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Crowdfunding & Gamification = New Online Marketing Channel via @HaikuDeck

Crowdfunding & Gamification = New Online Marketing Channel via @HaikuDeck | BI Revolution | Scoop.it
Crowdfunding's real explosion will come at the enterprise level when combined with advanced loyalty and gamification.

Martin (Marty) Smith's insight:

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The Freaks Shall Inherit the Earth - via Chris Brogan

The Freaks Shall Inherit the Earth - via Chris Brogan | BI Revolution | Scoop.it
I'm so excited to announce that my next book, The Freaks Shall Inherit the Earth will be out very soon (March 17thEarly April in the USA, and not sure for other countries). This book is quite diffe...
Martin (Marty) Smith's insight:

My copy arrived today in time for a marathon session at UNC Lineberger tomorrow so may have a report soon. Marty

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The Seven Success Factors of Social Business Strategy

The Seven Success Factors of Social Business Strategy | BI Revolution | Scoop.it

Martin
Anything Brian Solis writes I want to read. The former Forrester analyst Li is no slouch either, so going to buy this book because, as I read on Twitter yesterday, Tweeting is NOT a social business strategy (lol).  

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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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New Facebook Lookalike Audiences = Segments With Reach

New Facebook Lookalike Audiences = Segments With Reach | BI Revolution | Scoop.it

Facebook lists five ways advertising to similar customers can benefit businesses: fan acquisition, site registration, off-Facebook purchases, coupon claims, and brand awareness. The company says it has been testing lookalike targeting with select businesses for a few weeks now, and the new tool “worked well” both online and offline.


Once businesses get access, they can choose to optimize any type of Facebook ad for “Similarity” or “Greater reach”:


Via Brian Yanish - MarketingHits.com
Martin (Marty) Smith's insight:

Segments Plus

We Internet marketers work hard to create personas and segments. I think of personas as ABOUT THEM and segments as ABOUT US. Personas classify customers into banded archetypes. Segments group based on internal metric similarity such as "VIPs", "Multi-Buyers" and Recency Frequency and Monetary groups.

If those segments sound like direct marketing it is because DMers are masters of segmenting. The seesaw is to balance personas or how to talk to THEM in relevant ways with segments or how to make sure the way you speak to THEM is also profitable for YOU.

Segments are internal ideas. You can't segment customers who don't visit your website become a customer (in some way). UNTIL NOW, Facebook's new tool says EXTEND your segments into our data. Cool idea since chances of converting are increased significantly if you already KNOW the segment.

This is because not all segments are equal. If Facbook can identify those potential customers most likely to become multi-buyers that information is VALUABLE.

The value of extending a winning message, offer or design to potential customers who should be positively disposed to any of those things is similar to the way catalog merchants cross index lists. Cool that Facebook has created "lookalike audiences" and should be worth a few bucks to marketers who can extend their segments into the great unknown that seems less unknowable now.

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Brian Yanish - MarketingHits.com's curator insight, March 19, 2013 9:13 PM

Narrowing down that targeted buyers will save businesses $ in ad spend and make Facebook tons of $$$ as they sell your information. What do you get in return, family photos and a deal on a new pair of shoes.

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Tour de Curagami - What's Your Score? #freereport via @Curagami

Tour de Curagami - What's Your Score? #freereport via @Curagami | BI Revolution | Scoop.it
We created Curagami to answer a single vexing question. What content should you create and why? Our Curagami Reports answer that question for you.
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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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Branding In A Digital Age: You’re Spending Money in the Wrong Places

Branding In A Digital Age: You’re Spending Money in the Wrong Places | BI Revolution | Scoop.it

David Edelman for McKinsey

David's (@davidedelman) post on HBR is still my favorite discussion of the new conversion funnel. Turns out the new "funnel" is more filter than funnel. Edelman explains how buyers move through cycles.

Each cycle tightens (or loosens) loyalty and buying intention. The other thing Edleman's article got SO RIGHT is how the "funnel" doesn't end with a purchase. I love how David explains how purchases begin a new and almost more important buying phase - advocacy.

Most marketers build campaigns to achieve the sale. David points out that kind of thinking is old school and dangerous. In a connected and social time a sale should be the beginning of a much deeper and more rewarding relationship (for both parties). Think of conversion as a series of loops that don't END as much as intensify.

Also read David's Aligning With The Consumer Decision Journey (CDJ) to get the full force of these important ideas:
http://hbr.org/web/ideas-in-practice/aligning-with-the-consumer-decision-journey

Regular readers of my content will recognize another proof in David's work. Faith Popcorn's, "People don't BUY brands they JOIN them," has never felt more true. David's CDJ illustration (above) shows purchase = advocacy.

As Internet marketers we need help. No one climbs our new marketing Everest alone. We need the advocacy of others in the form of links, likes and shares. Even if you HAD enough money to force your products and ideas on others, and no one does anymore, spending that kind of money would NEVER be called for or pay for itself.

Advoacy comes when your customers "join" your brand and continue Edelman's loop. String enough of those "magic loops" together and you win :).

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New Metric: Link Efficiency Index (LEI) Benchmarks SEO & Competition

New Metric: Link Efficiency Index (LEI) Benchmarks SEO & Competition | BI Revolution | Scoop.it
Martin (Marty) Smith's insight:

Stumbling On A New Metric

Working up a proposal to add an ecommerce store to a local powerhouse in content marketing I stumbled on a cool new metric - Link Efficiency Index or LEI (not the flowers that go around your neck).

Why LEI Is Important
Google doesn’t look at your website isolated from others. Google models an ecosystem where those who THINK LIKE GOOGLE are rewarding. Links are Google's magic, the votes they use to form their index.

Links are special and valuable. Google recently hit the reset button because many websites, realizing how valuable their links were, began to sell links. Selling links destroys Google's model because links aren't "votes" when purchased. Links don't represent Traffic TRUTH when sold.

Post Panda and Penguin Google wants REAL VOTES. Actually they want much more. They want YOU, if you are a lucky few Internet marketer, to create content people love, share and link to because doing so reduces their costs.

Even more than the money is creating great content reinforces Google's value proposition - getting people to relevant content fast. Internet marketers must be concerned with how efficiently they create inbound links.

LEI is calculated: LINKS IN / Total Google Pages

I use Alexa to get Links In and site:URL.com to know the total pages indexed by Google. Creating an LEI tells you how many pages it takes to generate a single inbound link. Here were the values I found the other day:

A) .00534 vs. B) .0027

This means A creates a link every ..00534 of a page loaded into the web (and that makes it into Google's index). The real value of the metric is in comparing to past performance and competition. (A) Is creating links roughly 2x as efficiently as their competitor.

Both (A) and (B) have PageRan7's. But I would rather be (A). A's PR7 is more likely to become an 8 because they have FEWER pages in Google index (by several million), but their social support of those pages and their link creation efficiency is so much better than their competitors their PR7 is more like a 7.8 where there competitors are more of a 7.1.

Understand link creation efficiency by creating simple LEI provides valuable SEO and competitive insight.

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