Randall A. Lewis, Justin M. Rao, and David H. Reiley: “Here, there, and everywhere: Correlated online behaviors can lead to overestimates of the effects of advertising. Исследование, заставляющее усомниться во многих ранее принятых интернет-метриках
The document describes Dynamic Logic's Media Synergy Studies methodology for quantifying the effectiveness of integrated marketing campaigns combining online and offline media channels. The methodology utilizes AdScout tracking and surveys to determine exposure to ads across media, compare groups with different exposure combinations to a control group, and correlate exposure with branding metrics. Respondents are recruited online to obtain a sample exposed to online ads, and surveys include questions tailored to specific campaign details to measure offline exposure.
1) The document describes AdFisher, an automated tool developed by the authors to conduct experiments on how Google's Ad Settings webpage works.
2) Using AdFisher, the authors conducted experiments that found the Ad Settings page did not accurately reflect how user behavior (like visiting substance abuse websites) affected the ads they received, showing it lacked transparency.
3) The experiments also found that modifying settings within the Ad Settings page did change the ads users received, indicating it provided some degree of control over ads.
4) One experiment suggested the Ad Settings page could enable discrimination, as simulated male and female users received different career coaching ads after viewing employment pages.
Key Advertising Opportunities in the Online Travel Industry in 2016Francesco Canzoniere
OTAs are best positioned to capture the largest share of hotel bookings. Smartphone bookings are expected to surge, particularly last-minute bookings. Cross-device will heavily
impact booking attribution. State-of-the-art apps will generate the majority of mobile bookings.
Download the full report at:
http://www.criteo.com/media/4290/travel-report-q2-2016-pdf.pdf
Making Too Many Responses To Hotel Reviews Is Worse Than Offering No Response...Francesco Canzoniere
The study re-confirmed an earlier estimate that an increase in a hotel’s TripAdvisor rating is reflected in an increase in revenue. Most interesting, the study found that revenue improvements based on review responses are limited in two ways. First, revenue levels increase as the number responses increases, but only to a point. After about a 40-percent response rate, hotels seem to reach a point of diminishing returns, and making too many responses is worse than offering no response at all. Second, consumers seem to be most appreciative of responses to negative reviews, rather than positive reviews, as indicated by the fact that ratings improve more substantially in connection with constructive responses to negative reviews than simple acknowledgment of positive comments.
Download at: http://scholarship.sha.cornell.edu/chrreports/10/
The effects of mobile apps on shopper purchases and product returnsIan Beckett
1) The study analyzes the effects of a mobile app launched by a large retailer on shopper purchases and returns.
2) It finds that app adopters buy 21% more often but spend 12% less per purchase, and return 73% more often than non-adopters after adoption.
3) Overall, app adoption results in a 24% increase in the net monetary value of purchases. However, the number of app features accessed has an inverted U-shaped relationship with shopping outcomes, suggesting too many features may not be beneficial.
Online display ad click-through rates have fallen dramatically in recent years to under 0.1%. Research also shows little correlation between clicks and brand metrics. However, comScore's research using its panel of 2 million users found that despite low clicks, display ads can significantly increase website visits, branded searches, online sales, and offline retail store sales over 4 weeks. The research found lifts of at least 46% for website visits, 38% for branded searches, 27% for online sales, and 17% for offline retail store sales across 139 campaigns. This indicates display ads can impact consumer behavior through repeated exposures rather than just clicks.
This document is a letter from the Federal Trade Commission providing guidance to search engines regarding clearly distinguishing paid search results from organic results. It summarizes a 2002 letter advising that failure to distinguish the two could be deceptive to consumers. While search engines initially complied, some have become less noticeable over time. The FTC recommends search engines use prominent shading, borders, and text labels to clearly label paid results as advertising and ensure disclosures are noticeable on different devices.
The document describes Dynamic Logic's Media Synergy Studies methodology for quantifying the effectiveness of integrated marketing campaigns combining online and offline media channels. The methodology utilizes AdScout tracking and surveys to determine exposure to ads across media, compare groups with different exposure combinations to a control group, and correlate exposure with branding metrics. Respondents are recruited online to obtain a sample exposed to online ads, and surveys include questions tailored to specific campaign details to measure offline exposure.
1) The document describes AdFisher, an automated tool developed by the authors to conduct experiments on how Google's Ad Settings webpage works.
2) Using AdFisher, the authors conducted experiments that found the Ad Settings page did not accurately reflect how user behavior (like visiting substance abuse websites) affected the ads they received, showing it lacked transparency.
3) The experiments also found that modifying settings within the Ad Settings page did change the ads users received, indicating it provided some degree of control over ads.
4) One experiment suggested the Ad Settings page could enable discrimination, as simulated male and female users received different career coaching ads after viewing employment pages.
Key Advertising Opportunities in the Online Travel Industry in 2016Francesco Canzoniere
OTAs are best positioned to capture the largest share of hotel bookings. Smartphone bookings are expected to surge, particularly last-minute bookings. Cross-device will heavily
impact booking attribution. State-of-the-art apps will generate the majority of mobile bookings.
