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Web Analytics For Non Quants - via @Curagami

Web Analytics For Non Quants - via @Curagami | BI Revolution | Scoop.it
Web Analytics for non Quants demystifies web metrics with simple questions, easy to understand ideas & proven lessons. Want to understand web metrics?


Marty Note
Driving home from Columbus today thought I would return to this post in a Khan Academy-like way.

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How Links Can Kill Your Website via @Curagami

How Links Can Kill Your Website via @Curagami | BI Revolution | Scoop.it
Bad links can kill your website's hard-won authority, reputation & traffic. Use Google's disavow tool to protect your site's traffic from SEO bandits.
Martin (Marty) Smith's insight:

This post shares two harrowing tales of "spam link attacks". One I experienced and, with my great team, fought our way out of one October several years ago. The other SproutContent.com share happened recently (so still an issue). Learn how to protect your hard-won digital assets from spam link attacks.

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5 Ways To Avoid The Online Competition Trap w/ Great @MarkTraphagen Note

5 Ways To Avoid The Online Competition Trap w/ Great @MarkTraphagen Note | BI Revolution | Scoop.it

5 Ways To Avoid The Online Competition Trap
Never ceases to amaze me. Team +Curagami sees the Hatfields and McCoys squared off and fighting tooth and nail over nothing all the time. Here are 5 ways to avoid the Online Competition Trap (be sure to Read Mark Traphagen's excellent note in comments on the attached too):

* Use Google Adwords to discover REAL DEMAND for keywords (use exact an broad match too and if you really want to get depressed use "exact match" to see how few people are actually searching for that new widget you just created).
* Create something like our Curagami Keyword Efficiency Index (cKEI) to calculate where #blueoceans live (keywords or phrases with less competition but healthy search volume and YES these are getting harder and harder to find). Use "long tail" analysis to find these.
* Understand your "poker table stakes" keywords - words you have to have content for but won't win in this lifetime.
* Know what they are spending (use +SpyFu) and then SPEND DRAMATICALLY LESS because you've out thought them. One way to do that is look for a #contentmarketing "fighter pilot" in your space and toss them into your ecosystem (I did this with +Red Bull during my keynote to a group of #smbs at +FedEx conference and they found it eye opening to say the least). 
* Think about using new tools such as Curagami, tools that help create #community so you do LESS but win MORE hearts and minds. Would classify +Paper.li +Scoop.it and +Optimizely in this category of get more spend or do less tools.

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10 BI Trends For 2014 & 2015 via @TDWI [5 from @CrowdFunde)

10 BI Trends For 2014 & 2015 via @TDWI [5 from @CrowdFunde) | BI Revolution | Scoop.it

Marty Note - 10 BI Trends
Business Intelligence is breaking out all over. It is as if we've reached some magic tipping point where things that were hard are not easier and our BI imagination is being sparked as a result. Here are 10 BI trends for this year and next (6 - 20 are from team at http://www.crowdfunde.com )

* Enterprise gets a handle on unstructured "Big Data".

* Search Will Improve Dramatically (agree).
* Mobility becomes bi-directional (you GET and GIVE via mobile).

* Enterprises come to terms with Big Data.

* Analytics Tools Vendors see importance of FAST and EASY.

CrowdFunde's Additions

* New Key Performance Indicators helps connect traffic and lead gen to conversion (what we are working on at http://www.crowdfunde.com ).

* How Social Media is changing everything become more clear (less search, more mobile and social).

* Expect a new flurry of WAZE.com-like crowdsoure apps.
* Expect more gamification for engagement and loyalty.
* Loyalty becomes LESS fickle as brands discover how to BE online creating community that wins hearts, minds, engagement and loyalty.


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How to Know When Social Media Is Working

How to Know When Social Media Is Working | BI Revolution | Scoop.it
Do you know if your social media strategy is working? Are you looking for an easier way to track your social activities? In this article I'll show you how to find the most valuable social data and actionable insights.

Via Lesley Rodgers, Gerrit Bes
Martin (Marty) Smith's insight:

Excellent way to create KPIs for social media. Once you have KPIs you can connect, with a little "magic math", to ROI. Be GENEROUS in your attributions despite what your CFO says :). 

