December 2012 Archives

Nielsen

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Nielsen is one of the great companies that make TV profitable. They are moving into a lot of other aspects of advertising then just TV (across platforms) and are adopting to an ever changing society. Most of my blogs have been about digital analytics because that is what I am most interested in. Nielsen creates TV analytics that are necessary for understanding where a company should market. Everything from the ratings of the television show to the demographic information.

This is an awesome video of how they do their cross platform research http://www.youtube.com/watch?feature=player_embedded&v=UizO9XjaHCA

Because TV is not just watched on the television anymore it is important that advertisers understand a wholistic view of how their target market is watching TV.

Blogging as a Form of Strategic Communication

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Blogging is a topic especially of interest to me. It is hard for me to understand how some companies would need a blog other than for SEO purposes. My main thought here is that in order to have a blog enhance your SEO it needs to be read and other bloggers and website need to link to it for it to have any authority. If you have a boring blog that no one is linking to let alone reading what is the purpose of the blog? My argument would be to save the time spent blogging an invest it elsewhere. The only companies that can have a successful blog, in my opinion and according to a lot of things I have read, are the ones that create content that is sought after by internet users. This will enhance their SEO as well as their social interactions with the people that are reading and commenting on their blogs.

Reach Local

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Reach local is one of the largest SEM companies that I am aware of. They boast their technologically advanced algorithm that allows them to very narrowly target your audience so that you see the best ROI.

Reach Local is a third party lead generator that charges you a fee to have them run a SEM campaign (they do other campaigns but i'm focusing on SEM) with their advanced algorithm. They bid on key words in search engines such as Google so that your website will come up in the paid section of the search results. Something that I thought was interesting that we learned in class was that the highest bidder doesn't always get the number one spot on the search results.

Reach Local creates reports that will vary depending on your type of campaign. The report would include things such as impressions, visits, calls, emails and web events. Web events would be a metric that you set up such as reaching a certain page within your website. You can also view your spend side by side with the report so you can see exactly how much you are spending to receive the impressions visits, etc...

Radian 6

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After hearing about this social media analytical tool I thought it would be interesting to look further into it. Here is an interesting video on their sales force marketing cloud http://www.radian6.com/see-demo/

Radian 6 is a tool that combines social media metrics so that it is comprehendible and easy to work with. According to their website they listen to all the conversations that are going on about your brand and your competitors brand. They they compile that information, determine if what is being said about your brand is positive or negative then they make it easy to transfer posts or campaigns over to a separate social media outlet. Being able to look larger scale at what people are saying about your brand gives you the opportunity for more connected social engagement and better targeted social ads.

This is really a neat tool and one of the most comprehensive in my mind for social media research and marketing on the market.

UDS and Problems with Surveys

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My sophomore year I worked as a University Dining Service marketing intern. One of our primary objectives as interns was to conduct primary research in the form of surveys at many of the sporting events such as Football and Basketball. These surveys asked respondents there feeling towards the food, the facility and the service that they received. The surveys were generally around 10 questions long and was rated on a 1 to 7 scale, 7 being the most satisfied.

As an intern I saw a lot of problems with these surveys. The response rate was definitely a big one because people just wanted to get back to their seats and didn't want to miss any of the game. Additionally some people would skip out early leaving several unanswered questions.

Another problem was the timing of the survey. Sometimes the surveys were being asked before the person even took a bite into their food. A believe a much better way to do this survey would be to conduct the surveys after the person had clearly consumed the food and had time to process his or her interaction with the food and staff.

Branding of My Favorite Company

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http://cdn.polarisindustries.com/VIC/MY2013/videos/clips/vic_product_final.mp4

This is a video for the 2013 Victory Motorcycle line up. This is one of my favorite brands of all times and I thought this form of strategic communication hit the nail head on for motorcyclists. This is there best branding that I have seen out of this company. They have a new line up of bikes, a new logo and as they say "a new attitude." Check out the video and see if it makes you want to own one!

Facebook Insights

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Facebook Insights has some interesting and somewhat useful information. It gives you analytics on your posts, likes, people talking about this and your total reach. Social media analytics can be very difficult to quantify by itself. Run alongside a separate campaign you could use this research tool more effectively.

For example, if you were running a non digital campaign to get people to like your facebook page you could test different methods and compare them to the amount of likes that you received in a given period.

Total reach can be some interesting data. This shows how many people saw your business or page in a given period of time. So if you posted and people saw it or people reposted you or tagged you, things of this nature.

Research Now

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researchnow.com is an interesting website that utilizes panels to answer research questions. They have many different specialized panels to meet the needs of different markets. Their panels include automotive, mobile phone users, expectant mothers, healthcare, video gamer, banking and financial services and many more.

They have over 8 million panelists and provide companies with services such as multi-country studies, tracking studies, surveys and online focus groups. As we learned in class one of the problems associated with panel studies is the retention rate of the panel. Panelists may drop out because they are not compensated well for their time, death, lack of interest and many other reasons. This specific website boasts that they have one of the best retention rates. I wonder how they are able to prove that compared to other similar companies.

