Analytics & ROI

Archived Posts from this Category

Tue 3 Nov 2009

Digging into Google Analytics for Mobile Applications

Posted by Admin under Analytics & ROI, Latest Info

Last week, Google Analytics expanded to offer reporting features for mobile applications on the iPhone and Android. But how does it work for mobile applications (or parts of mobile apps) that don’t render HTML pages?

Google says mobile app developers can tell Google Analytics what actions taken by users would trigger the analytics tracking. Google uses those triggers to determine views, session lengths, and bounce rates.

Developers can also use Event Tracking to track actions such as watching a video, clicking a button or conducting a download.

The data provided by Google Analytics for mobile apps can be highly useful for developers as they choose to enhance and update their apps over time. It can also inform future app development by helping developers meet customer needs and desires.

Check out this video on how online real estate brokerage Redfin used Google Analytics to track their mobile application.

Tue 3 Nov 2009

Digging into Google Analytics for Mobile Applications

Posted by Admin under Analytics & ROI, Latest Info

Developers can also use Event Tracking to track actions such as watching a video, clicking a button or conducting a download.

Check out this video on how online real estate brokerage Redfin used Google Analytics to track their mobile application.

Fri 29 May 2009

Omniture Launches Facebook Analytics Solution

Posted by Admin under Analytics & ROI, Latest Info

Omniture has created a new tool designed to measure the success of Facebook applications. Dubbed App Measurement for Facebook, it utilizes the reporting capabilities of the company’s online analytics solution SiteCatalyst.

With App Measurement for Facebook, marketers can view users by how many members they have, see which parts of the app are most popular, monitor video sharing, and observe which users invited their friends to the app.

Check out more screenshots of the tool at Omniture’s Flickr stream.

Facebook apps are an increasingly popular way for companies to leverage social media in their online marketing campaigns.

“With more than 200 million active users, marketers are intrigued by the potential of Facebook to help them connect with consumers in personalized and meaningful ways,” said Brett Error, CTO and executive vice president, products at Omniture.

But unlike SEO and SEM, social media has been notoriously difficult to measure. App Measurement for Facebook attempts to fill this void.

“The relatively young phenomenon of social media has forced marketers to rely on experimentation to tap into that potential,” said Error. “The App Measurement for Facebook solution will deliver actionable insight concerning Facebook applications and help marketers develop data-driven social media marketing strategies that support and positively affect efforts across other online channels.”

The tool is now available for SiteCatalyst customers and is part of the Omniture Online Marketing Suite.

Wed 6 May 2009

Webtrends Proposes Digital Marketing Measurement Standards

Posted by Admin under Analytics & ROI, Latest Info

Webtrends is offering up The Digital Marketing Maturity Model (DM3) as a model for standards in digital media measurement. Webtrends says the model will help organizations:

Measure the maturity of digital marketing programs in six core areas (measurement strategy, analytics resources and domain expertise, data integration and visualization, data analysis and insight, adoption and governance, ongoing optimization).
Assess measurement programs across all digital channels, including web sites, search engine marketing, online advertising, social media and other digital marketing channels.
Pinpoint the skills, staffing and other investments needed to advance within the model’s four levels of maturity.

“For online marketing to continue to grow and mature, there needs to be standardized, structured approaches for organizations to ensure they are getting the most bang for their digital marketing buck,” said Jascha Kaykas-Wolff, Webtrends vice president of marketing. “We hope this model leads to consensus about how to build and maintain mature measurement programs across all types of digital marketing investments.”

Tue 18 Nov 2008

TNS Unveils Next Generation of Online Advertising Monitoring Tools

Posted by Admin under Analytics & ROI, Latest Info

TNS has launched the next generation of its online advertising monitoring tools. The TNS Digital Suites combines cookie tracking with the TNS 6th Dimension Panel for what they say is a unique analysis of online ad consumption. TNS says current tools overestimate audience sizes, but that their updated online ad tool provides target audience insight with little interference to the user experience.

Mike Saxon, Senior Vice President, Brand and Communications, TNS, explains the need for new measurement and monitoring systems, “For digital advertising, current tools are not meeting the industry demands because the fundamental relationship between advertising and the media that carries it has changed. TNS Digital Suite surveys our panelists, not site visitors, delivering the same kind of accountability and rigorous analysis for online advertising that our customers expect for traditional advertising.”

TNS is touting the benefits of the new tool as:

No more unpopular pop-up surveys
Control for cookie deletion, capturing ad exposure on multiple computers (home/work/school) for each panelist
Accurate ad effectiveness measures for the target audience, using the 6th Dimension panelists profiles (over 150 panelists characteristics)
Advanced analysis through longer surveys (up to 30 minutes long against 7-8 minutes)
Surveys taken at the convenience of the panelists instead of the current proximate surveys which occur immediately after ad exposure
Analysis available based on frequency and time since last exposure

What do you think? Leave a comment.