Marketing Pilgrim's "Analytics Channel"

Sponsor Marketing Pilgrim's Analytics Channel today! Get in front of some of the most influential readers in the Internet and social media marketing industry. Contact us today!

I’ve Got Big Data, Now What?

The talk for many marketers is about big data.

There is so much data to be had and it seems that the volume of this data is not going to slow down any time soon. In fact, it is likely that its collection will accelerate. What needs to catch up, though, is the ability of businesses to take action with this data. Otherwise, this is all just an exercise in ‘getting ready to get ready’.

Oracle is one of, if not the, biggest players in big data and they recently reached out to C level executives to find out what the trouble is with big data (repackaged via eMarketer). Looking at the leading response there is a lot of work to be done here.

Marketers and Analytics Find It Hard to Get Along

We talk a lot about analytics.

We collect a lot of data.

We know that there is business value in data.

If we know all of this why is it that marketers are finding it so hard to truly use analytics?

There are many reasons and a recent study by eConsultancy and Lynchpin (repackaged by eMarketer) gave some of them. The first relates to the sheer volume and data and finding how much is actually useful to marketers.

Over 50% of the respondents said that only 50% of the data collected is useful to their business. So why is it being collected? Good question. One way that marketers can make their lives easier is to collect only the pertinent data rather than collecting everything under the sun and thus creating an opportunity to miss valuable in formation in the clutter.

The Best Times to Post And Why You May Be Doing It Wrong

Optimized social publishing is an emergent trend of the past year or two that has a lot of hype surrounding it. Essentially, using software of one kind or another, businesses are promised that their updates will be published at the moment they will achieve maximum reach or engagement.

Statistics teaches us that people behave in measurable and predictable patterns when you’ve got enough of them. We should be able to exploit those patterns to achieve optimal results. But what does that look like in practice? There are tons of conflicting recommendations out there and it can get confusing.

There are three basic approaches to social publishing optimization. The first is to gather up a lot of different social profiles and analyze their collective data in a broad study. The second is to take the historical data of one profile and make recommendations based on past interaction. The third is to dynamically publish using algorithmic recommendations.

Facebook Quietly Announces Major Analytics Flub

Recently, you might have noticed a pop-up when visiting your Facebook Insights page informing you of some changes to the way their reach figures are calculated.

“Fair enough,” you probably thought, “They’ve got a burgeoning user base and spammers, scammers, and a whole other lot of potential confounding variables to weed out.” If you clicked though, you found that the change was something much more breathtaking.

As of July 3nd, Facebook’s reach metric will include both mobile views and will now only count a ‘reach’ if a user scrolls down and loads a Page’s story. Take a second, let that sink in. Maybe read it one more time.

Download Web Data Directly to Google Docs

Some of you may think that this is a non-story and you would be right unless you are keeping an eye on the continually expanding big picture that Google is painting.

The ‘story’ is reported at the Webmaster Central blog that data from webmaster central reports can now be downloaded into either a CSV file (which has been available for a long time) or directly into a Google Docs spreadsheet. Google tells it like this

Webmaster Tools now has a new download option for exporting your data directly to a Google Spreadsheet. The download option is available for most of our data heavy features, such as Crawl errors, Search queries, and Links to your site. If you enjoy digging into the data from Webmaster Tools but don’t want to use Python scripts or the API, we’ve added new functionality just for you. Now when you click a download button from a Webmaster Tools feature like Search queries, you’ll be presented with the “Select Download Format” option where you can choose to download the data as “CSV” or “Google Docs.”

Are Online Companies Using the Wrong Data to Measure Success?

Everyone knows you need analytics on your website and some people actually pay attention and act on the data they acquire. But digital design agency Extractable says you might be putting all your eggs in the wrong data basket.

Right now, off the top of your head, what would you say is the most common data point for measuring success?

If you said traffic, give yourself a gold star. 66% of the companies Extractable surveyed said they use use traffic numbers as a measure of success. 46% said they use time spent on site but neither one of these is a true indicator of customer satisfaction and neither speaks to conversions.

Facebook and Google Do Battle on the Metrics Playing Field

The heated battle between Google and Facebook is more than whether Google+ can challenge Facebook in social or whether Facebook will trump Google in search somehow. Not to be mislead, these are two of the biggest fronts that these companies take hacks at each other each day for sure.

But while these products and services are being honed there is something happening between these two that could ultimately make the difference as to just how much advertisers are willing to spend with each media outlet. That something is analytics and measurement. Even little ol’ Aol recognizes this potential difference maker so it must be a big deal :-).

Both companies have announced their latest efforts to help companies understand just what they are getting from each dollar spent. In the end, the one that gives the best insight could very well be the one that wins this thing.

Google’s latest initiative is called Brand Activate. Here’s a video explaining what is taking place