” #Volkswagen used the algorithm’s media recommendations for a campaign for its up! model, which led to a 14% #rise in #orders from Volkswagen’s dealerships versus what those orders would’ve been had the campaign run solely on its agency’s recommendations. In some instances, the difference between the algorithm’s and its agency’s car orders has been as high as 20 percent, revealed Kothe.”
5 breaking brands in 2017, #content, #marketing, #media,
trends for 2018: viewability and measurement it top
Where does your site traffic comes from?
Around 40% to 50% Search is normal. If the number is too big (site on the right) it indicates an overexposure to search rankings and algorithm changes (not good at all). If it is too low you are simply leaving money on the table. And of the search traffic, you want a big portion to be Organic so you are not just “renting” traffic or suck at SEO.: benchmark 20% paid, 30% organic
20% or so Direct Traffic. If the web analytics tool is implemented right these are all your existing customers or people from offline campaigns. You want a healthy amount of both. If direct traffic is low, I worry if you are any good at customer service / retention (the latter is so often just an afterthought).
20% to 30% Referring Sites. You can’t just rely on search engines or spending money on campaigns. A healthy web strategy includes a robust amount of traffic from other sites that link to your products and services, and praise (or slam!) you, or promote you on Twitter and Facebook and forums and otherwise link to you. Free traffic (usually) and you do want that (for many reasons).
10% Campaigns. Google Analytics (sub optimally) calls this Other. It is email campaigns, display / banner ad campaigns, Facebook display campaigns, social media campaigns etc. You want at least 10% of the traffic to be the ones you invite to your site deliberately, after solid analysis and great targeting. Outside of Paid Search. It’s a sign of a healthy business that has a diversified customer acquisition strategy.
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Love #data “Short-term measurement hurts long-term potential”,
“Just because digital data is instant, we tend to read it in the short-term and plan it in the short-term. Yet this study suggests that we need a long-term measurement strategy for digital that allows us to understand how it works in both long- and short-term.”
Read more at
Many agencies are also viewed as being slow to adapt to the accelerated pace of the digital revolution, which has recently led management and finance consultancies such as Accenture and Deloitte to step in and meet brands’ needs for technological and data expertise. If the chief media officer position continues to see healthy growth, more brands might poach talent from agencies to strengthen their in-house services — another trend that’s recently put a greater dent in the agency business. This point additionally underscores how not just agencies but also brands are struggling with digital disruption and modern marketing demands, which has resulted in serious volatility with top executive positions such as the CMO.
“… brands to think less in terms of specific media and more in terms of ‘content’ or ‘experiences’. The desire to achieve synchronisation across TV, desktop, mobile and digital outdoor screens is resulting in creative executions that are immediately transferable across all channels.”