MKTG 476 Exam 2
haptic rendering
A common rendering method uses polyhedral models to represent objects in the virtual world. These 3-D models can accurately portray a variety of shapes and can calculate touch data by evaluating how force lines interact with the various faces of the object. Such 3-D objects can be made to feel solid and can have surface texture.
content marketing
A strategic marketing approach focused on creating valuable content to attract and retain a clearly defined audience
% from web metric
% of leads from web, as opposed to other channels Ex: 80% of the leads we get are from the web
what is segment
- it is a SUBSET of data---it's a metric -it's used to measure the success of an audience
Avg. Session time could be misleading
Better overview: Behavior >> Site Content >> All Pages
Tips for working with Amazon posts
Amazon wants RGB 255, 255, 255 white as image backgroundFill every image spot and the main image needs to be 85% ~ image.Short title and text that is benefit drivenFollow category rulesAdd comparison charts if it fits with your product
How to Access Your Devices:
Audience >> Mobile >> Overview
AR and marketing
Augmented reality (AR): best characterized by a real-time blending of virtual objects into real-world settings In augmented reality marketing, the AR element must: Provide a meaningful and branded interaction. Play an authentic role in the communications. Be a gateway to a new reality of brand engagement. There needs to be substance to the experience. It has to provide value.
avg. session duration
Average amount of time a visitor stays on your website Note: In order to track, a visitor has to visit another page on your website
Pageviews Per Visit
Average number of pages visited/viewed per visitor
How to Access Your Goals:
Conversions >> Goals >> Overview
The role of 3D printing in the manufacturing process
Currently, design and rapid prototyping are two of the main processes that benefit from 3D prints. 3D printers are also useful in low-volume production, such as when small amounts of product are needed to test the market or advertise at trade shows. And as time goes on, 3D printers' production capabilities continue to scale.
Gross Individual Product
Democratizing supply of everything/ The Long Tail
Wisdom of Crowds - icitizen
Diverse collection of independently-deciding individuals is likely to make certain types of decisions and predictions better than individuals or even -Diversity of opinion and independence: individual interpretation facts and formation of opinion -Decentralization and specialization: draw on own local knowledge -Ability to Aggregation
Haptic technology
Haptic technology is an emerging technology that interfaces the user via the sense of touch. Haptic is from the Greek "haptesthai," meaning to touch.
A Few Notes to Remember with devices
If you're noticing a high bounce rate for mobile, you'll want to analyze your mobile website. -Visitors want content quickly via mobile. Review your mobile user interface and page load speeds to help lower the bounce rate. •If you're noticing a low average session duration, this means a particular device is not keeping the visitor engage. -View how your content is laid out on mobile and tablet and put the most important elements (ex. a video, which increases session time) first before content.
instagram metrics
Likes Comments Engagement Score Hashtags Volume/Usage Hashtag Engagement Filters & Engagement Sector Follower Count Follower Growth Rate Followee Growth Rate Publishing Volume/Frequency Breakdown by Post Type Timing Industry, Geographic & Custom Benchmarks
Take spam traffic into account
Look at Audience >> Geo >> Language for better assessment
A Few Notes to Remember with traffic
Look for link/partnership opportunities with your referrals. -Find out who is referring you by clicking for more details. •Discover more about your organic search including the keywords that are driving traffic to your website by clicking for more details. •Seeing a lot of (not set) for organic searches? Google is hiding them based on privacy concerns. •Want to see hidden (not set) keyword data? Just sign up for Google Webmaster Tools, which gives you key insights about your website - including data that Google doesn't show in Google Analytics! •Goal conversion rate is more important than number of conversions.
what is more important, MQL or page visits
MQL is much more important than page visits -so might not be attracting the target # of people to the website, but the people you did get to the website reached the target of filling out the form which is what really matters
The governance models for sharing startups
The governance models for sharing startups range significantly, from traditional corporate structures to collaborative governance models to cooperative models.
Five key IoT issue areas are examined to explore some of the most pressing challenges and questions related to the technology
These include security; privacy; interoperability and standards; legal, regulatory, and rights; and emerging economies and development.
Traffic Acquisition from Social Media Report
This report shows not only which social media channels are driving the most traffic to the site but also whether or not that traffic is translating into tangible results for the business. Metrics like Goal Conversion Rate and Goal Value will tell which social media sites you should pay more attention to.
individual goal completions
This will look different based on your goals - could be more or less depending on what you're tracking
audience targeting
Utilize data to segment/divide consumers by demographics and interests (but mostly interests/psychographics) in order to find the right niche buyer persona for your product Ex: the reason we chose Twitter is bc were targeting 30-45 year old men and males make up the majority of the demographics on twitter -create buyer personas in an effort to target each persona differently to effectively reach each segement/persona
virtual reality (VR)
VR is the most widely known of these technologies. It is fully immersive, which tricks your senses into thinking you're in a different environment or world apart from the real world. Using a head-mounted display (HMD) or headset, you'll experience a computer-generated world of imagery and sounds in which you can manipulate objects and move around using haptic controllers while tethered to a console or PC.
