DIGITAL ANALYTICS
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Multiple Metrics for Measuring Chatbots I Adage

Multiple Metrics for Measuring Chatbots I Adage | DIGITAL ANALYTICS | Scoop.it

About 20 years ago, marketers started adopting metrics for online advertising that remain commonplace today. About 10 years ago, The same thing happened when the advent of smartphones spurred the rise of mobile marketing. As conversational commerce takes off, this is happening again because of automated conversational software known as chatbots, or "bots."

Below are some approaches to consider for bot measurement. Note that little of this is currently available from chatbot platforms such as Facebook Messenger, Kik, Slack, or Amazon Echo. Bot analytics and bot-building software companies all have shortcomings, largely because this technology is in its infancy. Few benchmarks exist, especially when trying to compare data across platforms.

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Campaigns Are Dead. Modern Marketing Is A Data Exchange I Adage

Campaigns Are Dead. Modern Marketing Is A Data Exchange I Adage | DIGITAL ANALYTICS | Scoop.it

Brands need to stop thinking about ad campaigns, websites and social media as separate experiences. This siloed thinking creates a fragmented consumer experience. Brands must shift the mindset to think of modern marketing as simply a data exchange.

On one side of this data exchange, consumers access critical information as they go through the purchase journey. In studies we conduct for our clients, we typically find over 40 different points of inflection where consumers make decisions and access information from brands. Sometimes the information they're looking for is as brief as a photo and sometimes they spend hours interacting with content.

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Cartier Drives Attention For Watch Debut Via Interactive Content I Luxury Daily 

Cartier Drives Attention For Watch Debut Via Interactive Content I Luxury Daily  | DIGITAL ANALYTICS | Scoop.it

French jeweler Cartier is speaking to men who carve out their own paths in life for the launch of its Drive de Cartier timepiece.

Across its digital and social channels, the brand is running a diversified content campaign, which spotlights driven personalities and tackles some common questions about watch ownership. Cartier’s effort puts engagement first and purchasing second, allowing consumers to become acquainted with the watch first, a tactic that may help the brand generate sales of the timepiece both in-store and online.

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The Digital Age Of Data Art I TechCrunch

The Digital Age Of Data Art I TechCrunch | DIGITAL ANALYTICS | Scoop.it

Many artists use as material for art the raw data produced by our societies, seeking innovative means of display or transforming it into a work of art. By blurring boundaries between art and information, data art dispels the myth of the romantic artist while offering a fundamental artistic act in a critical commentary of the digital age in which we live.

An age that is supposedly open and yet increasingly obscure or incomprehensible to non-specialists. By re-appropriating these reams of information, or big data, data artists reintroduce fantasy to an age of increasingly abstract data and concepts.

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EU Cracks Down On Data Privacy, But Loopholes May Remain I Wired

EU Cracks Down On Data Privacy, But Loopholes May Remain I Wired | DIGITAL ANALYTICS | Scoop.it

Europeans just won the right to decide when their data is collected, how it is used, and how long it is kept under new rules that fine companies—including those in the US—that fail to heed them. Although privacy advocates welcomed the regulations, they caution that loopholes could undermine them.

The European Parliament approved the General Data Protection Regulation rules on Thursday. The legislation applies to any company with customers in the European Union, and violating them could cost a firm as much as 4 percent of its worldwide revenue.

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Google Announces Analytics 360 Suite For Enterprise Marketers I TechCrunch

Google Announces Analytics 360 Suite For Enterprise Marketers I TechCrunch | DIGITAL ANALYTICS | Scoop.it

Google is launching a new product for enterprise marketers today that will directly challenge Adobe’s Marketing Cloud and similar services.

The Google Analytics 360 Suite will combine Google Analytics Premium (now called Google Analytics 360) and Adometry (which it acquired in 2014 and which is now called Attribution 360), with an enterprise-class version of Google’s Tag Manger and three new products (Audience Center 360, Data Studio 360 and Optimize 360) into a single solution for marketers.

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Ad Tech Is Trying To Bring Analytics To Emoji Marketing I Digiday

Ad Tech Is Trying To Bring Analytics To Emoji Marketing I Digiday | DIGITAL ANALYTICS | Scoop.it

Now that emojis are all over digital marketing, there’s growing demand to measure their impact in brands’ campaigns, just like the rest of their media. This demand is spawning a cottage industry: A number of companies are starting to put science and data behind the seemingly frivolous emoji market.
 

