Tag management company TagMan has secured $5 million in funding from several big-name investors. However, material it sent to prospective clients claiming that Google Analytics makes a poor marketing attribution tool seems to have socially cannibalized the company's positive financial news on Twitter. The TagMan presentation sent to prospective clients points out that Google's strength in its Analytics platform resides in, well, analytics, rather than marketing attribution because the data only tells half the story. It claims the inaccuracies can boost search-attributed conversions by up to 200 percent.
Big data — large volumes of data from multiple sources — can be a powerful tool for many agencies ranging from marketing to customer service to fraud detection to politics. Almost every activity in modern society generates large volumes of data, more and more of which are captured and stored. The cost of data storage and data processing continues to drop and software tools necessary to use the data continue to evolve.
In my previous ClickZ column from 2009, "What's Wrong With the Net Promoter Score," I talked about the many things that were and still are problematic about the Net Promoter Score (NPS). Proponents argued back that it's been widely used for a long time. But that's like arguing that both science and the church believed the Earth was flat for a long time - that is, until they discovered that was completely and utterly wrong. In this column, I'll propose a few alternative metrics and techniques that marketers can use to truly tell if they'll be able to increase sales.
Google's announced that another Panda Update is being unleashed on its results, one that it says will impact 0.7 percent of queries. We're calling it Panda 3.92, though we're wondering if it's time to declare Panda 4.0 upon us. Here's the official news from Google.
Yahoo's previously announced Genome ad product has now gone live, and it promises to empower companies with more accurate audience data and analytics.
Advertising matters in politics. As much as we'd all like to believe that we vote based solely on our principles and a careful weighing of candidates' policy positions, media and marketing messages cast enormous influence on the defining narratives of an election and can ultimately tip an election one way or the other. The 2008 election helped usher in the era of digital marketing in presidential elections, with online advertising, online fundraising, and social media all helping to redefine the political landscape. These digital media vehicles will become even more important and loom even larger in influencing the 2012 campaign.
Our first question is why do we need to measure. For many clients we're already capturing phone data, so what purpose does it serve to include web data? We know what stations are working and those that aren't, so how would incorporating web leads into the data stream that I feed into Core Direct (the leader in DRTV tracking and reporting) help my process? The answer is rather simple: Our DRTV activity is pushing more people to a website than to a call center for most clients and categories. Only the 65-plus demographic is an exception to this rule.
Attempting to move the industry beyond clickthroughs and impressions, Google today introduced a plan to measure online advertising that it hopes will become the industry standard. Dubbed Brand Activate, the plan is designed to “reimagine online measurement for brand marketers,” according to a blog post from the company. The idea is that with better metrics, marketers will feel more comfortable allocating more of their money to online advertising. “We believe that the industry’s significant investment in brand measurement efforts can substantially grow the online advertising pie, for all,” the post continues.
Company: Visual IQ, a cross-channel marketing intelligence software provider
Product/Service: IQ Envoy 3.0, the latest version of its attribution management product within the IQ Intelligence Suite
What it Does: Uses an attribution marketing science to calculate the true quantitative impact that each marketing touchpoint experienced by prospects has on performance across the entire marketing ecosystem. The software incorporates advanced marketing touchpoint analysis that enables brands and their agencies to derive cross-channel insights and formulate resulting marketing optimization strategies based on the propensity of a particular audience to convert by any given marketing tactic or mix of tactics (e.g., channel, publisher, keyword, creative, size, etc.); the affinity between tactics used within one channel and those used within another, such as which display ads drive searches on which keywords; among other factors.
Product/Service: A new suite of product offerings from its Information and Analytics Services division, including Business TrackSM, First Data Alerts, Data File Manager, Enhanced Statements, SpendTrend Web and Prepaid Advisor Benchmarking Toolkit
What it Does: Business TrackSM provides information on all payment streams, including credit, debit, prepaid/gift card and check data. This newly designed interface has applications organized by popular use, and includes charts.