Marketing Data Analysis and Essay Writing

October 6, 2017

Why is it important to write the first draft when you work on your essay?

Sometimes when students get the task to produce academic writing, they think that they should just find the sources and write their paper. This is a big mistake, as first of all it is necessary to write the first draft.

It would let you reconsider all your ideas and arguments once again, make the structure of the paper more adjusted to the topic of the essay, polish grammar and punctuation to avoid stupid mistakes. The first draft is important for creating the sense of how the final product would be like. Maybe you would like to leave as it is or maybe you would prefer to make some changes, when you reread the paper. The first ideas, which come to your mind are rough, they need reconsideration for transforming them into convincing arguments.

This is what the first draft is needed for. You don’t lose your ideas and you still have the chance to reconsider and polish them. Structure of the paper is very important for the readers, thus when you reread your first draft, you still have the opportunity to change the order of paragraphs or the whole structure of the essay. In some cases, there will turn out to be extra information, then it could be cut out. Thus the first draft is not perfect, this is a kind of sketch, the basis for further work over the essay. Even great writers and artists preferred to do several drafts, before creating their final product. Some students think that writing drafts takes additional time, they just lack experience, as in reality the strategy of making drafts helps to save time and effort, earning high grades in the end. Outline and the first draft are the important stages in any writing process, regardless of the topic or subject.

If you have any thoughts or opinions about essay writing, please share. Thanks.

Eric Melchor


Time and Money Spent on Searching for ways to Enhance Your Digital Campaign

August 13, 2009

Measuring the impact of digital advertising with data analysis

DO NOT FOLLOW the natural instinct of wanting to track and measure as many metrics as possible in order to learn about an online campaign at maximum granularity. I recommend you do not do this as this usually results in a virtually endless amount of wasted time. If you want to measure the impact of your online media campaigns, I suggest you ask yourself this one question – “What analysis will change my future media buys?” If you stick to this principle, you will likely need basic campaign data such as clicks, impressions, conversions, media spend, and website traffic data. If you have any thoughts or opinions on this, please share.

Primary data needed for measuring online advertising campaigns

What should an online marketing analyst focus on analyzing?

If the analyst works for a media agency, then they should focus on analyzing the performance of display publishers/ad networks, paid search keywords and mobile ad networks since the agency is generally responsible for driving an advertiser’s target market to the website. An analyst can use data analysis to identify where advertising budget should be reduced or increased. Depending on the skillset, a media planner can also perform regression modeling to determine how specific media channels impact the performance of other media channels. They can also determine which pages on a website people find most interesting and other useful stuff like creative testing, forecasting analysis, dashboard reporting, and more.

What kinds of skills and background does an online analyst need?

In my experience, most of my former colleagues had an economics or statistics background since they could perform regression analysis. But just knowing how to do a regression analysis won’t necessarily mean that one could be an online analyst. Most of the skills that are acquired are from learning on the job and from other peers. A good online marketing analyst will likely have worked in collaboration with other analyst across many different brands and media teams. A good analyst does not need to be an expert in web analytics, dashboard reporting, using Excel/Access, pulling reports from 3rd party ad servers, media buying, basic statistics or presenting, but they should have some knowledge and exposure to each of these.

If you have any thoughts or opinions, please share. Thanks.

Eric Melchor

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Time and Money Spent on Searching for ways to Enhance Your Digital Campaign

August 13, 2009

Smart Digital Spending is the Winner

Smart Digital Spending is the Winner

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How do you want to spend your client’s advertising dollars?

August 11, 2009

Where do ad dollars go WITHOUT measurement or data analysis?

Where do ad dollars go?

Where do ad dollars go?

The FIRST company to provide online advertising professionals
with stress-free written, audio and video data analysis tutorials that
improve digital campaign performance.

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Agencies that DO Incorporate Data Analysis in Their Media Planning Strategy vs. Agencies that DO NOT

August 11, 2009

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What is the difference?

Agencies that incorporate data analysis in their planning strategy

Agencies that incorporate data analysis in their planning strategy

Do you agree? Please share your thoughts if you’d like.

The FIRST company to provide online advertising professionals
with stress-free written, audio and video data analysis tutorials that
improve digital campaign performance.

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Upcoming Smart Digital Spending Tutorials

August 2, 2009

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Future Smart Digital Spending Tutorials…

-Media Dashboard

Step-by-step instructions on how to create a Media Dashboard that shows all media activity (offline & online) including media spend and website traffic information. Perfect for monthly distribution to your clients, entire media team, and anyone involved with the account.

