluge that is exploding across the globe. To provide an illustration of this phenomenon, consider first that, according to Google’s Eric Schmidt, there were five exabytes of data created between the dawn of civilization and 2003 (one exabyte is equivalent to one million terabytes). Now consider that, according to Cisco, by 2016 global IP traffic will reach 109.5 exabytes per month. Companies, organizations, and governments are all drowning in data and the bulk of what’s contributing to this raging flood is user-generated content.
The tsunami of user-generated content has generated an urgent demand for more sophisticated analytical tools in the social media space. This rising demand is bringing the worlds of big data solutions and social media services (i.e. CRM, marketing, and sales) closer together than ever before. In the past two months the software behemoth Oracle acquired the social media marketing platform Virtue and Salesforce acquired Buddy Media. These two will certainly not be the last of such moves. In the coming months, other vendors such as IBM, EMC, and HP will likely make similar acquisitions. As a consequence, social media specialists, especially analytics experts, will need to become much more data-technology-savvy.
The merging of big data solutions and social media marketing platforms is not the only development that will require social media analytics experts to elevate their technology competency. Increasingly the rudimentary manual analytical methodologies of the past are proving inadequate for fully harnessing the power of Big Data to provide strategic insights for social media marketing campaign planning and measurement as well as social CRM, crowd sourcing and sales. At present, the most common approach to analyzing social media data is manual and protracted. It usually starts with a listening tool, such as Radian6, to gather the data followed by dozens of hours of labor-intensive data cleaning. The resulting dataset only yields insights about the relevant conversation – the major topics, the primary channels where the conversation is taking place and the identities of the individuals engaged in the conversation. Understanding the structure of the social network constituted by the relevant conversation requires additional analysis.
Read the full op-ed in EContent Magazine.