Digital Measurement - How to Evaluate, Track and Measure Marketing Performance

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> Digital Measurement < More than just coun.ng hits!
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The presentation discusses the concepts and principles of digital measurement in tracking and measuring marketing performance.

Transcript of Digital Measurement - How to Evaluate, Track and Measure Marketing Performance

Page 1: Digital Measurement - How to Evaluate, Track and Measure Marketing Performance

>  Digital  Measurement  <  More  than  just  coun.ng  hits!  

Page 2: Digital Measurement - How to Evaluate, Track and Measure Marketing Performance

>  Short  but  sharp  history  

§  Datalicious  was  founded  late  2007  §  Strong  Omniture  web  analy.cs  history  §  Now  360  data  agency  with  specialist  team  §  Combina.on  of  analysts  and  developers  §  Carefully  selected  best  of  breed  partners  §  Driving  industry  best  prac.ce  (ADMA)  §  Turning  data  into  ac.onable  insights  §  Execu.ng  smart  data  driven  campaigns  

May  2011   ©  Datalicious  Pty  Ltd   2  

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>  Clients  across  all  industries  

May  2011   ©  Datalicious  Pty  Ltd   3  

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>  Wide  range  of  data  services  

May  2011   ©  Datalicious  Pty  Ltd   4  

Data  Pla>orms    Data  collec?on  and  processing    Web  analy?cs  solu?ons    Omniture,  Google  Analy?cs,  etc    Tag-­‐less  online  data  capture    End-­‐to-­‐end  data  pla>orms    IVR  and  call  center  repor?ng    Single  customer  view  

Insights  Analy?cs    Data  mining  and  modelling    Customised  dashboards    Tableau,  Spo>ire,  SPSS,  etc    Media  aKribu?on  models    Market  and  compe?tor  trends    Social  media  monitoring    Customer  profiling  

Ac?on  Campaigns    Data  usage  and  applica?on    Marke?ng  automa?on    Alterian,  SiteCore,  Inxmail,  etc    Targe?ng  and  merchandising    Internal  search  op?misa?on    CRM  strategy  and  execu?on    Tes?ng  programs    

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>  Smart  data  driven  marke?ng  

May  2011   ©  Datalicious  Pty  Ltd   5  

Media  AKribu?on  

Op?mise  channel  mix  

Tes?ng  Improve  usability  

$$$  

Targe?ng    Increase  relevance  

Metric

s  Framew

ork  

Benchm

arking  and

 tren

ding

 

Metrics  Fram

ework

 

Benchmarking  and  trending

 

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>  Digital  metrics  

101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  

May  2011   ©  Datalicious  Pty  Ltd   6  

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>  Digital  data  is  plen?ful  and  cheap      

April  2011   ©  Datalicious  Pty  Ltd   7  

Source:  Omniture  Summit,  MaS  Belkin,  2007  

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HITS  How  Idiots  Track  Success  

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>  Basic  website  metrics  §  Page  view/impression:  The  number  of  .mes  a  page  (an  

analyst-­‐definable  unit  of  content)  was  viewed.  §  Visit/session:  A  visit  is  an  interac.on,  by  an  individual,  

with  a  website  consis.ng  of  one  or  more  requests  for  an  analyst-­‐definable  unit  of  content  (i.e.  “page  view”).  If  an  individual  has  not  taken  another  ac.on  (typically  addi.onal  page  views)  on  the  site  within  a  specified  .me  period,  the  visit  session  will  terminate.  

§  Unique  visitor/browser:  The  number  of  inferred  individual  people  (filtered  for  spiders  and  robots),  within  a  designated  repor.ng  .meframe,  with  ac.vity  consis.ng  of  one  or  more  visits  to  a  site.  Each  individual  is  counted  only  once  in  the  unique  visitor  measure  for  the  repor.ng  period.  

May  2011   ©  Datalicious  Pty  Ltd   9  

Source:  Web  Analy.cs  Defini.ons,  Web  Analy.cs  Associa.on,  2007  

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>  Cookie  based  tracking  process    

April  2011   ©  Datalicious  Pty  Ltd   10  

Source:  Google  Analy.cs,  Jus.n  Cutroni,  2007  

What  if:  Someone  deletes  their  cookies?  Or  uses  a  device  that  does  not  support  JavaScript?  Or  uses  two  computers  (work  vs.  home)?  Or  two  people  use  the  same  computer?  

