Web Analytics

The study of the behavior of website visitors, using Web server log file analysis, page tagging, e-metrics.

Social Media Measurement Tools

Posted by Gary Angel on January 17, 2012

0 comments | 1299 reads

Answers to your questions!

Scott Wilder, Gary Angel and Marshall Sponder

As usual I enjoyed the recent Social Media Measurement webinar - and it was great to have Marshall on as well. Tools always draw a crowd and this was no exception. Here's the questions we got along with our joint answers...

Question: What tools are best for measuring social media ROI or business lift, with respect to advertising on Facebook, Twitter, Linkedin, etc

Marshall: There's actually a new platform launching next week called Unified (UnifiedSocial.com - I will be at the launch) that promises to do something like that - I've seen the platform close up and I can tell you I am impressed. It may be that 2012 will be a year where ROI will no longer be a totally elusive goal for social media.

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December 20, 2011

Eloqua Gives Demand Generation Marketers Onramp to Social Media Success

Eloqua Social Suite Makes Social Integration with Digital Marketing Easy

VIENNA, VA – December 20, 2011 – Eloqua, the leading provider of on-demand Revenue Performance Management solutions, today announced the release of the Eloqua Social Suite, a set of applications that make it easy for b2b marketers to use social media to drive leads and revenue. Seamless integration between Eloqua’s marketing automation platform and social networks including Facebook, LinkedIn and Twitter, means demand generation professionals can now easily tap into social to measurably improve campaign performance.

Social media is a must-have for most marketing campaigns in today’s market. But demand generation marketers have struggled to leverage social as a significant channel for improving campaign performance. According to a survey of B2B marketers, 80% of respondents were using social media for brand building but less than half were leveraging it for lead generation.

Now, Eloqua customers can make demand generation campaigns more social in four simple steps: building awareness of content, engaging buyers through social channels, enriching profiles with prospects’ social identities and activities, and measuring the impact of social media on digital marketing campaigns. Eloqua Social Suite makes this process possible by using three types of social media apps:
1. Social sharing and content apps – Using a simple drag-and-drop interface, marketers can enable prospects to share content across the leading social networks like Facebook, LinkedIn, Google+ and Twitter; search and embed YouTube videos directly onto landing pages; let buyers see who in their peer networks has interacted with customers’ content; and allow prospects to skip complicated forms with social sign-on, or “signing on” using their social media accounts.
2. Social data apps – Eloqua Customers can pull in buyers’ social data from social sites, such as Twitter, LinkedIn and Google Social Graph as well as segment messaging based on influence using Klout and Twitter integration. Additionally, marketers can tie prospects’ social identities to the existing contacts in their database.
3. Social reports and dashboards – Eloqua users can track and measure their campaigns with intuitive reports, giving marketers the ability to see what social channels are delivering inbound traffic to their campaigns.

“There’s no doubt that social media has dramatically reshaped the marketing landscape,” said Paul Teshima, Senior Vice President of Product Management at Eloqua. “But for marketers focused on driving demand, social has been a bit like shaking the Magic 8 Ball. With Eloqua Social Suite, those marketers can finally realize the potential of social for identifying influencers and tapping into prospects’ trusted peer network, lowering the common barriers to driving higher conversion rates and getting a full view of buyers’ digital behavior. With that level of insight, our customers can at last see how social can truly drive revenue performance.”

The Eloqua Social Suite is available today for current Eloqua customers. See Eloqua’s product page for more details and a demo.

About Eloqua
Eloqua provides solutions to help its customers accelerate revenue growth through Revenue Performance Management. Eloqua provides powerful business insight to inform marketing and sales decisions today that drive revenue growth tomorrow. The company’s mission is to make its customers the fastest growing companies on Earth. More than 1,000 clients rely on the marketing automation power of Eloqua to improve demand generation and lead management while driving more qualified leads. Eloqua’s customers include Adobe, AON, Dow Jones, ADP, Fidelity, Polycom, and National Instruments. The company is headquartered in Vienna, Virginia, with offices in Cambridge, San Francisco, Austin, Toronto, London, Brussels, Frankfurt and Singapore. For more information, visit www.eloqua.com, subscribe to the It’s All About Revenue blog, call 866-327-8764, or email demand@eloqua.com.
# # #

Contact:

Sheila Bohan, Eloqua, 703-584-2747 or sheila.bohan@eloqua.com

December 14, 2011

[x+1]’s Digital Marketing Hub Component Named As a Leader in Demand-Side Platform Category in Report by Independent Research Firm

NEW YORK, N.Y., Dec. 14, 2011 – Online targeting platform leader [x+1], www.xplusone.com, announced today that the DSP component of its digital marketing hub was named a leader in the Demand-Side Platform (DSP) category in a new report from Forrester Research, Inc.