Companies with names like Snaps, Emogi and Swyft — to name a few — are figuring out how to apply traditional digital ad measurements to emojis, GIFs and stickers. The emoji phenomenon has been partly propelled by messaging apps, where most people communicate using the visual symbols, and by social media like Twitter, where emoji is the lingua franca.

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What Fashion Needs to Know About Cybersecurity I BOF

What Fashion Needs to Know About Cybersecurity I BOF | DIGITAL ANALYTICS | Scoop.it

The criminals crawled in through the air conditioning unit. Sort of. In 2014, by using stolen authentication details from an air conditioning subcontractor, hackers gained access to Target's corporate network and stole the credit card data of 40 million customers. Target chief executive officer Gregg Steinhafel resigned, profits dropped by more than 40 percent in the following quarter and the company spent $61 million ($44 million was covered by insurance) on expenses, which included investigating the breach, lawsuits and offering identity-theft protection to customers.
 

Over the last decade, cyber attacks have become more frequent and as companies move their operations online, the effects have become more serious. Hackers can gain access to millions of customers’ personal data, obtain intellectual property like design files (which are now commonly stored online) or force a company to take down its website and lose sales. According to PricewaterhouseCoopers, from 2009 to 2014, the overall volume of detected data breaches grew at an average of 66 percent per year. “It’s not a matter of if, butwhen you will be attacked,” says Troy Leach, chief technology officer at the Payment Card Industry Security Standards Council.

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As Luxury Brands Embrace Data, Will They Use It Like A Butler Or A Stalker? I ADWeek

As Luxury Brands Embrace Data, Will They Use It Like A Butler Or A Stalker? I ADWeek | DIGITAL ANALYTICS | Scoop.it

The  secret to the luxury dollar today is what consumers do, not what they own. This shift in luxury spending makes brands reconsider their own articulation of value and the core they built their business around. The newcomers like Farfetch, Uber and Net-a-Porter force luxury brands to shift their focus from selling products to providing services and experiences in order to remain competitive in consumers' minds. 

 

As they reorient their business toward service and experience, luxury brands, who suddenly have access to an intoxicating abundance of data, need to learn to use this information like butlers and not stalkers.

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Twitter Targets Brands With Its New Analytics Hub I Fast Company

Twitter Targets Brands With Its New Analytics Hub I Fast Company | DIGITAL ANALYTICS | Scoop.it

In keeping with the trend of expanding its analytics capabilities, Twitter is catering to its advertiser base with Twitter Brand Hub. An analytics platform for brands, the Brand Hub is designed to track conversation in real time and gather data on tweets that mention their brand and products.
 

Currently available to select big-name brand advertisers and medium-size businesses in the Anglosphere, the service is intended to examine audience responses to large campaigns. "Brand Hub helps advertisers quickly understand their brand’s share of conversation, key audiences, and trends about their brand’s conversation," Twitter wrote in a blog post. "This 360-degree, real-time view gives the brand the opportunity to learn, take action, and see the impact of their initiatives on Twitter."

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Google Woos Retailers With Shopping Insights Tool For More Detailed Product Search Data I Venturebeat

Google Woos Retailers With Shopping Insights Tool For More Detailed Product Search Data I Venturebeat | DIGITAL ANALYTICS | Scoop.it

Google has launched a new ad product that marries search and mapping data to help brick-and-mortar retailers identify shopping trends. It works by analysing consumers’ habits across devices, cities, and times of year.
 

The Shopping Insights tool lets anyone search for products by keyword, then filter by location (city) or device. You can even enter multiple search terms for comparison, such as “Microsoft Xbox One” and “Sony PS4.”

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Opinion: Location Profiling Is The Next Frontier In Audience Insights I Digiday

Opinion: Location Profiling Is The Next Frontier In Audience Insights I Digiday | DIGITAL ANALYTICS | Scoop.it

Thanks to the proliferation of smart phones and the increasing amounts of time people are spending outdoors we now have the ability to identify anonymous movements about where people go. This location data adds an exciting new layer to the mix.
 

Location is particularly important to out-of-home since the medium is inherently location-based. In the past, out-of-home advertisers relied upon traffic data and census data to calculate ad exposure. By using mobile technology, we can access rich and nuanced profiles of people who walk, drive, or ride past out-of-home properties.