Media Dashboard showing holistic view of Media Campaign

Media Dashboard showing holistic view of Media Campaign

-How to Measure Impact of Social Media Efforts

Great, so your company has a Facebook page, a Youtube video and has even started twittering. Fun right? But how has it benefited the company? And now that there are all types of social media analytic tools available, which one should you use and exactly what should you be measuring?

How to measure Social Media

-How to work with and set-up online media campaigns with Ad Networks, the Right Way

Increase conversions, reduce your cost-per-acquisition and learn some interesting facts about your target market without having to spend more than what you are currently spending on your online campaign? Sounds too good to be true? Well it’s not. And it doesn’t involve ‘behavioral targeting’, programmatic buying algorithms or the use of any fancy planning tools.

How to work with Ad Networks

How to work with Ad Networks

Any thoughts or suggestions on kinds of analysis I should create in the future? If so, please comment. Thanks.

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How much to charge for a new product?

August 2, 2009

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Profit Maximizing Analysis

Suppose you are selling concert tickets. You’d like to make the most profit as possible, but you are not sure what price to charge. How can you determine what the most profit-maximizing price is for the concert tickets?

Profit Maximing Analysis with Smart Digital Spending

Profit Maximing Analysis with Smart Digital Spending

Profit Maximizing Analysis in excel

Profit Maximizing Analysis in excel

Let’s suppose that you pay $25 for each ticket that you plan to sell. You are considering charging between $40 and $80 for a concert ticket. You believe that at a price of $40, you will sell 60 concert tickets. At a price of $60, you think you will sell 50 tickets, and at a price of $80, you will sell 25 tickets. What price should you charge for a ticket?

Download the Profit Maximizing Analysis from Smart Digital Spending. Step-by-step instructions so easy to follow a caveman can do it. Each tutorial comes with written, audio and video instructions including an Excel file that takes you from beginning to end on how each analysis was performed.

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How to determine brand impact of TV?

August 2, 2009

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Is there an easy way to assess the impact that your TV campaign is having on your brand?

How does TV Impact Brand Awareness?

How does TV Impact Brand Awareness?

‘Savvy’ account managers will tell you that TV urges consumers toward other channels like paid search to learn more about the product or service – and for the most part they are right. People viewing a TV ad that relates to their interests may follow up with a search, which means that search activity (keyword impression volume) on keywords that you bid on, may experience a lift resulting in more search clicks and search conversions.

However, you shouldn’t just look at search activity. Advertisers have gotten a lot smarter and tend to increase their search budgets during the period when their TV campaign is on-air. Like any media analyst who is worth his salt will tell you, keyword impression volume tends to correlate strongly with search spend simply because you now have more share of voice in the marketplace which leads to your search ads appearing more. This of course, puts a damper on the ‘your TV ads are working since search campaign activity is experiencing a lift’ argument.

Instead, you should look at _____________ which is a great proxy for Brand Awareness Impact. It IS Quantitative evidence to show if your TV campaign is affecting consumers without relying on qualitative survey data or other assumptions about how TV urges consumers to other channels.

This little, yet so informative metric can be:

  • a good indication of commercial wear out
  • help determine the ‘lag time’ of when consumers no longer recall the TV ad after the TV campaign has ended
  • compare one TV campaign against another
  • assess what kind of lift is expected depending on the number of TV GRPs in the marketplace
  • also look to determine if traffic spikes when other offline channels like Radio, Newspaper, Magazine are On-Air
  • even when you are not running a TV campaign or other offline media, it is a good way to see if there is any seasonality for your business

This informative piece of insight is yours free when you subscribe to Smart Digital Spending – the FIRST company to provide agencies and online marketers with data analysis tutorials designed to enhance digital campaign performance. Each tutorial comes with step-by-step written, audio and video instructions including an Excel file with real sample data to work with. Data Analysis is the key to making smarter media planning decisions that lead to a better ROI for your clients!

Any comments or thoughts? Please feel free to share. Thanks.

Eric Melchor

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What is the Optimal Placement for Search Terms?

August 2, 2009

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Should my Paid Search Keywords be in position #1 or a lower position?

Bid to keep paid keywords in top position?

Bid to keep paid keywords in top position?

Actually, the better question to ask is – Is there a way to identify areas to reduce investment in paid search without sacrificing too much return?