Download the full report at:
http://www.criteo.com/media/4290/travel-report-q2-2016-pdf.pdf
Making Too Many Responses To Hotel Reviews Is Worse Than Offering No Response...Francesco Canzoniere
The study re-confirmed an earlier estimate that an increase in a hotel’s TripAdvisor rating is reflected in an increase in revenue. Most interesting, the study found that revenue improvements based on review responses are limited in two ways. First, revenue levels increase as the number responses increases, but only to a point. After about a 40-percent response rate, hotels seem to reach a point of diminishing returns, and making too many responses is worse than offering no response at all. Second, consumers seem to be most appreciative of responses to negative reviews, rather than positive reviews, as indicated by the fact that ratings improve more substantially in connection with constructive responses to negative reviews than simple acknowledgment of positive comments.
Download at: http://scholarship.sha.cornell.edu/chrreports/10/
The effects of mobile apps on shopper purchases and product returnsIan Beckett
1) The study analyzes the effects of a mobile app launched by a large retailer on shopper purchases and returns.
2) It finds that app adopters buy 21% more often but spend 12% less per purchase, and return 73% more often than non-adopters after adoption.
3) Overall, app adoption results in a 24% increase in the net monetary value of purchases. However, the number of app features accessed has an inverted U-shaped relationship with shopping outcomes, suggesting too many features may not be beneficial.
Online display ad click-through rates have fallen dramatically in recent years to under 0.1%. Research also shows little correlation between clicks and brand metrics. However, comScore's research using its panel of 2 million users found that despite low clicks, display ads can significantly increase website visits, branded searches, online sales, and offline retail store sales over 4 weeks. The research found lifts of at least 46% for website visits, 38% for branded searches, 27% for online sales, and 17% for offline retail store sales across 139 campaigns. This indicates display ads can impact consumer behavior through repeated exposures rather than just clicks.
This document is a letter from the Federal Trade Commission providing guidance to search engines regarding clearly distinguishing paid search results from organic results. It summarizes a 2002 letter advising that failure to distinguish the two could be deceptive to consumers. While search engines initially complied, some have become less noticeable over time. The FTC recommends search engines use prominent shading, borders, and text labels to clearly label paid results as advertising and ensure disclosures are noticeable on different devices.
Adblocking is a hot topic and many groups are studying the levels of ad blocking and the growth trajectory. However there are many differences due to the measurement technologies and techniques and the assumptions that went into interpreting the data.
How do teenagers in bahrain respond to online advertisingAlexander Decker
This document summarizes a study on how teenagers in Bahrain respond to online advertising. It finds that while Bahraini teenagers spend on average 15 hours per week online, 32% spend less than 5 hours online. The top uses of the internet for teenagers are chatting (68%), entertainment (62%), and searching topics of interest (41%). Regarding advertising, the study aims to understand teenagers' attitudes toward online ads, which types of ads are most effective, and how ads influence purchasing decisions. The results provide insight into challenges of online marketing to teenagers in Bahrain.
An Eye On Google: Re-engaging with digital marketing in response to recent FD...Sara (Weiner) Collis
Whitepaper on the May 2009 FDA guidelines for Pharmaceutical Paid Search. Includes overview, definitions, guideline interpretations, implications for marketers, and how the industry will need to reply in order to remain compliant.
The document analyzes data from a retailer's viral marketing program that gave discounts to customers who recommended products to others. It finds:
1) Most recommendation chains did not grow large, often ending with the initial purchase, but occasionally a product propagated through an active network.
2) Communities formed around common interests like books/music and shared recommendations across product types.
3) Characteristics like product category/price and network connections influenced success, with recommendations of expensive products to small, well-connected groups more likely to result in purchases.
Tracking Mobile: The Rise of Smartphones in MarketingAnindya Ghose
By studying mobile usage data from four countries, the author outlines several key findings on how mobile data can provide insights for marketers:
1) Variance in a consumer's travel patterns is a stronger predictor of mobile internet usage than the average travel pattern. Mobile ads were more effective when consumers deviated from their standard travel path.
2) Redemption of mobile coupons increased non-linearly as consumer proximity to a store increased. Improving an ad's rank on the mobile screen had a similar impact as a 12% price reduction.
3) Combining location with time (geo-fencing) provides a more powerful targeting strategy than using location or time individually. Offers sent one day before an event
Social media in advertising & marketingbrandoj
This document discusses how social media is used in advertising and marketing. It begins by outlining theories of branding and awareness, including top of mind, frame of mind, and friend of mind awareness. It then discusses how consumers engage with brands on social media, and how companies can build their brand and strengthen public perceptions. The rest of the document details strategies for social media marketing, including promotions, market research, branding, integrated marketing communications, strategic planning, engagement, search engine optimization, and the mobile path to purchase.
