The Meares Digital Analytics File featuring Pinterest, User Feedback & Social Media Engagement
Every week I will be providing readers with interesting happenings in the digital analytics field from around the web. At times, I will also provide links to other articles that might not be 100% digital analytics focused, but which will include extremely interesting and useful information. I hope you enjoy the articles and wrap-ups.
If you want to receive the Meares Digital Analytics File on an ongoing basis, please feel free to follow me on here, where I will post a new article every Thursday. Also, if you want to get updates on a more frequent basis you can follow me on Twitter, @chris_meares, where I send out information daily.
Pinterest, like most other social companies, is trying to figure out how to make their ads more relevant to their users. Unlike some other social companies, they have a unique strategy. They are going to use visual cues from images that their users are searching for to serve similar appearing items as ads. They have been using this strategy for a while with the organic facing products but now they are allowing advertisers in on the fun. It should be interesting if this becomes a catalyst for selling more ads to potential advertisers.
Here is a good article on getting user feedback. I am not against surveys but I always feel like I am missing something. I hear from people that are either very happy or very upset, but what about the people that are in between? They need to have a voice and this article explains how to get to that voice and take advantage of the business hidden beneath the surface. Anyone that works on a website or mobile app needs to read this and heed its advice.
Stae is trying to help local governments collect, manage and process data about their infrastructure. Stae’s tagline is “The future is smarter government.” I am certain almost everyone can agree with that, independent of political affiliation. Local governments can access a ton of data, everything from utilities to traffic cameras to public transport and residence complaints. Stae wants to standardize these data sets using APIs instead of the current way of accessing, CSVs and Excel docs. We have a long way to see where this goes but the $1.5 million they raised sparks my interest.
At its core, Google is an advertising company and recently has partnered with debit and credit card companies to try and do something that has yet to be done in the advertising space, tie online behavior to offline purchases. Sounds like an invasion of privacy at first glance, however, Google doesn’t have access to identifiable payment information such as a person’s name or what they bought. They aggregate the matches to protect privacy and then they can tell a restaurant that their ads resulted in 1,000 people going there to eat and how much they spent without sharing any personal information. This has long been the holy grail of online advertising and if Google can deliver on what they promise they will be making large waves in the online advertising industry.
One of our analysts at MaassMedia, Lynette Chen, wrote a blog post this week that I am in love with. So many times, companies just track the basics in social media and that doesn’t even scratch the surface of what you should be tracking. In her latest post, Lynette goes into detail on how to track social engagement rate that gets way deeper than the surface. One of my favorite lines from the blog is “Discarding engagement metrics that don’t deliver any value to your brand will enable you to more accurately understand if and why people respond to your content.” I couldn’t have said it better myself.
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