Is The Census Bureau Mad?

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I received an envelope containing a 28 page survey titled The American Community Survey. The main thing that comes to mind when I opened this was response rate error. I cannot think of a single person that would take the time to fill out this behemoth of a survey.

Google Analytics

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By far the most comprehensive digital research tool that I use is Google Analytics. The functions of this tool are many, but I will cover some of the ones that are important for my work. At the front page you see your very basic information such as visits, pageview, bounce rate etc..

Visits can be looked at over a period of time to determine how well you SEO or SEM campaign is doing to get visitors to your homepage. Ideally you would like to see a spike in the data when a SEM campaign is going on. To determine that it is in fact a SEM campaign you can view sources of traffic. This will split the data into search traffic, referral traffic, direct traffic and campaigns.

A visitor flow chart can function like the heat charts that we saw in class. You can view Where visitors start and what pages they travel to next. From the homepage of twincityinvisalign.com, a website I manage, the most common next page is the promotion page. So I can tell from looking at the flow chart that the advertisement that I have on the homepage which links to the promotion page is functioning well.

A relatively new feature to Google analytics is called experiment. I haven't tried this feature out yet but it ultimately is a tool to improve conversions on your website by testing 2 or more different versions of the landing page to see which one performs the best. There is significantly more information on Google Analytics but these are some of the functions I use and find cool!

Doodle

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doodle.com is another online tool. We used it in our group for this class to simply see which days and times during the week we could meet. The publisher can send this survey out to as many people as they would like. It doesn't just have to be a "time to meet" the question could be what day and times do you watch television or any other research question related to days and times.

Survey Monkey

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surveymonkey.com is a useful online survey tool that allows you to collect information via email, facebook and linking to your own website or blog. The free version allows you ten questions and 100 responses. I have found surveymonkey.com to be helpful to gather census data from my fraternity since we are never greater than 70 or so active members.

Chrome Incognito Mode

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This is a great function that Google Chrome offers if you want to do incognito searches. This means that any data that was previously gathered for your search preference is not considered when Google returns search results. The only thing that will effect the search is the IP adress that you are searching from.

This is useful for conducting primary research if you want to see how well a certain site is ranking for specific keywords. As far as I know this is the only way to get a truly accurate measure of where you rank. This can be great to see not only where you personally rank but to see all of the competition that is ranking for the same keywords.

By using this method and inputting the data into spread sheets you are able to see trends in the keywords that you are trying to rank for.

Quantcast

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If you haven't guessed, most of my in depth blogs will be about digital research tools. Quantcast is another tool that I use for work. It can be found at quantcast.com

Quantcast is a sweet little secondary research tool that allows you to access monthly views of a website as well as demographic information about those people. For heavy traffic websites it can also give you additional information such as geographic and lifestyle.

The information from quantcast is generated through cookies. The information that is gathered about the audiences can in no way identify them personally. The speaker from Carmichael Lynch spoke briefly about quantcast but I thought a blog describing a time that it has been useful in my own experience would be of help.

As I said, quantcast generates demographic information. During an online campaign for Invisalign I used quantcast to measure the demographic characteristics of invisalign by simply using their data to see what type of people had been visiting the invisalign.com main website. The information could then be used to target specific demographics in a Google Adwords campaign. It is important to note that different research methods should be taken to find information about people offline if you are doing an offline campaign.

Google Keywords Tool

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Google has created a plethora of awesome research tools that can be used for website development. Their keyword tool can be found here
"https://adwords.google.com/o/Targeting/Explorer?__c=7782526155&__u=5017449195&__o=cues&ideaRequestType=KEYWORD_IDEAS"

I personally use the keywords tool quite a bit for work. The primary purpose of using this secondary research tool is for search engine optimization. When writing content, whether it be for a websites direct content or for a websites blog I use the keyword tool to aid in the creation of content that will make the front pages of search engines such as Google.

There are several important things to know about the keyword tool:

When searching for a keyword that has high competition it is rarely likely that the websites I work on (small businesses) will be able to rank for the keyword. For instance the local monthly searches for the term "holistic dentist" is 18,100 searches per month. The tool allows me to look at related terms that have lower competition but are more descriptive and will thus be more relavent to the person searching. "holistic dentist mn" has a much lower search result of 110 monthly searches but would be much more applicable to the people looking for a holistic dentist in mn and would be a much easier term for me to rank.

In addition to checking competition of certain key words it also gives you ideas for related key words that can then be added into content in hopes to rank for those keywords as well. I am no expert at this point but from the helpful material that Google provides I have been able to rank in the top listings in Google for several different keywords. If you are interested in checking it out you can search "holistic dentist eagan" or related terms to find one of my websites cedarcliffdental.com

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This page is an archive of entries from December 2012 listed from newest to oldest.

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