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The  study  examined    data  from  two  of    the  UK’s  busiest    ecommerce    websites,  ASDA  and  William  Hill.    Given  that  more    than  half  of  all  page    impressions  on  these    sites  are  from  logged-­‐in    users,  they  provided  a  robust    sample  to  compare  IP-­‐based  and  cookie-­‐based  analysis  against.  The  results  were  staggering,  for  example  an  IP-­‐based  approach  overes.mated  visitors  by  up  to  7.6  .mes  whilst  a  cookie-­‐based  approach  overes?mated  visitors  by  up  to  2.3  ?mes.    

>  Unique  visitor  overes?ma?on    

April  2011   ©  Datalicious  Pty  Ltd   11  

Source:  White  Paper,  RedEye,  2007  

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>  Maximise  iden?fica?on  points    

20%  

40%  

60%  

80%  

100%  

120%  

140%  

160%  

0   4   8   12   16   20   24   28   32   36   40   44   48  

Weeks  

−−−  Probability  of  iden.fica.on  through  Cookies  

April  2011   12  ©  Datalicious  Pty  Ltd  

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>  Maximise  iden?fica?on  points  

April  2011   ©  Datalicious  Pty  Ltd   13  

Mobile   Home   Work  

Online   Phone   Branch  

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>  Sample  customer  level  data    

April  2011   ©  Datalicious  Pty  Ltd   14  

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>  Digital  metric  categories  

May  2011   ©  Datalicious  Pty  Ltd   15  

Source:  Accuracy  Whitepaper  for  web  analy.cs,  Brian  Clihon,  2008  

+Social  

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>  Digital  means  global  

May  2011   ©  Datalicious  Pty  Ltd   16  

Source:  Carat/Isobar,  2007  

“The  image  is  a  model  of  the  Internet,  based  on  how  many  people  view  different  sites  and  how  these  sites  are  related  to  each  other.  There  are  3  colours  on  this  model.  Red,  Green  and  Blue.  Each  represents  users  from  US,  Europe  and  Asia.    

The  picture  illustrates  how  non  linear  the  digital  world  is.  It  also  shows  how  some  sites  have  a  strong  centre  of  gravity  for  mass  audiences;  others  have  strong    centres  of  gravity  for  niche  audiences.  

It  is  important  to  iden.fy  where  marke.ng  is  going  to  have  most  impact  -­‐  crea.ng  powerful  programs  on  niche  sites,  which  gradually  extend  an  influence  on  the  larger  communi.es;  or  (more  expensive)  marke.ng  ac.vity  on  mass  sites,  that  will  then  generate  a  frenzy  of  interest  in  smaller  niche  groups.”  

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Reach  (Awareness)  

Engagement  (Interest  &  Desire)  

Ac?on  (Ac.on)  

+Buzz  (Sa.sfac.on)  

Quan.ta.ve  and  qualita.ve  research  data  

Website,  call  center  and  retail  data  

>  Defining  metrics  frameworks  

May  2011   ©  Datalicious  Pty  Ltd   17  

Social  media  data  

Media  and  search  data  

Social  media  

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>  Importance  of  calendar  events    

April  2011   ©  Datalicious  Pty  Ltd   18  

Traffic  spikes  or  other  data  anomalies  without  context  are  very  hard  to  interpret  and  can  render  data  useless  

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>  Measuring  reach  

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May  2011   ©  Datalicious  Pty  Ltd   19  

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TV/Print    audience  

Search  audience  

Banner  audience  

>  Reach  and  channel  overlap    

April  2011   ©  Datalicious  Pty  Ltd   20  

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Users  are  segmented  before  1st  ad  is  even  served    

>  Ad  server  exposure  test  

April  2011   ©  Datalicious  Pty  Ltd   21  

Banner  Impression   $  TV/Print  

Response  Search  

Response  

Banner  Impression   $  Search  

Response  Direct  

Response  

Exposed  group:  90%  of  users  get  branded  message  

Banner  Impression   $  Search  

Response  Direct  

Response  

Control  group:  10%  of  users  get  non-­‐branded  message  

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>  Indirect  display  impact    

