Category archives for

– Social Media Measurement –

Google Analytics: How to Use Custom Segments to Up-Level Your Reporting

by · March 19, 2015

The use of Advanced Segments on Google Analytics can be very valuable in giving us a deeper and more accurate picture of performance. Segments allow us to run a control group analysis in which we can isolate different groups of users and compare them to show us where we should be allocating future investments and strategy.

In measuring social’s impact on consideration and conversion, Google Analytics defaults to last-touch attribution, which provides a very narrow view and gives minimal credit to the channel. However, we can create segments that measure the behavior of social media users and compare them to users who do not touch social in order to gain valuable insight as to how each marketing channel impacts our KPI. You can do this type of control group analysis for any group of users by creating Custom Segments.

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Google Analytics: How to Define Goal Conversions

by · February 27, 2015

Avoid committing crimes against humanity by making sure you are using goals on Google Analytics to effectively evaluate your digital presence and advertising. Sure, that statement might be exaggerated, but there is still some validity in it. Are you getting the most you can out of Google Analytics? In order to determine the effectiveness of your digital presence or advertising campaign, a strong understanding of goal conversions in Google Analytics is crucial. The primary objective in digital marketing is to lead users toward your conversion points. So this takes us back to our initial point, how do we get the data to prove that our campaign actually has been successful in achieving our set objectives? The way in which you set up and track your goal conversions and events is critical in providing your company with the most valuable data. Track and analyze your company’s performance using measures that are tailored to your primary goals and objectives.

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It’s All In The Mix

by · February 26, 2015

Today’s marketers have a bevy of channels to choose from. Despite the plethora of options, the job is to drive sales in some form or fashion. With that single-minded goal, marketers often have to place the focus on the channels that have a more direct route to the sale (also known as the shortest path to conversion).

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Testing, Testing: The Economics of Social Conversions, Part 2

by · February 19, 2015

With so many variables at play, how can we dissect our data to give us new insights as to what is actually driving conversions and, ultimately, ROI? How can we measure all the way through the customer journey in order to truly understand what’s working, rather than making biased assumptions based solely on first or last click attributions. After studying Economics & Applied Mathematics, I understand the value of truly grasping the effects of campaigns in order to provide insights that can be built on for optimal growth. In this series, we will approach social analytics from an economic standpoint to understand where we can more efficiently allocate our resources and increase conversions. Save your time and effort for tactics that have proven effectiveness in driving ROI.

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Testing, Testing: The Economics Of Social Conversions, Part 1

by · February 18, 2015

With so many variables at play, how can we dissect our data to give us new insights as to what is actually driving conversions and, ultimately, ROI? How can we measure all the way through the customer journey in order to truly understand what’s working, rather than making biased assumptions based solely on first or last click attributions. After studying Economics & Applied Mathematics in college, I understand the value of truly grasping the effects of campaigns in order to provide insights that can be built on for optimal growth. Here is my stab at looking at analytics from an economic standpoint:

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Top 6 Google Analytics Deep-Dive Recommendations

by · February 10, 2015

Ultimately, a deep-dive report measures changes in customer behavior, consideration, and conversion. Metrics are chosen in order to answer why changes are occurring. There are many valuable insights to be had from these reports that serve to validate or adjust campaign strategy and implementation. After analyzing various client data reports, I’ve put together a list of the most common opportunities that present themselves.

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Is making magic killing our careers?

by · January 29, 2015

Over the long weekend, I had some time to reflect on last week’s post on how hard it is for organizations to keep high performers because they make magic. I’ve come to realize that making magic might actually be a career limiter. Never once in my career making magic have I thought that it could be holding me back. Reason being: magic is magic, and people in the C-suite don’t speak magic. They speak profit and loss. It is a common problem with marketers in our relationship with the C-suite. We do not speak the same language. So, it begs the question, is the magic a reason we are not elevating to the C-suite as quickly as other disciplines?

We’ve all read the reports that tell us that CEOs don’t trust marketers (unless they are marketers who measure). In fact, AdAge pointed out that in 2013, of the 9,800 board seats at Fortune 1000 companies, only 38 are held by CMOs. And I am relatively sure that the number hasn’t grown 60 fold in the last two years. So, could it be the magic? Let’s explore some of the ways conjuring is holding us back.

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If The Metric Isn’t Money, You Cannot Measure ROI

by · September 8, 2014

The single biggest challenge both communications professionals and the business leaders they answer to have to overcome is understanding business metrics. There are generally two kinds: Those related to revenue and those related to intangibles. When you’re measuring revenue, you can calculate return on investment (ROI). When you’re not measuring revenue, you can’t.

Yet both communications professionals and their managers somehow still think it’s okay to hold us to ROI standards for any and all business objectives.

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A Cheap Way to Discover Brand-Topic Affinities on Twitter

by · August 11, 2014

Sometimes interesting things appear when you’re not even looking. And some lessons taught are applicable far beyond immediate challenges.

Case in point: The realization that Twitter advertising statistics can reveal brand-topic affinities.

Ad stats help you assess how well you’ve targeted promoted tweets — that’s their purpose — but you can use them for much more. You can use them to study competitive positioning and identify influencers around particular topics of interest. The trick is to craft tweets that don’t (only) promote a product or service, but also/instead help you evaluate the topic-engagement link. The insights revealed aren’t especially useful for me — I’m well-positioned in my text and sentiment analysis consulting specialization — but if your business depends on precision online targeting, you may find ads data to be a new, unique, inexpensive source of social intelligence.

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