[x+1] was singled out in “The Forrester Wave™: Demand-Side Platforms, Q4 2011” as being the only vendor they assessed that “offers coordinated [ad] targeting and optimization across display media and clients’ sites.” It also was among the vendors who received the highest rating in the Forrester report for company leadership.

[x+1] was also cited by Forrester in the report for its “long legacy of managing proprietary client data sets … for targeting purposes.” Further, Forrester found that [x+1] was rated well by its clients, receiving particularly high marks for “its audience targeting capabilities, its strategic guidance, its overall responsiveness and the strength of its management team.”

According to Forrester, [x+1] also was lauded by its “large and happy client base” for its campaign execution (including algorithmic optimization) and overall client support, further noting that clients “are highly likely to recommend [x+1] to others.”

Some of the criteria for being selected for review by Forrester were strength in real-time bidding (RTB), with at least half of impression volume being RTB-enabled; the ability to support large media buyer clients, with monthly impression volume of 2 billion-plus; and an offering that included a range of self-service tools available to clients.

The company’s flagship solution is [x+1] Origin, its digital marketing hub, which allows marketers to optimize and manage all inbound interactions on websites; connect and synchronize all outbound communications across display, email and mobile; and centralize data from all sources, allowing data-driven insights from each channel to easily inform other channels.

The company has long-term client relationships with Fortune 500 companies in financial services, telecommunications, insurance and travel, with particular strengths in data management via the integration of client, customer and third-party data sources to achieve marketing performance gains.

“For more than 10 years, our company has been in the forefront of advertising technology in terms of consistent product innovation, strong results and cutting-edge solutions and capabilities,” said John Nardone, chairman and CEO of [x+1]. “This recognition by Forrester of our position as a DSP leader is another validation of our unwavering commitment to excellence, client satisfaction and the overall advancement of our industry.”

For more information on [x+1] and digital marketing integration, visit www.xplusone.com; follow us on twitter @xplusone.

Governance and other Dirty Words

Posted by Gary Angel on December 11, 2011

0 comments | 346 reads

In what has become something of a tradition, Phil Kemelor (VP here at Semphonic) released this year's edition of our Profiles in Analytics research. Profiles in Analytics is based on our own survey research of the Web analytics community. Each year has been fascinating and so, too, is the apparent evolution of the community. There are three parts to Profiles in Analytics - all based on the survey data. There is, first, the actual summarized survey results. The second piece, which gives the research it's name, is a set of representative profiles based on the survey responses. The final piece is a write-up of the research that highlights some of the key trends and most interesting findings. All are available on the Semphonic web site.

It's obvious from a year-over-year comparison that there has been fairly significant growth in the size and maturity of digital measurement groups. Well, that should be obvious to most of us. What's more interesting is the clear growth in maturity across a number of different fronts including Phil's focus in the write-up: Web governance. But just how important is Web governance - does it allow organizations do more with less or is it, perhaps, an excuse to do less with more? The survey suggests some interesting answers. You can check out Phil's write-up along with the survey results and the always interiguing profiles here.

Profiles in Analytics - Does Web Governance Drive Digital Analytics?

Posted by Phil Kemelor on December 8, 2011

0 comments | 325 reads

I’ve just released this year’s Profile in Analytics research. Focusing on the relationship between Web governance and digital analytics, I drilled down on whether Web governance-oriented organizations really are “better” at analytics...Do they serve more stakeholders? Do they do higher value analytics work? Are they in alignment with senior leadership?

In doing the research, it was clear that analytics teams are now more common place and growing in size. Nearly 75 percent of those surveyed are part of an analytics team. Teams of 5 and more now outnumber single person departments, 34 percent to nearly 27 percent. Most teams have between two to four people. Add to this that most digital analytics teams are working with between 1 to 3 third party agencies, and we can see that digital analytics is requiring management of many elements, as well as people who can carry out the tasks.

This raised a few questions:

Web Analytics and the Call Center

Posted by Gary Angel on December 4, 2011

0 comments | 475 reads

I'm feeling a bit schizophrenic with my blog these days, bouncing between posts on digital database marketing, big data analytics, survey research (all our traditional milieu) and then back to Social Media Measurement. We've done so much interesting work in Social Media measurement recently and it's a topic that I've hardly yet touched - so I feel compelled to continue that series. And yet, I hesitate to pull away from our main practice themes for any extended period of time. If you're interested in the same range of topics that we at Semphonic are, it's probably not much of a problem. If you're interests are concentrated inside (or outside) of Social Media, then all this hopping around might be a bit annoying. I'm going to see if we can't work out a solution - perhaps separate feeds by topic - since I fully expect to continue both themes.

