New integration: Use Omniture SearchCenter to manage and optimise Facebook media buys

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This is an interesting new integration, something one would have expected to happend between one of the big search engines and Facebook but Omniture clearly stole them the show on this one, nice one Omniture! 

Omniture and Facebook announced that they will provide online marketers with solutions to optimize Facebook as a marketing channel. This partnership builds on the Facebook analytics and Facebook application analytics capabilities Omniture announced last year.

As the industry moves beyond marketing that 'interrupts' the consumer's online experience, companies are increasingly seeking ways to join the conversation and have more relevant interactions with their customers. This alliance can help companies more easily integrate Facebook as a marketing channel in order to connect to and have relevant conversations with Facebook's more than 400 million active users.

Omniture customers can now utilize Omniture SearchCenter Plus, which is the combination of the company's search engine marketing management application with new functionality for purchasing Facebook Ads. Omniture customers can now more easily ramp their ad spend on Facebook and compare Facebook ad campaign metrics alongside other media channels.

Marketers see the opportunity to build and reward customer loyalty on Facebook. To help in these efforts, Omniture customers can now generate reports specifically designed to understand ad effectiveness for some of the unique elements of Facebook such as Facebook Pages and applications.

Contact us at insights@datalicious.com if you would like to find out more or enable this integration for your company.

Read the full story here on MarketWatch 
http://www.marketwatch.com/story/omniture-and-facebook-join-forces-to-optimize-social-media-for-marketers-2010-03-03

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Target: Integrated campaign planning and analytics delivering Christmas like results mid year

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Challenge

Develop an integrated campaign flow across traditional and digital channels to maximise impact and implement the necessary analytics framework to evaluate campaign performance.

Solution

Development of integrated campaign experience in cooperation with the client’s creative and digital agencies to enable a smooth campaign flow and optimal user experience designed to push social sharing. The early development and integration of the analytics framework into campaign planning process from the very beginning ensured tracking best practice was followed and a maximum amount of data could be collected across all channels. The project also included an in-depth review of the current Google Analytics set-up leading to the implementation of advanced website visitor segmentation capabilities.

Results

Traffic levels on the Target network of sites increased significantly during the integrated campaign, for the first time rivalling historic peaks from previous Christmas periods mid year. The campaign also resulted in a visible increase in retail transactions in the targeted product category and an increase in new CRM program subscribers, delivering and overall positive return on media investment. Thanks to a system of unique vouchers and the availability of advanced segmentation options in Google Analytics, the generated retail revenue could be tied back to the originating media channels and broken down by various segments delivering additional customer insights.

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Measuring social media performance still fairly unsophisticated

It looks like most marketers are still missing the point of social media, at least their metrics for success are not reflecting it.

According to the latest eMarketer chart below most marketers still rely purely on traffic to their websites as the key success metrics. What about customers complaining about a brand, they won't go and visit the companies website, right? Or take the new online store on Facebook, customers might never have to leave the social network anymore in the future.

If you agree that pure referral traffic alone is a bad measure for social media success have a read through our earlier blog post on social media measurement tips and tools to get some ideas of how to do it right.

Read the full eMarketer article here

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Edelman's new TweetLevel service measures Twitter influence and popularity

According to Edelman's TweetLevel service that just launched Datalicious's influence score is 32.1. Another metric for our social media toolbox that we'll be tracking going forward.

Check you own influence level on the below site

Edelman uses over 30 metrics to create the algorithm behind the index in order to attempt to give a clearer picture of who is actually important in the twittersphere (given our score of 32 I'm not sure I want to believe they're accurate but we'll keep trying and checking our score).

 

There are four result metrics:

  • Influence: what you say is interesting and many people listen to it. This is the primary ranking metric.
  • Popularity: how many people follow you
  • Engagement: how actively you participate within your community, and
  • Trust: do people believe what you say. 

Each score is rated out of 100, in other words, the higher your score, the more important you are. More details on the actual formula can be found below (and thanks for making this public Edelman, we need more service providers with that open attitude).

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For more information visit

http://tweetlevel.edelman.com/about/

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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

(download)

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