Posted by
David Shim on December 31st, 2012 at 10:49 am
Market share is a largely ignored performance metric for retailers, not because it isn’t valuable, but because it isn’t accessible. Typically market share metrics are sourced from quarterly reports where data is stale, limiting actionability.
The ability to measure market share in real-time will disrupt the way retailers determine the success of the marketing efforts. Today, retailers measure performance in various ways including return on ad spend (direct response), and in-store sales (branding, promotional). By measuring market share, retailers are able to take a macro view on their marketing efforts that expands beyond their brick and mortar walls.
Quantifying performance by market share allows retailers to look at the entire retail ecosystem, versus a siloed approach to marketing. By using market share as a key metric it allows retailers to optimize to gain share of wallet. Understanding market share allows marketers to build campaigns to capture the $1.44 spent at competitors for every $1 spent with them.
Placed recently released their 2012 Holiday Retail Insights providing a first glimpse into retail market share, which includes surprising volatility.
Wireless Carrier Retail Stores - Market Share
Verizon and AT&T wrestled for the top position in terms of wireless carrier store visits in the last six weeks of the holiday shopping... Read more
Tags: analytics, holiday, market research, market share, measurement, mobile, retail
Posted in Emerging Platforms, Media Planning & Buying, Opinions, Research, Web Analytics, Wireless | 1 Comment »
How can you evoke emotion from someone in just three seconds? It needs to be personal...
After having my eyes opened to the fact that the average billboard receives only three seconds of viewing time, it got me thinking, how can you evoke emotion from someone with only three seconds?
Naturally, this came to mind while in my car where the most likely interactions to spur emotion arrive from other drivers. It was simple to find three second experiences that sparked my brain. Being cut off, those too close to the bumper of my car, those incapable of using a turn signal. All simple, little aggravations had the ability to tip the emotional scale in my head and imprint my surroundings into my mind. If I were to retell these experiences, I would most likely state where I was located when the occurrence happened.
After I had wracked up a solid list of a thousand things that could anger me within three seconds, I set off on attempting to create a list of experiences that would bring about positive feelings just as easily. Let’s cut to the chase - this is not simple.
In that case, how do you plan for a positive impression in... Read more
Tags: b2c marketers, b2c marketing, billboard, Emotion, measurement, outdoor advertising
Posted in Creative Best Practices, Word of Mouth | 1 Comment »
When the Don Drapers of the world launched a client campaign, there was only one performance indicator – sales figures. If sales went up, the campaign was a success. So now that we are able to measure each aspect of a campaign, why do some folks still look at the components in a silo?
Back in the good old days of advertising, when the Don Drapers of the world launched a campaign for a client, there was only one performance indicator – sales figures. If sales went up, the campaign was considered a success, even though no one really had any idea what truly caused the lift. Then, along came online advertising, which brought with it a whole new, more granular way of looking at campaign performance.
When you run an online campaign you have the ability to track your campaign from day one, in almost real-time. This accessibility and abundance of data is both a blessing and a curse. While it gives us the power to finely tune campaigns to maximize ROI and minimize spend, the online portion of the buy becomes highly scrutinized, while the inherent value of “traditional” tactics such as billboards often go unquestioned.
The danger of simply looking... Read more
Tags: b2b marketers, b2b marketing, b2c marketers, b2c marketing, kpi measure, measurement, metrics, ROI
Posted in Opinions, Web Analytics | No Comments »
Have you ever been told, 'there are no shortcuts to success,' 'there is no easy road,' or 'practice makes perfect'? We’ve all heard something to that effect. In fact, it may be safe to assume we have all personally dolled out that same sage advice a time or two.
Yet, when it comes to practice, many of us look for the quick fix, the easy way or expect it to just simply happen. We’re all susceptible to this way of thinking. I’ll admit it has failed me a time or two, as well. In fact, I’m still trying to decide how to drop the twenty pounds of sympathy weight I achieved from the births of my two children the last four years. I know the real answer - I just want it to be easier.
Let’s say you are a corporate CMO or VP of Brand Management or an advertising agency SVP of Accounts or Creative Director; you possess great responsibilities to move a company forward, create sales, help the brand achieve a voice and a litany of other objectives. Yet, when it comes to actually doing that, you frequently fail. Yes, that’s right - you (the one reading this), in all... Read more
Tags: accountability, data analysis, data mining, Digital Marketing, digital media, measurement
Posted in Opinions, Web Analytics | No Comments »
Posted by
Adam Leiter on February 7th, 2012 at 11:09 am
Today let’s start things off with a self-affirmation a-la Stuart Smalley. You are not a number. Like a beautiful, intricate, and fragile snowflake you are as unique online as you are in the real world, and that’s ok… so step back from your Klout Score and take a look at the ways, rather than the amount, you are engaging with your networks online.
In the past few years, Klout has quickly risen to social media stardom as a provider of analytics measuring a user's influence across social networks (primarily focusing on Twitter, Facebook and Google+). By measuring data from social sites, the size of a person's network, and other factors, Klout gives users an influence rating (Score) on a scale of 1 to 100. Most Klout Scores are in the 20’s, and reaching the 30’s and 40’s tends to show a good amount of social engagement. This can create, as John Scalzi puts it, “status anxiety” and social insecurity, but the credence you put to what your Score says about you remains up to you.
Like any startup, Klout is still growing and developing. Even though recent adjustments and evolution have brought controversy, Klout as a measurement tool remains an interesting data point for social media... Read more
Tags: brand marketing, digital, Facebook, google, Klout, kpi, measurement, online marketing, product manager, Social Media, social media marketing, social networks, twitter
Posted in Emerging Platforms, Web Analytics | No Comments »
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