Integrated Brand Communications
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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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An Insider’s Guide to Digital Marketing Analytics

An Insider’s Guide to Digital Marketing Analytics | Integrated Brand Communications | Scoop.it

Forbes proclaimed 2014 the Year of Digital Marketing Analytics, summing up the problem this way:

If most digital marketing programs or campaigns have a weak area, it’s analytics. One recent study identified that the biggest talent and hiring gap in online marketing is in the analytics space. 37% of companies surveyed said that they desperately needed staff with serious data chops.

If you take a look at the image above, courtesy of Avinash Kaushik on Occam’s Razor, you’ll see a similar emphasis on “Big brains” and there just aren’t enough of them going around.

The state of digital marketing analytics today

Well, in 2015 we still find too few analysts trained in digital marketing analytics, especially when it comes to more advanced analytics. What passes for digital marketing analytics is also pretty dismal, amounting to little more than rudimentary vanity metrics.

If you look at interest in digital marketing analytics over time, you find the term first appeared in search in 2011, but searches exploded in 2013. Google forecasts continued steep growth in searches for digital marketing analytics based on the graph below from Google Trends.

 

Russ Merz, Ph.D.'s insight:

Looking for a way to organize your thinking about ‪#‎digitalmarketing‬‪#‎analytics‬? This guide by Angela Hausman may be useful.

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Data-Rich and Insight-Poor [Infographic]

Data-Rich and Insight-Poor [Infographic] | Integrated Brand Communications | Scoop.it

As more and more consumer data becomes available, companies are struggling to  rise above the deluge of information.

 

To find out how marketers are handling the flood of data and what they plan  to do with that data, Infogroup  Targeting Solutions and Yesmail  Interactive sponsored a study that surveyed 700 attendees at the  DMA2012 and Forrester Research eBusiness conferences.

 

They then shared their findings in a report and produced an  infographic. Among the findings:

68% of marketers said they plan to increase data spending.56% said they plan to hire employees for data positions.45% said analyzing or applying data will be their biggest challenge.

And regarding the use of real-time data, 53% of businesses said they plan to  make greater use of it, and 19% said they are starting to consider it.

Check out the infographic for more details:

Russ Merz, Ph.D.'s insight:

Raw data isn't worth much until it has been refined by applying analytic algorithms that can extract knowledge from it. It's like trying to run your car on crude.

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Five great social media campaigns and their metrics

Five great social media campaigns and their metrics | Integrated Brand Communications | Scoop.it

For the last month we've been bringing you some exciting campaigns and creative, shortlisted for The Digitals 2013.

 

Here are five more, from the social media category.

 

I've included some of the hard results of the work, as so often our readers are interested in the numbers involved.

 

Kern & Sohn Precision Scales

ASOS

IRN-BRU

RS Components

British Airways

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Social Analytics 101 - Loves Data Blog

Social Analytics 101 - Loves Data Blog | Integrated Brand Communications | Scoop.it
The basics on how to track engagement & social shares in Google Analytics

It is no surprise that Social Analytics are becoming more important for many organisations considering how fast social media is evolving. In particular, this is true for social's importance as a marketing channel. This is irrespective of whether you make use of e-commerce or simply want to measure the impact of social on your brand. 

Most often the struggle is 'how do I measure the effectiveness of my social activities and initiatives?' According to Google, four elements define your impact through social: 

Network ReferralsLanding PagesConversionsSocial Plugins

The Social Reports in Google Analytics allow you to review and analyse this information. You find the Social Reports under Traffic Sources in the left navigation menu of Google Analytics. 

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Jerry W. Burt's curator insight, March 18, 2013 5:50 PM

Use as your foundation for articles, meetings, position papers, blogs, radio content. Your always in the loop.