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Data-Driven Marketing Efforts Increase – eMarketer

source: http://www.emarketer.com/Article/Data-Driven-Marketing-Efforts-Increase/1010108

Big Data has become a routine talking point for digital marketers, but are they merely paying the subject lip service, or shifting dollars as a result of their analysis? According to data management platform provider BlueKai, data-driven marketing has seen a 227% increase over the course of H1 2013. BlueKai surveyed marketing executives and media buyers worldwide in June, finding that 91% of respondents agreed that the use of data figured prominently into segmentation and targeting strategies.

Marketers also indicated that they were letting data influence the allocation of their resources. One-third of respondents said data influenced 75% to 100% of their digital marketing budget, while another third said it affected 50% to 75% of outlays.

Email was the marketing area most often influenced by collected data. But marketers also indicated it was having a sizeable influence on retargeting, display targeting and creative optimization, among other strategies.

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Tuesday, August 6th, 2013 news No Comments

Here’s The REAL Error Rate For ‘Fat Finger’ Clicks

Source: http://www.businessinsider.com/error-rate-for-mobile-ad-fat-finger-clicks-2012-10

3d iphone

Up to 50% of the impressions served on a static mobile banner ads are from accidental clicks or “fat finger” taps, according to GoldSpot Media‘s “Fat Finger Report.”

Accidental clicks or “fat finger” clicks are taps on mobile banner ads that happen after less than two seconds of engagement. That is, if a user closes the app or website within two seconds of clicking the ad then it is considered accidental.

GoldSpot Media, a digital ad management platform for online and mobile advertising, aggregated this data by analyzing millions of static and rich media banner impressions for campaigns delivered in Q3 2012, which used the GoldSpot ad platform.

GoldSpot also found that “fat fingers” are three times more likely to accidentally tap static banner ads than they are to click rich media banners. This is because static banner ads “appear to be part of the content, and may be tapped by the user unintentionally.” Whereas the 3D and animated qualities of Rich media are easier to differentiate from the app or website content.

Accidental Clicks on Rich Media Banner Ads vs. Static Banner Ads

Accidental Clicks on Mobile Ads

 

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Friday, October 26th, 2012 news No Comments

Groupon’s Future Is Groupon Now

Source: http://www.businessinsider.com/chart-of-the-day-groupon-now-2011-10


Groupon Now is a mobile app that shows users all the deals surrounding them on a map.

Because it allows Groupon to offer more deals than one per day, Groupon Now is the future of Groupon’s business.

As Groupon’s margins compress, Groupon Now is supposed to save the company by bringing in a huge volume of sales.

Also, because the deals are offered in “real-time” Groupon Now is an important part of Groupon’s plan to become a “yield management platform for small businesses” – as one source recently described the vision to us.

Unfortunately, according to Yipit, Groupon Now isn’t growing very fast.

Go read Yipit’s whole, careful breakdown of Groupon Now’s slowing growth for more >>

chart of the day, groupon now, october 2011

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Monday, October 24th, 2011 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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