Datalicious Blog - Data Driven Marketing

Dwell rate: New display advertising metrics and benchmark report from Eyeblaster

Eyeblaster just launched an interesting new report that shows a correlation between dwell time for interactive ads and  increased conversion rates. 

The connection is sort of obvious but nevertheless good to see some confirmation and wonder if we will see some more mini applications within display ads now comparable to Facebook apps.

Highlights of the report include
  • Ads with a high Dwell Rate are more likely to have a high Conversion Rate.
  • A new study by Microsoft, comScore and Eyeblaster shows Dwell’s effectiveness.
  • High Dwell triples brand related search, increases traffic by 69% and brand engagement.
  • Placements in which users spend ample time on the web page increase Dwell Rate.
  • Ads that are more visible over the publisher’s content have a higher Dwell Rate.
  • Combining video into creative increases Dwell Rate by 29% and doubles Dwell Time.
Download the full research report here.
http://bit.ly/benchmarkByEb

MediaPost.com: Facebook Develops Conversion Tracking Tool: What's A Fan Worth?

Facebook plans to add a conversion tracking tool to its suite of advertising products based on demand from the marketplace. The platform will allow marketers to track clicks through conversion, Brian Boland, manager of direct response solutions for Facebook, told OMMA Social attendees in San Francisco on Tuesday.

Reports will provide a list of tracked conversions and the impressions and the clicks that led to each. The feature will help marketers build out messages as the campaign expands into a variety of pieces.

Boland also served up advice on how to calculate a cost-per-fan metric to determine the campaigns return on investment (ROI). Not only the cost to acquire a fan, but the fan's worth. "Some businesses have looked at it as the depth in which they have the community engaged and look at the downstream effects," he says, pointing to Starbucks and Threadless as two examples.

Read the full article here.
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=121357#

MultichannelMetrics: Cool interactive flow-chart to trouble shoot drop in traffic or conversions

Check out MultichannelMetrics's interactive flowchart if you're experiencing issues with a drop in traffic or conversion rates, it's a great starting point to figure out what to do.

Click on the below link to get to the interactive version of the chart

http://multichannelmetrics.com/WebAnalyticsQuestionSupportSystem/WebAnalyticsQSS.html

SmashingMagazine & Magento: Best checkout process

Have a look at the checkout process on http://www.smashingmagazine.com/ (for their book, also see below), it's one of the sleekest and best I've come across and we're pretty sure it's powered by http://www.magentocommerce.com/. I especially love the one page overview and the fact that you don't have to create an account (which is most annoying).