Archive | WAW Recaps

November 2017 Recap – Attribution 101 with Jason Packer

Our November event was part 1 of a loose 2-part series (with part 2 coming in January, because not even attribution will get in the way of our annual holiday event in December!). For our November event, Jason Packer of Quantable walked through the basics of marketing channel attribution.

“Basics” undersells the content a bit. Among other aspects of the subject that Jason covered:

  • How “attribution” questions often really turn out to be (cross-device / cross-session) user identification questions
  • How even imperfect efforts at attribution (which all attribution will be) is still better than no attribution
  • That “last click” is attribution… but it’s the form of attribution that is perhaps the closest to no attribution and the farthest from perfect attribution
  • The two fundamental approaches to attribution: heuristic (the “pick your weighting” approach offered in the free version of Google Analytics) and data-driven, or algorithmic (if you’re working with Shapley values or Markov chains, then you’re in the data-drive world of attribution)
  • That not all heuristic approaches are created equally, including an explanation as to why some make more intuitive sense than others

 

See the full slide deck below:


 

Or, check out a video of Jason’s presentation courtesy of Mixt Media:

Attribution 101

Attribution 101Attribution. It’s been a hot topic for couple years now, and we all have heard that we should be doing it… but what exactly is it? And if last-click is so terrible, then why are so many of us are still using it? Before making any decisions about how to implement attribution analysis we need to understand what the basics are and what our options are.Join Jason Packer of Quantable Analytics (and 3rd place in the semi-annual cbuswaw organizer Connect Four tournament) as he takes us through topics like:– When do I need multi-touch attribution?– How do I get at the data in Google Analytics?– What’s the difference between data-driven and rules-based models?All of our Columbus WAWs are free of charge thanks to the generosity of our sponsors:TeamBuilder SearchAdeptClarivoyA/V support, including a Facebook livestream of the event, provided by Mixt Media.

Posted by Columbus Web Analytics Wednesdays on Wednesday, November 15, 2017

 

Some links for further reading:

October 2017 – Brand Measurement with Brian Aubert

For October, we had Brian Aubert from Ohio State University Marketing talk about brand measurement on a shoestring. “On a shoestring? We are talking about the Ohio State University, right?” you might ask, but as we learned back at our August event from Brian’s compatriot Elaine, OSU is a big complicated place with a lot of different units to serve and a lot of different messages to get a across with limited marketing resources.

It’s OK to be a Hufflepuff

We know that brands are incredibly valuable, and OSU is no exception to that — so how do you measure brand health?? It would be nice to have a single number with a red or green change arrow, but as Brian’s journey has informed us it’s a long road to that kind of simple-seeming metric. Perhaps if you are like Brian’s previous employer Chase with giant piles of cash and backrooms filled with statistics PhDs it can be a little easier, but it’s a challenge for anyone.

Brian laid out some of the components of OSU’s brand measurement strategy including:

  • Comparing OSU to benchmarks: both highly comparative (let’s beat Michigan in Twitter shares too!) and aspirational… but maybe not too aspirational.
  • Getting visibility into social activity by segment. OSU is a brand with a very disparate set of “products”. Teasing out individual units from athletics and big news events is a tricky task requiring a lot of hard work.
  • Moving into more survey-based research.

 

 

OSU has upgraded “the 3 Rs” to 4: Reputation, Recognition, Relevance, Resonance.

OSU’s brand health measurement is still in its nascent stages, so at the end of the talk we then had an extended Q&A session when alums and non-alums alike got to pepper Brian with good questions about how OSU got where they are with brand measurement and where they are going.

Brand Measurement on a Shoestring

Brand Measurement on a ShoestringHave you heard of The Ohio State University? Of course you have! But which marketing investments move the needle on brand recognition? How does Ohio State recognize (and quantify) that movement?So many digital analysts focus on sales, leads, conversions…but why not brand health?It’s another Web Analytics Tuesday at Rev1!Join Ohio State’s Brian Aubert, Senior AVP of Strategic Capabilities in University Marketing, as he describes his personal journey from driving direct response to embracing brand health measurement. See what he’s learned along the way and how you can start developing measurement frameworks (and a little digital analytics elbow grease) to understand the brand impact of your marketing efforts.

