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Six principles of psychology which affect analytics and decision making

The success of analytics within a business is not just about numbers, technology and processes, it’s about how we integrate between analysts and marketers. 

This was the thrust of a fascinating presentation by Suniel Curtis, Head of Web Analytics and Insight at Hays, formerly of lastminute.com.

Speaking at our Crunch event at the Truman Brewery, he set out six principles of psychology which affect analytics and decision making..

How Action for Children unlocked the power of data analytics

Action for Children’s Darren Robertson kicked off the final day of this year’s Festival of Marketing at the Truman Brewery this morning with a talk on unlocking the power of data analytics.

Action for Children is one of the UK’s largest children’s charities, working with more than 250,000 people and delivering 650 services across the country, therefore it has a diverse and complex dataset.

Giving a quick overview of the challenges involve in his role as a data scientist, Robertson said that he used to suffer from something of a data headache as a result of numerous organisational restructures over the years coupled with low investment. Furthermore, much of the data is unstructured, low quality and siloed.

All this means that until recently Action for Children had no real knowledge of all the data that it owned.

Autotrader on integrating SEO, PPC and social

Organic search is pretty vital for any business, PPC ads are increasingly clicked on by a higher proportion of searchers, and with Google Hummingbird, social is likely to become more important for long tail search results.

Anthony Robinson, Head of SEO at Razsor, Auto Trader’s search and web design arm, talked us through how these three disciplines should be seen in the round.

The Festival of Marketing’s inaugural University Challenge winners are…

The Festival of Marketing kicked off this morning with our Funnel B2B event in Old Billingsgate, featuring an agenda stuffed to the gills with top quality speakers plus plenty of room for networking on the side.

However the unofficial start to the week’s events actually took place last night with the University Challenge pub quiz, hosted in association with The Marketing Academy.

Some of the finest digital talent in the land competed with a few chancers from the Econsultancy blog to see who is the most informed marketing team in the UK.

The eventual winners were recruitment agency Propel Digital with a suspiciously high score of 58, and there were absolutely no sore losers… 😉

How Greggs uses Facebook, Twitter, Pinterest and Google+

While picking the brands to feature in our weekly social roundups I frequently focus on major global retailers or FMCGs such as Macy’s, Coca-Cola or ASOS.

As far as I can recall, the only restaurant chain I’ve looked at so far has been McDonald’s so I thought it would be interesting to highlight one of its competitors.

Newcastle-based bakery chain Greggs obviously isn’t in quite the same league as Ronald and his crew, but it’s still an interesting case study in how a fast food chain can promote itself using Facebook, Twitter, Pinterest and Google+.

Why the effective use of data is central to multichannel marketing

The Festival of Marketing is but a day away and the Econsultancy office is a hot bed of activity as our events team rushes around making sure to tie up all loose ends before everything kicks off.

The festival was inspired by our Modern Marketing Manifesto which aims to outline why we believe marketing is increasingly valuable and to define what it is to be a modern marketer.

One of the central themes running through the manifesto is the increasing importance of data driven marketing, so to find out more about this topic I spoke to Teradata eCircle’s country manager for UK and India Simon Bowker…

Is your marketing truly disruptive?

Today’s businesses are so relentlessly driven towards bottom-line metrics that they end up being a lot less profitable than they could be. 

In this post, I’ll explain why creating real sustainable profit may mean throwing out shareholder value metrics. 

Tightly regulated: how does a Swiss bank go mobile?

With mega-tight regulation for Swiss bank UBS, what are the challenges of going social and mobile, and how do they market to ultra high net worth (UHNW) customers?

At Mobile Marketing Live last week, I listened to Shane Williams, Head of Mobile Development for Platform Services at UBS. I had no idea just what a minefield it is to market a bank, especially in Switzerland.

UBS provides wealth management services for around half the billionaires in the world. It also has plenty of retail branches in Switzerland and an investment arm.

Acting in many countries, UBS is beholden to hundreds of regulators, including FINMA in Switzerland, the SEC in America, and the FCA and PRA in the United Kingdom.

Navigating the barriers to mobile and social usage is massively impacted by Swiss law, which says a bank can’t reveal who its customers are. This is enshrined in law in much the same way as patient-doctor confidentiality.

It even means that UBS has to be careful about knowing the IP addresses of customers using their services, as this can be tied to an address and perhaps a person.

Zeebox: insanely powerful advertising, but will it catch on?

We’ve covered second screening a bit on this blog (like this on Twitter’s lead over Facebook), but with Zeebox providing an ever more sophisticated product, I don’t think we’ve fully taken stock of the possibilities for advertisers.

Yesterday I attended Mobile Marketing Live and listened to Ernesto Schmitt, CEO and Co-Founder of Zeebox, talking about the future for the product, and TV in general.

In this post I’ll look at what Zeebox looks like now, which broadcasters are supporting it, opportunities for advertisers, and other possible revenue streams for the company.

The question I’ll attempt to answer – ‘Are the incentives for users as broad as those for advertisers?’

Three reasons why Facebook can’t beat Twitter for social TV

Facebook has had a very busy summer. 

From preparing the groundwork for a video ad service, to pushing the Facebook hashtag, the social juggernaut has been trying to convince advertisers and investors that the platform is a hotbed of viral activity, not just the world’s biggest directory of human beings.

To Facebook’s credit, it seems to be winning the battle on Wall Street, with the stock trading over 30% above its flotation price after a disastrous IPO.

However, one battle it will not win is the social television battle against Twitter.

Eight alternatives and workarounds for missing (not provided) data

With Google’s recent changes removing most of the remaining organic keyword data, I thought I’d round up some of the workarounds and alternatives for measuring organic traffic. 

Of course, nothing can really substitute for the real data and, as pointed out here, it may force SEOs to analyse a greater breadth of data, and to look at things like organic performance per page, not just per keyword. 

Until then, here are some tips and alternatives to organic keyword data…

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