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Scooped by Martin (Marty) Smith!

Cracking The Black Box of Digital in Mobile App Development

Cracking The Black Box of Digital in Mobile App Development | BI Revolution |
Columnist L. Erik Bratt discusses why you need to have the right strategy and tools to bring you insights into how users are engaging with your mobile apps.
Martin (Marty) Smith's insight:

Mobile App Development
Shocking to read fewer than half of app developers use metrics to assist in development especially when there is so much data to be had. App creators think of themselves as artists developing on intuition and instinct. Better to collaborate with customers and create vision + market needs or you may invade Russia in the winter. 

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3 Easy Metrics To Find Your Site's 80-20 Rule via @Curagami

3 Easy Metrics To Find Your Site's 80-20 Rule via @Curagami | BI Revolution |
This post shares 3 simple web metrics to help find the 20% of stuff controlling 80% of your online business because online only Pareto can hear you scream.
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Use 5 Cs To Create Great Web Analytics

Use 5 Cs To Create Great Web Analytics | BI Revolution |

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

* Crumble.
* Collaborate.

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.

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.

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.

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.

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 |

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

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

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 )

* 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 ).

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

* Expect a new flurry of 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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Suggested by malek!

Drive Better Ecommerce Conversion With Big Data Thanks TO Granify

Drive Better Ecommerce Conversion With Big Data Thanks TO Granify | BI Revolution |
Granify uses big data & machine learning w/ artificial intelligence for ecommerce stores when customers are leaving and sends a message to keep them.
Martin (Marty) Smith's insight:

Cool way to see inside your ecommerce website's metrics and find keys to convert better. Finding LEAKS and putting out fires these days isn't easy. If this app has half the Big Data strength they say the tool could help increase conversions, lower acquisition costs and plug leaks.

All websites leak. I'm skeptical about the claim to fill 95% of the leaks, but who cares. When I was a Director of Ecommerce tiny improvements in things like cart abandonment could have made a huge different.

A half a point improvement in cart abandonment would have been worth a million bucks to my old site. You don't have to create sweeping improvements to make much ore money and that is why every ecommerce website should be a testing culture constantly trying to "beat control".

Sounds like Granify can help with all of the testing, analysis and constant iteration of an ecommerce website.  

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Going To Discuss Sophisticated "Ad / Content Serving" With Durham Based Adzerk Next Week

Going To Discuss Sophisticated "Ad / Content Serving" With Durham Based Adzerk Next Week | BI Revolution |
Your ad server should do more than just serve ads. We built adOS to be the fastest, easiest to use platform for managing all your online advertising. It's free to get started!
Martin (Marty) Smith's insight:

Ad Serving is so much more than you think. If our we design future is a series of contingent creative modeled to display based on predictive analytics then the existing very close to that idea is sophisticaed ad serving. 

Ad serving is knowing who is looking at what and how often they've seen it, but ad serving also forms the core of predictive modeling. When we show this ad to this person aor segment in this kind of environment it converts and that is exactly the way we will think of our content soon (as either converting or not).

The problem now is the top of our content marketing funnel  insn't connected to our bottom so traffic generation isn't related to conversion. Traffic is such an interesting problem.

When I sold my house only one person looked at it. Traffic LOW but converison HIGH. When I was an Ecommerce director we needed 12,000 unique visitors a day to sell 400 or 500 customers. so  Traffic HIGH but conversion LOW.

In our new GOOGLe world washing 12,000 uniques a day through for so few conversions would slowly lower your website's value. These days you want your heuristic measures (time on site, pages viewed, conversions such as downloading or signing up for something or buying something to go UP). 

Better to move LESS traffic through your website and get more from them. Sales were interestingly tied to traffic. On the one hand traffic reduciton move the conversion needle down, but that was only because our analytics weren't sophisticated enough to know who to court and who to let go.

By "court" I mean use sophisticated ad serving to model and convert the visit. With Google's new thinking about value and content marketing any websites HEURSTIC measures must improve and in an ever increasing pattern, so can't we use sophisticated ad serving to focus the right content to the right audience and so move heursitcs up.

I can see a financial person doing the, "Sophisticatd ad serving costs X, what does it get us?" Thing and boy do I hate gatekeepers like that because we are on the BLEEDIG EDGE now talking about something that cost NOTHING in relation to its potential benefits such as:

* More Page Views Because More Relevant Content Presented.
* Lower Bounce Rates As You Model Out Crap Traffic.
* Faster pattern recognition on content (ads) that are working.

 Last idea is very important because what is our content OTHER than long form ads? A: Our Content Is Exactly A Long For Ad. what DMers used to call "advertorial". The role of our content in an inbound marketing world is the same as advertorial. It doesn't look as "sell you a a used car", but don't kind yourself if your company is spending millions there better be some clear ROI somewhere. 

Clear ROI is why I want to speak with ADZERK about sophiticaed ad serviing for  I suspect we will find so many unintended benefits that building a ROI case won't be a problem. Stay tuned. 


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Emergence of Convergence Analytics At SES

Emergence of Convergence Analytics At SES | BI Revolution |
Multi-Channel Analytics: An Interview With SES San Francisco Speaker Andrew ...
Andrew Edwards SES San Francisco is next week, taking place September 10-13.
Martin (Marty) Smith's insight:

I agree. Analytics are much too siloed. Breaking down silos with "convergence analytics" can only help multi-channel marketers. And please tell me who is NOT a "multi-channel marketer" now?

Everything is connected now like a pond. Throw a rock into any portion of your pond be it mobile, email, PPC or social and that rock quakes the rest of the pond. Understanding how to create positive ROI by tapping down some gauges while opening others is the key skill in what is sure to be an analytics future.

