Showing posts with label analytics. Show all posts
Showing posts with label analytics. Show all posts

Tuesday, 9 December 2014

Marketing Day: Google’s Ad Viewability Report

Marketing Day: Google’s Ad Viewability Report, Search Facebook Posts & FTC’s Twitter Discloser Crackdown


Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

  • Google’s Report That 56% Of Ads Aren’t Seen Isn’t Shocking & Here’s Why
    Last week, Google released new research on factors that impact ad viewability, which we covered here. There was one particular data point that raised eyebrows: 56.1 percent of impressions served across Google’s display advertising platforms, including the DoubleClick, aren’t viewable. Wow, Google, the company that dominates the display advertising market, just admitted that over half […]
  • Facebook Is Finally Rolling Out The Ability To Search For Posts
    Facebook is finally taking the wraps off the long awaited search-within-posts feature. The company announced today that it will be rolling out the search update for desktop and the iOS mobile app starting this week for English language users in the United States. The announcement comes more than a year after Facebook promised to give […]
  • Navigating The Modern Ad Serving Stack, Part 1: Direct Orders
    Confusion in ad tech abounds, especially around the various forms of ad buying and ad serving. In this series, we shine some light on the fundamentals of modern ad serving, and how each of the buying methods fit into the big picture.
  • Attend SMX West and Supercharge Your Search Marketing Skills for 2015 – Lowest Rates Expire Dec. 19
    You’ve read all of the marketing industry predictions and expected trends for 2015. You’re laying the groundwork for your marketing strategy and planning the budget. Now it’s time to set the course for hyper-speed and leap into action. Make 2015 the year you and your marketing team fine-tune your SEO, SEM, mobile, local and social […]
  • SMBs Should Jump On The Mobile Payments Train In 2015
    2014 has been a big year for mobile payments. With the introduction of Apple Pay, mobile payments are becoming increasingly popular and are receiving more exposure than ever. In the coming year, mobile payments have the opportunity to be a $540B market, according to a report from Thrive Analytics, Changing Landscape of Mobile Payments, with […]
  • Participate In The 10th Annual State Of Search & Digital Marketing Industry Survey
    Take the 10th annual SEMPO State of Search & Digital Marketing survey now for a chance to win an all-access past to SMX West 2015 in San Jose, CA or an iPad 3. All participants will receive a free, advance copy of the findings.
  • Smartphone Market: iPhone Sees Big Sales But Android Share Holds In US
    New monthly smartphone market share figures are out from comScore. The firm says that in the US smartphone penetration has now reached 73 percent. Apple remains the top individual manufacturer, with roughly 42 percent of the market followed by Samsung with 29 percent. Android’s operating system share grew almost a point to 52.3 vs. last quarter. Despite the […]
  • FTC’s First Twitter Disclosure Crackdown Is A Wake-Up Call
    The news that the Federal Trade Commission settled with an advertising agency over an allegedly deceptive Twitter campaign makes it clear that federal regulators are serious about monitoring social media marketing, even on employees’ personal accounts. At issue was Deutsch LA’s marketing on behalf of Sony’s PlayStation Vita in 2012. The agency set up a […]

Recent Headlines From Search Engine Land, Our Sister Site Dedicated To Search News & Information:

Online Marketing News From Around The Web:

Affiliate Marketing
Analytics
Blogs & Blogging
Business Issues
Content Marketing
Copywriting, Design & Usability
Display & Contextual Advertising
Domaining
E-Commerce
Email Marketing
General Internet Marketing
Mobile/Local Marketing
Reputation Management
Social Media
Video

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Friday, 17 October 2014

Twitter Analytics Provided Free by Twitter

Twitter now provides good analytics for free as part of its platform.
But what about all the tool providers that focus on providing Twitter analytics? What is going to happen to them?
Platforms such as Twitter and Facebook continue to build out their platforms, and their audiences want good analytics.  Facebook provides Facebook Insights and, now, Twitter has analytics that are available to everyone for free.
There is still room for Twitter analytics tool providers, but anyone providing just basic analytics for free, or for a fee, doesn’t have a hope against Twitter, so some tool providers are likely to close up as a result of this.
Let’s take a look at the analytics Twitter is providing.

