Blog
Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
Edition #394 Spotify to become TikTok? Branded content inevitable? Acquisitions and Substack hits 2m subs. It’s been a bit of a crazy week – so will keep this note short. I really enjoyed Turners chat on Spotify introducing a feed. Which is how TikTok got started, as Musicly first, then TikTok. So it kind of makes sense, but Spotify is already big, they did it to help get big. Nonetheless, it would introduce more advertising options… Continue reading
The best dashboard is the one you use so start simple. A good place to start, is with an out of the box dashboard, that gives you the top line metrics you need to see. Use that for a bit, then after a few months, customize it to suit. Or you figure out what exact metrics to focus on. Going fancy or too technical too early in a content marketing program can limit options down the track. It’s better… Continue reading
UTM Parameters are typically used to help categorize different traffic sources for further analysis at a later date. In some cases you may consider not using UTM parameters because you want traffic sources to be merged together. Or maybe you don’t want to leak the data out. In which case you may use different parameters, that you can isolate later. Or use non standard descriptions. Continue reading
Edition #393 ChatGPT chat drowns out Super Bowl, Netflix branded content and bad digital ads. All this and more in this weeks note. Can you not send a newsletter this week and only talk about ChatGPT. Ok. But people are asking because they’re curious, and there’s new lingo and it is potentially exciting. And it is something new to talk about, to look forward, to re-imagine the future. After this sustained period of things are rough, the future… Continue reading
But wait you say, I have never paid for analytics before, I have always used free solutions available. You’re not alone, with some of those free solutions retiring and moving to more complex offerings. Many are left wondering what to do. To invest the time to upskill and use the more complex functions, or to evaluate other tools. Paying nothing is hard to beat (which is why Nudge has a free tier). But the problem with not paying anything for… Continue reading
Often traditional analytics have been blocked by ad blockers and/or use the data in a way that consumers have chosen to block them. That means, often when you swap analytics, your total traffic goes up. Why? Because you are now measuring more of your audience. The second reason is speed. Mobile users and users that leave the page quickly may not be counted by traditional analytics which load slower. Newer analytics which load faster, end up counting more of your… Continue reading
Some of the ways we see people using analytics: Pin the dashboard, as a tab, and visit each day to see how performance is going today. To identify urls that need improvement, or see how your content is performing. To get insights onto how customers are engaging To prove the ROI of efforts To predict the success of future projects, using older data To build benchmarks To help articulate to others how well your work is doing To justify current… Continue reading
Traditional bounce rate requires a user to click another page to not bounce. Yet in many circumstances if someone reads the content and hits the back button, that experience did its job. Nudge bounce looks at how long or how far through the content they engage. If a user doesn’t engage and leaves within 5 seconds, it counts as a bounce. After all, you create experiences to engage, if it engages that shouldn’t count as a bounce. This methodology gets recorded… Continue reading
Ecommerce analytics is the process of collecting, processing and analyzing data around an ecommerce store. Depending on the tool used, this could be a combination of customer, web usage and purchase data. This post details an introduction to eCommerce Analytics.  This post includes: Common metrics used in eCommerce Example eCommerce analytics dashboard How do they analytics work How analytics increases sales Use cases Why are they important? What are the limitations? How… Continue reading
Edition #392 On austerity measures, the easing economy and Uber Ads. All this and more in this weeks note. You may recall my top trend of the year was getting back on the tools. This week Bloomberg reported that Meta is asking many managers to get back to making things or leave. Yet another sign of, getting back on the tools. Austerity is the way. https://giphy.com/gifs/disneyplus-star-wars-the-mandalorian-madalorian-Ld77zD3fF3Run8olIt It’s also where companies are focusing, how can we get… Continue reading