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How To Attack An Internet Marketing Castle - Secret Matrix Shows Even Top Websites Have Weaknesses

How To Attack An Internet Marketing Castle - Secret Matrix Shows Even Top Websites Have Weaknesses | BI Revolution | Scoop.it
Even Top Websites Have Strengths and Weaknesses
As a Marketing Director for Atlantic BT I always want to know the same things when a new customer is…
Martin (Marty) Smith's insight:

When new clients come to Atlantic BT we want to know four metrics:

* Traffic Rank.

* Social Following numbers.

* Pages and Inbound Links.

* PageRank (PR) for the home page and top interior page.

I've been an Internet marketer long enough to be able to almost tell a website's entire story from those 4 numbers. Each of these metrics is tied to the other in telling ways.

Strengths and Weaknesses of Top Websites
If you create a matrix of these values for the top websites it are easy to know where even an Apple is strong or weak. Apple has amazing page spread and links, but its traffic position doesn't deserve a PR9.

When you've been playing SEO games for more than 10 years you know Apple's inbound links include .edu links and those are the secret gold of the web. Google values .edu links higher. I just saw a demonstration of this when one of the cancer centers we are working with on Cure Cancer Starter was pulling a PR6 with the least amount of support I've seen.

The difference was in WHO was linking and again it was .edu links that helped the website achieve more than you or I could with the same page spread and inbound link numbers. WHO links to you is very important.

The chart above and on the link shows each website, no matter how all powerful, has areas for improvement. If you are entering a crowded web space do an analysis like this to help determine where to attack existing castles. If you want to attack Apple you would be a fool to attempt to out link them or page spread 'em.

Social would be the right breach weapon to use with Apple. Frankly I wouldn't envy anyone trying to attack Apple, but the point is if Apple has vulnerabilities so do your competitors.

 

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Jeff Domansky's curator insight, January 16, 2013 3:29 PM

Valuable reading and social marketing analysis from Marty Smith...

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Use 5 Cs To Create Great Web Analytics

Use 5 Cs To Create Great Web Analytics | BI Revolution | Scoop.it

5 Cs of Great Web Analytics
* Combine.
* Comb.
* Copy.

* Crumble.
* Collaborate.

Combine
Web metrics never act alone so don't review them that way. Look at Traffic & Shares, Traffic & Money or Time On & Bounce. By combining metrics you see interrelationships better.

Comb
Inside of your metrics are secret fractals or patterns so meaningful they almost bite you. When I was a Director of Ecommerce we found the 80/20 rule existed in all data sets across all segments and no matter how small we cut the sample. This means a small % of any metric makes up the majority of the benefit and its your job to find those hidden fractals.

Copy
If a competitor has a great new metric copy it, steal it and improve on it. Share your improvements back out to the world so they too can be improve upon. No such thing as SECRETS anymore.

Crumble
Your website is in a constant ebb and flow. We like to say we build sand castles on the beach and the tide is always coming in. This means you can't get too connected to or in love with anything and that includes numbers and processes. You must exist in a constant state of creative destruction to win online so crumble any cherished notions and beloved processes in order to see what is happening NOW.


Collaborate
The more you share, collaborate and give the more you win online. Your CFO is going to complain about ROI and you should smile, nod and assure him or her you will work on it. The way you work on improving web marketing ROI is TO DO WEB MARKETING. Sounds circular and CATCH-22-like you say? Good you are beginning to get it :). M

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Lean Analytics Book Is A #mustread For Marketers

Lean Analytics Book Is A #mustread For Marketers | BI Revolution | Scoop.it

Book by Alistair Croll and Ben Yoskovitz about using data to build a better startup faster, part of the Lean Startup series with Eric Ries and Ash Maurya from O'Reilly

Marty Note
Reading Lean Analytics now and HIGHLY recommend it.

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What Is the Value of A Link? Only Context Will Tell via @Dixon_Jones Majestic SEO

What Is the Value of A Link? Only Context Will Tell via @Dixon_Jones Majestic SEO | BI Revolution | Scoop.it

Klout, Context & Links
This post links to my G+ summary in prelude to my http://www.curatti.com blog post tonight. Here are some preliminary thoughts on the page of notes I took during Dixon Jones talk.

Links & The Real Value of Content
Dixon works at Majestic SEO (http://www.majesticseo.com/ ). Majestic is asking the right question - what is the value of a link. They've even created tools that help intelligently answer that question.

