Making sense of a digital world - Digital Training Academy ... · Making sense of a digital world ... in web marketing strategy Digital Training Academy ... 21 Digital Training Academy
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Digital Web Analytics AcademyWeb analytics 2.0: Advertising and media measurementLessons & Issues: Digital Training Academy
Learn what to count, how to count it, and how to use what you count. In Web Analytics Academy you’ll discover why most web businesses are flying blind, failing to have the right key performance indicators in place, and why many more waste energy tracking thewrong thing altogether. Find out what to trust and what to ignore. Get it right and your marketing becomes truly trackable and your KPIs really meaningful.
More information, papers and More information, papers and backgroundbackground……..
I created the web analytics academy to help marketers unlock more of the value from their digital marketing. These simple ten lessons were collated for the EMetrics summit in London, March 2007. They are handouts to remind delegates of some of the key points. Since 1999 I’d become frustrated with the missed opportunities of advertisingand marketing that simply didn’t fulfil its potential. Only through web analytics can the business benefits be accurately quantified, and online marketing improved and enhanced. Get this process right and your develop a self-learning business engine that forever improves the effectiveness of its marketing. I hope you find these notes from the Academy useful, and if you’d like more information, further insights, or a hand with figuring out what’s right for your business, then let me know.
Danny Meadows-KlueFounder & CEO, Digital Strategy Consulting & Digital Training Academy Ltd Co-founder and CEO, Interactive Advertising Bureau (EU)[email protected]+44 20 7244 9661
Digital Management Information AcademyDeciding what to countDigital Training Academy
Learn what to count, how to count it, and how to use what you count. In our Management Information Academy you’ll discover why most web businesses are flying blind, failing to track what matters.
Digital Management Information AcademyThe conundrum of the crumbling cookieDigital Training Academy
Learn what to count, how to count it, and how to use what you count. In our Management Information Academy you’ll discover why most web businesses are flying blind, failing to track what matters.
Five common challengesFive common challenges1. Cookie blocking, churn and deletion distorts the frequency
capping of advertising and overstating campaign reach
2. Servers overstate traffic by not filtering out robotic and otherinvalid traffic: the role of audits, filtering and ‘invalids’
3. Counting the ‘click’ challenged by false clicks and clickfraud but resolved through best practice, filtering and a new industry code
4. Webserver and adserver data doesn’t tie up because each counts different things at different points – video play durations at the point of stream initiation (under control of media owner)
5. Under-trained executives fail to appreciate what’s being counted and the context
Resources: need more?The conundrum of the crumbling cookie
Digital Management Information AcademyUnderstanding KPIs and measurementDigital Training Academy
In our Management Information Academy you’ll discover why most web businesses are flying blind, failing to have the right key performance indicators in place, and why many more waste energy tracking the wrong thing altogether. Find out what to trust and what to ignore. Get it right and together your KPIs and market intelligence can be turned into a digital nervous system for your online business; driving decisions and shaping strategy.
• People (unique users)• Pages (impressions)• Persistence (stickiness / duration of visit)• Pulling power (repeat visits)• Passion (intensity of their activity)
Resources: need more?Academy training in KPI development
Audience Audience KPIsKPIs• Grounded in business meaning
• Eg: Page impression = 2.5 ad impressions = CPM of $10 x sell through rate 65%
• Evolution over time• Impressions > reach > duration > video plays• New formats demand new approaches
• There are more potential KPIs in digital businesses because of their measurability
• A common sense balance is needed between entrepreneurship and scientific judgement, but KPIs can bridge the gap if this is new to the management team or there is uncertainty among stakeholders
Digital Competition AcademyMasterclasses for web publishersDigital Training Academy
Capturing and interpreting the signals from the market gives you a sense of where your brand is today and can be the early warning system for changes heading towards your business. Get it right and your competition tracking and KPIs act as the digital nervous system for your business; driving decisions and fuelling strategy.
Digital Management Information AcademyBuilding the KPI dashboardDigital Training Academy
Once the right metrics are in place they need to be managed, structured and made readily accessible. The dashboard that brings them together can be the controls and gears of the firm. Get it right and the complexity of the business is channelled into the key levers senior management need to pull.; driving decisions and shaping strategy.
Digital Web Analytics AcademyAdvertising 2.0 and the counting challengeDigital Training Academy
The sophistication and complexity of online advertising presentssome material challenges in how it is counted and reported. There are some areas in which we lack metrics that can truly express the involvement people have with marketing communications. In other areas the industry has adopted concepts from classic media that dumb down the richness of the online experience.