gig economy
a gig describes a single project or task for which a worker is hired, often through a digital marketplace, to work on demand. Some gigs are a type of short-term job, and some workers pursue gigs as a self-employment option
types of reports you can run in analytics/amature
traffic from device (mobile, desktop, etc.) =browser report
Mutualization
type of access: Mutualization or peer-to-peer access systems involve resource distribution systems in which individuals may provide and obtain temporary access to resources, either for free or for a fee (Airbnb)
Product Service Systems
type of access: Product Service Systems and marketer-managed/brand access schemes (Zipcar, Car2Go ) do not allow individuals to source resources (BMW ReachNow)
Redistribution systems
type of access: Redistribution systems involve resource distribution systems in which individuals may provide and obtain resources permanently, either for free or for a fee (eBay, Craiglist)
how to calculate total visits
web mql / web conv (as a decimal) x 100
Most Important Aspects of Google Analytics to Analyze
•Audience Overview - Quick overview of your statistics •Goals - Conversion & important event tracking •Traffic Sources - Where a visitor came from before visiting your website •Devices - What device a visitor uses to visit your website •Top Pages - Most popular pages on your website
In Google Analytics, you have five ways to track goals:
•Revenue (Placing an order / making a payment) •Acquisition (Someone signing up for an account) •Inquiry (View a product, make an appointment) •Engagement (Request a trial, newsletter Signup) •Custom (Track whatever you want!)
Hours & Days Report
Shows which day of the week and at what time of the day the website receives the most traffic. If you set a large time span, say a couple of months, you can use this data to guide experiments with blog post times.
what does STAR stand for
Situation Team (what did yall do) Accountability (what did U do) Results
sharing economy
The "sharing economy" is a term that has gained a great deal of recognition over the past few years, referring to the recent shift in the way the world is doing business. Today, more than ever, consumers are turning to a collaborative model
in google analytics/adobe amature, what are segments?
Segment: subset of your data
top channels of traffic
social media, email, etc.
Architecture of Participation Pre-sumption and Prosumption
-Pre-commits to Consumption: Votes, pays, commits to a consumption outcome before acquisition is guaranteed -Produces and Consumes: From Cognitive Loss: 200 billion hours per year in the US and100 million hours a weekend watching ads To Cognitive Surplus (Creation/Collaboration): 100 million hours of human thought into the production of Wikipedia
more on customer journey
-Social media is to drive awareness -Display is to drive clicks onto website -Email is more targeted to get them into consideration (same as maps)
Most important data points to analyze.
-What device is your traffic coming from? -How much traffic is that device generating? -Are visitors viewing one page and leaving? -How long are visitors staying on your website? -How well is that device converting?
most important metrics for success
-lead gen (MQL) -knowing where your traffic is coming from which could help you see if your email campaign was effective -bounce rate bc you could compare it to past historical data, new contacts -click thru rate (how many impressions divided by # of clicks
WHAT ISSUES ARE RAISED BY THE INTERNET OF THINGS?
-security issues -privacy considerations -INTEROPERABILITY/ STANDARDS ISSUES -LEGAL, REGULATORY, AND RIGHTS ISSUES -EMERGING ECONOMY AND DEVELOPMENT ISSUES
hidden costs of gig economy
-unlimited amt of hours can push workers to extreme bc no one forces them to stop -lonely -stress
Ways to Go Deeper-google analytics goals
1. All Traffic: -By looking at all traffic channels, you can get a quick picture of what channels are producing the most goal completions. How to get to your traffic channels: Acquisition >> All Traffic >> Channels 2. Age and Gender: -By looking at your age and gender demographics, you're able to start creating a profile of what type of audience is best converting. How to get to your age demographics: Audience >> Demographics >> Age 3. Interests: -Google Analytics can also show us what our audience is interested in elsewhere on the web. This can help you identify advertising targets, cross-selling opportunities, new marketing strategies, content ideas, and much more.How to get to your interests: Audience >> Interests >> Overview
analyze bowler/funnel results
1. seasonality 2. region 3. trend of weak to strong 4. for example, see that NA never hit their target; did they set their goals too high? or is NA not doing something right? if they're crushing it, maybe their goal was set too low? or see what that region is doing differently 5. look at cumulative. ex: see that the rest of the world is carrying NA from Feb onwards
Elinor Ostrom's 8 Principles of Managing a Commons
1.Define clear group boundaries. 2.Match rules governing use of common goods to local needs and conditions. 3.Ensure that those affected by the rules can participate in modifying the rules. 4.Make sure the rule-making rights of community members are respected by outside authorities. 5.Develop a system, carried out by community members, for monitoring members' behavior. 6.Use graduated sanctions for rule violators. 7.Provide accessible, low-cost means for dispute resolution. 8.Build responsibility for governing the common resource in nested tiers from the lowest level up to the entire interconnected system.
