42 items | 1 visits
Marc Vermut's List: Marketing Analytics
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Jun 22, 15
Customer centricity maturity framework
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Mar 23, 15
eMarketer report finds that only 21% of marketers are using a multi-channel or algorithmic attribution solution.
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Oct 14, 14
Study found that TV view predominantly on TV set and mostly in the living room. Also, viewers remember 1.9 commercials from 15 minute viewing bursts when prompted.
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Oct 14, 14
Upon closer examination, however, we see that smartphone CTR drops off much more rapidly than either desktops or tablets, at an average of 30% per position, versus 22% and 28% respectively.
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Oct 02, 14
Why customer-level analysis alone is never sufficient.
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Oct 02, 14
Comparison of Bayesian and Frequentist statistics.
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Apr 03, 14
On point list of steps that companies should take to be successful at an attribution program
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Mar 10, 14
ThinkVine CEO points to the importance of linking financial ROI to social media marketing (specifically Facebook) and lists agent-based modeling as an analytic approach for accomplishing that goal.
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Nov 28, 13
Advertisers not only saw an increase in in-store sales, they also experienced an increase in category level sales, with test categories seeing an average sales lift of 5.8%.
Advertisers not only saw an increase in in-store sales, they also experienced an increase in category level sales, with test categories seeing an average sales lift of 5.8%.-
Between 2008 and 2011, Applied Predictive Technologies, an independent third-party firm specializing in matched-market testing and research, conducted a series of search advertising and retail studies with 13 major Google advertisers. These participating brands are top, household-name retailers, with more than 1,000 U.S. stores each, on average. They represent a variety of staple categories, including apparel, baby products, electronics, toys, cosmetics, sporting goods, furniture, pet food, and home improvement.
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Investing in search ads, even at a modest level, increased incremental offline store sales by an average of 1.46% (see fig. 1). Since the compound annual growth rate for the retail industry was 1.55%3 for the period of the study, being able to attribute a 1.46% increase to online search campaigns is significant.
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Nov 09, 13
More than half of online shoppers said they browse catalogs and almost one-third of people making an Internet purchase have a catalog on hand when they click “Buy,” according to a new survey by Kurt Salmon, a global retail consultancy. A whopping 86 percent of the survey’s respondents bought an item after first seeing it in a catalog.
Shoppers between the ages of 18 and 24 are just as likely to use one as those between 45 and 54. Last year, about 12 billion catalogs went out in the U.S.—roughly 100 per household, but down drastically from recent levels -
Nov 05, 13
Survey covering agency consideration of key Big Data impacts and how it is driving positive business results
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Oct 22, 13
A quick listing of companies focused on creating a single view of consumers across devices and in store. Mentions Google's announcement of Store Traffic estimates from online display advertising.
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Oct 07, 13
Measurement is based on users that are logged into Google, and then extrapolates that sample to arrive at the total estimated sales impact of a brand's search ads across Google's larger user base.
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Sep 12, 13
List of 5 key challenges facing success for Big Data:
1. Where Data Resides
2. Access To Social Data [ed: or any external]
3. Ownership & Privacy
4. Digestibility
5. Cost/Benefit-
To reap real, palpable benefits, the easy-to-get data (mostly from public sources) must be combined with sensitive, proprietary data that has security fences around it (such as customer data or any data that cannot go outside of the walls of the organization).
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but how many companies will eagerly import sensitive data — such as sales data — into a Google tool for analysis
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Sep 03, 13
Great overview of Controlled Experiments, what they tell you and how to tie them to the bottom line. Only missing piece is that they tend to be binary and don't account for other important drivers of sales. Best used to confirm and influence findings from MMM.
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Jul 17, 13
Sponsorships have an increasing component of social media (in addition to sampling, experiential and media exposure). Key point is that not measuring social media impacts incompletely estimates benefits of sponsorships
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Jun 21, 13
Google made Full Credit Measurement Attribution generally available
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Mar 28, 13
IAB's representation of the different types of companies serving in the digital media space:
BI, Media Enhancement, Execution, Media Vendors, Content Creators, Media Planning and Buying -
Mar 28, 13
Landscape of current, acquired and shuttered companies operating in the digital advertising space
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Mar 10, 13
Gokul Rajaram provides reasons for Atlas acquisition. Ultimately, is a play for campaign effectiveness measurement. First, Facebook vs other online; second, incorporating all media data for cross-channel, cross-media attribution.
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