April  2011   ©  Datalicious  Pty  Ltd   22  

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>  Indirect  display  impact    

April  2011   ©  Datalicious  Pty  Ltd   23  

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April  2011   ©  Datalicious  Pty  Ltd   24  

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>  Indirect  display  impact    

April  2011   ©  Datalicious  Pty  Ltd   25  

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>  New  marketplace:  Search  

May  2011   ©  Datalicious  Pty  Ltd   26  

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>  Google  data  in  Australia    

April  2011   ©  Datalicious  Pty  Ltd   27  

Source:  hSp://www.hitwise.com/au/resources/data-­‐centre  

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>  Search  at  all  stages    

April  2011   ©  Datalicious  Pty  Ltd   28  

Source:  Inside  the  Mind  of  the  Searcher,  Enquiro  2004  

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>  Search  and  brand  strength    

April  2011   ©  Datalicious  Pty  Ltd   29  

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May  2011   30  ©  Datalicious  Pty  Ltd  

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>  Search  and  the  product  lifecycle    

April  2011   ©  Datalicious  Pty  Ltd   31  

Nokia  N-­‐Series  

Apple  iPhone  

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>  Search  and  media  planning    

April  2011   ©  Datalicious  Pty  Ltd   32  

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>  Search  driving  offline  crea?ve    

April  2011   ©  Datalicious  Pty  Ltd   33  

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>  Hitwise  Mosaic  segment  swing  

australia.com  vs.  newzealand.com   australia.com  vs.  bulafiji.com    

May  2011   ©  Datalicious  Pty  Ltd   34  Source:  Hitwise.com.au,  2008  

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>  Hitwise  Mosaic  segment  swing  

australia.com  vs.  newzealand.com   australia.com  vs.  newzealand.com  

May  2011   ©  Datalicious  Pty  Ltd   35  Source:  Hitwise.com.au,  2008  

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>  Measuring  engagement  

101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  

May  2011   ©  Datalicious  Pty  Ltd   36  

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>  Conversion  funnel  1.0  

May  2011  

Conversion  funnel  Product  page,  add  to  shopping  cart,  view  shopping  cart,  cart  checkout,  payment  details,  shipping  informa.on,  order  confirma.on,  etc  

Conversion  event  

Campaign  responses  

©  Datalicious  Pty  Ltd   37  

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>  Conversion  funnel  2.0  

May  2011  

Campaign  responses  (inbound  spokes)  Offline  campaigns,  banner  ads,  email  marke.ng,    referrals,  organic  search,  paid  search,    internal  promo.ons,  etc      

Landing  page  (hub)      

Success  events  (outbound  spokes)  Bounce  rate,  add  to  cart,  cart  checkout,  confirmed  order,    call  back  request,  registra.on,  product  comparison,    product  review,  forward  to  friend,  etc  

©  Datalicious  Pty  Ltd   38  

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>  Addi?onal  success  metrics  

May  2011   ©  Datalicious  Pty  Ltd   39  

Click  Through  

Add  To  Cart  

Click  Through  

Bounce  Rate  

Click  Through   $  

Click  Through  

Call  back  requests  

Store  Searches   >  ...   $  

$  

$  Cart  Checkout  

Pages  Per  Visit  

?  

Avg  Cart  Value  

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May  2011   ©  Datalicious  Pty  Ltd   40  

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May  2011   ©  Datalicious  Pty  Ltd   41  

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>  Book:  Tuned  In  

May  2011   ©  Datalicious  Pty  Ltd   42  

Source:  hSp://www.pragma.cmarke.ng.com/tunedin  

“70%  or  more  of  new  products  or  new  product  decisions  were  made  without  

market  data”  

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>  Measuring  ac?on  

101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  

May  2011   ©  Datalicious  Pty  Ltd   43  

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>  Key  metrics  by  website  type  

May  2011   ©  Datalicious  Pty  Ltd   44  

Source:  Omniture  Summit,  MaS  Belkin,  2007  

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>  Duplica?on  across  channels    