Follow this list or face the wrath of Google
1.Would you trust the information presented in this article?2.Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature?3.Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?4.Would you be comfortable giving your credit card information to this site?5.Does this article have spelling, stylistic, or factual errors?6.Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines?7.Does the article provide original content or information, original reporting, original research, or original analysis?8.Does the page provide substantial value when compared to other pages in search results?9.How much quality control is done on content?10.Does the article describe both sides of a story?11.Is the site a recognized authority on its topic?12.Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don't get as much attention or care?13.Was the article edited well, or does it appear sloppy or hastily produced?14.For a health-related query, would you trust information from this site?15.Would you recognize this site as an authoritative source when mentioned by name?16.Does this article provide a complete or comprehensive description of the topic?17.Does this article contain insightful analysis or interesting information that is beyond obvious?18.Is this the sort of page you'd want to bookmark, share with a friend, or recommend?19.Does this article have an excessive amount of ads that distract from or interfere with the main content?20.Would you expect to see this article in a printed magazine, encyclopedia or book?21.Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?22.Are the pages produced with great care and attention to detail vs. less attention to detail?23.Would users complain when they see pages from this site?Google Expects Quality or You Get Dinged
AI and Machine learning article
AI and machine learning could get us closer to of one of advertising's most-sought goals: relevance at scale. Artificial intelligence is the study of how to make machines intelligent or capable of solving problems as well as people can. At its core, machine learning is a new way of creating those problem-solving systems. For decades, programmers manually coded computer programs to provide outputs when given a certain input. With machine learning, we teach computers to learn without having to program them with a rigid set of rules. We do this by showing a system several examples until it eventually starts to learn from them. AI is reinventing existing products and powering new experiences. A big part of the opportunity for marketers is how AI will help us fully realize personalization—and relevance—at scale. With platforms like Search and YouTube reaching billions of people everyday, digital ad platforms finally can achieve communication at scale. This scale, combined with customization possible through AI, means we'll soon be able to tailor campaigns to consumer intent in the moment. It will be like having a million planners in your pocket.
augmented reality (AR)
AR overlays digital information on real-world elements. Pokémon GO* is among the best-known examples. Augmented reality keeps the real world central but enhances it with other digital details, layering new strata of perception, and supplementing your reality or environment.
highest paying companies in gig economy
Airbnb, Lyft and TaskRabbit.
business ecosystem
An economic community supported by a foundation of interacting organizations and individuals—the organisms of the business world. The economic community produces goods and services of value to customers, who are themselves members of the ecosystem. The member organisms also include suppliers, lead producers, competitors, and other stakeholders. Over time, they coevolve their capabilities and roles, and tend to align themselves with the directions set by one or more central companies. Those companies holding leadership roles may change over time, but the function of ecosystem leader is valued by the community because it enables members to move toward shared visions to align their investments, and to find mutually supportive roles.
other traffic
Any traffic that doesn't fit the other channel groupings. Could also be a custom grouping such as media buys.
what is AI
Artificial intelligence (AI) refers to the simulation of human intelligence in machines that are programmed to think like humans and mimic their actions. The term may also be applied to any machine that exhibits traits associated with a human mind such as learning and problem-solving
industries for gig economy
Arts and design. Many occupations in this group, including musicians, graphic designers, and craft and fine artists, offer specific one-time services or customized products, which makes them good candidates for gig work. Computer and information technology. Web developers, software developers, and computer programmers are among the occupations in this group in which workers might be hired to complete a single job, such as to create a small-business website or a new type of software. Construction and extraction. Carpenters, painters, and other construction workers frequently take on individual projects of short duration, a hallmark of gig jobs. Media and communications. The services of technical writers, interpreters and translators, photographers, and others in this group are often project-based and easy to deliver electronically, fueling a market for gig workers. Transportation and material moving. Ridesharing apps have helped to create opportunities for workers who provide transportation to passengers as needed, and on-demand shopping services have led to gig jobs for delivery drivers.
collaborative consumption model
Collaborative consumption is the shared use of a good or service by a group. Whereas with normal consumption an individual pays the full cost of a good and maintains exclusive access to it, with collaborate consumption multiple people have access to a good and bear its cost. A common example is ridesharing, whereby multiple people have access to transportation and pay for it, not just the owner of the car.
TO MATCH THE CURRENT ECONOMIC MODELS BUSINESS MUST BE:
Collaborative-tap into varied capabilities of networked intelligence and innovation-Flat, Choardic-Co-creation•Open and Transparent -Disclosure; Communication of information to all stakeholders•Share -Placement of valuable information and things in the commons•Build Interdependency-Emergence of eco-systems instead of simply competitors•Responsible-Honesty, consideration and accountability among a firm's various stakeholders to create trust
Commons Based (Collaborative) Production
Commons-based oEgalitarian communities of individuals who come together voluntarily to produce a shared outcome Mixes elements of hierarchy and self-organizationSelf-selection based on expertise or interestMeritocraticJury determines what is integrated, weak contributions eliminatedmost experienced members provide leadership and integration
Checklist for good content marketing
Customer pain point Customer needs Add value Contribute regularly Content medium Compelling writing and storytelling Identifiable imagery Good quality video Track engagement or purchase
Is your content good?