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Why PageRank Matters

Why PageRank Matters | BI Revolution |

PageRank Matters
We love it when goofy stupid people say stupid things. But we hate it when friends who should know better say goofy stupid stuff. The other day at a lunch with SEOs and web marketing friends from around my Durham, NC home a friend who should know better said, "PageRank (PR) doesn't matter anymore". 

I pointed out that PR is one of the few FREE and universal metrics. I went on a bit of a rant about how any metric can be modeled into significance. The new PR is a valuable, universal (everyone is treated equally by Google more or less) and FREE metric capable of helping anyone's we marketing. 

This post discuses why PR is important and what THEIR (competitor) PR can teach you Google uses PR the way an instructor uses a pointer. They hold up and reward examples of what they want. If your competitor's have PR 2 to 4 points higher than you then emulate what they are doing.

Never stop at emulation. Once your site's "emulation" "cost of poker" feet are under it DISRUPT and reset your industry's deck. Emulation + disruption is one of the formulas teams I've managed made more than $30M in B2C commerce sales.

I paid for lunch to show my friend his momentary brain fart was okay (lol). M  

**** Added a correction from my friend Mark Traphagen. PR, at least what you can access with free tools, is DEAD. Mark recommends the paid tool we use ( Shouldn't be a huge surprise that FREE is gone. All great FREE things cost money now. We've used for customer work, but thought we could model with PRChecker too. Not so much as it turns out sadly. Appreciate Mark's note. M 

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Web Analytics For Non Quants - via @Curagami

Web Analytics For Non Quants - via @Curagami | BI Revolution |
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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Haiku Deck By The Numbers: +2,716 Views In 6 Days! Over 64,000 Views, 4,000+ Views Average Top 10

Haiku Deck By The Numbers: +2,716 Views In 6 Days! Over 64,000 Views, 4,000+ Views Average Top 10 | BI Revolution |

Martin (Marty) Smith's insight:

Haiku Deck Data
Slide decks create effective storytelling online. If your content marketing doesn't include slides it should. Here why:

# Haiku Decks: 36
Total Views: 64,504

Average Views: 1,709
Top 10 Average Views: 4,014
Top Deck Views: 7,548
Gain Last 6 Days: 2,762
vs. views? Haiku Deck +217%

Trending Haiku Decks:
Crowdfunding Tips From The Clash +260%
Gamify Content Marketing +109%
Invisible Giant of the New SEO +14%

Gamify was added to Haiku Decks' Featured area. Crowdfunding tips from The Clash was Tweeted and included on GooglePlus. None of the 36 Haiku Decks we've created came back with 0 new views (that's impressive). A week ago we wrote a Curagami post about Top Haiku Decks ( ) and provided a link to a spreadsheet with links to all decks ( ).

That post plus features by Haiku Deck in their two community galleries (Featured and Popular) produced almost 6,000 views. We've been talking about the need for a profile page to help promote all Haiku Decks and the team at Haiku is working on it.

That was the advantage we created by developing a page with links to all decks. We could share that single link and people could decide what decks interested them.

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Google Analytics Not Provided Driving You Nuts? Here Is How To Model Around It

Google Analytics Not Provided Driving You Nuts? Here Is How To Model Around It | BI Revolution |

Easy to model your Not Provided (or branded) keyword revenue down to where it belongs - the keywords that deserve it if Google was playing fair :). 

 1. Remaining - Subtract the rest of your keyword revenue from your massive Not Provided total. 

2. % Remaining - Divide your "Remaining" or non Not Provided keys into the Remaining total. This gives you the % for each non Not Provided key of the total revenue associated with non Not Provided keys. 

3. Allocate - Now multiple your Not Provided total by your % Remaining. 

4. Finally ADD your new Allocations by non Not Provided keys to their Google reported income (A + C). 

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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 |
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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Suggested by ODigMa!

A Simple Approach To Online Marketing ROI

ODigMa presents a sales oriented approach to measurement of ROI across various stages of sales funnel. Use it to save tons in your marketing budget. This prese
Martin (Marty) Smith's insight:

Like this approach. Attribution is still a bear, but they give some good ideas for modeled workarounds.

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Rescooped by Martin (Marty) Smith from Internet Marketing Strategy 2.0!

Why Google Blocks All Keyword Referral Data and Why This Is Really Bad

Why Google Blocks All Keyword Referral Data and Why This Is Really Bad | BI Revolution |
Rand Fishkin talks about Google's motivation behind their encryption.

Via Robin Good
Martin (Marty) Smith's insight:

What a pain. Google is making it SO hard to know what is happening on our websites they are all but putting money in other metrics packages pockets. We used to be able to model when "not provided" was below 50%, but now that more people signin to G+ and stay signed in we's lost too much raw data. The super quants can still model, but the average analyst is now behind the eight ball.

Jill Prest Hart's curator insight, October 10, 2013 10:47 PM

I agree with one of the commentors on this post, that said, Google is doing this in response to the competition with FB et al. FB is making huge inroads in Googles once great monopoly.  You can still find keywords that will rank with reverse attack marketing and can learn about it here:

David Bennett's curator insight, October 11, 2013 6:34 AM

Quote from Danny Sullivan of Search Engine Land: "

Publishers allow search engines to index their content, which is used by the search engines as the core content they can put lucrative ads around.

In return, search engines have provided traffic to publishers and data on how those publishers are found. That latter part of the ‘deal’ was unilaterally pulled by Google.”""

Deb Nystrom, REVELN's curator insight, October 16, 2013 9:40 PM

Robin Good's insight with this ScoopIt is plenty.  It's a big deal about SEO being worthwhile, a real game changer as of Sept. 25th.  ~  Deb

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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 |
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.


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

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