April  2011   ©  Datalicious  Pty  Ltd   45  

Banner    Ads  

Email    Blast  

Paid    Search  

Organic  Search  

$  Bid    Mgmt  

Ad    Server  

Email  Pla>orm  

Google  Analy?cs  

$  

$  

$  

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>  Cookie  expira?on  impact  

April  2011   ©  Datalicious  Pty  Ltd   46  

Banner    Ad  Click  

Email    Blast  

Paid    Search  

Organic  Search  

Bid    Mgmt  

Ad    Server  

Email  Pla>orm  

Google  Analy?cs  

$  

$  

$  

$  

Expira?on  

Banner    Ad  View  

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Central  Analy?cs  Pla>orm  

$  

$  

$  

>  De-­‐duplica?on  across  channels    

April  2011   ©  Datalicious  Pty  Ltd   47  

Banner    Ads  

Email    Blast  

Paid    Search  

Organic  Search  

$  

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>  Poten?al  duplica?on  impact    §  Double-­‐coun.ng  of  conversions  across  channels  can  

have  a  significant  impact  on  key  metrics,  especially  CPA  §  Example:  Display  ads  and  paid  search  

–  Total  media  budget  of  $10,000  of  which  50%  is  spend  on  paid  search  and  50%  on  display  ads  

–  Total  of  100  conversions  across  both  channels  with  a  channel  overlap  of  50%,  i.e.  both  channels  claim  100%  of  conversions  based  on  their  own  repor.ng  but  once  de-­‐duplicated  they  each  only  contributed  50%  of  conversions  

–  What  are  the  ini.al  CPA  values  and  what  is  the  true  CPA?  §  Solu.on:  $50  ini.al  CPA  and  $100  true  CPA  

–  $5,000  /  100  =  $50  ini.al  CPA  and  $5,000  /  50  =  $100  true  CPA  (which  represents  a  100%  increase)  

April  2011   ©  Datalicious  Pty  Ltd   48  

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Direct  mail,    email,  etc  

Facebook  TwiKer,  etc  

>  Campaign  flow  and  calls  to  ac?on    

April  2011   ©  Datalicious  Pty  Ltd   49  

POS  kiosks,  loyalty  cards,  etc  

CRM  program  

Home  pages,  portals,  etc  

YouTube,    blog,  etc  

Paid    search  

Organic    search  

Landing  pages,  offers,  etc  

PR,  WOM,  events,  etc  

TV,  print,    radio,  etc  

C2  

C3  

=  Paid  media  

=  Viral  elements  

Call  center,    retail  stores,  etc  

=  Coupons,  surveys  

Display  ads,  affiliates,  etc  

C1  

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>  Success  aKribu?on  models  

Banner    Ad  $100  

Email    Blast  

Paid    Search  $100  

Banner    Ad  $100  

Affiliate    Referral  $100  

Success  $100  

Success  $100  

Banner    Ad  

Paid    Search  

Organic  Search  $100  

Success  $100  

Last  channel  gets  all  credit  

First  channel  gets  all  credit  

All  channels  get  equal  credit  

Print    Ad  $33  

Social    Media  $33  

Paid    Search  $33  

Success  $100  

All  channels  get  par?al  credit  

Paid    Search  

May  2011   50  ©  Datalicious  Pty  Ltd  

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>  First  and  last  click  aKribu?on    

April  2011   ©  Datalicious  Pty  Ltd   51  

Chart  shows  percentage  of  channel  touch  points  that  lead  to  a  conversion.  

Neither  first    nor  last-­‐click  measurement  would  provide  true  picture    

Paid/Organic  Search  

Emails/Shopping  Engines  

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Closer  

SEM  Generic  

Banner    View  

TV    Ad  

>  Full  path  to  purchase  

April  2011   ©  Datalicious  Pty  Ltd   52  

Influencer   Influencer   $  

Banner  Click   Online  

SEO  Generic  

Affiliate  Click   Offline  

SEO  Branded  

Direct    Visit  

Email  Update   Abandon  

Direct    Visit  

Social  Media  

SEO  Branded  

Introducer  

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>  Search  call  to  ac?on  for  offline    

April  2011   ©  Datalicious  Pty  Ltd   53  

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April  2011   ©  Datalicious  Pty  Ltd   54  

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>  Research  online  buy  in  store  

