Category: Analytics

Analytics

How to measure microsites

Microsites, or campaign sites, used as part of media campaigns are a ripe opportunity for extra insight. Often every campaign has a webpage as the core, where all media pushes to that page. Which makes this page itself, ripe for getting a deeper insight on how the campaign is performing. Customers that are taking action, are all routing through this page. However, with the rush to get campaigns up, these can often be overlooked. That is a mistake. Where possible… Continue reading

Ben Young

September 30, 2022

Analytics

Tracking Scroll Depth

Scroll Depth enables you to see how much engagement you get on your pages. It identifies how all of your users are consuming your content with the view that more consumption is better than less. It provides an objective benchmark to identify the quality of your pages. Marketers often ask, what is a good benchmark for scroll? An average of 53% is typical. With shorter content you expect it to be higher, and then lower for longer content. The best benchmark… Continue reading

Ben Young

April 25, 2022

Analytics

How to set up eCommerce Analytics with Nudge

eCommerce Analytics helps marketers understand how customers are engaging with their store, which includes their content marketing and product listings. Nudge enables eCommerce marketers to get a better idea of what is engaging customers and finding areas to improve, to increase sales. To get set up, first create an account.   Sign up to Nudge First you need to sign up to Nudge, click the sign up button. Enter your email and a password, or log in with Google. Continue reading

Ben Young

March 21, 2022

Analytics

How to verify branded content

Are you looking to verify the performance of your branded content? Then you’ve come to the right place. What makes branded content verification different to other advertising, is the art and science. Content requires consumption to be effective. And then, often you need to verify the traffic sources to the content. Often also there are technical challenges that need to be overcome. The other challenge can be the scale, often branded content has less impressions than say a display campaign. Continue reading

Ben Young

January 31, 2022

Analytics

Building a Measurement Plan

Adopted by media & enterprise teams, creating a measurement plan upfront helps ensure success but also puts rigor in to the marketing activity. It’s almost like a mini check in. A marketing measurement plan, outlines: Objective of the marketing activity Tangible things that need to be measured Relevant metrics for the objective Tools used Workflow to capture, QA and surface that data so it is actionable. Where plans often go wrong, is if this is created as a final step,… Continue reading

Ben Young

November 22, 2021

Analytics

The Art of Benchmarking

This is a skill marketers should adopt, continuously benchmarking. benchmarking is identifying older performance from competitors or your own, and then comparing current performance against it. This creates a tension around finding areas to improve and helps prioritize the changes to get there. The process to create your own benchmarks is simple. Go in to your analytics platform Select data for the last quarter Write down the average performance Now use this as your benchmark for all new pieces of… Continue reading

Ben Young

November 22, 2021

Analytics

Should you create new content or improve old?

The real question is what role can benchmarks play in measurement? It can provide the decision tree for creating new or improving old content. The art of benchmarking is a valuable skill. Once you know how you are performing contextualize performance in either industry or prior benchmarks. This helps dramatically and answers two simple questions, should I create new content, promote it more or simply improve my existing content? If under benchmarks, focus on improving existing content. If you’re… Continue reading

Ben Young

November 16, 2021

Analytics

Video Measurement API

Brands are creating their studios and in turn streaming services. With the express aim of building direct relationships with their market. For those seeking to understand the success of their streaming efforts. We offer a video measurement API. Enabling technology teams to send events, have them processed and then the results retrieved by API. Examples of reporting: Who is watching and whereMost popular contentRepeat watching of contentPopular times of day and days of weekDrop off rates, average view… Continue reading

Ben Young

September 1, 2021

Analytics

What are Content Marketing KPIs?

Content Marketing KPIS (key performance indicators) enable marketers to set specific metrics that reflect performance.  You should consider which content marketing metrics are relevant. Not all metrics should be KPIs but some should be. An example of potential KPIs: Content, capturing how much content did we produce.  Earned impressions, the amount of traffic generated from sharing Social engagement, the rate at which people share Conversion rate or Conversions, the rate at… Continue reading

Ben Young

May 13, 2021

Analytics

What is Content Analytics?

Content analytics has risen in popularity as the amount of content created by brands has soared. Traditionally you would think of consumer brands but the rise of the digital economy and social media has meant that B2B has just as much need to create content. With this rise in popularity and investment, so has competition and thus the need for deeper insight.  Content Analytics enables companies to examine methodically their content and how it has performed, to find insight and… Continue reading

Ben Young

May 12, 2021