Welcome to the Digital Analytics Academy

Digital Classroom: Questions about analytics?

2007-03-30T11:00:00Z

Here's the place to post them. Is there something you did not understand? Is there a new point you would like to make? Are there any new issues that you have discovered now you are applying your knowledge? Use this space to make your comments and to ask your questions.

Try to include the title of the topic discussed during the keynote that your question relates to (if there is one). Putting this at the start will help other participants find the topics they are interested in. The classroom is open for one month and materials will stay here as a reference point for you for a further year.

About Digital Training Academy courses and marketing coaching

2007-03-15T12:00:00Z

How does our digital marketing coaching and training work? Here is a quick overview… Welcome to your academy
Which countries do we train in? We are based in the UK but train in twenty countries, in the Americas, Asia, Africa, Middle East and across Europe, including these… Directory of international Digital Classrooms
Where in the world are we next month? Here is a list of a few events… Events @ Digital
What research will you get after training? Here are some examples of the monthly digest of research and reports you will receive for one year.
Would you like to see an example online classroom? Here is one from the Digital Search Academy.
Would you like to see an example of how tutors answer marketing questions after your training? Here’s an example from the Digital Publishing Strategy Academy.
Would you like to see an example of an international classroom? Here is one from Croatia, the smallest market we train in.
Would you like to see an example of a lesson? Here is one from the Digital Analytics Academy that was videoed.
What did Academy graduates say about their training? Here are just a few of the comments… Testimonials.
Do we deliver executive coaching for Chief Executives and boards of directors? Yes, we can talk more by email.
Do we train advertising agencies, and digital agencies? Yes, we can talk more by email.
If there are only a couple of people who need training, would you like to join a public course? Public Access Courses

Optimising online advertising

2007-03-13T14:00:00Z

Past, present and future: 5 steps in getting optimisation right

Optimisers are the unsung heroes of digital marketing. On their shoulders rests all the potential of targeting, accountability and media efficiency the web promises. It's a theme I started exploring back in the late 90s when it became clear that the guys who were close to the data for media groups knew more about how to increase advertiser success and satisfaction than just about anyone else. With the right analytics comes the right data, and with the right data come the insights to optimise; with these come the delivery of the promise of accountability and precision in digital marketing. And that was the theme of this talk. I explored the time-line of the cutting edge of web advertising optimisation through its first decade - from 1998 to 2008. This session explores how the battleground has shifted from simple media efficiency issues (managing the frequency and day-parting of banners and skyscrapers), to the more complex and richer models of behavioural targeting, and what lies ahead in the consumer centric advertising landscape of the digital networked society. To help firms quickly see the shape of the challenge, we included a simple five step plan for how our team approach working through the optimisation process, helping forms get the right capability and insights in place. Questions about this web analytics paper should go to Danny@DigitalStrategyConsulting.com

]]> Download the keynote report

Lecture support materials: The devil is in the detail (and the detail is in the data)

2007-03-12T11:11:58Z

19th March 2008, London

Download a few of the key takeouts from the latest Analytics Academy. These lecture notes accompany the full course materials delivered to participants at our workshops called “The devil is in the detail (and the detail is in the data)”. Part of our three day Web Analytics series, these sessions from the Digital Analytics Academy explore some of the strategic issues facing brands and media websites. Post your questions in the online classroom and contact Digital’s team directly to talk more about executive coaching or team workshops in website analytics.
Download materials

Best practice: Publisher analytics

2007-03-11T19:09:37Z

With the advent of the web, every brand became a publisher. Web publishing demands strong analytics to drive product development and marketing strategy, yet most web publishers barely listen to their audiences. We developed Digital’s 5 Ps of Publishing Analytics as a way of giving publishers clarity about general audience measures that would be useful for their key performance indicators and digital dashboards. These simple notes are to support one small part of the management coaching workshops we run for website owners. We hope you find them useful and if you want to talk about them then post your questions in the online classroom discussion space at the top of this page http://www.digitaltrainingacademy.com/analytics

Download materials

Research: Web audiences in media properties

2007-03-10T12:00:00Z

Subject: http://www.alexa.com/data/details/traffic_details/guardian.co.uk

Alexa provides a fast and convenient snapshot of online audiences that anyone can take a look at. The data analysis tool, now owned by Amazon, tracks the trails of a massive panel of users by recording each and every page they visit. The panel lacks the representation of the higher end online measurement tools, but provides a useful starting point for measuring the relative reach, page traffic or user levels between sites. In this case the daily reach in the UK for five online newspapers is compared.

Research: New metrics for a new era

2007-03-10T10:00:00Z

Hats off to the NetRatings team in London for some really savvy insights into how to crunch audience data. These graphs show new ways to measure the elusive form of 'engagement' based on a blend of the time spent with a site, the number of pages viewed and the involvement of the viewer. As the online industry struggles for smarter ways to think through these issues, this is a real leap forward in understanding.

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Lecture: Introduction to tracking online advertising

2007-03-05T12:00:00Z

Danny Meadows-Klue discusses how Web Analytics have developed over the last few years and how online web analytics has really moved on. The incredible potential of online advertising only works when you get your web analytics right.