When the money moves to digital, where should it go? ComScore Study: Media Pl...Laura Morales
Identifying the right media-placement strategies for digital display
Online display advertising continues to increase as a percentage of the overall marketing mix, and as quickly as advertising dollars are moving online, so is the availability of new media-placement strategies. From audience targeting to contextual buys and from retargeting to efficiency or premium buys, there are many placement options that media planners must now consider. The availability of these strategies, leaves many asking, “What media-placement strategy or combination of strategies should I be using to achieve my specific campaign objectives?”
In this paper, comScore and ValueClick Media share results from a study that evaluates how various media-placement strategies work independently, and in combination, to generate the strongest lift in website visitation and search behavior for the advertised brand.
The document discusses the importance of customer experience for brands. It notes that mobile devices are now central to how many consumers interact with brands, with 29% using them and another 21% expected to increase usage. Emotional experiences are the biggest predictor of customer loyalty, with brands that focus on creating positive emotions seeing a 40% increase in loyalty compared to a 13% increase for those emphasizing ease and effectiveness alone. The challenges for brands include increased competition from rivals offering similar tailored, data-driven and real-time experiences across more channels.
The document summarizes a study on attitudes and perceptions toward online advertising among students and young professionals in India. It finds that most respondents are frequent internet users who have made online purchases, primarily of lifestyle products. The study aims to understand consumer attitudes and perceptions of online ads and identify factors influencing online purchase behavior. It describes the research methodology used, which was a convenience sample survey distributed online, and analyzes the results regarding internet usage patterns and preferred ad types. The findings provide insights for online advertisers on targeting internet users in India.
The Rocky Relationship Between Facebook & General MotorsStacey Troup
This document discusses General Motors' failed $10 million social media marketing campaign on Facebook in 2012 prior to Facebook's IPO. It summarizes how GM pulled its ads due to a lack of control and tracking of ad performance. While this hurt Facebook initially, it responded by developing new tools to help advertisers track metrics like conversion rates and target audiences. The document also provides statistics on Facebook's ad revenues and conversion rates compared to other platforms like Google and Amazon. It discusses how Facebook continues improving its targeting, measurement and training tools to help advertisers optimize their campaigns and ROI.
EFFECT OF ELECTRONIC WORD OF MOUTH (eWOM) ON SOCIAL MEDIA (FACEBOOK FANPAGE)W...Vany Hilman Ghifary
Variable eWOM have a significant effect on Purchase Intention on the respondent data OPPO mobile users by 2016. This is indicated by the coefficient of determination variables eWOM by 55.2% with a significance level of 0.0000 (sig <0.05). The implication of this study is that eWOM (electronic word of mouth) may also increase the purchasing intention to OPPO mobile phone products.
Whether it’s advertising via old standbys like TV, newspapers and radio or newer media like mobile and online, earning consumer trust is the holy grail of a successful campaign, according to Nielsen’s latest Trust In Advertising report. The good news for advertisers is that consumers around the globe are more trusting now than they were several years ago. In fact, the study reveals that trust in online advertising is increasing, as is trust in ads on TV, radio and movie screens.
Word-of-mouth recommendations from friends and family, often referred to as earned advertising, are still the most influential, as 84 percent of global respondents across 58 countries to the Nielsen online survey said this source was the most trustworthy. Trust in advertising on branded websites increased 9 percentage points to 69 percent in 2013 as the second most trusted format in 2013, a jump from fourth-place ranking in 2007. Sixty-eight percent of survey respondents indicated that they trust consumer opinions posted online, which ranked third in 2013, up 7 percentage points from 2007.
“While TV remains the front-running format for the delivery of marketing messages based on ad spend, consumers globally are also looking to online media to get information about brands,” said Randall Beard, global head, Advertiser Solutions at Nielsen. “On the flipside, earned advertising channels have empowered consumers to advocate for their favorite brands, something that shouldn’t go unnoticed by brand advertisers.”
This document provides an overview of the enterprise paid media campaign management platform market in 2015. It discusses key trends driving adoption, including the growth of mobile advertising and need for cross-channel analytics. Major vendors are expanding capabilities through acquisitions and product development to manage multiple paid media channels. The document evaluates important capabilities and provides guidance to marketers on selecting a platform and implementation steps.
Social media in advertising & marketinggfrancoleone_7
Social media provides opportunities for brands to connect with customers and influence purchasing decisions. Companies use social media to build brand awareness through sustained messaging that reaches customers both when they are actively shopping and at the time of purchase. Consumers research products online and through social media and are influenced by reviews and recommendations from friends and other consumers they view as trusted sources. Effective social media strategies create engaging content tailored to specific platforms and focus on starting conversations rather than just promoting products.
