Archive for Andrew Edwards

Uptime, Downtime, All Around the World

Posted by Andrew Edwards on July 27th, 2011 at 9:29 am

It is difficult to imagine a marketer happy to know the site didn't load. But it's almost as difficult to imagine a huge percentage of marketers knowing that load time would be directly correlated to site abandonment. Often they don't know because their analytics tools don't tell them about load time.

Has Direct Marketing Come Full Circle?

Posted by Andrew Edwards on July 22nd, 2011 at 8:36 am

. . .or has digital marketing finally come to admit it’s a form of direct marketing?
Either way, the recent announcement that web analytics industry pioneer Rand Schulman is joining the Board of Directors at the Direct Marketing Educational Foundation represents a watershed moment in that organization’s forty-six year history. And Terrie L. Bartlett, President of the DMEF, seems to agree. Recently she said that while the DMEF board has a number of illustrious figures, Rand would represent what amounts to a “very new set of eyes for the DMEF”.
The similarities between what Direct Marketing has been, and what Digital Marketing is today, go more than skin-deep. Ms. Bartlett says Direct Marketing can be defined as “marketing that’s measurable”—and it used to mean postcards in the mail (for example) that had certain identifying characteristics that could be tied to response. To a digital marketer, those sound like very familiar descriptions of what they expect out of their on line marketing efforts. In fact, there is no shortage of evidence to suggest that some of the seismic shifts in ad spend taking place today—mostly moving mountains of marketing dollars away from print and into digital—are due in large part to the... Read more

Does Web Analytics Want to be Free?

Posted by Andrew Edwards on July 18th, 2011 at 11:39 am

We know the meme--that information wants to be free. For the sake of argument, let's say we buy into the notion that information has volition, even metaphorically, and can "want" something. But isn't it just a cuter way of saying "People want information to be free for them to use"?
Doesn't it sound a little less self-serving when we look to the information itself for an answer? It isn't the person who wants something for nothing. It's the information itself which, like a living organism, has a need to be disseminated freely and not be associated with any nasty credit-card stuff or invoices or anything yucky like that.
Of course that's what it is!
And so it goes with web analytics. Apparently there is no human drive to seek better value--no human desire to have both great analytics and no bill to pay. It must be web analytics that wants to be free, because it keeps getting harder and harder to ignore "free" in the marketplace (see: Google Analytics) even if you're deploying for an enterprise. And of course Google has a paid version for those that really don't want web analytics to be free, but want to make sure that if Google... Read more

Announcing MyToothePlace: the Smiley Social Media Site [Warning: Satirical Content]

Posted by Andrew Edwards on July 8th, 2011 at 10:55 am

The mission of MyToothePlace is to encourage people to smile--or not! MyToothePlace will feature ways for users to interact via images of their teeth--but it isn't a dentistry site! It's a way for people to celebrate their dentrificial uniqueness by taking pictures of their own mouth in various emotional states; then post them as wordless commentary on a variety of MyToothePlace user-selected photographs. The most unique feature of "MTP" is that it will feature no text at all, but only photographs and tooth-photo-based reactions to those photographs.

Digital Rights, Privacy, Social Media and The Cloud: Cocktail for a Meltdown? 4 Ways Not to Drink the Kool-Aid

Posted by Andrew Edwards on July 6th, 2011 at 11:47 am

Questions that swirl around rights, privacy, the limits of social media and the supporting cloud itself, will become louder and potentially may dampen use of these enabling technologies in a meaningful way. Perhaps a better understanding of the issues can keep people from steering too close to the digital guardrail.