Unless your brand is in a market all by itself, you will have competitors bidding on search keywords similar to yours which means you will have to spend more in order to show up on top of search engine results. Bidding the highest amount of money will allow your keywords to be in the top position usually resulting in a higher CTR, higher CPC and more web site activity as more people select to click on keywords in higher positions. However, is it worth it?

A Search Position Placement Test will help you to analyze core keyword performance in position 1 versus lower positions 2-5 based on total click volume and CPC efficiency. Keeping your core keywords in the top #1 spot is expensive and you want to determine if you can save money by keeping some of these keywords in lower positions 2 through 5 without losing too much activity.

Search position placement test set-up

Search position placement test set-up

search position placement test video

search position placement test video

The Search Position Placement tutorial shows you how to set up a search position test properly and evaluate results so a strategic decision can be made whether or not to keep core keywords in the lower positions. The tutorial comes with step-by-step written, audio and video instructions (so easy to follow a caveman can do it) on how to properly set-up this test. In addition, an Excel file with sample data is also included that allows you to see how formulas were calculated and results analyzed.

If you are running a paid search campaign, I highly recommend performing such a test as you will likely see which search terms drive only marginally more volume in position 1 (top position) as compared to positions 2-5 (lower positions). This is important because you will learn how to maximize efficiency (reduce search spend) without sacrificing significant volume.

If you have any comments or thoughts, please share. Thanks.

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How to Assess Mobile Publisher Performance

August 2, 2009

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The Best Mobile Ad Network?

Which Mobile Ad Network generates the best results?

Which Mobile Ad Network generates the best results?

I am running a mobile campaign with several different publishers, but I am not sure how to judge their performance given that there are 3 different, but important metrics we use to evaluate. Some publishers perform well in one or two metrics, but perform poorly in the 3rd metric. Is there a way that I can distinguish between good and poor performance overall?

Let’s suppose we are running a mobile campaign for a major movie that is about to be released and we have three main actions we want people to take. We can pretend that the movie is called Gambit. The first action we want people to do is click on our Gambit banner that appears on their mobile phone (CTR). Second, we want people to Enter their phone number so they can participate in the mobile challenge. Finally, we’d like our fans to enter their friend’s phone number so they can be invited to play the Gambit challenge.

A Mobile Marketing Campaign Can Have Several Different Actions / Metrics Going On

So our three actions are broken out as follow:

  1. Click Thru Rate = clicks / impressions
  2. Enter Phone Number Conversion Rate = volume of phone numbers entered / clicks
  3. Enter Your Friend’s Number Conversion Rate = volume of friend numbers entered / volume of phone numbers entered

So now that we have these metrics, how do we determine which publishers performed well and which ones performed poorly?

Mobile Assessment Tutorial

Mobile Assessment Tutorial

mobile assessment with video

mobile assessment with video

We can use a statistic that is like a common yard stick for all types of data. This metric allows for a comparison of observations from different normal distributions, which is done frequently in research. In fact they use it in baseball when ranking baseball players. The best baseball player is not the one who hits the most homeruns because there are so many other factors to consider. Batting average, RBIs, on base percentage, etc.

Step-by-step written, audio and video instructions on how to use this metric and evaluate mobile ad networks (so easy to use that a caveman can do it), download the Mobile Publisher Assessment from Smart Digital Spending. Using the Mobile Publisher Assessment will lead to smarter media-planning and buying decisions that will generate better results for your clients!

If you have any comments or thoughts, please share. Thanks.

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Rich Media vs Static Ads

August 2, 2009

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Rich Media Banner vs. Static Ad

Rich media vs static ad

Rich media vs static ad

Most likely you have (or plan to) experiment with Rich media ads for your online campaign. Rich media ads are very cool since a consumer can interact with your brand through the ad by doing a variety of things and not actually having to navigate to your website. For instance, depending on how your Rich Media ad is created, viewers can answer questions, watch videos within the ad unit, print out useful information, and much more. As a result, there is a ton of data that these Rich Media units provide. But with all this data, how can we really tell how they perform against static ad units?

Rich Media Engagement Model

Rich Media Engagement Model

Rich Media Engagement Model video

Rich Media Engagement Model video

Well, watching a video, entering your email or printing a coupon means something right? Of course it does and that is where a Rich Media Engagement Model comes in. It shows you how to compare a rich media ad versus a static ad banner. For more information and step-by-step instructions that are so easy a caveman can follow along, download the Rich Media Engagement Model from Smart Digital Spending so that next time when your client asks you how the rich media ads compare against the static ads, you can answer with confidence!

If you have any comments or thoughts, please share. Thanks.

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