Digital Web Analytics AcademyWeb 2.0 and social mediaDigital Training Academy
The new generation of participative media add additional complexity to analytics. They challenge the notion of many fundamental principles and suggest new ways of measuring the business benefits of marketing. Here we look at some key trends and suggest ways analytics can be adjusted to capture the needs of these clients.
Digital Advertising Traffic AcademyGetting to grips with forecasting your inventoryDigital Training Academy
You can’t buy media that isn’t there. In classic media that wasn’t a problem because media owners and buyers could accurately predictthe number of pages in a magazine, the minutes of commercial airtime in broadcast media or the number of outdoor poster sitesavailable. Not so in online: this is a media channel where the audience creates the advertising inventory and people just are not that predictable! In this session we look at the challenges of forecasting inventory and some of the things you can do.
Ad forecasting: Ad forecasting: benefits for publishersbenefits for publishers
• Short termAvailability for your current campaigns
• Medium termAnticipating bottlenecks and cold zonesTactical revenue maximisationRevenue forecasting
• Longer termUnderstanding how supply and demand should influence price Anticipating human or systems resource needs in your teamStrategic revenue maximisationInfluencing product or content strategy
Digital HR AcademyBuilding competencies in digital teamsDigital Training Academy
One of the most fundamental challenges firms face today is the lack of skilled people. Whether it’s the data analysts that unlock the power of web analytics, or the senior management that lead the business, digital competencies and skills are often dangerously weak. Finding the right people can be both tough and lengthy, and with the skills shortage set to remain for the next five years the effect on the firm can be stifling.
Best practice: Eight solutionsBest practice: Eight solutions
1. Acknowledge the problem2. Recruit from classic direct marketing 3. Nurture internal talent4. Train the industry en masse5. Outsource to specialists6. Raise the profile and esteem of data analysts7. Reward data analysts from business results;
incentives, bonuses8. Build their stature in the firm
Digital Leadership AcademyShaping the digital networked societyDigital Strategy Consulting
In times of huge economic and social change, knowledge becomes acritical success factor. We created the Digital Thought Leaders interviews and profiles to bring you closer to people and brandsshaping the digital networked economy. They are based on privateinterviews and public lectures, and are published monthly. The aim is to unlock the potential of your team through sharing leading edge insights from people shaping the digital networked economy. If we can bring you closer to the people shaping this new work then your company and team will be stronger in their knowledge and vision.
Analytics 2.0 : Web advertisingAnalytics 2.0 : Web advertisingThe ten steps in advertising analytics
• Lesson 1: Review your metric options, decide what to count• Lesson 2: Data needs insights to become knowledge, know the
weaknesses, tackle the weaknesses, be clear about weaknesses• Lesson 3: Turn data into KPI tools that can drive your business• Lesson 4: Measure market position with meaning• Lesson 5: Build, share and manage the data dashboard• Lesson 6: Advertising 2.0 and Analytics 2.0 - start tracking• Lesson 7: Web 2.0 and social media - start evaluating• Lesson 8: Unlock revenue through operations data• Lesson 9: Invest in your data analysts, train your data analysts• Lesson 10: Lead your team, give analytics weight, appoint CIOs
Danny Meadows-Klue [email protected], Digital Strategy Consulting & Digital Training Academy+44 20 7244 9661
Analytics 2.0 : Web advertisingAnalytics 2.0 : Web advertisingExplosive growth in web marketing, but:
Results can be even stronger
Budgets can be even more effective
Analysts and marketers can apply their insight to reshape the firm
Massive market efficiencies are there to be madeDanny Meadows-Klue [email protected], Digital Strategy Consulting & Digital Training Academy+44 20 7244 9661
Digital Web Analytics AcademyWeb analytics 2.0: Advertising and media measurementLessons & Issues: Digital Training Academy
Learn what to count, how to count it, and how to use what you count. In Web Analytics Academy you’ll discover why most web businesses are flying blind, failing to have the right key performance indicators in place, and why many more waste energy tracking thewrong thing altogether. Find out what to trust and what to ignore. Get it right and your marketing becomes truly trackable and your KPIs really meaningful.
Danny Meadows-KlueCEO, Digital Strategy Consulting & Digital Training [email protected]+44 20 7244 9661