Did you build a customer base? Are they purchasing?Are they interacting with your content?
web mql
Ex: I need 94 leads to hit my unit AOP since we know web conversion is 55% -we know visits needed is 17080 -so we need to get 94 of those people to fill out a qualified lead to get our AOP of 137 -we need to figure out how many visits are needed to then figure out web mql
most important factor in sharing economies
For businesses looking to get involved in the sharing economy, one of the most important components to keep in mind throughout the entire process is trust. Sharing services like Uber and Airbnb have become so successful not just because they have developed efficient, easy-to-use platforms or because they fill a large demand, but because they have focused on creating platforms that people feel safe and secure using.
Key VR Terms to Know
Frames per second (FPS): -Frequency at which a system can display consecutive images, or frames -Without a high and constant frame rate (greater than 60 FPS), the motion won't look right, and you could even feel sick Field of view: -The angle of the observable world that can be seen -If the window of view is too narrow, you could end up making unnatural head rotations Degrees of Freedom (DoF): -The number of directions that an object can move or rotate. The six degrees of freedom are pitch, roll, yaw, left and right, forward and backward, up and down -More DoFs allow you to move more naturally in VR Latency: -The amount of time it takes a system to react/respond to movements or commands -Latency is critical when it comes to the presence inside Virtual Reality—if the system doesn't respond instantly, it doesn't feel real.
examples of sharing economy
Freelancing — Sites like TaskRabbit, Care.com and Upwork have taken the freelance market to a new level. Upwork specializes in helping more traditional freelancers (writers, graphic designers, coders, etc.) connect with business owners looking to hire; while TaskRabbit does the same for services like handymen, dog walkers, personal assistants, and so on. Care.com specializes in caregivers for both children and the elderly. The platforms each of these sites have built make it possible to connect those offering services with those seeking the services. Coworking — WeWork is only one of many companies providing coworking spaces in big cities around the world. Freelancers, entrepreneurs, and telecommuters can rent a desk or an office without the overhead and cost of renting an entire building or suite. Prices are low enough that you can use it as you like, and the space offers some of the benefits of an office including meeting space, phone lines, internet, and often free coffee and even free beer and wine sometimes. Car sharing — Services like Lyft and Uber allowed individual drivers to operate like a taxi service by providing them a safe way to find clients and get paid. Zipcar allowed people to borrow cars for very short periods of time, like the length of a big shopping trip. And now, services like Getaround enable individuals to share their cars with neighbors and get paid for it by connecting the users on the Getaround platform, automating payments, and even insuring the cars for up to $1 million. Liquid provides the same service for renting bicycles! Peer-to-Peer lending — Lending Club and sites like it allow people to lend one another money, with much lower interest rates and fees than traditional credit cards or bank loans. Investors earn solid returns and borrowers get more competitive rates, all facilitated by the platform. Fashion — Sites like Poshmark and threadUP allow individuals to sell their gently used clothing while services like Le Tote offer subscribers the ability to borrow clothes and return them like a Netflix subscription for your closet. Rent the Runway allows women to rent designer gowns for a special event at a fraction of the price of buying one. Sharing resources — Neighborgoods and similar sites allow people to borrow resources — like tools and kitchen appliances — directly from their neighbors. Rather than buying a specialized tool for a single project, people can connect with and borrow from their neighbors, facilitated by the platform.
pros of gig economy
Gig workers say that they like being in control. They can choose projects they enjoy and schedule their work around their lives. Flexibility. People who want to work without having set hours may look for gigs to fit their schedules. "I log on and work when I want," says Ariana Baseman, a rideshare driver in Detroit, Michigan, who transports passengers in her spare time, in addition to working a traditional, full-time job. "It's that flexible." Like other types of flexible employment arrangements, gigs may offer workers an option for adaptability. "The thing that I love about it is the freedom," says Nick Walter, of Salt Lake City, Utah, who creates online classes in computer programming. "If you decide you want to go on vacation, you can do that." Variety. Gigs may provide workers with a chance to try several types of jobs. As a result, they present variety and career exploration to both new and experienced workers. "Take opportunities when they arise," says Heenan. "You have a lot of chances to do different things." And if you're a "people person," gig work may offer interaction with a diverse clientele. "I love that I get to constantly work with different people," says Hayes. "I'm pretty social, so I enjoy meeting all types." Passion. You might want to select gigs the same way you would traditional employment: by finding work in which you pursue your interests. And depending on how you schedule your gigs, you might be able to choose among many passions. Some workers take gigs that allow them to encourage others in a field they enjoy. For example, retired business owner Tamma Ford of Seattle, Washington, takes consulting gigs that let her share her expertise with people who are just getting started.
what is more important than number of conversions.
Goal conversion rate
Goals in Google Analytics
Google Analytics doesn't tell you how your business is doing without some additional setup. You have to tell Google Analytics to keep track of what's critical to your business - and you do this with goals. •Every business should be tracking goals!
