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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

How can I provide content marketing metrics without Google Analytics

You can provide content marketing metrics without Google Analytics by using another content analytics platform. Simply sign up, install their code and collect metrics. Nudge is one such platform to provide this.   Why might you want to consider an alternative? When Google Analytics was created, content marketing was not as popular as it is today. So newer analytics platforms can help provide metrics that are more suitable. Nudge is a platform that was built for content campaigns… Continue reading

Ben Young
Ben Young
October 7, 2022
Analytics

How to measure the effectiveness of influencer marketing campaign

To measure effectiveness, you need to establish what your objective is. And then you can see how your activity stacks up against the objective. Often people turn to influencers to cut through the noise and reach their audiences. As to what those audiences do next, helps you understand the effectiveness of the initiative. You might want to look at things like: Engagement, were the audiences responding on the influencers platform, through likes, comments, sentiment. Actions taken,… Continue reading

Ben Young
Ben Young
October 7, 2022
Analytics

What are the best content marketing analytics tools (that work with agencies)

???? Nudge. Nudge was built by folks who used to work at agencies. The system is very easy to use, so anyone can pick it up and use it. The automated insights help busy clients, so they can sort through the data to get from insight to action faster. Agencies use Nudge because it is easy to use, gives smart metrics which reflect how customers are engaging and automatically creates insights for them. So they can shift from insight to… Continue reading

Ben Young
Ben Young
October 7, 2022
Analytics

How to deal with gaps in analytics

A real world reality is that sometimes you have gaps in where you can track customer actions. For example, someone sees an ad on Facebook, you are limited to what Facebook gives you. Here are some ways of dealing with that. There are a few tricks to help deal with these gaps. Use UTM parameters on the destination page, to help see the engagement of people that come via that source. Use click trackers, if you have people going between… Continue reading

Ben Young
Ben Young
October 7, 2022
Analytics

What analytics should I track

This is best answered by starting with, what are you trying to achieve? Anchoring in that makes it a lot easier. To get to that, answer a few questions:  What is your objective or strategy?  What will you create or do, to deliver on that strategy? What will consumers do, to tell you that you your strategy is successful?  It can be as simple as writing down each step that your customer will take. Typically this makes… Continue reading

Ben Young
Ben Young
October 7, 2022
Product Updates

What are the most important marketing analytics tools

The most important tools, are those that help you get to a real understanding of the customer faster. 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 by synthesizing the data into insights, so you can get from insight to action faster. … Continue reading

Ben Young
Ben Young
October 7, 2022
Analytics

How to measure marketing effectiveness

Defining success is ground in your marketing strategy. What is it we are doing and why are we doing it. Then measuring effectiveness, gets a lot easier. Are we being effective at delivering on that strategy. 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 activities. Of the marketing metrics, some that should help inform if your marketing is doing the work it should… Continue reading

Ben Young
Ben Young
October 7, 2022
Commentary

Attention Economy

Edition #379 On the attention economy, short consideration and Chad Powers. One big thing Is the attention economy redundant? I say this gingerly, as someone with many horses in the race. But I pose the question of - is it really adding more to the conversation right now? Or has it done its job. The Attention Economy really refers to, mind share, what is capturing and cutting through with consumers. It’s been a hot topic though, as we’ve been on a bull run of growth in internet usage. People spend more and more time on their screens. And when they’re online, engaging with brands, that time is quantifiable. So that’s why it’s been so exciting, 1) there was a way to measure it and 2) now there was a lot more of it. 3) we were empowered to do something about it. But that growth has tapered off, with a peak of 417 minutes in Q2 of 2021. With that change, even before then, as growth slowed. That’s where competition ramped up. So yes, attention is still valuable, the marketplace is even more competitive. But is the vernacular 'Attention Economy' any better now? With 417 minutes/day — digital isn’t niche, it is the thing. So should we revert to mindshare, cut through? Probably. But with a digitally-led market, I think attention will stay, but how we think about it will evolve. It has done its job, but will likely evolve, to something next. What this is, lets see. Notable stories this week VideoAmp launches second-by-second TV measurement. YouTube Shorts is sharing ad revenue. Will that mean more money for creators? Yahoo is on a string of high profile product hires. Meta is shuttering its Bulletin newsletter subscription service. How bots corrupted advertising. Instagram to increase ad load as Meta fights revenue decline. This person read 100 marketing papers and here are the top 10 they found most interesting. Musk’s “super app” vision. Could Eli Manning’s Chad Powers become next Ted Lasso? [Long read] How YouTube created the attention economy. Continue reading

Ben Young
Ben Young
October 7, 2022
Analytics

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