- Posts tagged Analytics
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Leading Digital Marketing Priorities [CHART]
Applying cross-channel lessons was a priority for only 13.1% of marketers, and even fewer agencies and publishers, and while attribution across channels and forming a unified customer view were more popular priorities, they still made the list for less than a third of respondents in any group. Read the rest at eMarketer.
Metrics For Conference Exhibitor Success [CHART]
Although the number of new, qualified sales leads generated is the most common metric used to evaluate the success of B2B exhibiting, cited by 81% of respondents to a 2011 Center for Exhibition Industry Research (CEIR) survey released [download page] in February 2012, marketing metrics are growing in popularity, with 88% of exhibitors using at least one marketing metric to measure success, up from 81% in 2009. In fact, 4 in 5 respondents indicated that they measured success by increased brand awareness, representing a 31% increase from 61% in 2009.
Overall, 91% of marketers used at least one sales metric to measure success, up marginally from 90% in 2009.
The survey required participants to have participated in at least one B2B exhibition in the past 2 years. Read the rest at Marketing Charts.
Virtual Event Metrics [CHART]
Currently, 61% of show producers have formally adopted success metrics. The most popular is the tried and true method of counting the number of attendees (68%), closely followed by attendee engagement (65%). Somewhat less popular as a metric is the number of qualified leads (55%), with four in10 or more producers also focusing on number of new leads (45%) and leads provided to sponsors (42%).
Interestingly, only about three in 10 virtual event producers (29%) measure success by direct revenue, perhaps reflecting the relative newness of the virtual event channel. Read the rest at Marketing Charts.
Twitter Engagement Rate Formula [INFOGRAPHIC]
The Tweet Engagement Rate takes into account the Replies and Retweets of the Tweet to the total number of Followers to date. Then it´s multiplied by 100 as well to provide you with the percentage of your Fan base that´s interacting with your Tweet. Read the rest at SocialBakers.com.
Facebook Post Engagement Formula [INFOGRAPHIC]
The Engagement Rate measures how well your Fans interact with your content. The Facebook Post ER formula takes into account Likes, Comments and Shares of the post to the total number of fans at the time it has been posted. Then it gets multiplied by 100 to get the final percentage that expresses how well your brand is doing in engaging your Fans! Read the rest at SocialBakers.com.
Types Of Marketing Data Collected [CHART]
Columbia Business School and NYAMA also found the most popular data types collected by US marketers were demographic info (74%), customer transaction data (64%) and customer usage data (60%). Though digital channels are typically more robust sources of data, just 35% of marketers monitored social media content, 33% social network influencers and 19% customer mobile data. Difficulties implementing digital tracking or challenges tying digital data back to traditional ad channels could be causes of lower data collection activity. Read the rest at eMarketer.
Marketing Data Collection Frequency Preferences [CHART]
A good portion (39%) of marketers also reported difficulty collecting customer data fast enough—a mandatory requirement for brands hoping to achieve immediate message personalization. Similarly, September 2011 findings from web data monitoring firm Connotate stressed the importance of real-time data collection: 83% of US data-aggregation managers said timeliness and freshness of the marketing message were important web data characteristics.
Connotate found about a third (31%) of companies aimed to be able to collect customer data on a daily basis, and 12% expected to do so on an hourly basis. About a quarter (24%) said they would be satisfied with weekly data collection. Read the rest at eMarketer.
Marketing Data Challenges [CHART]
But according to February 2012 research from Columbia Business School’s Center on Global Brand Leadership and the New York American Marketing Association (NYAMA), organizational hurdles and barriers to data implementation were some of the biggest challenges to Big Data integration.
More than half (51%) of US marketers said their biggest “Big Data” challenge was the lack of sharing of data among company departments. In addition, despite the large quantity of data that marketers may acquire, 42% of respondents said it was still too difficult to tie that data back to individual customers, and 45% said personalizing marketing communications—closely related to linking data to customers—was a major challenge. Read the rest at eMarketer.
Exciting Digital Marketing Opportunities [CHART]
Social media engagement is the most exciting digital opportunity for global marketers this year, cited by 54% of company respondents to a survey [download page] released in February 2012 by Econsultancy, in partnership with Adobe. Social media is far ahead of other top 3 opportunities company marketers are passionate about, including mobile optimization (38%), content optimization (37%), conversion rate optimization (31%), brand building/viral marketing (27%), and video marketing (24%). Read the rest at Marketing Charts.
Online Data For Offline Optimization [CHART]
90% of global company marketers believe that using online data to optimize the offline experience will be either very important (51%) or quite important (39%) in the next few years, according to a survey released in February 2012 by Econsultancy in partnership with Adobe. Agencies agree: 49% say that online data will be very important to their clients for optimizing the offline experience, while a further 43% said it will be quite important. Read the rest at Marketing Charts.