What's the Big Deal with Page Overview?
Google Analytics tracks how each page performs individually on your website. You're able to use this data to determine: •Pages that are popular (most visits, long session duration) •Pages that need a revamp (high bounce rate, short session duration) •Where visitors are abandoning your website (high bounce rate, high exit rate) •Pages that are producing the most conversions
What are Devices?
Google Analytics tracks the type of device a visitor uses to visit your website. Devices are broken down into 3 data segments: •Desktop: contains laptops, netbooks, and games consoles such as Playstation 3 and the Nintendo Wii / Wii U. •Mobile phones: covers smartphones and handheld game consoles such as the Nintendo 3DS and PlayStation Vita. •Tablets: includes standard iPads, Google Nexus, Galaxy Tabs, and e-readers such as the Kindle Fire.
pageviews
How many pages were visited/viewed within a specific timeframe
entrances
How many times a visitor landed on a page from an outside traffic source
Users (= Unique Visitors)
How many unique visitors (visitors that have not been to your website before)
sessions (= visits)
How many visitors (new and returning) have been to your website
goal value
How much a goal is worth - perfect for e-commerce or if you know how much a lead is worth to your business
robot terms
Human-robot interaction: A field of robotics that studies the relationship between people and machines. For example, a self-driving car could see a stop sign and hit the brakes at the last minute, but that would terrify pedestrians and passengers alike. By studying human-robot interaction, roboticists can shape a world in which people and machines get along without hurting each other. Humanoid: The classical sci-fi robot. This is perhaps the most challenging form of robot to engineer, on account of it being both technically difficult and energetically costly to walk and balance on two legs. But humanoids may hold promise in rescue operations, where they'd be able to better navigate an environment designed for humans, like a nuclear reactor. Actuator: Typically, a combination of an electric motor and a gearbox. Actuators are what power most robots. Soft robotics: A field of robotics that foregoes traditional materials and motors in favor of generally softer materials and pumping air or oil to move its parts. Lidar: Lidar, or light detection and ranging, is a system that blasts a robot's surroundings with lasers to build a 3-D map. This is pivotal both for self-driving cars and for service robots that need to work with humans without running them down. Singularity: The hypothetical point where the machines grow so advanced that humans are forced into a societal and existential crisis. Multiplicity: The idea that robots and AI won't supplant humans, but complement them.
types of Consumption
Hyper: Me Own Ownership Buy Material Goods $$ Known Brands Collaborative: We Share Access Redistribute, Rent Experiences, Wants/Needs Endorsements Reputation
IoT -TRANSFORMATIONAL POTENTIAL
If the projections and trends towards IoT become reality, it may force a shift in thinking about the implications and issues in a world where the most common interaction with the Internet comes from passive engagement with connected objects rather than active engagement with content. The potential realization of this outcome—a "hyperconnected world"—is testament to the general-purpose nature of the Internet architecture itself, which does not place inherent limitations on the applications or services that can make use of the technology
is the sharing economy here to stay?
In fact, the sharing economy is expected to grow from about $14 billion in 2014 to $335 billion by the year 2025. These projections are based on the growth and success of existing sharing services, as well as the anticipated emergence of new industries in the collaborative services ring.
AI and retail article
In many of our interviews with retail-focused AI vendor companies, we're told that "big box" retailers (Best Buy, Target, Walmart, etc) are extremely slow to adopt cutting-edge technologies. Because it's mostly large companies that have the budgets and data volume required to make the most of many of today's best AI technologies, we outright surmise that an "AI revolution" in the retail space is unlikely. It may be another three to five years before most large retailers have substantial, business-critical AI applications in manufacturing, supply chain logistics, or customer service. Applications that have the highest likelihood of broader retail adoption are those that have a direct, hard-line return on investment.
Adaptation in Cognitive Ability
Inversion point in human memory -Moving from a period in which most of the details of our lives could be forgotten to one in which most of them will be captured
IoT -CONNECTIVITY MODELS
IoT implementations use different technical communications models, each with its own characteristics. Four common communications models described by the Internet Architecture Board include: Device-to-Device, Device-to-Cloud, Device-toGateway, and Back-End Data-Sharing. These models highlight the flexibility in the ways that IoT devices can connect and provide value to the user
what is most important
LEAD GENERATION
Remix Culture
Lawrence Lessig -Read Only Culture: small professional group produces all the culture and the public can only absorb and take in the culture -Read/Write Culture public: is free to add, change, influence, and interact with their culture
can aop change?