Six Keys to Unlocking the Power of Consumer Profile Data for Web Display Advertising

Posted by Kerry Morris on November 30, 2011

0 comments | 715 reads

Over the past decade, marketers have spent an increasing amount of their marketing budget on web display advertising. In fact, U.S. online advertising spending is expected to reach $31.3 billion this year—a 20% increase, according to a recent report by eMarketer.

This growth, despite challenging economic times, has been fueled by continuous innovation in display ad targeting. A shift from site-based targeting to audience-based buys has driven more new growth. In audience-based targeting, marketers target specific consumer segments—based on a rich data set that defines audiences by characteristics—with media displayed across a wide range of web sites – much like a direct or email marketer would segment their files. According to comScore, in 2010 alone audience based targeting experienced a 514% lift in the number of people who searched for a brand within four weeks of ad exposure.

Originally, audience-based targeting was dominated by online behavioral data. This approach targets consumers based on recent online activities. For instance, a travel marketer might target consumers who visited travel web sites in the past 7 days.

November 26, 2011

Text Analytics World Topics & Case Studies – March 6-7, 2012 in San Francisco

Text Analytics World San Francisco 2012 (tawgo.com) is the business-focused event for text analytics professionals, managers and commercial practitioners. This conference delivers case studies, expertise and resources to leverage unstructured data for business impact and deploy the latest text analytics technology.

CASE STUDIES:

Text Analytics World San Francisco 2012 will feature over 20 sessions with case studies from leading enterprises in e-commerce, financial services, government, healthcare, high technology, insurance, retail, and social media such as: Accident Fund Insurance, AlphaGenius, AVG (security), Amdocs and the U.S. Government Accountability Office, a U.S. Federal Department, Brocade, Center for Disease Control, Hewlett-Packard, MTV and Warner Music Group, Samsung, a Fortune 500 global technology company, hedge funds, emergency response companies, plus special examples from U.S. government agencies DoD, DHS, and SSA.

HOT TOPICS:

TAW San Francisco's agenda covers hot topics and advanced methods such as blackbox trading, customer service and call centers, decision support, document discovery, document filtering, financial indicators from social media, government applications, insurance applications, knowledge discovery, marketing and branding, product launching, sentiment analysis, social data, social media applications, test analytics software, topic discovery, voice of the customer, and other innovative applications that benefit organizations in new and creative ways.

WORKSHOPS: TAW also features a full-day, hands-on text analytics workshop, plus several other pre- and post-conference workshops in analytics that complement the core conference program.

For more information: tawgo.com

Save $400 on Predictive Analytics World and Text Analytics World 2-Day Combo Pass:

1. Super Early Bird Registration by December 16th – Save up to $400.

2. Take $150 off the Early Bird or the Advance Two Day Pass registration fee with this posting's promotional discount code: CUSText Analytics World150.

3. Save an additional $200 for each additional attendee from the same company registered at the same time.

http://www.predictiveanalyticsworld.com/sanfrancisco/register.php

If you'd like our informative event updates, sign up at:
http://www.textanalyticsworld.com/subscription.php

To sign up for TAW group on LinkedIn:
www.linkedin.com/e/gis/3869759

For inquiries e-mail regsupport@risingmedia.com or call (717) 798-3495.

ALL ANALYTICS EVENTS:
PAW San Francisco: March 4-10, 2012 – www.pawcon.com/sanfrancisco
Text Analytics World SF: March 6-7, 2012 – www.tawgo.com
PAW Toronto: April 25-26, 2012 – www.predictiveanalyticsworld.com
PAW Chicago: June 25-26, 2012 - www.predictiveanalyticsworld.com
PAW Videos: Available on-demand – www.pawcon.com/video

November 23, 2011

Predictive Analytics World San Francisco 2012 Conference Announces Speaker Line-Up

San Francisco, CA – Predictive Analytics World, the business-focused event for predictive analytics professionals, managers and commercial practitioners, today announced the speaker line-up for the March 4-10, 2012 San Francisco, CA Conference (www.pawcon.com/sanfrancisco/2012).

Predictive Analytics World (pawcon.com) is the business-focused event for predictive analytics professionals, managers and commercial practitioners, covering today's commercial deployment of predictive analytics, across industries and across software vendors.

PAW SF promises to once again break records as the biggest cross-vendor predictive analytics event ever. PAW's program is packed with the top predictive analytics experts, practitioners, authors and business thought leaders, including keynote addresses from Piyanka Jain, CEO, Aryng.com, former PayPal Business Analytics Head, and PAW Program Chair Eric Siegel, plus special sessions from industry heavy-weights Andreas Weigend and John Elder.

The event will be held at the San Francisco Marriott Marquis, 55 Fourth Street, San Francisco, California.

