Tag: analytics

Commentary

Can collaboration in content collapse already?

Collaboration in content is still hard, disjointed and not very scientific. An ideal scenario would balance the art and science of content, supporting the creative to nestle out the best work. Too much content is unseen, unconsumed and has the work gone to waste. Effective collaboration helps solve this. The problem is data-driven collaboration is missing from all processes. At the moment, data is largely not involved in the collaboration process. At best some data or insight is shared in… Continue reading

Ben Young

March 26, 2021

Commentary

Does Google even need us?

What happens when Google doesn’t need you anymore? It’s still a ways away but it kind of is the trajectory. The same way Uber was considering a world without drivers, Google is moving towards a world without click out search results. SparkToro estimates that in 2021 2/3 of searches do not go further than the search results page. When you consider things like GPT3, an AI that can create copy to fulfill… Continue reading

Ben Young

March 26, 2021

Commentary

NFTs and Content

I had just bought 1/1000th of a first edition Ian Fleming book, Goldfinger. Now what? Can I go read it? It turns out it is stored in a secure east coast facility, held on my and 999 others behalf by Rally Road. Rally Road launched in 2017 when three friends got together to find a way to democratize the ownership of collectibles. However, this isn’t an NFT but it’s a nice lead into it. You see, the book exists, the… Continue reading

Ben Young

March 26, 2021

Commentary

The economics of attention

This piece highlights the economics of attention across consumer media. This is curious for a few reasons, understanding what we as consumers get for free and what that’s worth, what consumers are willing to pay for content, the potential for up and coming media like TikTok, how scale and personalization impact the economics.We have broken it into two sections, different mediums and different platforms. And the dollar amount per hour the platform earns from our attention.  Revenue per hour (cents)Medium Cable67Linear… Continue reading

Ben Young

March 17, 2021

Analytics

How to analyze content using scroll depth

Scroll depth is a content engagement metric, commonly used by marketers, to analyze what percentage of a page a user has scrolled to before leaving. A few use cases for scroll analytics There are a number of reasons why scroll tracking is useful for content marketers. The biggest reason being, it’s important that your content is seen and consumed, otherwise – why waste time creating it in the first place? Knowing where people drop off on a page helps marketers… Continue reading

Ben Young

February 24, 2021

Analytics

3 big benefits of using multi-channel analytics

A multi-channel campaign refers to when a marketer uses several media channels to deliver their marketing message. For instance, one campaign could involve email, social media, mobile, display ads, television, OTT, and many other channels. By utilizing multiple channels, brands are able to interact with their audience across multiple touchpoints, which cuts through at a higher rate and leads to a more comprehensive campaign overall. Any marketer that decides to run a multi-channel campaign needs to be able to understand… Continue reading

Ben Young

February 24, 2021

Analytics

How to choose your digital marketing dashboard

Choosing a digital marketing dashboard can be difficult. This post helps to make the process of selecting a dashboard easier and more effective. Let’s start by defining what as dashboard is.   What is a digital marketing dashboard?  A digital marketing dashboard is a collection of metrics, with the purpose of displaying important information in regards to your business. Typically using visualizations to make the data easier to digest. And just like a dashboard in your car, a digital marketing… Continue reading

Ben Young

February 24, 2021

Strategy

The 2022 Guide to Content Performance Marketing

You’re not reading this post if you’re not trying to drive more performance from your content marketing. With all marketing teams thrust forward and into digital-first channels, performance is top of mind. As now it is even more important BUT also there is more competition. In the past, when we explored top performers, the consistent finding was that the top 25% invest more in data and insights than anyone else. Those that invest, find smarter ways to get ahead or… Continue reading

Ben Young

February 23, 2021

Analytics

Reporting vs analytics, what’s the difference?

Reporting tells you what happened. Analytics gives context and depth as to why something has occurred. Let me give you an example. Reporting: Today, 100 people shopped at our store. That’s reporting. Analytics: Today, 100 people shopped at our store, 30 came from Stowe, 70 from York. Analytics finds patterns and analysis in the data, to enable better decision-making. If it doesn’t do that, it’s not analytics. It’s just more data. Analytics is helpful in describing or understanding how an… Continue reading

Ben Young

February 23, 2021

Analytics

How to pick the right marketing analytics dashboard

The right marketing analytics dashboard is the one that provides the visibility to reflect the performance of your marketing activities. It enables the team to make adjustments and keep their eyes on the goals.    In searching for a solution, typically the process looks like this:  As marketers, we tend to google it, open a website with a list and open a bunch of tabs, look at each website. Then maybe explore a couple.  This helps canvas the… Continue reading

Ben Young

February 23, 2021