NO! -aop cannot change in a given quarter, ever. You report it to wall street so you can't change it
NETWORK GROWTH AND PARTICIPATION DRIVEN BY FUNDAMENTAL PRINCIPLES
Network Growth-Preferential Attachment: •When deciding where to link new nodes prefer to attach to more connected nodes, today I am more likely to connect to Facebook/Instagram or Snapchat because that is where everybody is connected -Lock-in: •To further exacerbate the issue, it is not worth incurring switching costs wants I am comfortable with Network Decline-Fitness refers to the fact that some networks are "better" than others so at some point we go to the more fit network, Friendster was overwhelm by MySpace which was overwhelmed by Facebook who will be overtaken by..... Limits to connection to Network Connection-Dunbar number: limit to the number of people with whom one can maintain stable social relationships (150)
goal conversion rate
Number of goals divided by number of sessions
hotjar
Observe online behavior and voice of users
Visitor Acquisition Efficiency Analysis Report
Organize key metrics that reveal the efficiency and performance of each stream of traffic to a website. You'll see total sessions, unique users, new users, goal conversion rate and goal value per session, all organized by source and medium.
overview of facebook analytics
Overview: How your Page is doing Likes: Where your Page Likes came from Reach: What's your reach and what factors affect it Page Views: Who viewed which section of your Page Actions on Page: What people did on your Page Posts: How well your posts are performing Events: How successful your event pages are Videos: How well your videos are performing People: Who liked, saw, or engaged with your Page Messages: Response times and Messenger analytics Others (Promotions, Branded Content, and Local)
A Few Notes to Remember-Pages
Pages with a high bounce rate and low average session time should be analyzed further -Adding video content or adding quality content could lower bounce rate and increase session time. •You can use exit percentage to help you pinpoint areas on your website where visitors leave, before converting. -For some pages on your site, a high exit percentage might not be a big issue such as "contact us" pages and "thank you" pages shown after a form has been submitted.
which pages matter the most
Pageviews: How many times a page has been viewed Unique Pageviews: How many unique visitors have visited a page Avg. Time on Page: The average time spent on a specific page Entrances: How many times a visitor landed on a page from an outside traffic source Bounce Rate: Percentage of visitors that come to your website, visit one page, and then leave % Exit: Percentage of visitors that come to your website, visit multiple pages and then leave from a specific page
total abandonment rate
Percentage of those who start a goal, but do not finish it. Abandonment can also be used to analyze drop-offs between stages in a process.
% new sessions
Percentage of visitors that come to your website for the first time
% Exit
Percentage of visitors that come to your website, visit multiple pages and then leave from a specific page -You can use exit percentage to help you pinpoint areas on your website where visitors leave, before converting.
bounce rate
Percentage of visitors that come to your website, visit one page, and then leave 30-45% excellent 46-65% average 66-80% higher than average 81%+ You better redesign
moore's law
Refers to the falling size or cost of technology over time-Moore observed that the separation between the transistors and other circuit elements could be shrunk by about 30% each 18 months•Surface area needed for the same components 70% x 70%= 49 %--packing the same number of elements in half the spaceHis observation leads to the insight that when we replace atoms with bits, say in the marketing process over time the real costs of marketing decline. We do not observe this because we continue to increase our budgets but today my email campaign is much richer, has greater reach, and costs less than my snail mail campaign.
Referring Sites Report
Report is for identifying the referring sites that provide the most value. It tells not only which referring sites are generating the most traffic but also how they're contributing to goal conversions.
Mobile Performance Report
Report is ideal for understanding how well the website is optimized for mobile and where to need to make improvements. For example, the site pictured below has a super-high bounce rate for Android.
Keyword Analysis Report
Report lists the most popular keywords (excluding the ones encrypted by Google) alongside visitor metrics, conversion rates, goal completions and page load time for each one. There's also a tab measuring engagement for each keyword, which is interesting for content marketers, and a tab showing revenue metrics.
SEO Insights for Google Organic (not provided) Report
Report provides insights for the "(not provided)" keywords. Showing the landing page URLs along with their page titles gives a sense of the general keyword themes that people are searching for on Google before arriving at the site.
Site Diagnostics: Page Timing Report
Report reveals problematic pages that need attention. You'll discover which pages are taking extra-long to load as well as which have an uncomfortably-high bounce rate. Can compare load times to bounce rate as this allows to view the bounce rate for each page against the site average.
Browser Report
Report showing conversions per browser and segmenting the report by device (mobile, desktop, tablet) so as not to skew the numbers.Search Engine Watch links to a similar pre-made report for time-saving custom reports. Segment by device.
Content Efficiency Report
Report that helps identify which pages are performing the best and which need a little optimization. It's especially useful for sites that produce a lot of content such as: Which content is most engaging, Which subject matter experts should be acquired, What type of content (videos, demos, pictures, reviews etc.) do visitors value more, Which content delivers business value.
