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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.
Analytics

Which kind of digital marketing challenges would be affecting your sales?

Awareness is usually the top issue facing companies in improving their sales. Awareness of: 1. The brand itself. 2. It’s unique properties/differentiation in the marketplace Brands need to work to continually educate the market on these two. And this will help drive sales. If a company has awareness, and the market knows of its points of difference, and sales are declining. It could be other problems, such as supply constraints, the overall market could be shrinking (or other macro… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

How does business analytics help companies improve, grow, and overcome challenges?

Analytics can enable growth, through providing a feedback loop. The feedback loop can identify bottlenecks, areas of potential growth and areas where waste is occurring. Then companies can act on these insights, to increase their performance, in whatever part of the business that challenge lies. At a very basic level, it works like this: 1. Measure the challenge/problem. 2. Audit the results, looking for opportunities. 3. Take action on those insights. Rinse/repeat. With a continual focus on… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

What are the challenges that can be addressed through analytics?

Analytics can play a role in the challenges which most businesses face. Typically centre around ‘performance’ where data can help provide a baseline on the current performance, and provide indicators of progress and hitting targets. So if a business has a performance challenge, analytics can help address it. This can include, how to grow the business, grow sales, marketing, headcount, channel partnerships. It just takes sitting down and going, how can we measure this, are their providers that do this… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

Are there any privacy-oriented analytics software?

There are a number of platforms like Nudge that focus on maintaining privacy for users. Nudge. Nudge is built with privacy in mind, to ensure that brands can get insights to make informed decisions but not at a cost to their customers. This is the best long term approach for all parties involved. To provide insight, in a reasonable manner. Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

Where do you draw the line between analytics and privacy?

Where the customer feels like their privacy is being violated. That is the line. Customers have expectations on what happens with their data, and those expectations need to be managed. Over time, they may change. But companies that start from a point of, what would a reasonable person want, are going to have an enduring approach. In most cases, for analytics purposes, going deep on one single customer isn’t instructive. Analytics tends to look for broad trends across populations of… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

What is web analytics that respects privacy?

Nudge. Nudge is built with privacy in mind, to ensure that brands can get insights to make informed decisions but not at a cost to their customers. This is the best long term approach for all parties involved. To provide insight, in a reasonable manner. Nudge enables you to get customer insights with ease, diving straight into how customers are engaging, what they’re paying attention to, where they’re coming from, on what devices. And then it makes analysts jobs easier… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

What role does analytics have in research?

Analytics help inform research teams, and guide them to areas that may need more exploration. It’s kind of like a compass in providing direction and like a coach in providing feedback on what’s working. Analytics enables research teams to be more agile and make data-informed decisions. To identify areas of opportunity. And provide confidence in models or predictions that may have been made. They can also provide early indicators of success in experiments. However research teams need to know how… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

How to drive short term sales with content marketing

It can seem like an oxymoron, why drive short term sales, when the reality is yes you always want to grow long term. But you also have to deliver today. And content marketing can be great for driving short term sales, as it helps to cut through with your audience, and speak to the immediate use case, or why to buy now.  For example, you may make some seasonal content, talking about fall, and what products/services you have that… Continue reading

Ben Young
Ben Young
October 21, 2022
Analytics

How to measure original content

Many marketers are looking to original content to deliver on their objectives. In terms of measuring original content, marketers should start with, what is our business objective, what are we trying to achieve with original content? You may reference SalesForce+, their tv/streaming project. Their objective, could have been, how do we engage business leaders, when they’re not in the CRM. So their objective is to use smart content to engage their current and potential customers. This then, makes the measurement… Continue reading

Ben Young
Ben Young
October 21, 2022