Posts Tagged ‘web analytics’

Google pursuing TV advertising

March 28, 2008

Google is not happy with owning search, entering the print and radio market and owning the free analytics market. They are now pursuing the TV advertising market as well. If the beta continues to go well, it will likely only be a matter of time until advertisers will be able to buy a national TV buy through a Google managed interface. This will allow stations that struggle to sell remnant run-of-the-mill inventory through a “virtual” sales force called Google.

I am sure that some media sales reps are going to have a hard time with this if I can avoid them completely and buy media through the same interface I look at so often through the day. Actually, it will be kind of nice to avoid some of the reps. Google will also have producers available to create spots for the buy. It will be interesting to see how Google tries to make TV buys through them trackable like the 2-D barcode on their print campaigns. If they can figure it out, I am all for one central reporting repository of data. The likes of Omniture might need to get in high gear with offline advertising, rather than continuing to work with their Genesis partners. After all, Google Analytics is free and if it can track offline as well as online- big kudos!

One step at a time, Google is slowly achieving their goal of becoming the ad agency operating system and not only owning the $20 billion online marketing world, but the $500 billion advertising world.

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e-commerce- the relationship-less sale

February 15, 2008

I wonder if e-commerce sites will try and create a better relationship with customers like myself, rather than try and sell things that other people bought when they bought the same item I did. I understand math and statistics and database modelling and how in an ideal world it all makes sense, but from a customer view, I want a trusted relationship with a site. If I trust a site and felt that they understood my needs and situation like a brick and mortar sales clerk, I would be inclined to purchase more.

My example was when I went to a Banana Republic recently. I had a good conversation with their employee about what I was looking for and why. She helped me find some items, but then let me know that they were getting the new spring line in a couple of days and theme matched what I was looking for. I am not suggesting sites become the obnoxious sales force like some retail stores have and ask “Can I help you?” every two minutes, but I believe they could possibly build a relationship better. Hell, their emails seem to act like there is a relationship, just don’t relax when I get to the site. This is the kind of relationship that I would love to see from e-commerce platforms. Suggest some items I might be interested in, and allow me to enter what I am looking for and give me suggestions and then keep that established “e-relationship” alive throughout the visit. Retail salesman can read cues from shoppers about their shopping habits, the person who tries on everything, the person who buys all and returns 90%, and the shy guy who walks in and looks around and doesn’t do much and buys a few items without help. Now in an online world, web analytics can help us tell some of these cues. The person who clicks on a bunch of items and then clicks back, the one who views every single image of the product, length on site, returning customer, etc. etc. E-commerce sites now just need to be more progressive with the data and think in terms of relationship selling.

Some platforms are more progressive than others like iTunes and Amazon, but most are a little behind the times. In order to decrease abandonment rate and increase the industry average conversion rate of around 3%, I suggest e-commerce sites look into the psychology of a purchase, rather than strictly rely on what people “like me” bought.

Marketers & small confidence in multi-channel tracking

January 25, 2008

A recent interactive report from Sapient shows that marketers have concerns about multi-channel tracking and most of it is around social networking. I know the article was geared towards interactive, but I want full multi-channel tracking ability to include offline and online. Companies such as Omniture and Web Trends have done amazing things with online trackability, but as a CMO, I would be demanding that I know what offline advertising is doing to increase bottom-line and how it effects online.

Direct response marketers that use TV, print and online need to push harder on the analytics companies to make them begin to look at the big picture. As the word interact was originally used, I see TV and print as an interactive medium when pushing to the web. If a company wants to run a Super Bowl ad, they should be able to track success from several measures. They should use vanity url’s to try and capture the success, but they should also look at search volume, and traffic to a corporate site as well.  I am sure we are all guilty of forgetting a vanity url and using the corporate or submitting a query to Google.

I am glad to see people have concerns on multi-channel marketing as this will drive to better reporting, I just don’t want them to sell themselves short and not demand “true” multi-channel trackability.