List of social media, SEO, website analytics, YouTube analytics, Ad server, search, trends, and digital media resources and what they are used for

1. Insight Resources And Tools
List of digital media resources,
analytics, and tools, what to use
them for, and how to find them
Natasha.Byrne@umww.com

2. Resource Summary Useful for Watch Outs Where?
Datamonitor
Online resource with industry reports,
consumer trend information,
databooks, company profiles, business
& industry news and country statistics
• Getting a helicopter view of a market
• Broad overviews of particular companies and
industries
• Email sales updates on retail brands
• Our subscription only covers
certain industries
• Not particularly simple to search
and navigate.
www.datamonit
or.com
WARC
Library of consumer reports, cast
studies, thought pieces and POVs,
event summaries, awards cases.
Also adspend, media costs etc
• Finding POV pieces on advertising, branding, media
or research strategies and methodologies
• Case studies on specific brands, categories
• Can be tricky to sift through
extensive library of articles
• Not very good for broader picture
stuff – very specific case studies
and POV articles
www.warc.com
Mintel
UK-specific industry reports, consumer
trend reports, in-depth studies of
particular age groups/demogs,
databooks, forecasts
• UK market sizing
• Brand share of market or share in category in UK
• Broader cultural shifts e.g. webusage, leisure time
etc
• We do not have access to other
markets, UK only
• Very market focused, not so much
brand related
http://oxygen.mi
ntel.com/index.h
tml
nVision
Online trends tool with global
coverage – can download charts,
infographics and full reports on future
trends, forecasts, country profiles
• Attractive, one sliders and infographics on cultural
or technology trends
• Data behind each chart is extensive – and usually
covers a whole host of countries
• Economic profiles of a wide range of countries
• Consumer lifestyle and market
focussed, not good for brand info
http://nvision.fu
turefoundation.n
et/
BrandZ
Brand tracking tool covering 21
countries and 22 categories. 400
sample per country
• Country by country comparisons of different brands
• Comparing brands with each other
• Getting an in-depth look at brand equity
• Brand funnel and conversion – where do problems
exist in converting?
• No way of cherrypicking slides
necessary
• Can be arduous/time consuming
to download all the different
reports necessary.
• Not particularly sensitive to
market shifts in medium term
https://mb.bran
dz.com
Marketline
Advantage
An online hub of downloadable
company profiles, industry reports and
databases. Part of Datamonitor
• Broad, macro level reports on different industries,
categories or companies – covering market
volume/value, competitors etc
• Porters 5 Forces Analysis
• Very broad, top level information
• Has some but not all niche
countries
http://advantage
.marketline.com/
What to use… Online Report Libraries

3. Resource Summary Useful for Watch Outs Where?
eMarketer
Online resource with comparative
statistics on penetration and usage
rates of devices, media and
advertising globally and individual
markets.
Also reports and charts, trend
information and broader industry
news
• Comparing different sources of
penetration data
• Industry news and trend info
• Usable charts
• Doesn’t have data for all markets
on all metrics
• Because of diversity of sources,
can often get differing figures for
same metric
www.emarketer.com
Think with
Google
Online resource powered by Google
– access to thought leadership,
consumer trends, POV and custom
studies, usually web or mobile
related
• Consumer journeys
• Thought stimulating videos and
interviews
• Access to custom research and
whitepapers
• B2B marketing
• Fairly new resource so limited
number of reports
• Very web/online/digital focussed
http://www.thinkwithgoog
le.com/insights
Social Bakers
Source of uptodate social media
statistics, including Facebook
penetration across the globe, brand
pages on Facebook and Twitter etc
• Social media usage
• Top brands, top accounts, numbers of
facebook fans and followers etc
• No information on frequency of
usage, topline info only.
http://www.socialbakers.c
om
Trendwatching
Online resource for up to date
monthly consumer trend briefings –
available in 8 languages
• Wider consumer behaviour and trend
insights – one to keep up to date with
rather than hunt for stuff on
• Case studies of particular brands that are
‘on trend’
• Very specific and limited subject
matter
• Not all reports are globally
relevant
• Wider consumer behaviours and
trends in retail rather than
specific market behaviours
http://www.trendwatchin
g.com/trends
What to use… Other Intelligence
Resources

