Q – Louise Story

Captured from her recent post “How Many Site Hits? Depends Who’s Counting”

“The growth of online advertising is being stunted because nobody can get the basic visitor counts straight.”

by Louise Story (Source )

EasyJet selects Webtrends

  EasyJet is investing hard in web analytics tools to focus its online activity and track its digital campaigns.

The low-fare airline has appointed marketing intelligence and web analytics provider WebTrends to fine tune its website, developing performance scorecards to benchmark initiatives.

Automated reports will also be sent to key easyJet executives on a regular basis. The aim of the new technology is to allow easyJet to gain a consistent view of business performance.

Andrew Berks, brand communications manager at easyJet, says: “We are now in a much better position to track the performance of our marketing campaigns, in terms of understanding which web content delivers the smartest conversion to bookings. The ability to analyse in minute detail the manner in which our customers search for flights will make a huge difference to our online operations.”

Nick Sharp, vice president and general manager at WebTrends, says: “Over the years WebTrends has accumulated a wealth of experience and best practice expertise within the travel industry. This places us in a unique position to help easyJet on its key online business objectives.”

Source: Webtrends

Fight for kisses.

Via Siegert Dierickx, I saw this brilliant little video from Wilkinson Sword in France: Fight for Kisses.

The video links through to Fight For Kisses, a (heavy) flash site to support the new campaign, based on the idea that Wilkinson Sword razors make guys’ skin as soft as babies. There’s downloads and information about the characters in the video and game. This is not one of those online flash games – this is a real PC game, which you need to download and install on your PC (no Mac/Linux version). I will not download the 100MB game, but I love the add anyway.

Are dashboards important?

I recently started to analyze how one of our clients is using their analytics and if it’s configured to report on the appropriate KPIs.

As it’s often the case, there is a ton of data, but no structure or reasoning for what data points were being used. In addition, it has been difficult for each stakeholder to go in and find the data they need to analyze in order to make data driven business decisions.

While it’s great for an executive or manager to look at trends for your top level data, that same data isn’t going to be of much use for those responsible for specific aspects of the site or the marketing initiatives that are driving traffic to the site.

If you want each stakeholder to actually use the data coming from your analytics package then you need to:

• provide them with an easy way to view the data that is relevant to their business area
• have the capabilities to dig deeper into the data if necessary

That is accomplished by creating dashboards specific to each stakeholder.

• Each dashboard should provide the trends for the segments and KPIs that are relevant to each stakeholder
• This provides a picture of what is happening without requiring people to dig for the data they need
• If you make the data easy to find and easy to understand then each stakeholder is going to be more likely to use the data to drive change and improve the business

You want to know more about setting up a dashboard? Then contact me.

Omniture to acquire Visual Sciences

“Combined Company Dramatically Accelerates Development and Delivery of Industry-Defining Business Optimization Platform.“

A possible acquisition was already rumoured a while ago but a closing deal is expected early to mid 2008.

Jim MacIntyre, Visual Sciences CEO, also shared with us the following:

“Until regulatory review of the acquisition is complete and the transaction closes, both companies will continue to operate independently and will continue to compete in the marketplace.“

Source: Visual Sciences

Q – Avinash

On a frequent basis I will be sharing you a quote that crossed my path. This is the first one in a long series:

“People involved in analytics can get too deep in the weeds trying to be perfect.” by Avinash Kaushik (October 2007 -Source )

I-Needtogo.com

A fresh & wet campaign for a dead normal thing these days:

I-Needtogo.com -Don’t we all need to pee sometimes?

I NeedToGo

MIXX Awards 08 Winners

The 2008 winners have been selected:

Brand Awareness / Positioning
Openhere (Bring the love back) – Gold Award
Boondoggle (Singing in the shower) – Gold Award (ex aequo)
Emakina (Rent a Wife) – Bronze Award

Product launch
Mortierbrigade (Toon does nothing) – Gold Award
Boondoggle (Volvo C30 launch) – Silver Award
Duval Guillaume (Hyundai i30) – Bronze Award

Direct response
Mortierbrigade (Unwanted gifts) – Gold Award
Openhere (Het laatste uur) – Silver Award
Snow (Ieder zijn Plan) – Bronze Award

Best use of Interactive Media
These Days (Jealous Computers) – Gold Award
Openhere (Het laatste uur) – Silver Award
ONE Agency (Humoradio) – Bronze Award

Interactive agency of the Year 2007: These Days

MIXX Awards (Marketing and Interactive Excellence Awards) is a joint organisation by Inside, IAB Belgium and IAB Europe

Links: Oct 23,2007

knowledge gems from within the digital marketing or web analytics world:

• Product insight: Webtrends Score – Quantitative analysis for Web
• Product news: Rhythmyx Web CMS platform links up with Webtrends integration
• News: Tealeaf Joins Omniture Genesis(TM) Network

New Google Analytics features

At the eMetrics Summit in Washington, D.C. Brett Crosby announced the new Google Analytics features:

• Event tracking feature that enables users to measure visitor engagement on a site’s with Web 2.0 interactive elements – Rich Internet Applications (AJAX, Flash, ect.) With Web 2.0 spreading like fire, measuring the success of Web 2.0 has become increasingly important.

• An other new feature in Google Analytics is site search, which can help identify keywords, categories, products, and trends across time and user segments. That, Google said, helps users measure the effectiveness of their Web sites and their marketing Euro’s.

• And also an Outbound Link Tracking feature. This feature will report on links visitors clicked on your site that direct them to another site.

Source: Google