Category Archives: 2 Online Marketing Analyst Tips

Percentage of budget allocated to online video

Posted on November 2, 2009 | Leave a comment

Smart Digital Spending

via: MediaPost

Standards are beginning to emerge for video. Measurement reporting and tracking will standardize. These are among the signs that video will become part of the mainstream ad budget in 2010.

During the keynote at OMMA Video in Los Angeles Friday, Ross Levinsohn, general partner for Fuse Capital, reminisced about a dinner meeting with executives just four years ago who had hoped “the whole digital thing would just go away.” Advertisers are starting to spend money across several platforms, including video. About 10 million people worldwide watched the U2 concert on YouTube Sunday night, he says.

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As media consumption continues to change, Levinsohn predicts that 2010 will be the year that video breaks through and becomes part of the mainstream advertising media buy. Supporting the prediction with stats from YouTube, Hulu, eMarketer, Yankee Group and others, he says YouTube streams about 1.2 billion videos per day worldwide. Hulu streams about 488 million monthly video streams. About 26% of the U.S. Internet audience streamed a full-length TV show in August. The average consumer watches about 157 videos per month, he says, citing comScore.

read full article here.

 

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Can Online Media Planners use Prism?

Posted on November 2, 2009 | Leave a comment

Smart Digital Spending

via MediaPost

In an ironic turning of the media planning tables, online advertisers and agencies are about to get access to one of the primary methods used by their offline counterparts to target consumers based on their lifestyles, media usage and purchasing patterns. In a deal with Nielsen Co., online targeting firm DataLogix will begin offering online planners and advertisers the ability to target users based on Nielsen’s PRIZM segmentation system, which clusters every American household into discrete consumer lifestyles and purchase intents.

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The deal, which is not exclusive, is the latest in progression of online targeting firms that are incorporating offline databases and segmentation systems that correlate online users to offline consumer behavior.

“We’ve built a bridge that will start a new phase of online targeting,” boasts Justin Evans, senior vice president-marketing and strategy at Nielsen Co., who struck the PRIZM deal with DataLogix. “The way marketers manage consumers in the offline world can be ported online.” read full article here.

 

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Marketing Research Analyst Skills

Posted on October 31, 2009 | Leave a comment

Smart Digital Spending

Some of the usual responsibilities and requirements of a Marketing Research Analyst

RESPONSIBILITIES:

  • Manage market research projects in partnership with third-party research vendors
  • Mine company databases, external data resources and industry analyst’s research to locate relevant information, studies, etc.
  • Maintain and develop relationships. Develops and/or communicates strategy to implement the objectives of the organization and guide others in linking their activities to quantitative research and supporting data.
  • Develops analytical solutions to company’s business problems
  • Understand and access information from leading industry research and/or data providers (e.g. Forrester, DMA, Hoover, etc.) to help company answer competitive questions, marketplace trends, develop effective client presentation and lead generation activities and more.
  • Track and analyze the competitive marketplace
  • Analyze the effectiveness of corporate marketing and sales campaigns including direct mail, email, telemarketing, events, and other marketing activities.
  • Prepare specific analytic deliverables, including reports, graphs, presentations, etc.
  • Serve as an advocate for and resident expert on marketing analytics and research through deep knowledge of all our data and relevant research resources.
  • Perform other duties and projects as assigned.
Required Skills

REQUIREMENTS:

  • 5+ years’ experience in database marketing analysis including analytics, direct marketing test design, response analysis, ROI analysis, segmentation analysis, customer profiling, etc, preferably with a marketing service provider.
  • Experience in quantitative market research, including use of online surveying and analytical tools. Familiarity with market research activities, including questionnaire development, statistical methods, etc.
  • Experience in qualitative market research, such as focus groups.
  • Excellent oral and written communications skills; ability to translate data into information, then into business recommendations.
  • Creative thinking, exceptional analytical skills coupled with solid business acumen
  • Solution seeking – Interested in “figuring out” solutions to problems or methodology for improved client deliverables.
  • Self-motivated and self-directed, though able to work effectively as a team member.
  • Responsive, enthusiastic, team-oriented personal style for effectiveness with internal customer and colleagues
  • Strong expertise in computer software, including Microsoft Office products, SPSS (or similar analytics program), and others.

To find the best Research Analyst Jobs, click here.

 

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Internet marketing analyst skills

Posted on October 31, 2009 | Leave a comment

Smart Digital Spending

In general, what does an internet marketing analyst do?

Internet Analyst is responsible for preparing and interpreting internet performance data to provide decision support information for establishing market, source and site direction & strategies. The incumbent is responsible for monitoring and evaluating the success of internet programs, conversion & provide decision support data for maintaining existing campaigns & programs. The analyst is responsible for aggregating data from multiple sources (i.e. Omniture, Google Analytics, internal data warehouse, external intelligence tools, etc) to summarize KPI trends and provide business recommendations. BS in Statistics, Mathematics, Computer Science, or EE with Data Mining or Machine Learning major. Graduate a plus.

To find the best Internet Marketing Analyst jobs, click here.

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Online marketing analyst skills

Posted on October 31, 2009 | Leave a comment

Smart Digital Spending

What are some of the skills to look for in an Online Marketing Analyst?

•BS/BA Degree in Business, Math, Statistics, Computer Information Systems or related field.
•2 – 4 years experience in quantitative analysis of marketing programs or website & customer performance.
•Knowledge of web site design and its impact on the customer experience.
•Strong analytical background, demonstrating an ability to collect data, analyze trends, find opportunities, draw conclusions and make recommendations.
•Detail oriented, well organized & able to assume responsibility for project deliverables with limited supervision.
•Ability to deliver results in a fast-past, deadline driven environment that requires ability to handle multiple tasks at once.