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Staffing Your Marketing Measurement Team: Why You Need Data Storytellers I Think With Google

Staffing Your Marketing Measurement Team: Why You Need Data Storytellers I Think With Google | DIGITAL ANALYTICS | Scoop.it

In today's data-driven environment, marketing doesn't have to be a guessing game. Measurement tools help marketers with analytics, attribution, and more. They empower marketers to make fact-based decisions, reduce costs, optimize budgets, and drive business results—all while spending dramatically less time on analysis.
 

But measurement tools don't always tell the full story. It's the people behind the metrics that play a significant role in accurate measurement. Organizations on the cutting edge of digital marketing understand this. They get that it's important to build the right measurement and analytics team to gain the most insight, actionability, and value. But who should be on that team? What skillsets do they need? Who can decipher the numbers and say in plain English what they really mean and what actions should be taken?

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8 Snapchat stats brands can't afford to ignore I The Drum

8 Snapchat stats brands can't afford to ignore I The Drum | DIGITAL ANALYTICS | Scoop.it

With a fresh rebrand of it's parent company to Snap inc. and the launch of spectacles, their video recording sunglasses. There is no doubting Snaps ambitious growth plans beyond it's popular app, positioning itself as a must use channel for brands to reach customers. These eight Snapchat stats prove just how important it should be to every marketer.

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Using An Algorithm To Figure Out What Luxury Customers Really Want I HBR

Using An Algorithm To Figure Out What Luxury Customers Really Want I HBR | DIGITAL ANALYTICS | Scoop.it

The enormous volume of data collected from mystery shoppers, online reviews, social media, blogs, and ratings agencies about customer preferences and experiences has become too overwhelming for any business (including mine) to assess. And as the luxury segment depends upon anticipating, and then exceeding customer expectations, this is a problem. In the absence of a more nuanced understanding of customer feedback, the data we collect today is driving the industry toward standardized service, and standardization turns luxury into a commodity – the very opposite of what luxury customers want.

Luxury customers, whether they’re buying automobiles, or jewelry, or hotel suites, want to feel special. They do not want to share their experience with others. But when most suites come with a bottle of chilled champagne (as they do), and every hotel has a Michelin-starred restaurant (as do all 11 of the four-and-five-star hotels in Paris), how can a guest feel that he or she is experiencing something special, created just for them?

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Instagram’s Analytics Will Offer Audience Demographics, Post Impressions, Reach & More I TechCrunch

Instagram’s Analytics Will Offer Audience Demographics, Post Impressions, Reach & More I TechCrunch | DIGITAL ANALYTICS | Scoop.it

Instagram is preparing to launch a series of new tools for the businesses and brands using its platform, including business profiles with contact buttons and access to maps and directions, as well as tools for tracking the analytics around posts, and a mobile ad-buying experience. Now we’re able to see what Instagram’s analytics feature looks like in action, thanks to a leak from one of the product’s early testers.

Details of the new analytics feature were first posted on Instagram scheduling tool Later.com’s blog – the same site that first unveiled photos of the forthcoming business profiles, as it turns out.

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How A Data Scientist (Who Studied Astrophysics) Ended Up In Fashion I Fashionista

How A Data Scientist (Who Studied Astrophysics) Ended Up In Fashion I Fashionista | DIGITAL ANALYTICS | Scoop.it

When you visit Lyst and accidentally misspell a designer name or the word "mules," the website will pull up a page autocorrecting the error, or if you start typing "high waisted jeans" in the search bar, Lyst.com will predictably fill out the rest of your query before you do, like a fashion-conscious Google. All of those minute, convenient details are thanks in part to data scientist Sandra Greiss, who's been with the company's engineering department since 2014.

With Greiss's education — a bachelor's degree in physics from Paris, and a master's and Ph.D. in astronomy and astrophysics from the UK — a path towards academia or a job in finance seemed like the safest bet career-wise. "I never thought I would end up in the fashion industry," says Greiss. "Most physicists don't and to be honest, it's very frustrating. It's great that we're trying to make a point that there's so much you can do with your skills."

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5 Charts That Break Down The E-Commerce Landscape Today I Digiday

5 Charts That Break Down The E-Commerce Landscape Today I Digiday | DIGITAL ANALYTICS | Scoop.it

With the rise of e-commerce come associated challenges: Retailers must not only increase customer engagement but also drive sales in a highly competitive online environment.

Data — historical and real-time — is key. And there’s never been more of it to go around. The problem is that most retailers aren’t using it right.

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Snapchat Advertisers Are Now Getting A Look At Data For Their App-Install Campaigns I AdWeek

Snapchat Advertisers Are Now Getting A Look At Data For Their App-Install Campaigns I AdWeek | DIGITAL ANALYTICS | Scoop.it

Marketers have demanded more performance stats from Snapchat, and now they are getting it.
 

