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Archive: Sep 2022

How to measure landing pages

Landing pages play a vital role in the digital marketing mix. Providing that entry point into the customer experience and enabling brands to experiment, put up pages quickly and just as quickly take them down. The simplicity of the pages means that any data collected is quite valuable but narrow in scope, to provide feedback on where to improve. You need to make sure they are working for you and the traffic sources to them are pulling their weight. Metrics… Continue reading

Ben Young
Ben Young
September 30, 2022

How to measure value of SEO efforts

Search engine optimization is an ongoing quest to keep your website and content relevant for search engines. Over time, what works changes as search evolves. The fundamental principle has always maintained, what is going to help the prospect or customer. And creating content around that. However with competition, the other side of the equation is making sure that SEO is working for you. This is where analytics can help, to demonstrate the value you get from search engines. And show… Continue reading

Ben Young
Ben Young
September 30, 2022

How to identify fraud in your traffic

Fraud or accidental clicks erode your budgets and mean your more effective sources need to work harder to deliver results. The challenge is trying to identify if, or at least find anomalies that indicate that a traffic source is not driving value. Bots tend to be designed to do the minimal effort, to justify the cost per click. So to identify them, you want to see how your traffic behaves after it visits – and compare it against other sources. Continue reading

Ben Young
Ben Young
September 30, 2022

How to measure inbound marketing

Inbound marketing yields traffic from many different sources to lots of different destinations on your website. This can make it hard to optimize for. Should you optimize the source, or the destination, or both? But where do you get started. Diving deep into each source as a starting point, should help find what ones are working for you. Metrics you should think about: Attention, how long people are engaging for each click. Average Scroll, how are… Continue reading

Ben Young
Ben Young
September 30, 2022

How to optimize programmatic media

Buying programmatic traffic enables the opportunity to get very targeted, and to tap into scale of traffic. But when it comes to optimizing to quality, that can be a bit harder. Programmatic buys yield thousands of different combinations of creative, placements and publishers. To sort through these you need to get access to post-click metrics, to see what is driving value for you. Metrics you should think about: Attention, how long people are engaging for each click. Continue reading

Ben Young
Ben Young
September 30, 2022

How to measure the success of PPC

Pay per click marketing is anchored on, get the best cost per click. But we know that not all clicks are created equal, so it makes sense to find a minimum standard of quality for each click. To help us better understand the tradeoffs between cost and volume. Maybe we can get lots of low quality clicks at a cheaper cost, but are they overall better than less clicks at a higher cost. To enable you to find out, you… Continue reading

Ben Young
Ben Young
September 30, 2022

How to measure microsites

Microsites, or campaign sites, used as part of media campaigns are a ripe opportunity for extra insight. Often every campaign has a webpage as the core, where all media pushes to that page. Which makes this page itself, ripe for getting a deeper insight on how the campaign is performing. Customers that are taking action, are all routing through this page. However, with the rush to get campaigns up, these can often be overlooked. That is a mistake. Where possible… Continue reading

Ben Young
Ben Young
September 30, 2022

Strategic Analytics

Edition #378On strategic analytics, metaverse and YouTube shorts.One big thingDaily rituals drive behavior. Like reaching for a cup of coffee each morning, one hand coffee, other hand phone. As you sip, you read, or watch, or interact. On the other side of that screen is billions of dollars of R&D, to keep you engaged. And largely, it is successful.For any business, in that equation, most of us got attention by turning up. But that’s no longer good enough, we have to provide a richer experience. Whereas being in the inbox used to be enough, that no longer works. Because everyone is a swipe away from something else more interesting.It’s like when I pop into the local pub, they could open their doors in a good location and get foot traffic. Now, you’ll see someone on the street, checking the reviews before deciding to pop in. And even walking off if the reviews don’t line up. Ok, so right location and right reviews.In delivering excellence, we need to be smarter with strategy. And that’s why analytics needs to be more involved in what goes on in strategy. To provide context for strategy and to give the lay of the land. Not only internal but also external context. We’ve recently polished up our enterprise services page. To highlight where companies are allocating resource and capital, to get ahead. It’s no grand secret, like most solid advice, it’s the basics, done well, which make all the difference.Which ties into this post on strategy, planning and improving execution. With Brady Moore, a former Green Beret, getting into the weeds. Worth a read.So as you look to navigate the ever changing market, consider, what is our strategy? How do we know we’ve made progress on that strategy? And how do we know when we should change? Or pause or abandon ship.Speaking of ships, it was only this week I discovered that Chelsea Piers was the destination for the Titanic, and that some of the survivors were brought there aboard the Carpathia. There are discoveries to be found around every corner.Notable stories this weekPaul Graham shared a video of him writing/editing a piece from scratch. Would love to see more of this type of content. YouTube shorts could steal TikTok’s thunder with a better deal for creators. Netflix’s new ad chief has an appetite for danger. With first CMO hire, OpenWeb hopes to de-troll the discussions and data space for publishers and Contently names Dawn DiLorenzo as new Head of Marketing. Spotify now sells audiobooks. Hints at opportunities to advertise within audiobooks. TheAtlantic is pushing into film and TV projects. Ted Lasso and AFC Richmond are coming to FIFA 23. NFL signs Apple Music as Super Bowl halftime sponsor. As we saw Prime Video rocket up the app charts are debut of football. Publicis Sapient ‘all in’ on the metaverse, finds VR adoption not so hot. Netflix is opening a video game studio in Finland. Attentive, Galloway dives into the analogies between the oil business and attention businesses. Podcasters are buying millions of listeners through mobile=game ads. Arghh. Hacker breaches Fast Company systems to send offensive Apple News notifications. Brands blast Twitter for ads next to child pornography accounts. Google focuses on making search more visual. TripAdvisor built a travel media biz before retail media took off - and now it’s got a creative studio too. "Marketing needs marketing” The curious case of Tony’s Chocolonely. Continue reading

