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Feel Nothing, Do Nothing: Unlocking the emotional secret of online spending
Tom Ewing, Joost Vastenavondt, Koen de Vos and Orlando Wood, ESOMAR, Congress, Istanbul, September 2013
This paper explains how MasterCard, the financial services company, used research to better understand online purchasing and payment behaviour.
This paper explains how MasterCard, the financial services company, used research to better understand online purchasing and payment behaviour. Despite the vast amount of data generated regarding consumer behaviour when purchasing online, the picture is incomplete. This paper identifies two gaps - intention and emotional response - and describes research methods that aim to fill these gaps. The research helped MasterCard to develop the positioning for their online payment services, taking into account how consumers feel and how they buy.
Ad serving: Viewed ads, not served ads
Michael Froggatt, Admap, July/August 2013, pp. 42-43
This article makes the case for a new viewability standard for online advertising being championed by an industry consortium in the US, that would ensure advertisers pay for viewable, rather than served, ad impressions.
This article makes the case for a new viewability standard for online advertising being championed by an industry consortium in the US, that would ensure advertisers pay for viewable, rather than served, ad impressions. Analysis of all rich media ads served globally in September 2012 showed that only 63% were viewable according to the proposed new standard (50% of an ad's pixels in view for at least one second). Moreover, the ads that conformed to this new viewability standard enjoyed a click-through rate that was 54.5% higher than the overall average of impressions served.
Digital research practices from 500,000 marketers: Why some marketers succeed with analytics... and most fail
Ilya Lichtenstein and Jana Fung, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper provides an overview of how American companies are using analytics in order to identify changes in adoption of new research methods by successful marketing organisations.
This paper provides an overview of how American companies are using analytics in order to identify changes in adoption of new research methods by successful marketing organisations. The study, conducted between Q4 2012 and Q1 2013, selected three samples which illustrate differences in adoption of new technologies between slow-moving public companies and fast-growing private companies, and demonstrate trends that show bottom-up growth. The research shows that use of real-time analytics declined over the time of the study, with marketers finding the biggest challenge of big data is analysis of the immense volume. Also, while micro-surveys are effective tools, their adoption has been slow. However, use of social media in research continues to grow, yet marketers are not tracking everything they should be.
In search of digital ROI: Best practices for including digital data in marketing mix modeling
Eric Schmidt, ARF Experiential Learning, Re:Think conference, 2013
This paper examines the challenges of including digital data in marketing mix models and suggests some best practices for determining its sales impact and ROI.
This paper examines the challenges of including digital data in marketing mix models and suggests some best practices for determining its sales impact and ROI. To better understand how to make mix decisions, it considers the unique difficulties in measuring three digital media types - online display, search (paid), and social word-of-mouth (buzz). Once the metrics have been determined, they must be combined with other sales drivers in a sales response modeling framework. Results are developed in a consistent framework with 'traditional' media to allow resource allocation decisions across the entire mix.
Twitter's Ad API
Anna Bratholm and Marta Mattioli, Mindshare, February 2013
This brief article looks at how Twitter's opening of its Advertising Application-Programming Interface (API) will affect marketers.
This brief article looks at how Twitter's opening of its Advertising Application-Programming Interface (API) will affect marketers. The API will enable advertisers to layer in additional analytics, trends and insights into their campaign planning, as well as performance data to compile new audience profiles. Dashboards will take full advantage of the real-time reporting data, which will make targeting and set-up of multiple audiences a lot more manageable. More real-time ads will be possible and there will be efficiencies in terms of time spent managing Twitter and better return on investment.
Seven steps to smarter digital marketing: Insights from a Google 'Evangelist'
Low Lai Chow, Event Reports, SES Singapore, November 2012
At the SES Conference, Google's Digital Marketing Evangelist Avinash Kaushik offered up seven steps to smarter digital marketing.
At the SES Conference, Google's Digital Marketing Evangelist Avinash Kaushik offered up seven steps to smarter digital marketing. Focus on the user experience to reduce abandonment rates (over 80% of people on most ecommerce sites give up after clicking the checkout button). Look at a brand's share of search and how well it captures the convinced and unconvinced consumer. Pick useful metrics to measure success, not "super-lame" ones such as followers and likes. Improve use of analytic tools. Use visualisation tools to see the interplay between multiple channels. Consider the whole audience, not just the small percentage who have found you. Measure engagement on social media through conversation and amplification rates and value per visitor.
Google changes match type
Eldad Sotnick-Yogev, Mindshare, April 2012
In April 2012, Google announced that they would be rolling out a change to the way its algorithm reacts to Exact and Phrase match types in organic search results.
In April 2012, Google announced that they would be rolling out a change to the way its algorithm reacts to Exact and Phrase match types in organic search results. Early experiments suggest that this would result in advertisers increasing AdWords search clicks by 3%, with comparable CPCs. With more triggers, advertisers should expect to see an increase in impressions and possibly a lower CTR. Campaign management will need to be more frequent as a result, although there is an opt-out setting.
Marta Mattioli, Mindshare, March 2012
A discussion of Google's planned introduction of a new product, Google Semantics. Semantic Search refers to the process of understanding the actual meaning of the words, and can help associate different words with one another.
A discussion of Google's planned introduction of a new product, Google Semantics. Semantic Search refers to the process of understanding the actual meaning of the words, and can help associate different words with one another. It can differentiate between words with more than one meaning. Therefore, the new product will result in more useful Google searches for users. The authors argue that the launch of semantic search raises as many questions as it provides answers. How, for example, is Google going to know what a person is really thinking when searching for a specific word that has more than one meaning?
Using cookie data to generate brand insight
Malcolm Murdoch, Warc Exclusive, MAP: Measuring Advertising Performance, March 2012
Perceived value of Facebook fans: Measurement and accountability
Laurent Flores and Kimberly Struyk, ARF Experiential Learning, Re:think conference, 2012
This paper provides an overview of how to assess the value of a Facebook fan by utilising various metrics which measure value in terms of encouraging a reaction from a user.
This paper provides an overview of how to assess the value of a Facebook fan by utilising various metrics which measure value in terms of encouraging a reaction from a user. The authors argue the key to measurement is to think beyond what is happening behaviourally and to link this data with attitudes about the fan page content itself. Specifically, they claim there are five metrics to pay attention to when evaluating the performance and value of a Facebook fan page, which include brand involvement profiling, content consumption profile and consumer ideation report. They also argue - based on research from different brands' fan pages across the US, Europe and Asia - that when a brand is implementing a strategy towards fans (e.g. access to exclusive information) recruited members tend to be more loyal and involved with the brand.
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