Monitor Tweet Activity

When you login, you will see a dashboard screen, and this displays a visual of your performance.

twitter analytics dashboard
Part of the dashboard

The terms you need to be familiar with for this are:
  • Impressions –   The number of times your tweet was displayed to users on Twitter.
  • Engagements – The number of times a user clicked on a tweet, clicked on a hashtag or a link, favorited a tweet etc.
  • Engagement rate – Engagement divided by impresssions.
What can you do with this information?
a)  If you’re not getting impressions then your chances of engagement are lower.  I have over 18,000 Twitter followers and, as you can see, the number of impressions per tweet in the chart is around 6%.
On Twitter, only a small percentage of your Twitter followers will be online when you are tweeting, so you need to pick out relevant times to tweet and you need to post important tweets multiple times.  You don’t just post the same tweet, instead you can change the wording, pick out something different in your article, etc. but sending tweets multiple times is important.
b) You can export the data above and, in the export, it shows you the impressions based on the time of day.  For example, if you’re sending your tweets during the night and most of your audience is in bed, your impressions may be very low.  Monitor the times you get the most impressions and adjust the times you post based on this.
c) Analyze which posts get the highest engagement and see if this correlates to higher impressions, or if it’s related to the content you post.
Click on each tweet to see more detailed information related to it.
This is broken down by hour.
You can see that the majority of impressions happen within the first two hours.

Twitter analytics individual Tweet
View details of a specific tweet

On the dashboard, you can also see other graphs that show charts specific to engagements, link clicks, retweets, favorites and replies.

Analyze Your Followers

The follower analytics provides information on:
Follower growth chart – A simple chart that shows your growth.  I’m sure they will expand this at some stage to show predicted growth based on current trends.
Interests of followers –  This is a breakdown of your followers and the categories they belong to.

Twitter follower interests
A breakdown by percentage of Twitter follower interests
Location of followers – A breakdown of where your Twitter followers are from.
Gender – Breakdown of male/female.
Other profiles they follow – This shows you the most popular profiles that your Twitter followers also follow.  This is useful because it should be a target to gain more followers.  Follow more people from relevant profiles.
What to do with this information?
a) When you look at the top interests of your followers, does this match with the type of people you want to attract?  If not, you need to start reaching out to more relevant people and engaging with them.  Use tools such as SocialBro to identify relevant people to follow.  Start joining in with Twitter chats on topics relevant to your area of speciality, and this will help you get better known in this area.
b) The accounts that your followers also follow will be a good place to build new followers.  If a lot of your followers follow particular accounts, you should follow relevant people from those accounts to increase your own following.

Review Twitter Cards

Twitter Cards are becoming increasingly important on Twitter.
When someone is sharing content from your site, you can automatically attach additional information related to the content you share and this is interpreted by Twitter.
For example, you can tell Twitter about an image in a post, and Twitter will display this on Twitter.com.
Here is an example of a Twitter Card containing a large image.  With this image, you are much more likely to get more engagement on your tweet.

Twitter Cards
Great image displayed within twitter.com

Twitter Card Analytics shows information related to your tweets that contained Twitter Cards.
Twitter cards
An example of how tweets with Twitter Cards are performing

Here is a list of key influencers sharing out tweets containing Twitter Cards:

Twitter card influencers
The top influencers sharing out content
What to do with this information?
a) Set up Twitter Cards if you haven’t already!
b) Build relationships with the key influencers sharing out your content.
c) Identify which Twitter Cards are working best.

Summary

Twitter third-party tools that provide basic Twitter analytics are in trouble.  Twitter have provided a very viable alternative and are likely to keep adding on useful functionality.
Try out their Twitter Analytics and see for yourself!
What are your thoughts?  Are these analytics useful?

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