Home»Archive for September, 2009

The Web Analytics Headache

Sep 24th, 2009 Comments Off

From eMarketer:

Understanding and integrating data

To prove the success of their campaigns, marketers need analytics. But many report frustration with understanding and using the Web analytics tools necessary to prove their success to management, according to “The Web Analytics War Reader Survey” by Unica.

The biggest challenge for marketers was integrating Web analytics with other marketing solutions, cited by 46% of respondents. Verifying the accuracy of data was a problem for 41% of marketers, while 32% reported trouble with analytics that were not comprehensive and 29% complained of budgets that were too small.

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Social Media Measurement Lags Adoption

Sep 22nd, 2009 Comments Off

From eMarketer:

ROI metrics neglected by most

The vast majority of professionals worldwide are using social technologies for business purposes, according to an August 2009 survey by Mzinga and Babson Executive Education.

Fully 86% of respondents to the survey of professionals from a variety of industries said they had adopted social technologies. Most said they were using the tools for marketing (57%), followed by internal collaboration (39%). Almost three in 10 respondents reported using social technologies for customer service and support.

It was more common for professionals to report devoting employees, either full- or part-time, to working on social media initiatives (57% of respondents) than it was to commit budget dollars for social media (40%).

The top way for professionals to implement social applications was integrated within their Website or another site, mentioned by 61% of respondents. Standalone community sites and third-party widgets were popular among 40% and 39% of professionals, respectively.

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20% of Tweets About Brands

Sep 17th, 2009 Comments Off

From Social Media Today:

20% of tweets about brands is the results of a Penn State study in the States.

Researchers led by Jim Jansen, associate professor of information science and technology, and Twitter chief scientist Abdur Chowdhury looked at half a million tweets. 20% of them were apparently people ‘asking and providing’ product information. Assuming three million tweets a day, that would translate into 600k posts daily of direct relevance to brands.

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