May  2011   ©  Datalicious  Pty  Ltd   55  

Source:  2008  Digital  Future  Report,  Surveying  The  Digital  Future,  Year  Seven,  USC  Annenberg  School  

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>  Store  locator  searches  

May  2011   ©  Datalicious  Pty  Ltd   56  

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>  Offline  sales  driven  by  online  

April  2011   ©  Datalicious  Pty  Ltd   57  

Website  research  

Phone  order  

Retail  order  

Online  order  

Cookie  

Adver?sing    campaign  

Credit  check,  fulfilment  

Online  order  confirma?on  

Virtual  order  confirma?on  

Confirma?on  email  

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How  many  survey  responses  do  you  need    if  you  have  10,000  customers?  

How  many  email  opens  do  you  need  to  test  2  subject  lines  if  your  subscriber  base  is  50,000?  

How  many  orders  do  you  need  to  test  6  banner  execu?ons    if  you  serve  1,000,000  banners  

Google  “nss  sample  size  calculator”  April  2011   ©  Datalicious  Pty  Ltd   58  

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How  many  survey  responses  do  you  need    if  you  have  10,000  customers?  

369  for  each  ques?on  or  369  complete  responses  

How  many  email  opens  do  you  need  to  test  2  subject  lines  if  your  subscriber  base  is  50,000?  And  email  sends?  381  per  subject  line  or  381  x  2  =  762  email  opens  

How  many  orders  do  you  need  to  test  6  banner  execu?ons    if  you  serve  1,000,000  banners?  

383  sales  per  banner  execu?on  or  383  x  6  =  2,298  sales  

Google  “nss  sample  size  calculator”  April  2011   ©  Datalicious  Pty  Ltd   59  

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>  Addi?onal  success  metrics    

April  2011   ©  Datalicious  Pty  Ltd   60  

Click  Through  

Add  To    Cart  

Click  Through  

Page  Bounce  

Click  Through   $  

Click  Through  

Call  back  request  

Store  Search   ?   $  

$  

$  Cart  Checkout  

Page    Views  

?  

Product    Views  

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>  Measuring  buzz  

101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  

May  2011   ©  Datalicious  Pty  Ltd   61  

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>  Importance  of  social  media    Search  

WOM,  blogs,  reviews,  ra?ngs,  communi?es,  social  networks,  photo  sharing,  video  sharing  

May  2011   ©  Datalicious  Pty  Ltd  

Promo?on  

62  

Company   Consumer  

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Sen.ment  

Reach  Influence  

>  Measuring  social  media    

April  2011   ©  Datalicious  Pty  Ltd   63  

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May  2011   ©  Datalicious  Pty  Ltd   64  

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Sen?ment  analysis:  People  vs.  machine  

April  2011   ©  Datalicious  Pty  Ltd   65  

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>  Useful  links  

101011010010010010101111010010010101010100001011111001010101010100101011001100010100101001101101001101001010100111001010010010101001001010010100100101001111101010100101001001001010  

May  2011   ©  Datalicious  Pty  Ltd   66  

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>  News  and  research  

§  hSp://blog.datalicious.com  §  hSp://www.emarketer.com  §  hSp://www.marke.ngcharts.com  §  hSp://www.techcrunch.com  §  hSp://www.smartbrief.com/iab  §  hSp://www.trendwatching.com  §  hSp://www.springwise.com  §  hSp://www.useit.com/alertbox  §  hSp://weblogs.hitwise.com  May  2011   ©  Datalicious  Pty  Ltd   67  

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©  Datalicious  Pty  Ltd  

>  Trends  and  data  

§  hSp://www.google.com/trends    §  hSp://www.google.com/sktool  §  hSp://www.google.com/webmasters  §  hSp://www.google.com/adplanner  §  hSp://www.google.com/videotarge.ng  §  hSp://www.hitwise.com.au/datacenter    §  hSp://www.compete.com/    §  hSp://www.alexa.com/    §  hSp://wiki.kenburbary.com/  May  2011   68  

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April  2011   ©  Datalicious  Pty  Ltd   69  

Contact  us  [email protected]  

 Learn  more  

blog.datalicious.com    

Follow  us  twiKer.com/datalicious  

 

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Data  >  Insights  >  Ac?on