As the economy sags along, with some signs of life, a few folks have been writing me to express their interest in Web analytics jobs, so I thought I'd take this opportunity to write a bit about what a Web analytics hiring manager looks for in the right candidates.
Last week marked the sixth anniversary of TNS Media and Compete's Digital CMO Summit and, despite the economic gloominess, attendees' outlook for digital marketing was quite bright. One hundred and fifty senior executives from top brands, agencies and media companies gathered in Newport, R.I. for two and a half days of presentations, knowledge-sharing and extensive networking. The event spawned new ideas about the future of marketing, some forward-looking and many instantly actionable. So, in the spirit of sharing, here are my top five takeaways from the event.
As we approach the 2010 planning season, I always like to take a few moments and reflect on the horrors of last year's planning cycle, making some commitments on how I can do it better this year....
On Tuesday, June 9 at the Yale Club in New York City, MediaPost will host the first OMMA Metrics & Measurement conference. For those of you who are long-time readers, you'll note that we metrics folks are always part of the OMMA conference series, but have never had our own day to dive into so many of the issues that we blog, tweet and email about.
You'll see up there on the top of the page that this column-blog is called the Online Metrics Insider. But really now, isn't "online" as a concept so Five Minutes Ago? I mean, are you ever OFF line? I know I'm not; right this very minute, as I work on this column, I'm downloading music, streaming an episode of Lost, and tweeting. At comScore we tend to think in terms of digital media as opposed to "online" media. I mention all this because this column is about the digital medium that, in today's U.S. media marketplace, commands the most adspend; ...
When it comes down to measuring brand impact from a digital display campaign, there probably is no better tool than a survey-based ad effectiveness study. This seemingly foolproof design has one often-neglected flaw that may leave the reported overall ad effectiveness lift numbers inaccurate. The problem originates from a combination of the following two areas: the way the subjects are recruited/surveyed and the way the brand metric lift numbers are subsequently tabulated.
A recent survey conducted by the Committee to Determine the Intelligence of Marketers (CDIM), an independent think-tank in Princeton NJ, recently found that:
- 4 out of 5 respondents feel that marketing is a "dead" profession.
- 60% reported having little if any respect for the quality of marketing programs today.
This has been a test of the emergency BS system. Had this been a real, scientifically based survey, you would have been instructed where to find the nearest bridge to jump off.
"Yes, I have tweeted." If you're a fan of Stephen Colbert, you'll know that his boastful response to Meredith Viera earlier this month wasn't phrased exactly that way, but it's clear that America is tweeting along with him. So as a marketer, how can you hope to drive sales or create a branded experience when you're faced with a 140-character limit and a massively fragmented audience? How do you attract a following? How does it influence your other marketing programs? And how do you know if your efforts are creating ROI?