The document discusses the results of Nielsen's 2013 Global Survey of Trust in Advertising, which polled over 29,000 people across 58 countries about their trust in various forms of paid, earned, and owned advertising. It finds that recommendations from friends and family remain the most trusted form of advertising, followed by owned advertising on branded websites. While trust in traditional media like television, magazines, and newspapers remains strong, trust in online and mobile advertising is growing significantly. Regions with the highest levels of trust in advertising are also most likely to take action based on ads.
1) The document discusses a study that examined the relationship between search and social media in the consumer purchase journey.
2) The study found a strong correlation between engagement with search and social media, and that engagement with social media can increase search performance for brands.
3) A follow up study with Dell and other brands further explored the causal relationship between search and social media in the online purchase process. This study found that when consumers were exposed to both search and social media influenced by a brand, the brand's search click-through rate went up 94%.
Marketer Perceptions of Mobile Advertising - 2013 IAB/OVUMservicesmobiles.fr
Les résultats présentés dans cette étude donnent un aperçu unique de la publicité mobile à partir d'un point de vue de l'acheteur, et les résultats sont à nouveau positives et stimulantes.
A case study from the Stukent platform (https://www.stukent.com/). Presentation deck was created for the course, 203 Web Analytics, Postgraduate Social Media Program at Seneca College (February 2018).
Tool used: Microsoft Powerpoint
The analysis is only for academic learning purposes.
This document discusses women's health and wellness. It covers several topics:
1) Heart disease is a leading cause of death for women, but symptoms are often misdiagnosed. Maintaining a healthy diet with nutrients and getting sufficient sleep and exercise can help heart health.
2) Bone health declines with age and low bone density increases risk of osteoporosis and fractures. Ensuring adequate calcium and vitamin D through diet and supplements is important.
3) As women age, they are also at risk for memory loss and cognitive decline. Challenging the brain with activities and social interaction as well as managing stress and blood pressure can help promote brain health. Overall, making health a top priority through
A/B Testing You Might Be Driving in the Wrong Direction TOMASZ BORYS
@Kissmetrics #KissWebinar @thuelmadsen
Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Tomasz loves dipping his feet in the river while fishing, injuring his thumb while gaming, hacking away at a golf club, and driving demand at Kissmetrics. He’s also the biggest fan of gummy bears. TOMASZ BORYS Director of Marketing, Kissmetrics @tbcali
@Kissmetrics #KissWebinar @tbcali
1 The optimum strategies for A/B testing 2 How we A/B Test at KISSmetrics 3 A/B Testing beyond click conversions - having a pulse on the entire funnel and why it’s important TABLE OF CONTENTS 4 The influence social traffic has in the funnel
• Set a Goal • Baby Steps • Aim for Statistical Significance • Never Lose Sight THE OPTIMUM STRATEGIES FOR A/B TESTING
Baby Steps People want to move the needle and see results fast, by implementing multiple changes at once. But how can you be sure what element had an impact?
Aim for Statistical Significance SET A GOAL Aim for Statistical Significance getdatadriven.com
Never Lose Sight We can caught up on what we think is best to optimize conversions or traffic…but data doesn’t lie
• 4,000 and above sample size • 99% Statistical Confidence • Blind Eye for 1 Week HOW WE A/B TEST AT KISSMETRICS
4,000 and Above Sample Size Significant or decent amount of data is needed when you’re testing beyond click conversions
4,000 and Above Sample Size significant or decent amount of data is needed when you’re testing beyond click conversions 99% Statistical Confidence Police
Blind Eye for 1 Week Data can be very erratic the first several days, so it’s easy to hit the panic button
A/B Testing Beyond Click Conversions
ORIGINAL
VARIANT
SIGNUPS
Signups Install JS
Custom Data
Custom Data Opportunities Created
SOCIAL AD FUNNEL
TOMASZ BORYS Director of Marketing, Kissmetrics @tbcali tborys@kissmetrics.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?
Adblocking is a hot topic and many groups are studying the levels of ad blocking and the growth trajectory. However there are many differences due to the measurement technologies and techniques and the assumptions that went into interpreting the data.
How do teenagers in bahrain respond to online advertisingAlexander Decker
This document summarizes a study on how teenagers in Bahrain respond to online advertising. It finds that while Bahraini teenagers spend on average 15 hours per week online, 32% spend less than 5 hours online. The top uses of the internet for teenagers are chatting (68%), entertainment (62%), and searching topics of interest (41%). Regarding advertising, the study aims to understand teenagers' attitudes toward online ads, which types of ads are most effective, and how ads influence purchasing decisions. The results provide insight into challenges of online marketing to teenagers in Bahrain.
An Eye On Google: Re-engaging with digital marketing in response to recent FD...Sara (Weiner) Collis
Whitepaper on the May 2009 FDA guidelines for Pharmaceutical Paid Search. Includes overview, definitions, guideline interpretations, implications for marketers, and how the industry will need to reply in order to remain compliant.
The document analyzes data from a retailer's viral marketing program that gave discounts to customers who recommended products to others. It finds:
1) Most recommendation chains did not grow large, often ending with the initial purchase, but occasionally a product propagated through an active network.
