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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 to analyze A/B test results

A/B Testing is a tremendous practice for marketers to test two different variations. However, it is not bulletproof. First, you need to think about context, what happened before/after people engaged with this A/B test. You want to make sure you haven’t tipped the results one way with a prior A/B test earlier in the consumer experience. Then you need to establish is this a meaningful sample size. For that, you want to look at your overall population of… Continue reading

Ben Young
Ben Young
January 17, 2020
Analytics

How to analyze an audience

In analyzing an audience, you must understand how the audience data was collected. Is this first-party observed data, merged data, sampled data. How are the demographics for the data collected? Establishing these helps you understand your data foundation, is what you’ve got rock-solid enough to build conclusions on top of. If it isn’t, where is it weak, as you need to acknowledge that in your conclusions. Often we have to make decisions off incomplete or proxy data. But… Continue reading

Ben Young
Ben Young
January 17, 2020
Analytics

How to analyze demographic data

First, you must interrogate and understand how the demographic data was collected. This can provide limitations, nuance, and context which is important. For example, if it is inferred data, you may interpret your outcomes differently. Then break apart your dataset into meaningful demographic clusters, i.e. 18-24. And analyze your data that way. How does each demographic differ from the rest? Are there trends or patterns. Can you predict what a demographic will do? Are you beginning to establish… Continue reading

Ben Young
Ben Young
January 17, 2020
Analytics

How to analyze frequency data

Frequency data is vital for understanding how frequency can drive an impact on your results. The first step is understanding how the frequency data was collected, especially if you are combining multiple data sources. You need to make sure that you are combining and analyzing the right things. We call this, having a good data foundation. Then take apart your data and sort it into clusters, what was the impact at each level of frequency. Was there an… Continue reading

Ben Young
Ben Young
January 17, 2020
Analytics

How to analyze trends

Identifying trends in your data is useful to map the trajectory of whatever your dataset is measuring. Typically Google Sheets and Excel include the ability to add a trend line, which is the most basic example of doing so. What you want to think about though in exploring trends are, is the dataset significant enough? Do we have accuracy in the data? Is the duration or timeframe long enough? Taking your data and visualizing it is the easiest… Continue reading

Ben Young
Ben Young
January 17, 2020
Analytics, How To

How do you measure Content Marketing success

Defining success is ground in your content marketing strategy. What is it we are doing and why are we doing it. Then measuring success, gets a lot easier. 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 content. Of the content marketing metrics, some that should help inform if your content is doing the work it should be is: Attention, how long… Continue reading

Ben Young
Ben Young
January 17, 2020
How To

How to measure content performance

Use a specialist marketing analytics tool that enables you to measure the things you need to measure. Specialist tools like Nudge, take all the learnings from the whole market, synthesize them and help establish the best practices. What are the most important things to be tracking? These enable you to measure how the content is performing, what is working, what isn’t working. To install these, it typically involves signing up, giving permission to access your social channels and installing code… Continue reading

Ben Young
Ben Young
January 17, 2020
How To

How to measure success of digital marketing

Install a third-party tracking system that will measure how well your digital marketing is going. This enables you to just focus on the insights and improving your digital marketing. Then work backward from the digital marketing strategy, what is our aim here? How do we measure that? Then link this to your metrics. For example, if your aim is to attract new customers, what is a meaningful amount of potential customers? Then use your measurement to see how… Continue reading

Ben Young
Ben Young
January 17, 2020
Strategy

Data driven storytelling

Data-driven storytelling is about using data to support and move a story along. It adds weight. It adds depth. It adds credibility. Knowing that someone robbed a bank is interesting. Knowing that someone robbed a bank but got away with no money. It is more interesting. Use data to support and build your story. To add that extra color. Which makes it engaging. Continue reading

Ben Young
Ben Young
January 17, 2020
Analytics

Data driven insights

We all love a good insight, those magic moments which help you dramatically improve or understand what’s going on in the market. Typically these were research-based, through surveys and panels. But increasingly data collection is now providing real-time insights that mean marketing can be adjusted on the fly. With tools like Nudge, they will create insights for you, analyzing the data and surfacing the most meaningful insights. And that is the best part now, getting from insight… Continue reading

Ben Young
Ben Young
January 17, 2020