Posted by Columbus Web Analytics Wednesdays on Friday, October 20, 2017

Thanks to Darin at Mixt Media for the livestream video!

 

 

Join us again in November when Jason Packer will give us an intro class on attribution!

September 2017 – Creative that Counts with Beth Sibbring

For our September event, Beth Sibbring from Tangible Impact walked us through the concept of a “creative intervention” when it comes to digital creative. But, before she could get to that, emcee Dave Culbertson closed his eyes and took us all the way back to 1979 — the year that Compuserve was founded:

He assured this was a number of years before he worked for Beth there!

Beth then walked us through common pitfalls she sees companies fall into when it comes to developing, testing, and optimizing the creative for their digital campaigns. She opened with this statement from comScore ARS Executive Vice President Jeff Cox:

“Based on our years of research…we’ve determined that the quality of the creative is four times more important than other characteristics of the media plan in generating sales.”

Yet, as Beth noted, a slew of other factors often drive the actual creative that hits the internet:

  • Adherence to production specs and brand standards…without the creatives being accountable for campaign results
  • Existing creative that already exists…even if it’s not the most appropriate for the campaign or tactic
  • Deadlines that slip in the planning and buying phases of the effort such that the creative becomes a “just get us something as fast as you can” exercise
  • The design opinions of one or more members of the brand team…who do not have training or knowledge about best practices for the medium

And, of course, Beth used several examples to illustrate the importance of testing multiple creative approaches and planning for and committing to mid-campaign optimization!

Beth’s complete slide deck is below:


As an added bonus for the (WAW) old-timers at the event, the third original co-founder of Columbus WAWs wayyyy back in 2008, Scott Zakrajsek, made his triumphant return to central Ohio after an 8-year hiatus in Boston. Three weeks after his return to Columbus, he returned to WAW!

(Is it, then, only a matter of time before Monish Datta, too, returns?)

August 2017 – Email Marketing with Elaine Armbruster

Email! No really… email!!!

For our August event Elaine Armbruster, director of email marketing and marketing automation at Ohio State, came by to share her passion for email.

Whatever we think about all these johnny-come-lately marketing channels that garner all the hype, it’s email where people overwhelmingly say they want to get brand communication.

Elaine shared a study from Bluecore showing that 68% of consumers listed email as their preferred communication channel. Even amongst those hard to pin down kids in gen z with their snapbooksagrams and instachats, 65% preferred email. Yes, people still read their email!

Sexiness of email now firmly established, Elaine also encouraged us to test well and test often. Email is a great medium for learning what works and what doesn’t for your marketing campaigns when you read the results correctly.

There’s a lot of different parts of OSU and a lot of different messages that these different groups within OSU are trying to get out. That’s clearly a challenge (well — maybe not the emails about football tickets), but many of the lessons learned in other verticals are applicable at OSU, and the info Elaine shared is probably applicable to your email campaigns as well. I know we were taking notes about our cbuswaw emails!

What did Elaine’s boss and upcoming October cbuswaw speaker Brian Aubert think about the talk? He was pretty restrained in his praise:

So come back in October to see the OSU marketing sequel!

Live feed by Mixt Media captured in process.

 

July 2017 – Sports Marketing in Digital with Jeff Eldersveld

For our July event, we mixed things up by heading to Nationwide Arena to be hosted the Columbus Blue Jackets digital marketing team. Jeff Eldersveld, the Director of Digital Marketing an Analytics for the Blue Jackets, walked through the role of digital in a professional sports league — the dual calculations of immediate return (a ticket sale) versus lifetime value, the importance of being ready to respond to team news that fans will care about, and the challenges of marketing when a major driver of results is the team’s performance.

