Google Attribution 360, improved campaign measurement

attribution 360 | DBi
Today we will discuss one of the heavyweights of this new suite: Google Attribution 360. Attribution 360 promises to be a turning point in digital marketing and become the tool that will help drive success of marketeers. Its aim is to help you evaluate the performance of different campaigns – both online and offline – and all contact points (when and where the ad appears, etc.) throughout the customer journey. In this way, advertisers can discover and identify the correlation between acquisition and media activity, such as television, or even external factors such as weather phenomena.   One of the main advantages of Attribution 360 is that it not only allows measurement through various channels, but also of different devices, obtaining a single multi-channel and multi-device funnel. The tool has an unlimited number of preliminary steps to conversion within 30 days compared to 4 steps now showing Google Analytics.   Strengths: Data visualization and analysis of “path to purchase”. Attribution 360 also takes into account the position of the channels in the path, rather than just the participation. It also offers a new powerful data visualisation capability that allows reporting on different channels and media, with the ability to propose create media and budgetary plans, all within the tool itself. The data-based attribution modelling in this tool means better investment decisions and deeper understanding of the real contribution (role and weight) of each of the channels in your digital strategy. Knowing what action opens the conversion cycle, what actions influence the user journey and what action closes the cycle facilitates analysis of all interactions en route, not simply attributing... Read more

Sentiment Analysis with Twitter

twitter sentiment analysis img
Recently, I’ve been learning the basics of performing sentiment analysis on social media data with R. In particular, I used the TwitteR library – written and generously shared by Jeff Gentry – to pull tweets mentioning companies competing in the digital environment out of the twitter API, analyse their content using text mining methodologies, and plot their sentiment against each other. This method can be helpful to benchmark the perception people have of a company against its competitors, and to understand what specific things do people like and dislike about them. The best part if it is that it all can be done for free. The aim of this post it not to provide a comprehensive guide about how to perform sentiment analysis on Twitter data, but to explain step by step one of the simplest methods to do so, and be used as a starting point to develop a more advanced analysis in line with your company strategy. Most of the code for this article has been taken from the Mining Twitter for Airline Consumer Sentiment. Result So, what is the expected result of a “sentiment analysis”? We’ll start showing an example output of the analysis, and then we’ll present the details of the process and the code used to get it. Sentiment Graphs The first and more visual result is a series of histograms that show, for each company in the analysis, the number of tweets for each level of sentiment. The tweets with a score lower than 0 are considered negative, the ones with a score equal to 0 are neutral and the ones with a score 1 or higher are deemed positive: On the... Read more

Google Joins the Marketing Cloud War and Launches Google Analytics Suite 360

Launch of Google Analytics 360 Suite
Google has launched its much talked about unified platform for enterprise level users; the Google Analytics 360 Suite. This is a set of six tools designed to help marketers measure campaigns, collect data from various sources, and share insights for programatic and automated marketing. It’s well known throughout the industry that Google has been working on this suite for three years, and yesterday they finally informed us via an announcement on their official blog. That Google Audience Center was an open secret was underscored when it was featured in the recent Forrester Wave report prior to its release – a nod of recognition that whatever they do, it would be important on an industry wide level. The new suite ​​is another step forward towards the integration of Google’s measurement, data and optimisation capabilities and represents a serious alternative to its rivals and industry players in the marketing technology space, such as Adobe, Oracle and Salesforce. “The era of fractional attribution in programmatic marketing is here,” said Paul Muret, vice president of Display, Video Ads and Analytics. What does Google Analytics 360 offer? Here’s a breakdown of what Google is offering users of Google Analytics Suite 360. Four of the six products are brand new, and are in limited beta. Google Analytics 360: A new version of GA Premium promises better integration with multiple points of data, in addition to Google’s advertising products. Google Tag Manager 360 (beta): An improvement on their tag manager, which offers a more simplified way to gather information from your site, increases the accuracy of data and simplifies workflows. This is a stand-alone, paid for... Read more

DBi Officially Join the Havas Village in Manchester  

DBi join Havas Village Manchester
Today the Havas Group officially launches it’s Village operation on the heart of Manchester. Off the back of the historic BBC win earlier this year DBi will join Havas PR, Havas People, Havas Lynx and parent company Havas Media to launch the region’s first fully integrated communications agency. Havas Village Manchester will be the 35th Havas village around the world following the trend of cities like Melbourne, New York and Tokyo and will soon be followed by Havas Village London, which is due to open in King’s Cross in 2017.   Joining an existing team of 270 staff based on Princess Street, DBi will be providing data analytics and marketing technology consulting services. This will give us the opportunity to work even closer with the different departments within Havas, collaborating more on projects and share the innovative ideas that our reputation has been built on. We spoke with Rob Jackson, Co-Founder of DBi UK who said “I’m particularly excited about this development as I’m not only a native of the region, but started my career in digital here 11 years ago. Manchester is a powerhouse in the digital industry and I am personally very excited about operating here within the Havas Village.” DBi are now operationally live in both the New York and Australian Havas Villages as well as in Madrid and our spiritual home on... Read more

Google release calculated metrics for Universal Analytics

Calculated Metrics for Universal Analytics
Google have just announced that they have released calculated metrics in BETA for Universal Analytics. Calculated metrics fill a sizeable chink in the GA armour as it was one of the reasons why some analysts preferred the highly customisable Adobe Analytics, which has had this feature for years. Available for Universal Analytics accounts only, you can now create calculated metrics using all of the available metrics – standard and custom – as well any numerical strings. While you won’t be able to apply these metrics in standard reporting, you can access them through: Custom Reports Custom Dashboards and Widgets Unsampled Reports Creating calculated metrics: You can add a calculated metric from your admin console: Once there, you’ll need to name it (the external name used for the API will be automatically populated), give it a formatting type, then the formula. It’s a pretty stripped down widget, but it’s pretty intuitive and once you start typing the autofill feature kicks in so there’s relatively little to do other than knowing the names of what’s available in your setup. There are five available formats: floats – number with decimal places/fraction integer – whole numbers Currency (Decimal) Time Percent A couple of use cases: Calculated metrics are especially useful for organisations that have models different to the product based ecommerce site, for example: the subscription sites, content sites and sites that promote offline transactions through call centres. Also, for doing deeper analysis with metrics that are unique to your organisation, calculated metrics within GA will stop you having to export your data into Excel and run calculations there. Customer life time value:... Read more