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Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
Edition #387 Final thoughts on 22 and the year ahead. Top searches of the year & what is the color for 23? We finished out last years note, sending some NFTs out. Which was a fun exercise. I occasionally pull out my phone, and gaze at my NFT. But seriously, it was fun, make an image, mint it on the Solana blockchain, get folks addresses, send them out. However, I don’t think we’ll be doing that… Continue reading
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
Edition #386 On why content rights will plague ChatGPT, ad growth slows in 23 and universities as the new media companies. ChatGPT debuted last week, to much fanfare, the NY Times called it “social media’s newest star”. How it works is, you can give it a prompt, and chat with the AI bot. Finding answers, writing scripts, or even interactive games. Leading to StackOverflow to ban AI-generated answers. Many calling that it may replace Google Search… Continue reading
You might ask, why does the price of Analytics companies vary? You can see the price vary from free to seven figures. The cost basis of these companies, is talent, infrastructure and R&D. With some of the offerings, more of your money is going to one of these three buckets. The way analytics companies incur cost is with more traffic/events. So pricing tends to follow that scale. With some rounding out for R&D and the level of talent put towards each… Continue reading
Each week in our newsletter we feature a campaign of the week, when it includes a great content marketing example, we add it to this page. This makes these the top content marketing examples that we have found. See the best of 2023 here. Jurassic World – Dinotracker DinoTracker from Department of Prehistoric Wildlife, as part of Jurassic World launch. @DinoTracker on Twitter. Continue reading
This guide on Behavioral Analytics dives into the topic, what it is, how it works and more. At the end you will have a foundational understanding of the topic. This post contains: What is behavioral analytics? How does behavioral analytics work? Web analytics role in behavioral analytics What departments is behavioral analytics used in? How effective are behavioral analytics? Different types of behavioral analytics Behavioral analytics in the marketing mix Privacy concerns… Continue reading
The Nudge platform requires direct observability of an action to authenticate it. What that means is, if you can’t place the Nudge code on an experience, Nudge can’t measure it. For example a Facebook post in Facebook. However, Nudge can measure the impact from these limitations. For example, someone clicks on a Facebook post to your website, where the Nudge code is on. That is the key limitation of the platform. … Continue reading
Discrepancies arise from the differences between two systems and mistakes that are made in implementation. Identifying discrepancies, is helpful The biggest cause of discrepancies between two analytics system, is the users that leave before a page has finished, and one analytics system has loaded but the other has not yet. Discrepancies of a few percentage are reasonable. If there is a large discrepancy (like 10% or more) you need to investigate. If you are looking for information on a particular… Continue reading
Edition #385 On Netflix coming into ads too late, Cognizant branded content and personal brands. This week I dive into a few loose threads, the absolute mastery behind Netflix’s timing on advertising. Why ROI is an education problem not a technical one. And will Twitter cause a flood of engagement to newsletters. Excuse the long note, we’re a couple of weeks behind 🙂 If you like it more, let me know. Maybe we look to make them more… Continue reading
A bounce rate benchmark of 30-40% is within acceptable ranges. Bounce rate captures the rate at which people leave without furthering engaging in your website. Newer platforms like Nudge improves the accuracy of the measure of the bounce rate by excluding people that actually engage with the page and read it from the bounce rate calculation. In older measurement systems this would not be included. .. This is part of our Guide to Bounce rate. Continue reading