Click on the image below to view Jeff’s presentation:

Following Jeff’s presentation, we took a tour behind the scenes at Nationwide Arena, including walking out on center ice (well, center concrete — the season has been over for a bit at this point!):

We even had a few of the players stop by, and, wow, did their body proportions surprise us!

 

June 2017 Recap – Presentation Upgrades with Lea Pica

How to Present Results to Get Results with Lea Pica

For our June 2017 event, we had a great crowd show up to learn how to present our findings to really catch and hold people’s attention. To guide us on this journey we had none other than that priestess of presentations, that vizier of visualizations, Lea Pica! In addition to our regular sponsors, we also want to give a shout out to Search Discovery for flying Lea out to Columbus.

We all know there’s a lot of bad presentations out there, perhaps we’ll even admit to giving some clunkers ourselves. So how do we get better? Lea gave us lots of practical tips on how to rethink how we present, and ultimately how to be better understood by our audiences. It’s going to require some work and learning, but why would we spend all this time and effort doing good analysis only to have our results ignored and un-acted-upon by our target audience because we presented it poorly?

Lea reminded us to put ourselves in the position of our audience, though not let our audience drive the details of what we do. If our audience asked for a report on a specific metric, what’s the question behind that request? How can we present a real insight that answers our stakeholder’s questions, not just a data dump of results.

The books Lea recommended on visualization were:

So we know what we’re all reading this month! (cbuswaw bookclub anyone?)

You can find many more resources on Lea’s site here.

And, for an abridged version of her presentation, check out the video below courtesy of Mixt Media:

Please join us again next month, July 12th at Nationwide Arena with Jeff Eldersveld from the Columbus Blue Jackets!

May 2017 Recap – Infomercial Principles in Ecommerce

For our May event, we were at Cardinal Solutions in the Arena District. We thought Tony Zara was going to tie the world of digital to the world of infomercials, which have been around since 1949. And he did that, but he kept going back… all the way to 1923. Attendees all received a reading assignment!

Tony walked us through the “infomercial formula” and how it can be applied to direct response digital marketing and eCommerce:

  1. Give the background / Set the expectation
  2. Demonstrate the solution
  3. Build trust
  4. Cross-sell / upsell
  5. Promise to exceed
  6. Ask for the order

Applying Infomercial Concepts to Direct Response Digital Marke…

Applying Infomercial Concepts to Direct Response Digital Marketing with Tony ZaraThis month hosted by Cardinal Solutions in the Arena District.“It chops! It dices! It slices! And it can be yours for $19.99!”Did you know that our WAW community has someone who was an infomercial pitchman in his younger days? Did you know he now runs digital analytics for Rogue Fitness?Tony Zara has taken some of the concepts that have been proven to work in the infomercial world and applied them to digital marketing… and it works! Come hear his tale, as it’s an approach you could apply, too.

Posted by Columbus Web Analytics Wednesdays on Wednesday, May 10, 2017

You can view the recorded video from the Facebook Livestream (courtesy of Mixt Media), or check out the slides.

 

April 2017 Recap – Conversion Rate Optimization with Adept

For April, conversion optimization gurus and sponsors Adept Marketing presented a session all about CO: how it integrates into your organization, case studies, tools, best practices, etc.

Want to see the presentation? Get the slides from Adept here.

Want to read more? Adept has published a full ebook on CO here.


Sara Kear and Dave Boroi played presentation tag team: starting with a history of the field (including this experiment from the 2008 Obama campaign that lead to Optimizely) and moving on to the details of how a testing strategy might fit into your site or application no matter what size your company is.