"Inbound links" as a measurement is clouded by "bot spam". In a great example of the power of the "flow" tool Dixon shared. Even more powerful was an example of Majestic SEO vs. two competitors. On a purely inbound link review Majestic doesn't win.

But are all of those links valuable? Value is contextual and any spammy ways of inflating inbound link numbers need to be discovered and factored out.

Once links are run through Majestic SEO's "trust flow" tool evaluating where links came from and the respective trustworthiness of sites sending links in Majestic wins the comparison.We finally have a tool to separate white and black hats.


Think of that for a second. If you were to simply use aggregate inbound links you would buy ads with Majestic's competition or, and this is worse, you might think the competition's inflated (probalby by spam) value is something you should buy.

Once the Majestic SEO tool separates wheat from chafe a more accurate and "influential" picture emerges. SEOs and Internet marketers know how to parse page spread, social following and inbound links to pierce the veil of most who spam, but, for an outsider, "most links" may translate into "most trusted".

There is the web's biggest rub. Since the web is an interconnected system discovering if real people who have real value are passionate about a site tool, or brand with metrics such as high inbound links or big pagespread (pages in Google) is the only way to make an informed decision UNTIL Majestic wrestled context and content to the ground.

Curagmai & Majestic
The reason our Startup Factory funded startup Curagami and Majestic fit together like Lego blocks is relationships between a site and its 1% Contributors, 9% Supporters and 90% readers. Curagami helps FIND the Contributors, Supporters and Readers and Majestic helps define each of member of those "tribes" by their CONTEXTUAL influence. I may not have high Klout and be irrelevant for a conversation about women's fashion, but be perfect to help discuss cycling (since I rode a bicycle across America in the summer of 2010). .

If the first job is to FIND Contributors, Supporters and Readers and the second is to ask them to JOIN with Contributors and Supporters high on the Ambassadors list then the 3rd job is to contextually empower advocates in each group. We know the future is about community and real people not bots are the building blocks of online community.

What Dixon shared today and Majestic SEO has been working hard on is helping marketers know what kind of ASK will work best for Jill, John and Bob. Jill might know women's fashion, pets and be a car mechanic in her spare time. John may know email marketing, gourmet cooking and wines. Bob may know finance and cycling.

Curagami helps find 'em & Majestic helps define 'em in order to create an ASK that works. Powerful and very cool tool since the future is about building community and not every Contributor, Supporter and Reader who visits your site is the same. As we begin to create "rich personas" thanks to tools such as Majestic and Curagami our content relevance will go up, and up and UP.

If you are thinking more content relevance = more LOVE and MONEY we agree :). M




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Big Data Early Adopters Create Gains Over Laggards - via Business Day Online

Big Data Early Adopters Create Gains Over Laggards - via Business Day Online | BI Revolution | Scoop.it
Big Data: The organizational challenge BusinessDay It, of course, is Big Data—the mining and processing of petabytes' worth of information to gain insights into customer behavior, supply chain efficiency and many other aspects of business...
Martin (Marty) Smith's insight:

This single sentence should send shivers down any CMO's or CTO's spine: "A recent Bain & Company study should put that question to rest. Early adopters of Big Data analytics have gained a significant lead over the rest of the corporate world." 

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5 New Content Marketing KPIs ScentTrail Marketing

5 New Content Marketing KPIs ScentTrail Marketing | BI Revolution | Scoop.it

You Are What You Measure
The old cliché is true - in content markeitng you are what you measure. This morning my friend Phil Buckley (@1918) shared a nice compliment on G+:

"I'm always impressed by the different ways +Martin W. Smith slices and dices his data to find the actionable nuggets."

Appreciate the compliment and thought I would share a view into how my content marketing brain works (scary I know LOL). This ScentTrail Marketing Post does two things. First it shares how I created the post Phil was referring to: Content Mentions Social Mentions Study (http://martinmartysmith.com/content-marketing-social-mentions-study/ ).

AND

The post shares 5 New Key Performance Indicators I use to watch our content marketing at Atlantic BT (and my personal brand content under the @ScentTrail label).

5 New Content Marketing KPIs
* Daily Mentions.
* Content Type.
* Tools.
* Top 10.
* Link Efficiency Index (LE().

Use these 5 new content marketing KPIs to know if, what kinds and what tools matter to your content marketing.

What about you? Do you have cool new content marketing metrics? Share them and I will curate in and share across my social net.

Thanks and happy Friday to my Scoop.it tribe :). M

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