2) Communities formed around common interests like books/music and shared recommendations across product types.
3) Characteristics like product category/price and network connections influenced success, with recommendations of expensive products to small, well-connected groups more likely to result in purchases.
Tracking Mobile: The Rise of Smartphones in MarketingAnindya Ghose
By studying mobile usage data from four countries, the author outlines several key findings on how mobile data can provide insights for marketers:
1) Variance in a consumer's travel patterns is a stronger predictor of mobile internet usage than the average travel pattern. Mobile ads were more effective when consumers deviated from their standard travel path.
2) Redemption of mobile coupons increased non-linearly as consumer proximity to a store increased. Improving an ad's rank on the mobile screen had a similar impact as a 12% price reduction.
3) Combining location with time (geo-fencing) provides a more powerful targeting strategy than using location or time individually. Offers sent one day before an event
Social media in advertising & marketingbrandoj
This document discusses how social media is used in advertising and marketing. It begins by outlining theories of branding and awareness, including top of mind, frame of mind, and friend of mind awareness. It then discusses how consumers engage with brands on social media, and how companies can build their brand and strengthen public perceptions. The rest of the document details strategies for social media marketing, including promotions, market research, branding, integrated marketing communications, strategic planning, engagement, search engine optimization, and the mobile path to purchase.
When the money moves to digital, where should it go? ComScore Study: Media Pl...Laura Morales
Identifying the right media-placement strategies for digital display
Online display advertising continues to increase as a percentage of the overall marketing mix, and as quickly as advertising dollars are moving online, so is the availability of new media-placement strategies. From audience targeting to contextual buys and from retargeting to efficiency or premium buys, there are many placement options that media planners must now consider. The availability of these strategies, leaves many asking, “What media-placement strategy or combination of strategies should I be using to achieve my specific campaign objectives?”
In this paper, comScore and ValueClick Media share results from a study that evaluates how various media-placement strategies work independently, and in combination, to generate the strongest lift in website visitation and search behavior for the advertised brand.
The document discusses the importance of customer experience for brands. It notes that mobile devices are now central to how many consumers interact with brands, with 29% using them and another 21% expected to increase usage. Emotional experiences are the biggest predictor of customer loyalty, with brands that focus on creating positive emotions seeing a 40% increase in loyalty compared to a 13% increase for those emphasizing ease and effectiveness alone. The challenges for brands include increased competition from rivals offering similar tailored, data-driven and real-time experiences across more channels.
The document summarizes a study on attitudes and perceptions toward online advertising among students and young professionals in India. It finds that most respondents are frequent internet users who have made online purchases, primarily of lifestyle products. The study aims to understand consumer attitudes and perceptions of online ads and identify factors influencing online purchase behavior. It describes the research methodology used, which was a convenience sample survey distributed online, and analyzes the results regarding internet usage patterns and preferred ad types. The findings provide insights for online advertisers on targeting internet users in India.
The Rocky Relationship Between Facebook & General MotorsStacey Troup
This document discusses General Motors' failed $10 million social media marketing campaign on Facebook in 2012 prior to Facebook's IPO. It summarizes how GM pulled its ads due to a lack of control and tracking of ad performance. While this hurt Facebook initially, it responded by developing new tools to help advertisers track metrics like conversion rates and target audiences. The document also provides statistics on Facebook's ad revenues and conversion rates compared to other platforms like Google and Amazon. It discusses how Facebook continues improving its targeting, measurement and training tools to help advertisers optimize their campaigns and ROI.
EFFECT OF ELECTRONIC WORD OF MOUTH (eWOM) ON SOCIAL MEDIA (FACEBOOK FANPAGE)W...Vany Hilman Ghifary
Variable eWOM have a significant effect on Purchase Intention on the respondent data OPPO mobile users by 2016. This is indicated by the coefficient of determination variables eWOM by 55.2% with a significance level of 0.0000 (sig <0.05). The implication of this study is that eWOM (electronic word of mouth) may also increase the purchasing intention to OPPO mobile phone products.
Whether it’s advertising via old standbys like TV, newspapers and radio or newer media like mobile and online, earning consumer trust is the holy grail of a successful campaign, according to Nielsen’s latest Trust In Advertising report. The good news for advertisers is that consumers around the globe are more trusting now than they were several years ago. In fact, the study reveals that trust in online advertising is increasing, as is trust in ads on TV, radio and movie screens.
Word-of-mouth recommendations from friends and family, often referred to as earned advertising, are still the most influential, as 84 percent of global respondents across 58 countries to the Nielsen online survey said this source was the most trustworthy. Trust in advertising on branded websites increased 9 percentage points to 69 percent in 2013 as the second most trusted format in 2013, a jump from fourth-place ranking in 2007. Sixty-eight percent of survey respondents indicated that they trust consumer opinions posted online, which ranked third in 2013, up 7 percentage points from 2007.
