Adotas goes two for two..Possible trifecta in play- Analytics; an agency’s secret weapon June 17, 2009
Posted by Mark Blei in : Uncategorized , add a commentADOTAS — While agencies might have always been granted ‘backstage’ access to their client’s websites, it’s rare for them to influence what behavioural data is gathered, the tools that are used or how it is collected.
Historically, because of this lack of control and input, web analytics hasn’t been something to consider. However, the era of accountability and efficiency has made web analytics an important tool for agencies. As such, greater transparency from the client, and vice versa, provides an agency with data that enables them to make the most of a client’s budget.
A changing landscape and increased focus on accountability & attribution means that web analytics has grown in importance. In line with this, performance-based marketing has become increasingly popular. In the realm of online, clients are paying for success, and expect to be presented with quantifiable evidence to support any spend.
With budgets under the microscope, measurement, data and web analytics are critical areas of opportunity that agencies need to target immediately. Only then will then be able to keep up with consumers that are already ahead of the media industry’s ability to measure, evaluate, buy and sell. Accordingly, Acceleration is seeing the highest uptake of agencies to web analytics than ever before.
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Context Matters for Online Ads June 17, 2009
Posted by Mark Blei in : Uncategorized , add a commentJun 17, 2009
NEW YORK Like print ads, context matters when it comes to the effectiveness of Internet ads, according to new findings from media researcher McPheters & Co. Analyzing the effectiveness of Internet banner ads, McPheters, collaborating with Condé Nast and CBS Vision, found that online ads running on sites with related content were 61 percent more likely to be recalled than ads on venues with unrelated content — a finding that would appear to undercut the case for behavioral ad networks..
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Fox in the Henhouse: Should You Trust Your Agency with Analytics? June 17, 2009
Posted by Mark Blei in : Uncategorized , add a commentADOTAS — Advertising agencies—and especially digital agencies—are among the most fascinating companies in the world. They are staffed (most of the time) by whip-smart, sometimes arrogant, fun, creative, young, attractive people.
Doesn’t it always seem like the good-looking smarty-pants you knew in high school ended up working at an agency? Sometimes, maybe when you’re slogging through yet another column of analytics numbers or trying to figure out how to make your analytics tool recognize a measure it wasn’t born to measure—admit it—you get a little jealous. Those agency people are probably skateboarding down the hall right now, coming up with a new way to make oven-cleaner cooler than Lady Gaga.
Agencies are soaking in the suds of what everybody now calls “spin.” You know—lemons become lemonade. Pigs can fly. And ho-hum conversion numbers can be made to seem either “not that relevant” or hidden behind a pitch for new creative. Agencies are amazingly good at taking things that are not so wonderful and making them seem like just the thing you wanted.
All of which is precisely why you can’t let your agency perform your analytics work.
Read the rest of this great adotas article BY CLICKING HERE
Meet Lauren Mendelson June 16, 2009
Posted by Mark Blei in : Staff posts , add a commentThis week we begin a new feature where we introduce you to a few new staff members at Dynamic Logic every week . Here they will discuss their specialties, new challenges they may have faced and how the challenges were overcome, interesting projects they have worked on and new things that they have learned.
We hope that it will serve as a vehicle to allow you to get to know us better and through this to have a better understanding of our capabilities and the types of unique challenges we meet head on everyday.
I invite you to meet Lauren Mendelson.
My name is Lauren Mendelson and I’m involved in research, working out of the New York City office.
I recently analyzed a study for a car manufacturer, who was trying to expand their image. Traditionally, this manufacturer’s cars were marketed as budget friendly, reliable vehicles. However this new model was positioned as being upscale, luxurious and elite. The brand was not trying to change their image, but rather expand the way in which they were perceived. The manufacturer decided that for this campaign, their target market was affluent respondents.
Then the campaign closed, and I analyzed the results by income. When looking at the target affluent group, I found that they did not react in a positive manner as the manufacturer had predicted. Instead, this group showed no statistical movement at all. What is interesting is that low income respondents responded very positively and increased their persuasion metrics, including intent to buy this new expensive model.
What should this marketer do? Do they change the way they present this new automobile in future advertisements to ensure that the affluent target is positively impacted? Or do they keep their advertising the same, and try to appeal to the lower to mid-range income bracket, that they had previously overlooked when originally designing their marketing strategy?
I’m not sure what direction the marketing team will choose, but it is an interesting dilemma. Historically, it is easier for an elite brand to expand their image for the “everyday” person, than vice versa. For example, now Vera Wang designs for Kohls, and both Roberto Cavalli and Stella McCartney have designed for H&M – all examples of high-end brands that went mainstream. However, it is much more difficult for a low-end brand to successfully appeal to an affluent consumer. If McDonalds were to come out with pricey gourmet meals, it is highly unlikely that affluent people will leave the tried and true such as Wolfgang Puck or Jean George, to venture over to Mickey Dee’s for the same meal.
This car manufacturer faces a similar problem as the hypothetical McDonalds example. Only time will tell which marketing direction they will choose and I eagerly await the results!
When not conducting research, I enjoy traveling, photography, and spending time with my dog. I am getting a new puppy in a few weeks and I can’t wait!
Meet Mark Blei June 15, 2009
Posted by Mark Blei in : Staff posts , add a commentThis week we begin a new feature where we introduce you to a few new staff members at Dynamic Logic every week . Here they will discuss their specialties, new challenges they may have faced and how the challenges were overcome, interesting projects they have worked on and new things that they have learned.
We hope that it will serve as a vehicle to allow you to get to know us better and through this to have a better understanding of our capabilities and the types of unique challenges we meet head on everyday.
Since there is no better way to start than with yourself I invite you to
Meet Mark Blei -Global Business Development and Marketing
My name is Mark Blei and I’m involved in Sales and Marketing. I work out of the New York City office and live most of the time in Southern Ontario in Canada.
The most interesting project I’ve worked on recently was a custom project for a client that had both good Organic and Paid Search results but didn’t know how to maximize their engagement or how to study it.
Working in collaboration with Millward Brown we created a mock search environment and studied the actions and preferences of targeted participants.
We combined the observed behavioral data with standard AdIndex brand metrics like Awareness, Association, Favorability and Intent. .
Our research findings changed this client’s digital marketing strategy for both Search and Banner Advertisements.
It was fascinating because I got to see firsthand how effective our custom research group is at creating methodologies that work alongside our standard approach to ad effectiveness measurement. Methodologies that are easy to implement but also answer complicated questions. This project also opened my eyes to the wealth of knowledge within the Millward Brown family of companies.
Our research findings changed this client’s digital marketing strategy for both Search and Banner Advertisements.
In my spare time I enjoy ocean cruising I have been on over 160 cruises which adds up to over two years of my life at sea! The picture to the right is of me on my last cruise in St. Thomas. I recently got married and was worried that my new wife wouldn’t enjoy cruising. Luckily she loved it.
If you are interested in how Dynamic Logic can help your company overcome its challenges, or if you know where a guy can get a balcony cabin without spending his retirement fund- I invite you to call us at 212-844-3700 or email us at answers (at) dynamic logic (dot) com. Tell them that you read about us here!