SEO: Referring Pages Report
Report to gauge the effectiveness of link building efforts and track the top referring links to the website. The "Referral Path" column will tell you exactly which page the links are coming from (not just which website). Bounce Rate and Avg. Session Duration will indicate which links are high-quality, and Per Session Value will tell which links are generating real business results.
whats at the top of the funnel
SOCIAL MEDIA social media no matter the channel is always at the TOP of the funnel aka awareness. Social media is not meant to drive traffic to the website, it's to generate shares, posts, reach, growth of followers, share opinions/values, etc. -brand sentiment -but NONE drive traffic to the website
AI is being integrated in the retail industry, broken down into the following sub-categories:
Sales and CRM Applications Customer Recommendations Manufacturing Logistics and Delivery Payments and Payment Services
What happens when we replace atoms with bits
Something is digital when all of its properties and information are stored as a string of zeros and ones.When some is digital it allows for: -Rapid creation and modification/error correction -Compression -Commingle multimedia effortlessly -Bits-about-bits (meta-data) •The ability to mark content—the more specifically tagged content the more it can be modified and manipulated
Metcalfe's Law-Value of Networks will Grow Exponentially
States that the value of a network increases with the square of the number of participants N(N-1) -Specifically the usefulness of network increases at an accelerating rate as you add participants
goal completions
Sum of all goals combined
IoT - forbes article
The IoT is a broad term which, at its simplest, is the connection of all things to a network or the Internet. The IoT allows, for the first time in a century, manufacturers to have visibility into how, when and where customers are interacting with their products. For marketers, this presents a huge opportunity because they now have an always-on focus group, a conduit directly to their customers. Just imagine the types of insights they can gain access to—they can see what features a customer is using, how the product is performing, how usage patterns and performance are changing over time and what the implications are to future product design.
IoT -ENABLING TECHNOLOGIES
The concept of combining computers, sensors, and networks to monitor and control devices has existed for decades. The recent confluence of several technology market trends, however, is bringing the Internet of Things closer to widespread reality. These include Ubiquitous Connectivity, Widespread Adoption of IP-based Networking, Computing Economics, Miniaturization, Advances in Data Analytics, and the Rise of Cloud Computing.
Customer Behavior Report
The report reveals how behavior varies between new and returning users in terms of overall traffic, conversion patterns and event completion.
Origins of IoT
The term "Internet of Things" (IoT) was first used in 1999 by British technology pioneer Kevin Ashton to describe a system in which objects in the physical world could be connected to the Internet by sensors.12 Ashton coined the term to illustrate the power of connecting Radio-Frequency Identification (RFID) tags13 used in corporate supply chains to the Internet in order to count and track goods without the need for human intervention. Today, the Internet of Things has become a popular term for describing scenarios in which Internet connectivity and computing capability extend to a variety of objects, devices, sensors, and everyday items.
IOT DEFINITIONS
The term Internet of Things generally refers to scenarios where network connectivity and computing capability extends to objects, sensors and everyday items not normally considered computers, allowing these devices to generate, exchange and consume data with minimal human intervention. There is, however, no single, universal definition.
cons of gig economy
There's a lot of uncertainty associated with gig work. For example, you'll need to have a steady stream of gigs to get consistent pay. Even then, the amount you earn may not offset some of the costs you'll be responsible for outside of a traditional employment relationship, such as benefits. Inconsistency. Landing enough work to provide a stable income from gigs alone isn't always easy, or even possible. As a result, many gig workers find gigs adequate for part-time work but not a full-time career. Workers may struggle with looking for jobs, not knowing what—if anything—will come next. "Sometimes you're not making any money because you're not getting any work," says Baseman. "That part's not really in your control." And even after you complete a gig, you may face periods of no income if there are delays in getting paid. Scheduling. Not having set hours or an employer who provides direction for the day is challenging for some gig workers. "Unless you're a very dedicated, self-motivated individual, it can be hard to focus," says Walter. "There's no one telling you what to do, no deadlines." And depending on the gig, you may need to work nonstandard days or times to finish a job. If you get a gig requiring hours on the weekend, for example, you might not be able to spend time with friends who have traditional 9-to-5 workweeks. Lack of benefits. Gig workers don't usually get employer-paid benefits, such as premiums on health insurance and contributions to retirement plans. You'll need to research these topics and pay for the products yourself. "I took things like health insurance for granted," says Heenan of his former job, working at a school. "When you freelance, you have to find those things on your own, and it's expensive." Other benefits that gig workers often miss out on are annual leave and sick leave. Like any employees who don't get paid time off, no work means no pay.
cone thing
Top July goal: add in target goal for visits 4 times to get total for July -Do same thing for actual Complete same steps for mql-target four times for month of July and then same for actual *check at top of table if it's for NA or Global etc Further down now on cone: -Bottom grey number is mql target added up for one quarter (13 weeks) -To get conversion rate, divide that bottom grey number by top grey number which is for target visits for one quarter (13 weeks) -the conversion rate % Is always a decimal Complete same thing for actual If actual is less than target, you know you need some improvements
direct traffic
Traffic from a visitor either by; (1) typing your URL into the browser's address bar (2) clicking on a bookmark or blog or webinar, etc
referral traffic
Traffic from another website that links to your website. Affiliate marketing
paid search traffic
Traffic from paid media such as AdWords and Bing ads
organic search traffic
Traffic from search engines such as Google, Bing, and Yahoo. There is no cost associated with this traffic.
social traffic
Traffic from social media networks such as Facebook, Twitter, Pinterest, and Instagram
TECHNOLOGY AND MARKET TRENDS DRIVING IOT
UBIQUITOUS CONNECTIVITY WIDESPREAD ADOPTION OF IP-BASED NETWORKING COMPUTING ECONOMICS MINIATURIZATION ADVANCES IN DATA ANALYTICS RISE OF CLOUD COMPUTING
What are the 5 rules to develop good stories?