“While TV remains the front-running format for the delivery of marketing messages based on ad spend, consumers globally are also looking to online media to get information about brands,” said Randall Beard, global head, Advertiser Solutions at Nielsen. “On the flipside, earned advertising channels have empowered consumers to advocate for their favorite brands, something that shouldn’t go unnoticed by brand advertisers.”
This document provides an overview of the enterprise paid media campaign management platform market in 2015. It discusses key trends driving adoption, including the growth of mobile advertising and need for cross-channel analytics. Major vendors are expanding capabilities through acquisitions and product development to manage multiple paid media channels. The document evaluates important capabilities and provides guidance to marketers on selecting a platform and implementation steps.
Social media in advertising & marketinggfrancoleone_7
Social media provides opportunities for brands to connect with customers and influence purchasing decisions. Companies use social media to build brand awareness through sustained messaging that reaches customers both when they are actively shopping and at the time of purchase. Consumers research products online and through social media and are influenced by reviews and recommendations from friends and other consumers they view as trusted sources. Effective social media strategies create engaging content tailored to specific platforms and focus on starting conversations rather than just promoting products.
The document discusses the results of Nielsen's 2013 Global Survey of Trust in Advertising, which polled over 29,000 people across 58 countries about their trust in various forms of paid, earned, and owned advertising. It finds that recommendations from friends and family remain the most trusted form of advertising, followed by owned advertising on branded websites. While trust in traditional media like television, magazines, and newspapers remains strong, trust in online and mobile advertising is growing significantly. Regions with the highest levels of trust in advertising are also most likely to take action based on ads.
1) The document discusses a study that examined the relationship between search and social media in the consumer purchase journey.
2) The study found a strong correlation between engagement with search and social media, and that engagement with social media can increase search performance for brands.
3) A follow up study with Dell and other brands further explored the causal relationship between search and social media in the online purchase process. This study found that when consumers were exposed to both search and social media influenced by a brand, the brand's search click-through rate went up 94%.
Marketer Perceptions of Mobile Advertising - 2013 IAB/OVUMservicesmobiles.fr
Les résultats présentés dans cette étude donnent un aperçu unique de la publicité mobile à partir d'un point de vue de l'acheteur, et les résultats sont à nouveau positives et stimulantes.
A case study from the Stukent platform (https://www.stukent.com/). Presentation deck was created for the course, 203 Web Analytics, Postgraduate Social Media Program at Seneca College (February 2018).
Tool used: Microsoft Powerpoint
The analysis is only for academic learning purposes.
This document discusses women's health and wellness. It covers several topics:
1) Heart disease is a leading cause of death for women, but symptoms are often misdiagnosed. Maintaining a healthy diet with nutrients and getting sufficient sleep and exercise can help heart health.
2) Bone health declines with age and low bone density increases risk of osteoporosis and fractures. Ensuring adequate calcium and vitamin D through diet and supplements is important.
3) As women age, they are also at risk for memory loss and cognitive decline. Challenging the brain with activities and social interaction as well as managing stress and blood pressure can help promote brain health. Overall, making health a top priority through
A/B Testing You Might Be Driving in the Wrong Direction TOMASZ BORYS
@Kissmetrics #KissWebinar @thuelmadsen
Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him hiking in the Sierras. THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen Tomasz loves dipping his feet in the river while fishing, injuring his thumb while gaming, hacking away at a golf club, and driving demand at Kissmetrics. He’s also the biggest fan of gummy bears. TOMASZ BORYS Director of Marketing, Kissmetrics @tbcali
@Kissmetrics #KissWebinar @tbcali
1 The optimum strategies for A/B testing 2 How we A/B Test at KISSmetrics 3 A/B Testing beyond click conversions - having a pulse on the entire funnel and why it’s important TABLE OF CONTENTS 4 The influence social traffic has in the funnel
• Set a Goal • Baby Steps • Aim for Statistical Significance • Never Lose Sight THE OPTIMUM STRATEGIES FOR A/B TESTING
Baby Steps People want to move the needle and see results fast, by implementing multiple changes at once. But how can you be sure what element had an impact?
Aim for Statistical Significance SET A GOAL Aim for Statistical Significance getdatadriven.com
Never Lose Sight We can caught up on what we think is best to optimize conversions or traffic…but data doesn’t lie
• 4,000 and above sample size • 99% Statistical Confidence • Blind Eye for 1 Week HOW WE A/B TEST AT KISSMETRICS
4,000 and Above Sample Size Significant or decent amount of data is needed when you’re testing beyond click conversions
4,000 and Above Sample Size significant or decent amount of data is needed when you’re testing beyond click conversions 99% Statistical Confidence Police
Blind Eye for 1 Week Data can be very erratic the first several days, so it’s easy to hit the panic button
A/B Testing Beyond Click Conversions
ORIGINAL
VARIANT
SIGNUPS
Signups Install JS
Custom Data
Custom Data Opportunities Created
SOCIAL AD FUNNEL
TOMASZ BORYS Director of Marketing, Kissmetrics @tbcali tborys@kissmetrics.com THUE MADSEN Marketing Operations Manager, Kissmetrics @ThueLMadsen tmadsen@kissmetrics.com Questions?
