But, as I’ve pointed out earlier, social listening data is just the tip of the iceberg. The variety and volume of data available to marketers keep getting bigger — and more interesting — each day. Agencies that know how to harness and use social data creatively will profit and grow; those that do not will be left behind. Below are a few prominent reasons why social data proficiency is a critical competency for the agency of the future: Multi-Channel Success Social data will hold the key to insights that lead to optimization — not just of social media initiatives, but of marketing in other channels and across multiple channels, as well. (As a simple example, consider the use of trending topics to inform content or campaigns — but the possibilities here are endless.) In fact, at the Forrester Research eBusiness Forum, 80% of respondents said they plan to use social data more in 2013 to inform campaigns in other channels. Understanding & Predicting … [Read more...] about Social Data Proficiency: A Key Success Driver For Agencies
Forrester data analytics
Getting the attention of today’s consumer is harder than ever before. They are on multiple devices, accessing numerous forms of media. Their paths to purchase are as varied as flavors of ice cream. And many use ad-blocking technology to run from attempts to reach them. It’s like chasing fireflies that light up and disappear in the dark just as you swing your net. This is a reality that won’t be changing anytime soon. As consumers’ digital experiences are increasingly interrupted by pop-up ads, pre-roll videos and banners that obscure their view, ads and unsolicited content seem to generate more irritation than interest. While more are trying to improve marketing and ROI through targeting, that still doesn’t always solve the problem of timing (i.e., serving up the content at the right moment). The ultimate goal is not just to serve up an ad or coupon to the right person, but also to time it to the moment when that information is needed or desired. Google … [Read more...] about Does finding that micro-moment feel like chasing fireflies? Here are 9 data points that will help you catch them.
A lot of companies struggle with turning information into action. Most of the time, we blame inaction on not having sufficient information, and I’d say that some of the time, that’s accurate. But a surprising amount of the time, the opposite is the case. We have so much information buzzing around our organization that we can hardly breathe. When I was in college, I had a professor who claimed that circuit boards ran on the smoke that was contained within the various chips, capacitors, and other gizmos on the board. How did he know this? “Because when you let the smoke out, the computer stops working,” he said. The smoke, he claimed, needed electricity to do all of its thinking and computing, but if you put too much electricity into a circuit, it would force the smoke out and kill the computer. “You need some electricity, but more isn’t always better,” was the key lesson. And somehow that was hilarious to me, because of course, I am a complete … [Read more...] about Web Analytics – The Plague of Analysis Paralysis
By now you’ve read or seen coverage of Forrester Research’s “open letter to Mark Zuckerberg.” A raw PR stunt, the letter is partly intended to generate controversy and exposure for the firm. And in that sense, it appears to have succeeded. The Forrester analyst who wrote the letter, which carries a dismissive and arrogant tone, uses survey data to argue that Facebook is failing marketers: First, your company focuses too little on the thing marketers want most: driving genuine engagement between companies and their customers. Your sales materials tease marketers with the promise that you’ll help them create such connections. But in reality, you rarely do. Everyone who clicks the like button on a brand’s Facebook page volunteers to receive that brand’s messages — but on average, you only show each brand’s posts to 16% of its fans. And while your company upgrades its advertising tools and offerings monthly or more, you’ve done … [Read more...] about Forrester Research Disses Facebook To Generate Coverage, Controversy
Digital Marketing Depot has released an updated edition of its Market Intelligence Report, Enterprise Web Analytics Tools 2013: The Marketer’s Guide. This 30-page research report presents a market overview and covers industry trends, mergers and acquisitions, as well as what to look for in an enterprise web analytics tool. The report includes profiles of six leading web analytics profiles, as well questions to ask (both internally and of potential vendors) when undertaking the selection process. Here is a look at some of the industry trends covered in the report. What Is Web Analytics Software? Defining “Web analytics” has become a moving target, as channels converge and marketing language evolves. Terms such as “digital analytics,” “customer analytics,” and “marketing analytics” are increasingly being used to describe the multichannel integration and analytical capabilities that enterprises seek from web analytics tools. The report … [Read more...] about Enterprise Web Analytics Tools 2013: Updated Marketers Guide