Tag Archives: Data collection

September 10, 2015 · 9:25 am

CPT

Making sense of data is really hard, and making sense of data from multiple sources which report in different ways is damn near impossible. Once again, we in the world of marketing are our own worst enemies, I guess. We could learn from our friends in finance.

Pick up any financial report and you’ll see the same statistics, generally reported in the same manner. That manner is GAAP – Generally Accepted Accounting Principles. While CFO’s and analysts have a little leeway within those principles, usually when you look at a piece of data for one company, something labeled the same way for another company means the same thing.

Not so in marketing. I mean, we do try. CPM has always been a measure of efficiency in media. The problem is that there are lots of ways to get to that number, especially in digital. Number of banners displayed? Number of viewable banners displayed? Should it just default to the impressions for which I’m being billed or do I want to factor in things such as actions taken (clicks, etc.)?

I think we need something like a Cost Per Touch metric. This would something standardized and would factor in the number of touch points across all media. An engagement on social media is counted just as is a video watched (you can decide the relative values of each). Actually, I don’t care what we call it but we need something akin to GAAP in the world of marketing data – something that can align web analytics, SEM numbers, social touch points, customer service, etc. Something that can help us to make sense of all of those disparate sources of big data.  Once we’ve standardized all of these things, all the other activities which depend on them become more efficient and productive.  Of course, it also means that there isn’t anyplace to hide since we can’t manipulate the numbers past a certain point.

Your thoughts?

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August 20, 2015 · 12:08 pm

Coleridge And Your Data

Someone probably made you read Samuel Coleridge‘s Rime Of The Ancient Mariner along your educational way. It contains a couplet that got me thinking about data:

Samuel Taylor Coleridge

Samuel Taylor Coleridge (Photo credit: Wikipedia)

Water, water, every where,
Nor any drop to drink.

We spend so much time collecting and attempting to analyze data and yet it seems difficult to “drink” from the overwhelming amount we have.  I wonder if we keep an eye on the reasons why we gather data in the first place.  In my mind, there are  two main reasons to collect data:

    • To form actionable business questions
    • To measure how where we are today is different from where we were yesterday

Let me take a second to discuss them.  When we gather information from a customer or potential customer, we should always have a reason for doing so.  Otherwise we’re just filling up our data storage with bits we’ve got no need to store.  A recent IDG Connect study found that the biggest hurdles facing companies in terms of data were poor data quality and excessive data, so we need to think before we gather.  Some of the information they will give you (name, email, maybe a physical address); other information you’ll take yourself (usage patterns on the web and/or mobile, information our of social profiles, etc).

We ought to be using some of that data to educate our fans about our brand and industry.  That falls under the “actionable” category.  What results do we want from them?  How can we tell if we’re moving the needle?  One big day of traffic might be an aberration but trends tend not to lie over time.  I like this quote from the report:

The true value of Big Data is in the ability to leverage it for development of an informed strategy. Organizations need to move beyond a focus on just managing data to extracting trends and insights that will drive business outcomes.

So if you’re feeling overwhelmed by the amount of information you have, you probably have too much.  It’s probably not properly focused.  We need to collect as little data as possible – it’s much easier to drink a glass of water than an ocean.  It should be just enough to generate insight and not enough to foster confusion.  Which are you doing?

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July 14, 2015 · 11:16 am

Little Data First

One of the more interesting experiences is my first trip through a new client‘s analytics. Much of the time I will have asked them before I look what conclusions they are drawing from what they’re seeing. They are often very detached from the reality of what’s going on, usually because of a couple of reasons. Given the emphasis on data these days, this is a problem, so let me mention a few things and hopefully you can ask yourself if they’re true about your data.

The first reason is faulty setup. One client was all excited about their volume of traffic and the depth of visiting until I told them that they weren’t filtering out visits from their own office. Once we did that the traffic declined quite a bit (but was obviously more indicative of what was going on). Another reason is that there is no filtering in place for spam links. I’m not sure why these companies (whose names I won’t cite here to give them any more visibility) refer traffic to so many sites, but it has the effect of ballooning bounce rates, decreasing time on site, and distorting a few other things.

Another reason the data is less useful is that they haven’t set up site search to report. Most sites of any size have a built-in search box. Analytics can report on what is searched for. This can help spot problems in navigation or topics that need to be given more prominence – maybe promoting them to a main navigation tab, etc.  Sometimes the client has an app that replaces their mobile web experience but they’ve failed either to install analytics or to link them to their web reporting.  Both are huge data fails

Finally, and this one is a bigger problem than most of the others, clients fail to figure out why they have a website in the first place.  What is it that they want users to do?  Buy something?  Fill out a form?  Visit a particular page?  Those should be set up as goals and successful completions should be counted. They fail to link all their other tools such as Webmaster Tools or their paid search such as AdWords into the analytics suite.  All of these things allow you to figure out the most cost-effective ways to use marketing and your site to drive revenues.

It’s funny to hear people talk about big data when the reality is that they still haven’t figured out the little data.  Once you’ve got the little data under control, you’ll be well-prepared to add additional layers to the complex views that result.  Got it?

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