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Load up all the data you have on an ad. How many people saw it, what was the click-through rate, what was the view ability or attention on it? Then compare that against your average or your benchmark. Is that good, is that bad? Did the ad drive conversions? More than you expected or less? Answering these questions will help understand whether it is working or not. Continue reading
The scope of this could vary dramatically but the basics of a data analysis report include An executive summary, what is that the data is showing us and what did we find. Methodology, how was the data collected Constraints/limitations of the analysis/data, establishing boundaries around the data, how it can be used, what are the strengths and limitations of it. Benchmarks, benchmarks are helpful for contextualizing performance and nuance. Continue reading
When critically analyzing a report, make sure you read it start to finish. Often a nice trick is to start at the back and read all the addendums before you read the actual report. This is often where the limitations or constraints are placed. And knowing these before you interpret the report is helpful. Print it out, get a cup of coffee, get a pen, go to a quiet place. Read it through. Write notes. What surprised you,… Continue reading
A/B Testing is a tremendous practice for marketers to test two different variations. However, it is not bulletproof. First, you need to think about context, what happened before/after people engaged with this A/B test. You want to make sure you haven’t tipped the results one way with a prior A/B test earlier in the consumer experience. Then you need to establish is this a meaningful sample size. For that, you want to look at your overall population of… Continue reading
In analyzing an audience, you must understand how the audience data was collected. Is this first-party observed data, merged data, sampled data. How are the demographics for the data collected? Establishing these helps you understand your data foundation, is what you’ve got rock-solid enough to build conclusions on top of. If it isn’t, where is it weak, as you need to acknowledge that in your conclusions. Often we have to make decisions off incomplete or proxy data. But… Continue reading
First, you must interrogate and understand how the demographic data was collected. This can provide limitations, nuance, and context which is important. For example, if it is inferred data, you may interpret your outcomes differently. Then break apart your dataset into meaningful demographic clusters, i.e. 18-24. And analyze your data that way. How does each demographic differ from the rest? Are there trends or patterns. Can you predict what a demographic will do? Are you beginning to establish… Continue reading
Frequency data is vital for understanding how frequency can drive an impact on your results. The first step is understanding how the frequency data was collected, especially if you are combining multiple data sources. You need to make sure that you are combining and analyzing the right things. We call this, having a good data foundation. Then take apart your data and sort it into clusters, what was the impact at each level of frequency. Was there an… Continue reading
Identifying trends in your data is useful to map the trajectory of whatever your dataset is measuring. Typically Google Sheets and Excel include the ability to add a trend line, which is the most basic example of doing so. What you want to think about though in exploring trends are, is the dataset significant enough? Do we have accuracy in the data? Is the duration or timeframe long enough? Taking your data and visualizing it is the easiest… Continue reading
Defining success is ground in your content marketing strategy. What is it we are doing and why are we doing it. Then measuring success, gets a lot easier. You will want to make sure you have an analytics system installed, typically with a piece of javascript. That enables the platform to measure your content. Of the content marketing metrics, some that should help inform if your content is doing the work it should be is: Attention, how long… Continue reading
Use a specialist marketing analytics tool that enables you to measure the things you need to measure. Specialist tools like Nudge, take all the learnings from the whole market, synthesize them and help establish the best practices. What are the most important things to be tracking? These enable you to measure how the content is performing, what is working, what isn’t working. To install these, it typically involves signing up, giving permission to access your social channels and installing code… Continue reading
How to analyze an ad