Virtual teams are becoming a norm for modern businesses. According to PGi's 2015 Global Telework Survey, 79% of knowledge workers reported working outside the office.
With more teams working remote, it's important to remember a few commandments to keep teams working successfully.
Sink or Swim? Supporting the Transition to New Manager | Webinar 08.11.15BizLibrary
60% of frontline managers fail within the first two years in their role. 26% felt they were not ready for the role, and 58% reported receiving no management training. What can you do to turn these numbers around?
www.bizlibrary.com
Checkout http://www.growthhackerlove.com for more Growth Hacks...
My personal Growth Hacking Challenge!
Presented on 6.8.2015 @startplatz in Cologne/Germany.
Content:
What is Growth Hacking?
What ist Growth Management?
A long list of Growth Hacks for personal usage ;-)
12 Brand Logos With Hidden and Interesting MessagesPawan Kumar
Some famous brands' logos have an interesting story and hidden message. But it's very hard to find the hidden message in the logos.
Here we are revealing 12 famous brands' hidden messages, which you may not know yet.
Infographics Key Data KPI presentation slidesPeter Zvirinsky
Infographics of key data values and KPIs - inspirative of creative slide design templates. Flat style diagrams and geometric shapes. Inspiration how to present a text formal data in an unique visual way. Graphics is in modern metro UI graphical style, easily redoable and editable in PowerPoint.
This document proposes a process for determining which web ad experiences are unacceptable to users based on large-scale user experience data. It evaluates over 24,000 participants' reactions to various mobile and desktop ad experiences. By analyzing preference rankings and annoyance/distraction ratings, ad experiences can be organized on a scale from most to least preferred. The document suggests using a threshold of 3.0 on this scale to separate acceptable from unacceptable ads, and testing this threshold through a validation study asking participants questions about revisiting sites and installing ad blockers. The goal is to establish a clear, stable and evidence-based standard that defines unacceptable ad experiences in a way that improves the overall user experience of the online ecosystem.
This study examines how various factors influence consumer attitudes and behavioral intentions regarding online banner advertisements. The author conducted a study with 300 participants to understand how elements like celebrity endorsements, animation, text information, and interactivity impact attitudes toward ads and click-through rates. The study found that these factors play a role in shaping consumer attitudes, and more positive attitudes can increase click-through intentions. The author proposes several hypotheses about the relationships between different online ad elements, attitudes, and behavioral responses.
This study examines how various factors in online banner advertisements influence consumer attitudes and behavioral intentions. A survey was conducted with 300 respondents to analyze the impact of celebrity endorsements, text information, animations, banner position, and interactivity on attitudes toward banner ads and click-through intentions.
The results found that celebrity endorsements, banner position, and interactivity had a significant positive effect on attitudes toward banner ads, but text information and animations did not. Additionally, more positive attitudes toward banner ads led to greater click-through intentions. Therefore, the study suggests that how banner ads are designed and positioned, as well as their interactivity, are important in shaping consumer responses.
eBay's SEM example that proves worthless advertisingTitus Capilnean
This document summarizes research from a large-scale field experiment conducted by eBay on the effectiveness of paid search advertising. The study tested the impact of brand keyword advertising and non-branded keyword advertising. The results show that brand keyword advertising had no short-term benefits and almost all traffic and sales were captured by natural search when these ads were removed. For non-branded keywords, paid search advertising only had a small positive effect on new users and infrequent buyers, but no significant impact on more frequent buyers who account for most sales. On average, the returns from paid search advertising were negative for eBay.
Investigating the types of e advertising strategyadvertising strategy and i...Alexander Decker
This document discusses different types of online advertising strategies and their influence on consumer buying behavior. It begins by defining online/e-advertising and some common online advertising methods like banner ads, social media advertising, and email marketing. It then describes three main types of online advertising strategies: banner advertising, animated banner ads, interactive banner ads, and transactional banner ads. The document aims to examine the relationship between environmental responses and emotional responses to advertising as independent variables, and their impact on consumer buying behavior as the dependent variable.
Investigating the types of e advertising strategyadvertising strategy and i...Alexander Decker
This document discusses different types of online advertising strategies and their influence on consumer buying behavior. It begins by defining online/e-advertising and some common online advertising strategies like banner ads, social media advertising, and email marketing. It then describes three main types of banner ads: animated banners, interactive banners, and transactional banners. The purpose is to examine the relationship between environmental responses and emotional responses to advertising (independent variables) and their impact on consumer buying behavior (dependent variable).
Causal Attribution - Proposing a better industry standard for measuring digit...Peter Weingard
Research conducted at Collective with Jeremy Stanley, CTO, Justin Evans, Strategy Officer, and Peter Weingard, CMO, discusses the pitfalls of current digital display measurement methods, and proposes alternative measures.