Understand customer needs and wants Be engaging, honest, and open Personalize if possible Quality of the content over quantity, though both is best Employ visual content
tracking
Use URLs, time, pages/visits, and events to set up goals so you can track the essential metrics of your site. The closer these metrics are to activities that generate revenue, the better. You should definitely start tracking: •Leads •Trial signups •Account creations •Newsletter signups •White paper downloads •E-book downloads •Anything else that helps you generate income
What are Traffic Sources?
Users arrive at your website through a variety of sources, including search engines, social networks, and advertising campaigns. By using Analytics to measure these campaigns and traffic sources, you can improve your marketing efforts and user experiences. How to Access Your Traffic Sources: Acquisition >> All Traffic >> Channels
how to get stats for bowler/bigger spreadsheet
Visits: target- total visits / 13 weeks (1 quarter) actual- taken from google analytics or adobe amature mql: target- web mql / 13 weeks actual- taken from crm software company is using
The History and Future of Virtual Reality
We've been trying to capture "Virtual Reality" for much longer than just the past five to ten years. There were popular peer-through toys in the 1950s and enclosed flight simulators debuted in the 1960s, but the idea of VR goes back even further. As early as the 1930s, science fiction writers, inventors, and tinkerers dreamt of an environment where you could escape from reality via art and machines. We were weighing questions about Virtual Reality vs. Augmented Reality vs. Mixed Reality long before we had the technology to make them possible. Technology has caught up to fiction, and market researchers predict rapid growth for the VR industry.
how often analyze conversion rate
When accessing your goals, analyze conversion rate on a monthly basis instead of number of conversions. Focus on increasing conversion rate each month.
The 3D printing industry today
With the advent of consumer-grade 3D printers at lower price points, this technology - which has been around since the 1980s - has recently made its debut in the home office.3D printing has grown into a $6.063 billion industry and boasts a footprint in a wide span of industries.
Examples of content marketing
Written material: Examples: articles in magazines or trade journals, social media posts (Twitter) Games: Examples: Apps created by companies for entertainment, filters like the ones by Kylie Jenner Images: Examples: Instagram posts, creative Videos: Examples: Instagram or Snapchat stories, Tasty videos
add to cart vs mql
add to cart=something you want to buy right NOW mql=usually for more expensive, big purchases (car, house, etc.)
the icitizen/iconsumer
blurs lines between: TRANSACTIVE/ COMMERCE SOCIALIZATION/COMMUNITY COMMUNICATION INFORMATION/EDUCATION ENTERTAINMENT we're getting associated more with augmented reality, Algorithmic Experience/Filter Bubble, Localization of Experience, Attention/Distraction/Quantification we need to learn to Manage our mental environment we are addicted to media and experience withdrawals without it
benchmarking
comparing your target to your actual -seeing where you should be at compared to competitors in the industry -benchmarks could be more lead gen, engaged visits, etc. depending on what is important for your company
what gets you best bang for ur buck/ most effective digital marketing
display ads
looking at quote requests (mql's)
for example, you might see that the target cumulative for NA is doing very well compared to the rest of the world
unit aop
given by sales team =annual operating plan -how much are we going to sell of x product? -it's were TRYING to sell 137 in q1
MQL conversion metric
how many form fills turn into real leads -ex: 35% of these form fills are serious about buying -this # will always be provided to us
google analytics
is a free Google product your web developer can install that collects visitor data from your website. This data is used to create reports that provide insight into how visitors are using your website.
What is the key to good content?
storytelling! Today's storytelling is a juxtaposition of art and science
two types of haptic feedback
kinesthetic and tactile.
% from marketing metric
means % of leads from mktg compared to SQL (sales qualified leads) -ex: 30% of leads are coming from marketing -this # will always be provided to us
least and most important metrics
metrics: clicks, impressions, CTR, shares, and CPC least important: impressions most important: ctr and CPC (Cost per click) cpc is so important bc it shows "whats the value of people clicking on the site bc more clicks=more $"
whos the driving force behind sharing economy
millenials This is especially true when you consider a couple of the most prominent examples of sharing-economy success, Airbnb and Uber. Millennials are now traveling more frequently (and spending more money while traveling) than any other generation; and as they travel, they're seeking personalized and authentic experiences.
how to calculate web mql
mql needed x percent from web (as a decimal)
MQL and MQO
mql=marketing qualified lead mqo=marketing qualified opportunity
web conversion metric
once they're on the website, how many fill out the form -Ex: 55% of people filled out the form when they went on the website -this # will always be provided to us
three primary options from sharing providers with respect to the business approach:
profit-driven, hybrid, and mission-driven.
biggest threat to uber/lyft
self driving vehicles
