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June 20, 2010

New Syncapse empirical research on Facebook fan value, additional product spend and brand loyalty

"A fan base is a self-segmented group of highly valuable customers."

After all the buzz about the value of a Facebook fan, Syncapse just released the first proper empirical review on this topic which I encourage everyone to read (and it's free anyway). Especially the figures on average additional product spending by brand are pretty interesting (see below chart).

Summary of key findings
  • Fans spend an additional $71.84 on average compared to non-fans
  • Fans are 28% more likely than non-fans to continue using the brand
  • Fans are 41% more likely than non-fans to recommend a product
Many brands overcomplicate their measurement requirements by tracking dozens of independent variables. Many oversimplify by trying to apply a single number concept of value, and far too many fail to quantify ROI in such a way as to convince a CFO of the merit of increasing or shifting investment towards Facebook marketing. [...] This study will examine the five leading contributors to Facebook fan value. (1) Product Spending (2) Brand Loyalty, (3) Propensity to Recommend, (4) Brand Affinity and (5) Earned Media Value.
Download the full Syncapse research report here
http://www.syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf

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Filed under  //   christian bartens   facebook   fans   media   networks   reports   research   social   syncapse   value  
Posted by Christian Bartens 

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March 24, 2010

New Google AdWords report called Search Funnels showing paid search path to conversion

Similar to Omniture's Campaign Stacking plugin Google has finally launched a new AdWords report called 'Search Funnels'. Unfortunately, it only seems to consider paid search interactions leading up to a conversion whereas Omniture can path all search activity, organic and paid. Email us at insights@datalicious.com if you would like to find out more or read our earlier post on how to actually do multi channel media attribution.
Currently, conversions in AdWords are attributed to the last ad someone clicks before making a conversion, masking the fact that many customers perform multiple searches before finally converting. AdWords Search Funnels help you see the full picture by giving you insight into the ads your customers interact with during their shopping process.
AdWords Search Funnels are a set of reports describing the ad click and impression behavior on Google.com that leads up to a conversion. In addition to a Top Conversions report, Search Funnels consist of 7 reports including Assisted Conversions, First and Last Click Analysis, Time Lag, and Path Length. For an overview of these new reports, check out this video:

Read the official article here
http://adwords.blogspot.com/2010/03/new-reports-adwords-search-funnels.html

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Filed under  //   adwords   campaign   christian bartens   funnels   google   reports   search   sem   stacking   web analytics  
Posted by Christian Bartens 

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November 11, 2009

Google Local: Get stats on how many people search for your business on Google Maps

Just in case you don't know this yet and you're a local business owner, if you register your business with Google Local you not only get listed on Google Maps but you also get some pretty cool Google Analytics like stats (see below).

http://www.google.com/local/add


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Filed under  //   analytics   christian bartens   google   google maps   local   reports   search terms   statistics  
Posted by Christian Bartens 

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October 20, 2009

Compare your display banner performance to the new global Eyeblaster benchmark report 2009

Finally someone provides benchmarks research on display banner performance again (after DoubleClick stopped it ages ago), thanks Eyeblaster!

Download the original report here
http://www.eyeblaster.com/Content.aspx?page=resource&id=80

(download)

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Filed under  //   2009   ads   banners   benchmark   christian bartens   click-through rates   display   eyeblaster   reports   research   rich media   video  
Posted by Christian Bartens 

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October 20, 2009

Silverpop research: Viral link sharing propensity from email newsletters by social network

Interesting research study from Silverpop on measuring viral sharing of email content in select social networks.

Key insights from the study include

  • Most companies include four to five different sharing links
  • The life of a shared message is about one week
  • Just including sharing links isn't enough, content is key
  • This is supported by inconsistent click-through rates
  • Facebook dominates among the social networks
  • View rates are still low but expected to grow with social media
  • Over 20% increase in reach due to social sharing

Interesting is also, that the main social networks (i.e. Facebook, MySpace, Twitter) that are most often included in emails are not necessarily the ones attracting the most clicks on sharing links (see graph below).