PAW's SF 2012 program is the richest and most diverse yet, featuring over 40 sessions across 2 tracks: 1) "All Audiences,” and 2) "Expert/Practitioner " -- so you can witness how predictive analytics is applied by AARP, Alberta Motor Association, Altos Research, Broadspire, CA General Underwriters, CompassLabs, HP, Interclick, Kelley Blue Book, LinkedIn, Major League Baseball, NFL, MLB, and the NBA, Pfizer, Sisters of Mercy Health Systems, Social Media Research Foundation, University of Phoenix, Volunteers of America, Wells Fargo, Yahoo!, YMCA, ZZAlpha, an IT support firm, a sales workforce, real-world examples in financial services emergency response, and true-to-life anecdotes based on miscellaneous enterprise successes, plus insights from projects for Anheuser-Busch, Dept. Homeland Security, and US Postal Service Office of Inspector General.

HOT TOPICS AND ADVANCED METHODS: PAW SF’s agenda covers agile analytics, behavior-based advertising, black box trading, branch location assessment, churn modeling, clinical healthcare, crowdsourcing predictive analytics, cloud analytics, econometric indicators, education, enterprise-wide analytics, forecasting, HR analytics, insurance, list sourcing, non-profits, online marketing, real estate market scoring, risk management, social data, sports analytics, targeting direct marketing, uplift modeling and other innovative applications that benefit organizations in new and creative ways.

TEXT ANALYTICS: Text Analytics World (tawgo.com), co-located with PAW San Francisco the day immediately thereafter, provides reasonable cross-registration options so your breadth of session topics expands to include this rapidly growing field.

WORKSHOPS: PAW also features several full-day pre- and post-conference workshops that complement the core conference program.

Join PAW and access the premier keynotes, sessions, workshops, exposition, expert panel, live demos during "Lab session", networking coffee breaks, reception, birds-of-a-feather lunches, brand-name enterprise leaders, and industry heavyweights in the business.

Read more: Articles and blog entries about PAW can be found at pawcon.com/pressroom.php

View agenda overview: www.predictiveanalyticsworld.com/sanfrancisco/2012/agenda_overview.php

Registration: http://www.predictiveanalyticsworld.com/sanfrancisco/register.php

PAW’s Super Early Bird Registration by December 16th – Save up to $400. You can also take $150 off the Early Bird or the Advance Two Day Pass registration fee with this posting's promotional discount code: CUS150. Save an additional $200 for each additional attendee from the same company registered at the same time.

View the PAW overview video:
www.pawcon.com/newyork/2011/video_about_predictive_analytics_world.php

What is predictive analytics? See the Predictive Analytics Guide:
www.predictiveanalyticsworld.com/guide

If you'd like our informative event updates, sign up at:
www.predictiveanalyticsworld.com/signup-us.php

To sign up for the PAW group on LinkedIn, see:
www.linkedin.com/e/gis/1005097

Follow PAW on Twitter:
http://twitter.com/pawcon/

For inquiries e-mail regsupport@risingmedia.com or call (717) 798-3495.

ALL ANALYTICS EVENTS:
PAW San Francisco: March 4-10, 2012 – www.pawcon.com/sanfrancisco
Text Analytics World SF: March 7, 2012 – www.tawgo.com
PAW Toronto: April 25-26, 2012 – www.predictiveanalyticsworld.com
PAW Chicago: June 25-26, 2012 - www.predictiveanalyticsworld.com
PAW Videos: Available on-demand – www.pawcon.com/video

The Evolving Role of Opinion Research

Posted by Gary Angel on November 11, 2011

0 comments | 423 reads

In planning my panel on Cross-Industry Customer Analytics, I had certainly hoped to explore the growing need for and use of online opinion research. It's not a new subject for me. In my long series this year on the Convergence of Database Marketing and Web Analytics, I several times discussed the critical role that opinion research can play. It's a central part of Customer Analytics and it fulfills functions there quite different that when confined to Web analytics.

Opinion Research can form the bridge between behavioral facts/characteristics and the reasons why they exist.

It can help us target across channels and mediums where no behavioral patterns exist.

It can provide the necessary information about "drivers of choice and decision-making" so that we can build effective personalization, offer, and creative strategies.

In the traditional marketing world, opinion research had all of these functions and each is, if anything, even more important in the digital realm. I think every member of my panel probably would agree with this basic list and I thought that there were several excellent examples of traditional research methods being used to drive online marketing.

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Top 10 Authors of 2011

Stan Phelps, Synergy Events
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Nick Stamoulis, Brick Marketing
Cheryl Hanna, Service Untitled
Matt Heinz, Heinz Marketing Inc
Bob Thompson, CustomerThink Corp.
Maz Iqbal, Dynamica Consulting Group
Bob Apollo, Inflexion-Point
Jacob Morgan, Chess Media Group
Jesse Noyes, Eloqua

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