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Pinterest Gains Momentum with Better Analytics for Business

Introducing Pinterest Analytics

Michael Yamartino and his crew at Pinterest have certainly been busy beavers of late. Less than a month ago they introduced Pinterest messaging and now, only a few weeks later, we get a new and improved analytics dashboard available today for… 524 more words

Social Media

Customers Have Changed - Have You?

The attached Forbes article points out three, key ways that our customers have changed.  What it doesn’t necessarily discuss is another way that technology has made it easier for businesses to accurately measure how our customers’ buying actions have changed.   50 more words

Customer Centric

Google analytics 功勞歸屬 (Attribution Modeling) 與分配的思維

Google analytics功能–Attribution Modeling 功勞歸屬,應該算是劃時代的產物。
過去廣告媒體效益極難以去評估好壞,至少不像Attribution Modeling 功勞歸屬這樣。它有幾種模式去計算經由不同媒體所帶來的轉換率所帶來的品質分數。
「功勞歸屬」的確讓我們重新思考一個問題—綠葉的重要性。

A、B、C、D媒體,依轉換率品質,最高五分來給分,分別為4、3、2、1分,那身為行銷人員,可能會把C、D媒體砍掉,將預算轉投入到A、B媒體,結果發現原有品質分數10分卻降為3+3+0+0=6分,A、B媒體不增反降,原因是為什麼呢?

因為這就是掉入「倒果為因」的陷阱裡,今天C、D的低轉換低率是因效果不如A、B?或是A、B成長飽和,C、D擁有更大的成長空間?如為後者,相對地,將預算投入C、D、或其它E、F媒體,或許可以達到更高的效益。另外,C、D媒體效益是否也會間接影響A、B兩媒體,扮演助功的角色、如果有,讓我們重新思考原來的問題,如果行銷人員將兩位助功王C、D拔掉,那麼請問得分王A、B分數會更高還是下跌呢?

身為一個行銷人員跟NBA球隊總教練一樣,如何搭配運用底下資源,創造一個有得分效率且可以贏球的隊伍才是真正的挑戰。「功勞歸屬模式」告訴我們,如何了解麾下的隊員、武將、工具在一場game裡面各囊括多少功勞效益,幫助我們做更有效率的廣告預算分配。

The Only Two Numbers That Matter

Everyone in business has heard talk about “big data.” There is no question that we know more about our customers, their buying patterns, their media usage – heck, just about anything – than ever before. 396 more words

Business Thinking

Building Stef's Attic

I have settled on a fun project to add to my case studies on girlswritecode.  I am building a site for an online garage sale called… 544 more words

Projects

Store analysis: Google analytics from July 8th till August 21st 2014

It’s been 6 weeks since my last post on google analytics and I think it’s time I have a look at it again. Firstly, let me update you on what’s been happening over the last 6 weeks so the data is in context. 492 more words

How Things Are Going