Read my blog post on what interview question to ask an Online Marketing Analyst here.
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•Strong interpersonal skills and a demonstrated ability to work effectively both independently and in a team environment.
•Strong organizational, verbal & written communication and presentation skills.
•Advanced Proficiency in Microsoft Office Applications; Demonstrated expertise with SQL and MS Excel (including experience writing queries and statements using SQL).

To find the best Online Marketing Analyst jobs click here.

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How to measure your brands online reputation

Posted on October 31, 2009 | Leave a comment

Smart Digital Spending

How to track your reputation online

via: Boxuk.com

What is reputation, and why does it matter?

According to the ever-accurate Wikipedia, reputation is a “social evaluation of the public towards a person … or organization”. This evaluation is considered when making decisions regarding that person or organization, such as whether to make a purchase from them. In fact, according to a reference in the same Wikipedia article, a good reputation can be directly linked to the ability to charge higher prices (for example, on eBay).

In some ways, reputation is the post-sales equivalent of what brand is to pre-sales. You can buy brand, but have to earn reputation. Especially in the online world, where brand has less sway over your purchasing and visiting decisions, reputation should be your long-term priority.

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In short, then: reputation = revenue.

Measuring reputation – and importantly, how it changes as you implement tactical decisions or write about particular subjects – is therefore incredibly important, so that you can determine what works and what doesn’t.

In the physical world, this measurement is especially difficult, and relies heavily on surveys. It’s not particularly straightforward online either, but at least we have some fairly easy-to-calculate metrics that can be used as starting points.

read full article here.

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Tracking Competitors Online Marketing Strategy

Posted on October 31, 2009 | Leave a comment

Smart Digital Spending

Marketing tools can help keep track of the competiton

via: Columbia Tribune

It’s time to spy on your competitors, and what better day than Halloween to dig out your “Get Smart” gadgets or dress up in your James Bond tuxedo?

One of the most compelling reasons to market online is how easy it is to test, track and measure performance, as discussed in my previous column. What you might not know is you can use some of the same strategies to track what your competitors are doing online — even if you don’t have your own Web site.

In essence, the factors that contribute to ranking a Web site can be reverse-engineered. This gives your company a blueprint and road map of what you need to do to out-market and out-rank your rivals.

Whether you’re analyzing market potential as part of your research for a new business or simply trying to stay one step ahead in a competitive marketplace, identifying your competition and analyzing how they’ve positioned themselves to sell their products and services can be of enormous benefit to you. Read full article here.

 

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Online Marketing Metrics

Posted on October 30, 2009 | Leave a comment

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What are some online marketing metrics you should be tracking? Ask any Online Marketing Analyst, and you will probably get different responses.

Ian Lurie from Conversation Marketing believes Conversions, Spend, Attention, Bounce Rate, Errors, On Site Search Terms and Bail Out rates are key essential metrics. Read more here.

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Lee Odden from Online Marketing Blog describes the different metrics that companies use from survey results. Read more here.

What do I think?

First, I suggest you do not track and measure everything. This will just lead to frustration and data overload. If you want to see which keywords and/or publishers are driving people to key pages on your website, my favorite metric is cost per weighted point. Read more here.

 

 

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Which Universities offer Internet Marketing Courses Online?

Posted on October 25, 2009 | Leave a comment

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Via DegreeDirectory

University of San Francisco

The University of San Francisco (USF) offers an online master certificate in Internet Marketing. According to USF, the program explores how to increase the web presence of businesses and drive more consumers to websites. USF reports that the multi-course program is suitable for both marketing professionals and students who are new to Internet Marketing. In the online program, students will learn many marketing tasks, including:

  • Generating website revenue
  • Promoting businesses with social media, online videos and other e-marketing methods
  • Increasing web traffic with search engine optimization
  • Testing and tracking effectiveness of web strategies

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Sacramento City College

For students interested in an introduction to Internet Marketing, Sacramento City College (SCC) offers an online course. According to SCC, the course focuses on the present status of the e-marketing industry. The course teaches students the theories and practices used in the Internet Marketing of traditional businesses and online-only companies. Students learn to use the Internet to build a rapport with consumers. Students who complete the class will earn three course credits.

Full Sail University

Full Sail University offers a Bachelor of Science (B.S.) degree in Internet Marketing. Through this online program, students take courses that focus on business ethics, website design and usability, statistics and more. Advanced courses teach students about search engine optimization, social media and marketing plans. Students will complete more than 30 courses throughout the program in addition to a final project. This B.S. degree program teaches students about various other Internet Marketing topics, including:

  • Web metrics
  • Selling products
  • Company branding
  • Marketing strategies
  • IT systems
  • International marketing

To learn real-world online marketing techniques you can’t find anywhere else, visit SmartDigitalSpending.com.

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What is Brand Awareness?

Posted on October 21, 2009 | Leave a comment

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What is Brand Awareness?

Brand Awareness according to BNET Business Dictionary, examines three levels of recognition: whether the brand name is the first to come to mind when a consumer is questioned about a particular product category; whether the brand name is one of several that come to mind when a consumer is questioned about a particular product category; and whether or not a consumer has heard of a particular brand name.

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Are there any additional ‘brand’ definitions such as brand image, aided awareness, brand preference and more?

Definitely! Check out Dave Dolak’s blog: Brands and Branding Basics

How can you measure Brand Awareness?

If you don’t want to rely on 3rd party survey studies to tell you whether or not if ‘the purchase intent’ or ‘recall of a tv ad’ went up a few points, you can use Direct Traffic as a proxy for TVs impact on brand awareness. Read more here.

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