How To Make Sense Of All The Date You Are Inundated With
Help! I’m floundering in a blizzard of data; how do I separate signal from noise?
The first thing to do is pin down your campaign objectives because that will decide your relevant analytics. The second is to look at the data you already have that adds value to the campaign. Most marketers have some of their own data and the second step is to find a partner that can help them integrate that with the publishers. This represents an evolution from the historical dependence on publisher data. Marketers know what segments they want to reach — if we can support using that data to help target, we are much more likely to meet their objectives. The third thing, after they’ve told us what they know, is ask, “What can you tell me? Surprise me with some insight.”
What’s the biggest misconception about data that marketers have today?
Marketers still believe you can’t establish ROI online. For direct response or search advertisers, that is not true. But a lot of the large brand advertisers are still very skeptical and in 2010, that’s a misconception. Some ask, “Can I get a better return online than my campaigns on radio and TV?” We tell them a couple of things. We (and others) provide solutions that can trace offline behavior and connect it to online advertising.
Read More: AdAge
January 2010 AdMob Mobile Metrics Report
For this month’s feature section, we ran an opt-in survey of consumers on iPhone, iPod touch, Android and webOS devices to learn more about how they are engaging and interacting with applications. The behavioral and demographic insights taken from the self reported survey provide additional context to the traffic trends we report on each month. The survey included 963 respondents across all of the platforms and revealed some interesting points on app purchasing habits:
- Android and iPhone users download a similar number of apps every month and spend a similar amount of time using the apps.
- iPod touch users download an average of 12 apps a month, 37% more apps than iPhone and Android users.
- webOS users downloaded fewer total apps per month, relative to iPhone OS users and Android users. This may be related to the fewer number of apps in the webOS App Catalog.
As always, it’s important to take methodology into consideration when reviewing the results of any survey. You can find more details on our methodology in page 3 of the report. One thing to note is that many of the survey respondents were sourced through in-app ads, which could have resulted in a selection bias of active app users. Also note that we did not include RIM users in the survey, because AdMob does not currently serve ads into Blackberry apps and we wanted to be able to compare similar methodologies across platforms.
Read More: AdMob
The Display Advertising Marketplace Is Going To Become More Like The Search Marketplace In The Next Year
That’s what two of the smartest guys in digital media said during this morning’s “steroid” panel. Both Varick Media Management’s Darren Herman, and Quantcast’s Adam Gerber, suggested that a rapid shift would occur in the way advertisers, agencies and publishers value display adverting, thanks to better metrics and faster exchanges, that would make it operate much more like search in the sense that real-time value would become based on real-time demand. “It’s why search is a $15 billion to $20 billion business,” Gerber said, “because the advertiser knows exactly what the keywords are that they want to buy. The medium works in real time. Everything is being decisioned in real time. The display marketplace doesn’t operate that way. But that’s going to change in the next year.” Herman agreed, and both executives said the reason why publishers are bemoaning that real-time ad networks and exchanges appear to be driving their value down, is that they still have an old-school media mentality of selling their inventory based on “scarcity,” and not the underlying value of the metrics and how valuable they are for a marketer at a given point in time.
Read More: MediaPost
