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Posts Tagged ‘Analytics’

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The Case For Content: Is It Finally Settled?

Monday, November 2nd, 2009 by Reid Williams
Image by swruler9824/Flickr Creative Commons

Image by swruler9824/Flickr Creative Commons

I’m not sure. Do we need any more evidence? What other statistics do we need so that we can officially and completely transform our mindset from advertising to generate clicks into conviction that storytelling creates bonding and action?

I ask because we’ve been convinced for a while here at WELD. We were pretty sure no one was clicking on banner display ads, and that the small proportion of clicks display ads do receive all come from the same people.

Numbers continue to validate our suspicions.

(more…)

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Why You Need 3C In A 3G World

Wednesday, September 30th, 2009 by Reid Williams
Photo by Collin Anderson/Flickr Creative Commons

Photo by Collin Anderson/Flickr Creative Commons

At the risk of being accused of creating unnecessary acronyms in a business environment already asphyxiatingly full of them, this is my plea for you to think about 3C marketing.

No big secret here: I’m talking about Continuous, Coordinated Contact.

What I’m getting at is the importance of reaching out to your organization’s audience in many ways - or even better put, being well represented in all the places your audience might reach out to you — and making sure that there is consistency across all those touch points.

Your prospects (and your competition) will definitely notice if you haven’t planned for that consistency, if there’s a gap in your outreach. More than ever, shoppers are comparing your messages and offerings across multiple channels, and if they find a difference — or don’t find anything at all — you might lose them.

What would happen at your website tomorrow if your organization appeared on television tonight? (more…)

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Beware Of ‘Gurus’ Bearing ‘Statistics’

Thursday, September 10th, 2009 by Reid Williams
Image by Mikyl Roventine/Flickr Creative Commons

Image by Mikyl Roventine/Flickr Creative Commons

Call me crazy, but I’m going to try to convince those of you who don’t yet have a blog established for your company to get one going, and I’m going to do that by shooting holes in the very statistics that could help me persuade you.

Your company should have a blog. Period.

But the reason your organization should have a blog is not because someone introduced as a social media or marketing “guru” shows you “statistics” that say companies with blogs get more traffic on their websites.

That’s because your data supports no such causal inference, Hubspot. Sorry, but I’m about to go on a mathematical tongue-lashing. (more…)

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One Quarter Of Life Spent Staring At A Screen

Friday, September 4th, 2009 by Reid Williams
Image from Elsie esq./Flickr Creative Commons

Image from Elsie esq./Flickr Creative Commons

I’m laying odds and taking prognostications: At what point will the time Americans spend staring at screens surpass the time we spend snoozing each day?

OK, maybe it won’t ever happen. My blog post wouldn’t be as lighthearted on that day. But that is a tipping point I’m thinking about after reviewing the latest numbers from The Nielsen Company’s “Three Screen Report.”

I remember the realization that struck me in elementary school when the teacher drove home the point that, since we spend 8 hours a night sleeping, we all spend a full third of our lives asleep. The sudden comprehension that each of my activities, if regular and habitual, accumulate over the course of my life forced me to consider whether or not I am wisely spending my time.

I’m doing that again, considering that Nielsen is now the teacher telling me I spend a quarter of my life looking at a computer, a TV or my iPhone. (more…)

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Positive Press For Sentiment Analysis

Thursday, September 3rd, 2009 by Reid Williams

Image by 漂泊的鱼/Flickr Creative Commons

Image by 漂泊的鱼/Flickr Creative Commons

You’ll read this post and make up your mind about how you feel about the technology. But if you describe those feelings anywhere on the Internet, well, we’ll know about it. See, that’s what our technology topic for today does — it listens for the sentiment in what you’re saying.

My intuition is that, within the next 18 months, sentiment analysis will be just as familiar to you as any other kind of search. Sentiment analysis tools round up what people are saying about your company or product on the web, and determine whether what they’re saying is negative or positive. There are several companies offering such tools, but in this post I’m going to focus on Scout Labs.

We’ve been using Scout Labs for 3 months on behalf of a client that’s in a highly competitive business-to-business market. We experienced some difficulty with the application, and when we submitted a bug report, I was pleased to get a rapid response. Then, I read a New York Times article about sentiment analysis, and when I realized the person who responded to my bug report was being quoted there — and happened to be Vice President of Product — I set out to get an interview for this post. (more…)

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Video Viewing Through The Roof In July

Wednesday, September 2nd, 2009 by Reid Williams
Image by Dan Taylor/Flickr Creative Commons

Image by Dan Taylor/Flickr Creative Commons

While it might be proof that people are spending too much of their summer in front of a computer screen, it’s still good news for online video producers and the companies and brands that employ them: Video viewing rose to new, astronomical levels in July.

According to a comScore release, the number of videos Americans viewed this past month was up 42% over the same month last year.

By the numbers, 158 million unique U.S. Internet users watched 21.4 billion — that’s billion with a “b” now — in July.

The blood pressure of officer managers everywhere is rising wondering whether or not this increase is occurring during office hours, I know. If I were a network TV executive whose broadcast company didn’t already have a website and mobile app for viewing video, I’d probably be reaching for the hypertension medication, too. (more…)

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