Download the original research study here
http://www.silverpop.com/landing-engage/eMarketer_html/ShareStudy_oct.html

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Filed under  //   christian bartens   emails   link   media   networks   reports   research   sharing   silverpop   social  
Posted by Christian Bartens 

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October 15, 2009

Forrester ExactTarget report on changing consumer contact preferences

According to the report email gained in popularity for marketing messages but Internet users reported using it less for their own written communications, the biggest increase here happened in social networks.

Read the original article here or download the full report from ExactTarget
http://www.emarketer.com/Article.aspx?R=1007330
http://pages.exacttarget.com/channel_bundle_home

   
Click here to download:
Forrester_ExactTarget_report_o.zip (20 KB)

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Filed under  //   chat   christian bartens   emails   exacttarget   forrester   preferences   reports   research   sms   social media   trends  
Posted by Christian Bartens 

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October 6, 2009

ATG: Click-to-Call vs. Click-to-Chat by Industry and Situation

Interesting stats from ATG on click-to-call vs. click-to-chat performance by industry and scenario. Clearly, human interaction is still key in many situations no matter how streamlined your online shopping processes are.

Please contact Chris on cbartens@datalicious.com if you're struggling to track the effectiveness of your call center and chat programs or would like to know more about how to attribute phone sales back to online campaigns. It's not rocket science and doesn't have to cost the world.

Download the full ATG eMarketer white paper "Optimizing the eCommerce Experience" here
http://www.atg.com/optimizing_e-commerce/

   
Click here to download:
ATG_Click-to-Call_vs._Click-to.zip (203 KB)

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Filed under  //   atg   christian bartens   click-to-call   click-to-chat   emarketer   reports   research   statistics  
Posted by Christian Bartens 

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October 2, 2009

Techmarketer: Who is the Australian YouTube community?

via techmarketer.com.au

The YouTube audience is large and diverse: Includes all the family: 14-17 year olds only make up 7% of Australian YouTube users (18-29 = 32%, 30-39 = 20%, 40-49 = 18%, 50-59 = 13% and 60+ = 10%). Are workers, students, stay-at-home mums and retirees: 57% are working, 19% are stay at home, and only 15% are studying. Encompasses all life stages: 55% are married, 35% are single and 9% are divorced. Are not just techies and nerds: 61% of YouTube users are not tech-savvy.

Read more results of the Google survey here:
http://www.techmarketer.com.au/youtube/

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Filed under  //   australia   christian bartens   demographics   google   reports   research   surveys   youtube  
Posted by Christian Bartens 

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September 20, 2009

Twitter: No surprise, follower numbers of popular Twitter users grow faster

The top 0.1% of observed Twitter users climbed 275% in Twitter followers between March and June, while the top 1% increased only 146% in comparison, and the top 10% gained only 126%. Even when analyzing the median followers, the stats paint a clear picture: the top 0.1%, 1% and 10% of researched Twitter users saw their follower base grow by 78%, 65% and 59% respectively.

The research is really no surprise, the more followers you have the faster your follower numbers grow, on Twitter and in real life. However, how could one speed up the growth? Will we soon see people driving paid search traffic to their Twitter profiles?

http://www.techcrunch.com/2009/09/03/as-twitter-continues-to-grow-popular-users-widen-the-gap/

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Filed under  //   christian bartens   followers   growth   reports   research   trends   twitter  
Posted by Christian Bartens 

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September 17, 2009

Twenty Percent Of Tweets Mention Brands

The debate is still out on Twitter’s effectiveness as a marketing tool, but new data from Penn State plays right into the company’s move to fully open users’ status updates to advertisers. Companies are already getting targeted, free advertising on Twitter, as the research found that 20 percent of all tweets—or one out of every five updates—mention specific brand names or products. (See recent tweets mentioning Sprint or Trader Joes, for example).

As for the value of these branded tweets, it seems that there’s room to glean qualitative analysis about brand perception and affinity from them, at least. Jansen said micro-blogging could ultimately be on par with e-mail “in terms of its communication impact” for advertisers; the research team will continue to study Twitter and its impact on the business sector in order to form more concrete conclusions.

http://paidcontent.org/article/419-1-out-of-5-tweets-mention-brands-products/

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Filed under  //   branding   christian bartens   reports   research   twitter  
Posted by datalicious 

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