Advertising messages are everywhere. There are advertisements on radio,
television, billboards, newspapers, magazines, the Internet, matchbook covers, gas
pumps, shopping carts, clothing, and on. Advertising researchers want to answer
questions such as should a certain product be packaged in blue or red? Is
Cosmopolitan a better advertising buy than Vogue? Advertising research does not
involve any special techniques; the methods discussed earlier— laboratory, survey,
field research, focus groups, and content analysis—are in common use.
Advertising
Generally we can say that Advertising is a marketing communication and non-
personal message to promote or sell a product, service or idea.
Advertising is a means of communication with the users of a product or service.
https://economictimes.indiatimes.com/definition/advertising
Advertising research
Advertising research is a specialized form of marketing research conducted to
improve the efficiency of advertising.
Advertising research is the systematic gathering and analysis of information to help
develop or evaluate advertising strategies, ads and commercials, and media
campaigns.
https://www.slideshare.net/PranavKumarOjha/advertising-research-13466787
So research in advertising is applied research, which attempts to solve a specific
problem and is not concerned with theorizing or generalizing to other situations.
Areas in advertising research
There are three functional research areas in advertising these are
1. Copy research
2. Media research and
This document discusses the use of machine learning for targeted advertising. It describes how machine learning can analyze user data and advertisement content to display ads that are most relevant to users. The document also discusses several techniques for targeted advertising, including analyzing user data from social networks and websites, recognizing faces in videos to determine user demographics, and using Bluetooth beacons to track user locations in malls. Finally, it covers the benefits of targeted advertising for users and advertisers, as well as potential privacy issues and solutions.
How do green firms appeal users with pop ups...sibr pptDaniel LK
This document summarizes a study that explored how green firms use pop-up and in-line ads to appeal to and influence consumers' attitudes. The study developed a research framework based on existing advertising literature and proposed hypotheses about how factors like emotion, entertainment, credibility and irritation affect attitudes toward green ads. A quantitative survey was conducted and found entertainment and credibility were most important in influencing attitudes, while irritation was less so. The study provides suggestions for further research with larger sample sizes and examining specific green products or media.
E marketer integrating_search_and_display-tactics_for_more_effective_advertisingAdCMO
Search and display advertising can complement each other when integrated effectively through techniques like attribution modeling. Attribution modeling assigns credit to various marketing events like display ads and search that influence conversions. This provides marketers insight into how display and search affect the customer journey. While integrating the two formats can be challenging due to data alignment and measurement issues, it allows marketers to optimize budgets across campaigns for more efficient results.
Effect of Online Advertisement In Online Shoppingalexkm123
a project study on effect of online advertisements in online shopping.
How online ads helps online business to make it more effective and reachable by customers.
Who, What, Why, and how computerize advancing AkramKhan68669
Digital marketing, also called online marketing, refers to all marketing efforts that occur on the internet. Businesses leverage digital channels such as search engines, social media, email, and other websites to connect with current and prospective customers. This also includes communication through text or multimedia messages.
A seasoned inbound marketer might say inbound marketing and digital marketing are virtually the same thing, but there are some minor differences. And conversations with marketers and business owners in the U.S., U.K., Asia, Australia, and New Zealand, I've learned a lot about how those small differences are being observed across the world
A Novel Feature Engineering Framework in Digital Advertising Platformijaia
Digital advertising is growing massively all over the world, and, nowadays, is the best way to reach potential customers, where they spend the vast majority of their time on the Internet. While an advertisement is an announcement online about something such as a product or service, predicting the probability that a user do any action on the ads, is critical to many web applications. Due to over billions daily active users, and millions daily active advertisers, a typical model should provide predictions on billions events per day. So, the main challenge lies in the large design space to address issues of scale, where we need to rely on a subset of well-designed features. In this paper, we propose a novel feature engineering framework, specialized in feature selection using the efficient statistical approaches, which significantly outperform the state-of-the-art ones. To justify our claim, a large dataset of a running marketing campaign is used to evaluate the efficiency of the proposed approaches, where the results illustrate their benefits.
A Novel Feature Engineering Framework in Digital Advertising Platformgerogepatton
Digital advertising is growing massively all over the world, and, nowadays, is the best way to reach potential customers, where they spend the vast majority of their time on the Internet. While an advertisement is an announcement online about something such as a product or service, predicting the probability that a user do any action on the ads, is critical to many web applications. Due to over billions daily active users, and millions daily active advertisers, a typical model should provide predictions on billions events per day. So, the main challenge lies in the large design space to address issues of scale, where we need to rely on a subset of well-designed features. In this paper, we propose a novel feature engineering framework, specialized in feature selection using the efficient statistical approaches, which significantly outperform the state-of-the-art ones. To justify our claim, a large dataset of a running marketing campaign is used to evaluate the efficiency of the proposed approaches, where the results illustrate their benefits.