Ben Young
Ben Young
September 30, 2022

Best Branded Content & Native Advertising Examples of 2022

This isn’t our first rodeo – we’ve been highlighting the best branded content for years. Find more inspirational pieces from previous editions here: 2021, 2020, 2019, 2018, 2017, 2016, and 2015. You might also be interested in our piece on measuring the success of your branded content. What you are seeing, are the select pieces we feature in our weekly newsletter. Subscribing to that is the easiest way to keep on top of… Continue reading

Ben Young
Ben Young
September 27, 2022

Netflix Ads Measurement

Edition #377Netflix measurement, who is bringing back blogging and live sports.My riff on Netflix measurement is a bit longer than normal, but it does highlight that what may look like an easy task initially, is not.One big thingAna Miliceviz of Sparrow put on a Twitter spaces this week with Eric Seufert, Terry Kawaja and Lou Paskalis jumping in. Myself just a regular listener. And the chat is good, you can catch the recording.Of course the conversation naturally touched on the issue of measurement. As Netflix may launch without measurement and are struggling to measure reach. I thought I'd share more on why this isn't as simple as it seems.To think about measurement of Netflix ads, we need to think about what makes Netflix good. And consistently it is the experience, the app, whilst having received flack over time, I would say is consistently better than the competition. Have you ever used YouTube, even on your phone, and the ad has loaded in high quality, then the video itself is slow to load or in low quality? The reason is the ads are hosted somewhere else. This is exactly what Netflix will want to avoid, a diminished experience. And, on tv, sitting on the couch. That’s exactly what you don’t want. So the addition of ads, is a genuine threat on their core product experience.And to make that product experience good, Netflix has pioneered many different creative ways of delivering content to you. They auto generate many different ratios of a tv show, so that if you are on mobile, and your signal drops, it can swap to a different version seamlessly. They have experimented with putting more ‘local hubs’ of storage for content closer to you. And often they have deals with ISPs, who provide your internet, to have local caches of shows with them. All of this to help avoid, what happened with shows like Game of Thrones on HBO, bringing the service down. Each of these content optimization decisions, means, that adding an ad to a tv show, is not that simple.For example, lets say I’m in New Zealand, and I open up Stranger Things, chances are it is cached at the local ISP, which is within 25km of me. So the show loads fast. But the ad, has to ping the Microsoft server, and respond, then send me an ad. That ad isn’t cached on the ISP. So the dynamic relationship with the user changes. Now you want to get measurement in there, in a timely fashion.Then you have to consider all the different ways people watch Netflix! In a browser, on my tv, from my Apple TV, iPad, iPhone. On our iPad mini, we have an old, no longer supported version of the Netflix app, which still works. Xboxes, PlayStation’s, all the Android devices.Each of these, has to be compliant, and then in a way that avoids opening the kimono and having to update all of these apps. We once did a campaign with a telecommunication company, spurred on by direct emails to customers. And we saw over 30,000 different versions of browsers opening the content. And the long tail included browsers that were off the market for over 10 years, Windows 98 etc. It happens. For Netflix, this is no small undertaking.That is the context, at which you need to think about adding measurement. The technical delivery of a measurement pixel, is a herculean effort itself. And that’s without even considering adding third party pixels etc. My inkling is that measurement on Netflix will be a lot longer than anyone thinks, as they navigate these challenges.Once you’ve got technical delivery set, you also need to consider data leakage. Is our methodology retaining privacy. As just by virtue of all of these things phoning home, you can be giving data away.At this point, Netflix can then start to think about what their roadmap should look like. Measurement needs to support the strategic sell. This is where there’s art and science on the positioning, if you measure the wrong things, it can send the wrong signal to buyers. You want to enhance your differentiation in the market, not erode it. Which is a continual challenge for any media sales team.If I was Netflix, I would first just do geography and watches. Keep it super simple. Here’s how many people watched and in what GEOs. This for media buyers, helps them cover off the basics. And lets the sales team weave a narrative.Based off the early feedback, would then look to build upon that. Probably things like time of day, how people are watching.Then, maybe you get into interests and other contextual information.The latter is where Netflix can really shine, viewers of Stranger Things, or people in binge mode, or sports documentaries etc. Timing your ad, to show within those different contexts. Family viewing.The Netflix way would also be to have some sort of dashboard, to really let it shine. Spotify Ads, is probably a good reference for this, as it is functional, supports the narrative. But for any serious spend, you’re still getting the custom report/pitch at the end etc.Longer term, the question will be, what is the ambition? Is it to get to a programmatic ads, like a YouTube, where in niches the CPV is higher. Or like a Twitter or Snap and stick with direct deals. Given the international nature, I would suspect they will stick with the former, for a lot longer. As the markets aren’t as competitive.In prior newsletters I have noted that in local markets Netflix have faced pressure in the past over hurting local tv production etc (like the Walmart going into a small town effect). These local broadcasters streaming services are the current receiver of these ad dollars that will likely switch to Netflix.Hope you can see, why, something so simple an idea, can in reality be quite a process to thread the needle. Especially when the initial guidance is for 500,000 users on the ad supported tier.Notable stories this weekSalesforce to co-produce a show with CNBC. TheVerge wants to bring back blogging. ARF launches project looking at measurement of Attention. Interview with Curt Larson, Chief Product Officer at Sharethrough. Wordle debuts ads, Rimowa is the first. New Google update, intends to elevate more helpful content. Barclays esports/crypto crossover - diving into monetization of esports. Continue reading

Ben Young
Ben Young
September 16, 2022