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Explanation Video on SSP, DSP and Agency Trading Desk

If you are more advanced online marketer, you probably already know, what SSP and DSP stand for. For those, who are not sure what the role of Supply Side Platform, Demand Side Platform and Agency Trading Desk in the online marketing ecosystem is, Mark Dye from B2B marketing platform Bizo prepared short...

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Infographic: Which Countries are Using Google Analytics the Most?

Posted by Martin Kovac | Posted in Measurement | Posted on 13-06-2012

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Did you know: Macedonia, Serbia and Lithuania have the biggest usage of Google Analytics in the world!
Iraq is the country, where Google Analytics is used the least.

Target Online Marketing created wonderful infographic – Who is using Google Analytics?

How Do Marketers and Agencies Measure Multichannel Influence?

Posted by Martin Kovac | Posted in Advertising, Measurement | Posted on 22-05-2012

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Findings from Econsultancy and Google Analytics suggest the majority of marketers worldwide failed to use attribution models that properly describe the influence of each ad format and marketing channel on the consumer’s purchase path.

The last-click attribution model was the most common method used by marketers and agencies worldwide. Under this model, the last click receives full credit for any revenue generated.

Lesser used methods of attribution—including first-click, the direct counter to last-click; linear, a model that assigns equal weighting to all interactions; and customized by channel, a type of linear model in which marketers assign their own custom value to each touchpoint—were used by a greater number of agencies than marketers.

First-click and last-click attribution models are easiest to measure, but their use can over- or under-credit an ad format’s influence on conversion activity.

I encourage you to read the full article on eMarketer.

Which European Country has the Largest Internet Audience?

Posted by Martin Kovac | Posted in Measurement | Posted on 21-02-2012

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comScore released an overview of internet usage in Europe, showing 381.5 million unique visitors went online in December 2011 for an average of 27.5 hours per person.

The overview shows that the Russian internet audience continues to be Europe’s largest with more than 53.3 million unique visitors:

Infographic: How Marketers Currently Measure ROI

Posted by Martin Kovac | Posted in Measurement | Posted on 14-11-2011

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Do you know where are all advertising budgets spent in USA?
Which metrics are the most effective to evaluate marketing ROI?
What online analytics tools do marketers use?

Here is infographic by Ifbyphone, a voice based marketing automation platform, they assembled statistics on how marketers currently measure ROI:

Online Checkout – In Real Life

Posted by Martin Kovac | Posted in Measurement | Posted on 20-10-2011

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Shopping online is meant to be easy. Watch funny video, where your customers are “checking out” with Google Analytics.

3MS – Making Measurement Make Sense

Posted by Martin Kovac | Posted in Display advertising, Measurement, Online advertising | Posted on 20-09-2011

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“3MS” short for “Making Measurement Make Sense” is a project of the IAB, ANA and 4A’s, along with a an impressive list of backers, including Google, AT&T, Coca-Cola, CBS, Group M, ESPN, Omnicom, Microsoft, Starcom MediaVest Group, New York Times and others.

Goal of 3MS project is to create new standards for how digital advertising is measured, bought, sold and easily comparable to other media.

Few changes to be tested:

  • Redefining an online ad impression from any ad served to a screen to counting only impressions where at least half the ad is visible for at least a second.
  • Developing a third-party online audience-measurement system that can be used as a currency in media deals, akin to what TV, radio and print long have had.
  • Defining a common set of online display and video ad formats to give buyers a better idea of they types of inventory that exist and what value they should command.

  • Source: Advertising Age

    Most popular web browsers in CEE?

    Posted by Martin Kovac | Posted in CEE, Measurement | Posted on 30-11-2010

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    If you wonder, which is the most popular web browser in Slovakia, Czech republic, Poland or Hungary, Gemius can answer this question:

    In three out of the four analyzed countries, Firefox is the most popular web browser. Just in the Czech republic, users still prefer Microsoft Internet Explorer.

    For more information visit measure the web.

    Inbound Marketing University – 16 Training Courses

    Posted by Martin Kovac | Posted in Email marketing, Measurement, Online advertising, PPC advertising, SEM, Social Media | Posted on 24-05-2010

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    HubSpot is kindly sharing 16 great marketing courses, which are MUST to every online marketer.

    If you are interested in becoming certified Inbound Marketing Certified Professional, you can register here.

    Below you can watch all training courses:

    Inbound Marketing University Certification Program

    1: How to Blog Effectively for Business

    Professors: Ann Handley & Mack Collier, MarketingProfs

    2: SEO Crash Course to Get Found
    Professor: Lee Odden, TopRank Online Marketing

    3: Social Media and Building Community
    Professor: Chris Brogan, New Marketing Labs

    4: Successful Business Uses for Facebook and LinkedIn
    Professor: Elyse Tager, Silicon Valley American Marketing Association

    5: Viral Marketing and World Wide Raves
    Professor: David Meerman Scott, author of New Rules of Marketing & PR and
    World Wide Rave

    6: Advanced SEO Tactics: On Beyond Keyword Research
    Professor: Rand Fishkin, SEOmoz

    7: Calls to Action and Landing Page Best Practices

    Professor: Jeanne Hopkins, MECLABS, Marketing Experiments

    8: Inbound Lead Nurturing

    Professor: Brian Carroll, MECLABS, InTouch

    9: Successful Email Marketing

    Professor: Eric Groves, Constant Contact

    10: PR for Inbound Marketing
    Professor: Todd Defren, SHIFT Communications

    11: Twitter for Business

    Professor: Laura Fitton, Pistachio Consulting, co-author of Twitter for Dummies

    12: Advanced Marketing Analytics

    Professor: Avinash Kaushik, Google and author of Web Analytics 2.0

    13: Passion-Inspired Video & Other Creative Content

    Professor: Gary Vaynerchuk, Wine Library TV, and author of Crush It!

    14: Social Media for Big Business

    Professor: Paula Berg, Southwest Airlines, Linhart PR

    15: Internet Marketing Comprehensive Review
    Professor: Mitch Joel, author of Six Pixels of Separation

    16: Midway Inbound Marketing Review

    Professor: Mike Volpe, HubSpot

    US marketers still rely on CTR

    Posted by Martin Kovac | Posted in Measurement, Online advertising | Posted on 20-05-2010

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    A March 2010 survey by Chief Marketer showed that CTR is till the most used metric to measure effectiveness of online campaigns.

    – 60% of US marketers reported they measure interactive marketing performance in click-throughs.
    – Just 38.4% measured return on investment.
    – Only one third measured brand awareness or reputation.

    Is the time of exposure the new metric for display advertising?

    Posted by Martin Kovac | Posted in Display advertising, Measurement | Posted on 30-03-2010

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    Ad network called World Web Network launched technology that measures the amount of time that a banner is visible on the page and the web surfer is active. Time is only tallied when the script detects a regular mouse-keyboard activity. After ten seconds of idle time, the tool will pause until activity returns, ensuring a reliable metric.

    French company called Alenty created this technology. You can see live demo of their technology here.

    If I were to buy banner advertising on CPM basis, I would definitely appreciate dwell rate time discounter, or to be billed based on the time of exposure.