Tagged 'Data'

Data Isn't King, An Insight Is

Posted by Daisy Whitney on June 6th, 2013 at 10:24 am

Data won't tell you everything you need. In fact, sometimes it tells you the wrong thing."We are data rich and insight poor," said Adam Kmiec, Director, Global Digital Marketing & Social Media, The Campbell Soup Co., during the morning keynote at the iMedia in:Focus Summit on What Women Want From Brands. "Data misses things. Insights come from signals, not data, and insights inform decisions. The key is what you do with those signals."
He urged marketers and agencies to look beyond big data and study insights and emerging trends, and then apply those to the data. For instance, don't assume a tweet is equivalent to an actionable data point. However, many tweets when filtered and structured, can potentially be a powerful signal about consumer behavior. Signals indicate what consumers are really doing with products and how they are buying. "An insight is something you need to think about and then make a decision about what to do about it," he said.

The 4 SEO Trends Every Marketer Needs to Know

Posted by Tony Quin on May 29th, 2013 at 9:54 am

It seems like as soon as I wrap my head around Google's latest algorithm update, there's another release that changes the game.
While SEO experts should live in the weeds of these updates to understand the nuances in how Google ranks content, marketers should recognize a few high level SEO trends that drive successful content marketing initiatives.
1. SEO used to be an exercise in optimizing content for spiders. Today, SEO is about optimizing content for the user.
This is an important distinction that should drive every piece of content produced, from how you choose the topic to the words you use to express the idea. Search engines think like people, but for some reason most brands don't speak like people. This is causing a disconnect between the brand and the consumer on every level - in relating to them obviously, but also in just being discoverable. No one searches in corporate speak.
So, how do you do this? Research.
A combination of both keyword research and social listening will show you what words and phrases consumers use. Once the content is written and optimized appropriately for search, the language used in social media should reflect the language used in the content.
The same keywords... Read more

March Madness 2013 Insights and Trends

Posted by Alex White on April 22nd, 2013 at 6:23 am

Around the middle of March we started analyzing our traffic with regards to the NCAA 2013 championship. To do that, we chose the top thirteen teams at the time (Gonzaga, Michigan State, Indiana, Michigan, Georgetown, Nashville, Kansas, Louisville, Duke, Miami, St. Mary’s, Kennesaw State and La Salle) and built custom categories for identifying them. DG-Peer39’s system currently crunches about fifty billion requests per day. Each request represents a web page which is about to be delivered to an internet user, which is sent to DG-Peer39 for analysis.
We enabled the system to identify web pages referencing each of the teams specifically in the context of basketball. These pages were automatically analyzed  on a deep semantic level across three dimensions: safety, quality and topic. These massive amounts of analyzed traffic also provide us with a unique opportunity to glean insights and intelligence on current internet trends at large.
The graph below shows the request volume we received for each of the teams, as a fraction of the total number of March-Madness requests. The percentages are the relative share of each team in the total requests.

To further analyze this data, we sampled several tens of thousands of random webpages referencing Michigan and Louisville, the... Read more

Why Mozilla Needs To Look Beyond Users Alone

Posted by Alex White on April 16th, 2013 at 5:17 am

We are all aware of the uproar incited when Mozilla announced that it was releasing a patch that would effectively block third party cookies for their users. Mozilla is doing this, it claims, because users are scared of companies tracking their whereabouts and are crying out for better privacy protection.
But a browser company that owns 30 percent of the browser market has a greater responsibility to the industry they operate in than to just the user. Mozilla is ignoring a huge portion of these parties. I really believe that the company feels that they are working on behalf of their users, but I also don’t think Mozilla realizes all of the touch points that they are operating within. The user is the main party they interface with, but the Firefox browser interfaces with the web, and there are a number of parties involved beyond just the User. Let’s take a look at those parties.
Meet the surfer: The surfer, or “the user,” as many like to call this constituent, is the innocent person who traverses the web, day in and day out, reading this and purchasing that, watching that video and looking at this friend’s latest pictures or update. The surfer... Read more

Debunking the Myths of Mobile Marketing: Delivering a Personalized Offer

Posted by Glenn Pingul on February 26th, 2013 at 9:14 am

Now that we know targeting is all about understanding how one behaves, versus who they are (see my previous post), the term ‘personalization’ should take on a whole new meaning. If your marketing approach is smart enough to define and monitor individual customer behaviors, then the delivery of personalized offers should follow suit.
THE MYTH: Segmentation equals personalization.
Does everyone who falls into a certain behavioral profile have the same needs and wants at any given time? Most likely not.
Although the availability of dynamic customer data is helping mobile marketers shift their focus from demographical profiles to behavioral ones, there’s still an all too common practice that stands in the way of true personalization.
You probably know it well.  It’s segmentation.
You track and analyze how different customer behaviors impact desired actions. You define behavioral profiles, i.e. high spenders, moderate users, balance hoarders, etc.  You identify segments of customers based on these profiles.  You send offers to each segment.
That’s personalization, right?   Well, not exactly.
What about the behaviors that someone displays before they become a ‘moderate user’?  Or the predicted behaviors that may alter this classification? What about the customer’s current context?  Or their motivations for action after receiving an initial offer? What about... Read more