Lecture: Tracking online advertising

2007-03-05T11:00:00Z

In this one hour lecture, Danny Meadows-Klue shows how to get your analytics sorted for tracking the effectiveness of online advertising. Drawn from our full day Academy, this keynote session tackles what to count, how to count, why to count and even who should be doing the counting. Based on face to face research in Academies across Europe since late 2004, we've identified the common mistakes of publishers, agencies and advertisers. Get web analytics right and it transforms your marketing; fail to tackle it properly and you'll never know what's working. Watch the video lecture and follow the slides by downloading our PDF handouts.

Download the report | Post your questions in our Web Analytics Academy classroom

Best Practice: NetInsight: 12 tips for getting more from data

2007-03-04T10:00:00Z

Web Analytics solutions provider Unica gave us these tips for getting more from the NetTracker and Affinium NetInsight platforms.They’re big on setting actionable KPIs to measure the effectiveness of marketing campaigns, SEO or helping website owners decide what action to take to enhance the performance of their website.

Affinium NetInsight | 12 cool things you can do with NetInsight
AirMiles Case Study | UNICEF Case Study

Best Practice: Rich Internet Application Ad Measurement Guidelines

2007-03-04T09:35:00Z

The Rich Internet Application Ad Measurement Guidelines determine at what point an ad impression is counted in rich internet application environments built with technologies such as AJAX and JSON. These guidelines specifically address online browser or browser-equivalent based Internet activity, where page content changes and ad serving are no longer linked. The guidelines are applicable to Internet media companies and ad-serving organizations.

]]> These guidelines supplement the Ad Campaign Measurement and Audit Guidelines released in 2004, which details the standard for counting an online ad impression. For companies that have already been audited and accredited against the current guidelines, the IAB recommends the Rich Internet Application Ad Measurement Guidelines be included in the next annual auditing and certification cycle. These Rich Internet Application guidelines are intended to be supplemental to the auditing and certification process. For a list of companies that have already been certified or have committed to a "certified-by" date, please visit www.iab.net/standards/measurement.asp.

"We support the IAB's continuing efforts to create guidelines that can become lingua franca," said Mike Donahue of the AAAA. "These guidelines have been reviewed and endorsed by the AAAA's Digital Marketing Committee."

In an effort to educate the industry on the use of these guidelines, the IAB RIA Ad Measurement Working Group will host a webinar, including participation from the Media Rating Council, to review and explain key components of the guidelines on Friday, October 19, at 12 noon EST. All members of the industry are invited to attend. To register for the webinar, and to download the guidelines, please visit www.iab.net/standards/RIA.aspx.

Best Practice: Video Games Interactive Advertising Platform Status Report

2007-03-04T09:30:00Z

"The Video Game Interactive Advertising Platform Status Report" provides a detailed overview of the current state of advertising in and around video games. Developed by the IAB Games Committee, the report outlines the myriad opportunities for advertisers to reach and engage consumers in the highly immersive environment of video games. To showcase the variety of games, advertising formats and insights for successful campaigns the Committee will host a seminar for agencies and marketers on November 6 in New York City, For more information on the seminar, or to download the complete report, please visit www.iab.net/standards/games.aspx

]]> "The growing number of video game players across multiple demographics coupled with the intrinsically engaging gaming environment offers a unique opportunity for marketers to deliver brand messages to consumers at a moment when they are most involved and attentive," said Dave Madden, EVP Sales, Marketing and Business Development at WildTangent and Chair of the IAB Games Committee. "This report educates the industry on how to best leverage this fast-growing platform."

Digital Thought Leaders: Jim Sterne

2007-03-04T09:00:00Z

Jim Sterne - CEO Target Marketing

Jim Sterne has been exploring online marketing for more than a decade. His new-found passion for web optimization has seen him dubbed "the godfather of web analytics". Now he's on a crusade for effective web marketing that delves into the heart of the firm itself. Analytics unlock the full benefits from all existing website investment, yet many businesses are only scratching the surface, and most are yet to start.

Download Jim Sterne Thought Leaders Report

The Devil’s In the Detail... (And the detail is the data)

2007-03-03T15:00:00Z

“The Internet is brilliant – you can measure everything”. How many times did you hear this phrase in the early days of digital marketing? A few years on, does the promise measure up to reality, or does this sound more familiar: “we’re drowning in numbers, but lacking in meaningful analysis” and “we’ve got half a dozen different versions of the truth”?

]]> The Internet offers fantastic new possibilities to marketers and a new set of tools to learn how to use. To make the most of the opportunities, marketers have to really understand the detail of what’s going on. Why? Because the combination of lots of small incremental improvements can make a big difference.

In this presentation we’ll look at:

The problem with web analytics
The dangers of ‘last click’ analysis
How a taking a view of the customer's journey can fundamentally change your understanding of website data
Lifetime value analysis
The importance of segmentation

Getting campaign measurement and optimization on the right track

2007-03-03T10:00:00Z

European EMetrics Summit London, 20 May 2008

Internet advertising veteran Danny Meadows-Klue asks whether publishers explains that although publishers sell media space, advertisers are buying customers – and that’s where the problems start.

What metrics matter in optimizing online ad campaigns?
Can a little optimization really have a massive effect?
What are the trends in online advertising effectiveness that are impacting optimization and performance?

Danny lifts the lid on web advertising and argues that optimizers are the unsung heroes of the marketing industry and that these are tricks almost every brand is missing