Chartbeat CEO Tony Haile says both publishers and advertisers need help figuring out which pieces of native advertising are actually working, so the analytics company has introduced a new suite of tools to help them
We’re surrounded by data, but it’s locked away in a lot of apps. If you think this is a problem, Numerous might be the personal dashboard for you.
There are more ways than ever to measure traffic, readership, attention and engagement with our content. But all that means is there are even more things to distract us from the important questions about who we are trying to reach and how.
The ongoing consolidation in the Chinese online video space has resulted in Iqiyi becoming the most popular video site in the country.
Coming up with a comprehensive way of measuring how much attention people actually pay to a webpage or a website is not as easy as it seems. Upworthy says it has designed its own, more effective metric and wants to share it with other online publishers
I stumbled across SumAll, a very cool alternative to existing analytics tools, one geared to pulling together a broad range of stats needed by small and medium businesses.
I connected Twitter Tumblr, and Instagram. (And the Twitter numbers were an eye-opener: 3.3M reach in the last 30 days! I am still waiting for all the Tumblr data to be generated: 6,721 posts and counting.)
Here below you see replies and retweets in a thirty day window. The UX is great: very responsive controls, intuitive interactions, and clean interface. I guess I had hoped to be able to see some sort of analysis of the cascade from a particular tweet, but that’s not an option, apparently.
Other views provide additional insights, as with this Mention Reach for this Month.
The company was founded by serial entrepreneur, Dane Atkinson, former CEO of Squarespace, and they promise there will always will be a free basic plan. At present the beta is free and provides access to all functionality. The company recently raised $4 million in new funding from existing investors Battery Ventures and Wellington Partners, and $1 million in debt from Silicon Valley Bank. This follows a 2012 seed round of $1.5 million
The range of services supported is kind of intimidating:
The primary goal is to have all of a small businesses’ data sources in one dashboard, especially companies that are selling online, or doing extensive online marketing. Since I am not a small business, I didn’t get to fool with all the knobs and dials, but my sense is that collating this sort of data into one view, where someone could relate traffic at an online store to Mailchimp clickthroughs is enormously helpful.
Definitely a company to watch, and based in NYC, too.
I am pulling this excerpt from a recent procast with Adam Lesser and David Coleman (see Why social business tools matter for the future of the enterprise), partly because it’s a good case study, but also to make a correction. When I spoke about Cablevision, I should have said O2, the British broadband and cell network. The following excerpt has been lightly edited to make that correction.
Adam Lesser: You’re saying that companies feel like they must have social tools in their business, that it’s a must have. How do you measure the value of becoming a social business? Are there metrics to measure an increase in productivity? Is there any way to approach this to ask ‘what’s the value?’
Stowe Boyd: I think [the question of value] is another argument for looking at things in a very tightly focused way, a very functional mindset. For example, O2 is a really great case study. In July 2012, in Britain there were all sorts of power outages and people were really pissed off, but the company did a great job of dealing with people’s concerns. They were very open, they did a great job of informing people exactly where they were in the fix up. They turned what could be a bad disaster into a masterclass: a case study of how to avert a disaster on the social media side.
What you must have in place to do that is people who are trained, [who] understand how to do it [social customer support]. You have to have the systems in places to keep your several dozen or 50 customer support people connected to twitter or wherever the source of these gripes are that are coming in. And being able to rapidly work with customers and solve their problems.
That works well with very functional and focused tools, so they [the customer support staff] can effectively deal with hundreds of thousands of people who are pissed off. It’s not just pissed off people: [this] can be generalized to average day-to-day dealings — not just emergencies — but having that [social customer support] in place.
And deciding to train and transfer people from the old model, transferring people from a phone bank to a social network, it requires a time commitment and proficiency in middle management to get that to take place.
To measure: that is customer satisfaction. What are the metrics you have from doing an analysis of customers’ emotional state when [they talk] about your products online? You can obviously measure that over time, as you become more and more adept and you become more and more savvy in the social context. You will see the numbers you can track go in the right direction, if you do it right.
I think the metrics — if you are doing social support, selling or HR — you have to do the metrics in the right scope. You can’t adhere to some general idea of productivity or contribution to very vague strategic goals like profits. You have to look at metrics that are more meaningful, like touch points with customers and [track] your interactions on a social level.
This is one of the reasons that tightly focused social activities and tools to support them are so attractive: it is far easier to define success criteria and measure against them when the domain is tightly bounded.
The good news: digital formats now make up a quarter of UK entertainment sales thanks to 2012 growth. The bad: ongoing physical decline on the high-street means overall sales are shrinking.
Early indications show a big hike in ebook sales, a glut of new iPad owners and a transformative effect for one game studio — it’s another Christmas in which new device gifts give an uplift to content sales.
The MP3 player saved the music business. But now consumers are replacing dedicated music players, ebook readers and compact cameras with multi-purpose smartphones. All hail the new Swiss Army knife.