According to sources, Snapchat is working with Tune—an app analytics company—to provide insights around the former's recently launched app-install ads. The Venice, Calif.-based tech company makes the move as it looks to compete with more-established digital platforms for more of brands' advertising dollars.

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Social Media And Tech Firms Lead Rankings Of Digital Media Sites I WWD

Social Media And Tech Firms Lead Rankings Of Digital Media Sites I WWD | DIGITAL ANALYTICS | Scoop.it

Comscore revealed its top 50 U.S. digital media properties in December with few surprises. Search engines, social media and video portals beat out traditional publishers and news organizations, which continue to fine-tune their digital growth strategies.
 

Google, Facebook, Yahoo and Amazon led the pack with respective unique desktop and mobile visitors of 248.4 million; 218.6 million; 204.9 million, and 198.7 million. Not too far behind were Microsoft with 191.5 million; AOL, 181.8 million; Comcast NBCUniversal, 154.8 million; CBS Interactive, 150.7 million; social and video-centric Mode Media, 143.8 million, and Apple clocking in at 142.4 million.

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The EU Data Protection Law I Digiday

The EU Data Protection Law I Digiday | DIGITAL ANALYTICS | Scoop.it

Europe has been abuzz this week as details on the new EU Data Protection Laws have been hammered out after four years of negotiating and lobbying. Tuesday evening marked a historic moment in which the final “trilogue” (Brussels speak for discussion) between the European Commission, European Parliament and Ministry of Justice and Affairs, took place, resulting in a new law designed to give consumers more control over how their data is used by businesses, which all of Europe must implement in 2018.
 

The general consensus is the laws will be bad for media and advertising. Ad tech companies are likely to be among those hardest hit. The IAB Europe has called the update a “setback for Europe” that could seriously undermine the EU’s ambitious project to create a “digital single market” and hurt innovation and growth in Europe.

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Why WiFi Is Better Than Beacons For In-Store Analytics I Luxury Daily

Why WiFi Is Better Than Beacons For In-Store Analytics I Luxury Daily | DIGITAL ANALYTICS | Scoop.it

Despite the buzz around beacons, WiFi is the better method right now for helping retailers streamline store layouts, enhance loyalty programs and support new mobile services, according to a new report from ABI Research.
 

WiFi, once the dominant in-store location technology, has seen its role come under attack from newer, less-expensive solutions such as beacons. However, WiFi’s broader reach along with recent advancements that make it more cost efficient and accurate, underscore its ongoing relevance.

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Sephora Empowers Store Leaders With Real-Time Data I Retail Touch Points

Sephora Empowers Store Leaders With Real-Time Data I Retail Touch Points | DIGITAL ANALYTICS | Scoop.it

Now, Sephora uses Roambi, a mobile data visualization solution designed to provide real-time insights regarding key business metrics. The retailer has exchanged manual, reactionary processes to intelligent, data-driven decision-making.

Through Roambi, store leaders have access to key performance indicators (KPIs) such as sales, total number of transactions, average dollar spent, units per transaction and overall store traffic. Sephora also has established a set of supporting metrics to help team members better understand the cause or reason for specific results.

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Eight Steps To A Localized, Global Strategy | L2

Eight Steps To A Localized, Global Strategy | L2 | DIGITAL ANALYTICS | Scoop.it

Follow e-commerce adoption with e-commerce presence. L2 Index brands operate 32 sites worldwide on average, with 82% of those sites translated into local languages and 57% e-commerce enabled. Unsurprisingly, global brands are most likely to offer e-commerce in the top-10 countries with the highest e-commerce sales (China, U.S., U.K., Japan, Germany, France, South Korea, Canada, Russia and Brazil). But many companies have catching up to do outside of the U.S. and Western Europe. While 67% of Index brands have a brick-and-mortar presence in top e-commerce countries outside of the U.S. and Western Europe, only 47% have an e-commerce presence.

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5 Businesses That Benefit From Data Science I Luxury Daily

5 Businesses That Benefit From Data Science I Luxury Daily | DIGITAL ANALYTICS | Scoop.it

Data is growing at a monstrous rate and businesses that prioritize data science are winning. Data science and data scientists themselves still remain somewhat of a mystery.
 

We looked at five businesses benefiting from data science and what exactly it is that data scientists do to better understand how these companies achieved success.

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