4. Objective What resources Where?
Competitor
Competitor reports
Budget setting or comparison to competitor
activity in markets
Monitoring for new initiatives/ launches
Analysis of competitor followers/ fans/ site
visitors
Google alerts can be set up for competitors and delivered
automatically
Facebook notifications on competitor activity
Google trends for share of search comparison
SEMrush to understand competitor search activity by
market and estimated cost per click by market
Followerwonk allows you to compare between followers
of yours and competitor Twitter accounts
www.google.co.uk
www.facebook.com
www.google.com/trends
www.semrush.com
www.followerwonk.com
www.adwords.google.com/ko/KeywordPl
anner/
Trends
Identify consumer interest in brand, product,
campaigns by measuring volume of searches or
related discussions/ queries over a period of
time
• Google trends will show you trending searches and
volume searches by market over time
• Google keyword tool will show volume searches over
time
www.google.com/trends
www.adwords.google.com/kp/KeywordPl
anner/
http://www.thinkwithgoogle.com/insights
SEO
SEO report:
Website set up and ranking
Meta-tagging, keywords
Links to site, links out of site
Identify potential new site links
Check page speed with Google developers page speed
insights
SEO Centro and MOZ OSE provide free insights of page
ranking, keywords tags, inbound and outbound links, and
how to improve page ranking of website
Social Mention shows potential influencers and websites
to get to link into website to increase ranking
Moz SEO toolbar analyses each website’s SEO score
https://moz.com/researchtools/ose
https://moz.com/tools/seo-toolbar
https://developers.google.com/speed/pag
espeed/insights/?url=www.esso.co.uk
http://www.seocentro.com/tools/seo-
tools.htm
www.socialmention.com
Social
Social monitoring
Social analysis
Social research and benchmarks by market
Social insights of followers, geographical reach,
and top posts of brand social channels
Social media score for brands
• Topsy, Quintly, Tallwalker, and Followerwonk help
analyse brand social media channel strenght, followers,
strength of content/hashtag/post, and share of topics
• SocialMention analyses sentiment, mentions per day,
source of mentions, top keywords
• How Sociable gives brands a social media score
• Google Analytics lets you track social media
contribution to site activity
• Socialbakers gives benchmarks by market and social
platform for brands
https://www.google.com/analytics
www.topsy.com
www.socialmention.com
www.socialbakers.com
www.talkwalker.com
www.followerwonk.com
www.quintly.com
www.howsociable.com
Facebook, Twitter, LinkedIn insights
What to use… for specific projects

5. Tool What? How? Where?
DoubleClick
DoubleClick allows us to report on digital media
campaign performance
Measure:
Impressions, clicks, CTR, CPC, engagements, engagement
rate, time spent in ad,, video views, completed views, CTA,
competition entry etc
Attribution modelling can measure effectiveness of media
channels in contributing to conversion rather than
attributing to final click
http://www.google.com/dfa/traffickin
g
Google Analytics
GA tagging (tracking) allows us to differentiate
between the traffic sources on our owned pages
Benefits: insights of user journey after click
—Actual landings after click (on average 20%-
40% users close the window straight after click;
affected by quality of the traffic and the loading
time of the landing page)
—Page visits (record user journey from landing
page to other section of the site)
—Dwell time (are users spending time to read
the content?)
—Online sales/ conversions ie competition
entry submission
https://www.google.com/analytics
YouTube analytics
YouTube analytics gives insights on traffic
sources to our video views, video analytics
including keyword referrals and video
completion rate, devices videos are viewed on,
and much more
Benefits: insights of user journey after click from paid
media traffic source on YouTube channel
—videos viewed, completion rate etc
—device, operating system, location, internet provider
—Engagement, interaction, subscriptions
—Keywords, related videos, user journey
www.youtube.com/analytics
Analytics and ad ops