Conversion Optimization: The Missing Link in Your Marketing Pr…

Conversion Optimization: The Missing Link in Your Marketing ProgramIt’s Web Analytics Tuesday again, we’re keeping everyone on their toes this year!Driving traffic to your site through marketing activities such as paid search or email marketing is essential, but if your site is not built to convert the visitors you get, you may not see the results you want. This is where the often overlooked science of conversion optimization comes into play.For April our cbuswaw sponsor Adept Marketing steps up to the mic; this time feeding our brains as well as helping pay for the food and drink.Join Sara Kear (VP of Digital Strategy) and Dave Boroi (Manager of Conversion Optimization) to hear about the importance of conversion optimization, and how both B2B and B2C organizations can use it to drive more conversions, and, ultimately, more sales.We’ll learn:- The definition and background of conversion optimization- Why a conversion-oriented website is so essential to a marketing strategy- The research tactics and process behind managing a conversion optimization effort- How to set up a conversion optimization program with and without a marketing partnerAll of our Columbus WAWs are free of charge thanks to the generosity of our sponsors:TeamBuilder SearchAdept MarketingClarivoyAudio/Video support and livestream provided by Mixt Media

Posted by Columbus Web Analytics Wednesdays on Tuesday, April 4, 2017

 

As if to further illustrate their conversion rate wizardry, Sara and Dave’s presentation had the best registrant-to-attendance conversion ratio we’ve ever seen! We’ll have to have them back to explain how they pulled that feat off.

Join us next month as Tony Zara from Rogue Fitness talks about Direct Response Conversion. It will be on a Wednesday, but it won’t be at Rev1.

March 2017 Recap – Influencing the Influencers with SEEN

First, Tim noted these upcoming events of note:

Then, for March’s presentation we took a dive into influencer marketing, lead by a triumvirate of influencer marketing gurus from SEEN. Brian Zuercher got the standing ovation part of the session out of the way early, so we could focus on learning what influencer marketing is and how real practitioners (Alex Ditty and Ami Murphy Iannone) get it done.

Influencer marketing poses an interesting conundrum for us analysts: because while there are certainly metrics to be had and plenty that can be measured, the true value of this kind of marketing sits early in the customer sales cycle where meaningful hard numbers do not abound. Metrics like “reach” or the unfortunately named “potential impressions” can easily lead one down the wrong path and should mostly be ignored. Engagement metrics can be valuable, but they don’t tell the whole story.

The most important message was that a marketing strategy based solely on metrics optimization will lead towards increasing just those metrics themselves. In other words, focusing on increasing clicks and impressions can lead myopically towards just looking at marketing channels that directly affect those channels like PPC. This approach ignores the huge strategic benefits of increasing other (harder to measure) factors like brand awareness and affinity.

Is There Really Influence in Influencer Marketing?Influencer marketing isn’t new, but how it’s done is. Today the list of influencer content, formats, and platforms is becoming longer and longer. A variety of data and information is used: from the discovery of these creators to the measurement of the impact of their sharing. Marketers and their teams are faced with the wondering and explaining how and why this works.For March’s cbuswaw (yes it’s really on Wednesday this time!), join Brian Zuercher and Alex Ditty from SEEN, an influencer marketing software & services provider.From SEEN’s work with brand powerhouses like Hershey’s, Reebok, Hilton, and more — they’ll provide insights and tools to help answer questions about influencer discovery, influencer impact, ROI, and what’s trending.

Posted by Columbus Web Analytics Wednesdays on Wednesday, March 8, 2017

 

Join us back at Rev1 again next month when Sara Kear and and Dave Boroi from Adept Marketing will talk about Conversion Optimization!

 

February 2017 Recap – What the Hell Is R?

There were a couple of announcements before this month’s event kicked off:

  • Event dates for Columbus WAWs are set for the year, and there is now a link at the top of the Upcoming Events page that you can use to put placeholders on your calendar for the whole year.
  • The first MeasureCamp unconference ever in the U.S. will be in Cincinnati on Saturday, May 13th. It’s free! Register, and consider running a session!

Following the announcements, Tim Wilson from Analytics Demystified explained what the programming platform R is, why he spent 2016 trying to ramp up his skills with it, and how he quickly realized that, while he initially was just looking to learn a new language, he quickly realized that he really needed to broaden his horizons.

The below isn’t the exact presentation Tim presented, but it’s pretty damn close: