photo credit: jamestruepenny photo credit: jamestruepenny

I engaged in a debate with a friend yesterday regarding commercials for “The Big Game”. (sub note: I find it infuriating that “Superbowl” is copyrighted and marketers are not allowed to use it in advertising anymore but instead use “The Big Game”, especially considering “The Big Game” is actually the name of a college game played annually since 1892 as well as also a name of a high stakes poker game played annually). Superbowl Big Game commercials have taken on a whole new life with social media in the past few years.

We’ve seen usage of the #hashtag in the commercial; Facebook pages created specifically for the commercials; and this year will see apps created specifically to be played during the game itself. GoDaddy.com, possibly considered pioneers, even created an entire section of the business website dedicated to the commercials that aired (sometimes for “unrated” content) and were one of the first online companies to advertise during this game in order to drive traffic to their website. Heck, last year even saw Google produce a commercial (which were a rare commodity to begin with prior to the SB commercial).

These commercials create a lot of buzz. For one, this timeslot is gernally the highest watched timeslot of the year and thus their are more eyeballs than most other times. Second, advertising companies have deemed the “Big Game” as the beginning of the year for advertising, and thus typically all new commercials come out during this game. Finally, it is expensive to purchase advertising time for this game, thus there is a general thought that “the best” commercials are put forth during this time.

I for one am a big fan of the commercials aired during the game. Most of the time. I tend to be a bigger critic of these commercials. Further, I remember going home after the game or maybe the day after and “Googling” to try to find a re-run of the commercial because I couldn’t wait until I saw it again. More recently, I became a fan of websites that would compile the commercials and / or rate the commercials and allow users to give their own ratings. In the last 2-3 years though, the new trend is to “leak” the commercial before the day of the game, typically in the 2 weeks leading up to the actual game.

Not all advertisers do this, but plenty do (there are about a dozen commercials available for viewing already). So does this diminish the value of the ad? This is where my argument began (of sorts). Non-sports fans used to turn on the “Big Game” in order to watch the commericals, so will they still do this now that “the best” commercials can be viewed beforehand? I’m guessing that they still will, because “the best” is an opinionated word as well, people always want to see everything, and further, they want to see it live and experience it like everyone else. On top of this, the number of views generated on YouTube and other portals, is already tremendous, which is probably the main reason for leaking these commercials - Quantification.

Last year some of “the best” commercials had tens of millions of views on YouTube AFTER the game ended. So by releasing the commercials earlier, advertisers will want to see if they can beat the numbers from last year (and in theory this should be fairly easy to do). In my opinion, Nielsen Ratings is a “soft” metric. Sure they can say that 13.5 million people “watched’ the game, based on their machine sampling and extrapolation. But there’s no way to really know how many people watched the game, since there are typically more than the average household number watching the game. Further, there’s no guarantee that just because the TV is on that people are actually paying attention. Thus my “beef” with Nielson Ratings as a measurement tool.

YouTube views are a much more concrete metric. You have to click a button in order to view. Sure there’s a small percent who may begin the video but not finish it, but typically when a user clicks something they are engaged with it, at least for a few seconds. Much more so, than standing around with a plate of meatballs anguishing over a missed fieldgoal with a friend. Further, the video will probably include a link to a website and the viewer can more easily navigate to that site. Thus you also get a “visit”, if not more!

A second and almost as equally important reason for “leaking” is the viral marketing that this does. When someone says, “You have to see this”, you watch. It annoys me that, the full commercial has been leaked because I think you can achieve the same or at least similar viral success by just leaking a part of the commercial. But for those who have seen the full length commercial they can give a fully credited review of the commercial and recommend it (or not recommend it).

The purist in me hates all of this. “It’s ruined the game!” Technically, the ads themselves have ruined the game, as the game has become more about the glam and the glitz and less about crowning a champion of the NFL season. But similarly to how websites such as TripAdvisor have taken a lot of the surprise and adventure out of “trying something out” by giving testimonies and personal recommendations, I think leaking the commercials ruins the surprise of what commercial will come out next.

The marketer and analyst in me loves all of the integration and progress that has been made! I look forward to the apps and use of mobile with this year’s commercials. Although I’ve seen several commercials, I look forward to watching them with others. Finally, I get it from an advertising perspective. The buzz and viral marketing that is generated is worth every cent spent.

My only question is, why pay the $3-4 million for the timeslot? Why not just create a commercial and put it up on YouTube, market it through the major media channels and then not actually have a commercial that is aired? Sure they would come out and state that this commercial is not airing but that will just create more buzz for the commercial. Not very ethical, I guess…
photo credit: JohnSeb

We have had overwhelmingly positive feedback from our book: A Strategic Framework for Emerging Media. Have you read it yet? This week we are offering a promotion price of $20 for the book if you buy through this link: Buy the Book. That’s $10 off the regular price!

If you are a business owner with questions about emerging media practices such as mobile marketing or social media, or if you are a marketer interested in knowing more about how you can utilize the data coming from your emerging media channels this book provides details, case studies and a step by step instruction on what you need to do.

This deal is good this week only and you must buy through our website (link above)!

Thanks,

Carlos and Jeff

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We are having a book release party at Belltown Pub on 10/6 from 6-9 pm. If you can make it out we’d love to see you and will have new and old books on hand to autograph. We’ll also raffle of a book or two for free. There will be a free food spread and beverages available for purchase.  Please click one of the links below to RSVP:

If you have a Twitter account:

http://twtvite.com/2gy8te

If you have a Facebook account only:

https://www.facebook.com/event.php?eid=180906625317307

Or if you have neither, just contact us and we’ll send you all the details!

Thanks,

Jeff and Carlos

It’s amazing how fast paced the internet and in particular the social media / geo location / mobile app spaces are moving. Thanks to hackathons the companies who own these spaces are able to make adjustments, updates and new additions much more quickly than your typical website. While this is not always viewed as a positive thing by the users, it does lend the ability for flexibility and creativity. The days of saying, “wouldn’t it be great if we could do X” and then having to wait 6 months for that to happen are over. X now takes a week to be created by a developer and is then tested, approved and released.

Ok, maybe it’s not tested, which could be a part of the reason why there is pushback when redesigns happen and become more annoying than helpful. Then again, when Facebook went through a major redesign several months ago, the users pushed back initially, then accepted. Now they push back again with their most recent redesign, but my guess is that it will be widely accepted within a few weeks.

What’s more interesting is how quickly things are merging together. These new media are learning how a shared space is better than a separate space. Mobile and Geo-location almost always go hand in hand, but being able to add in the social aspect really starts to pay dividends for companies. In our latest book “A Strategic Framework for Emerging Media”, we provide some ideas for improvement between social, mobile and geo location media. Many of the ideas are things that co-mingle these technologies. Unsurprisingly, some of these ideas must have been common ideas because they’ve been mentioned or have been put into place by these technologies before our book was put into publication or is being released just weeks after our book publication.

I discovered an example of the types of ideas that we talk about in our book while checking in on Foursquare last night. Upon check-in I noticed that I had unlocked a deal. When I opened the deal, I was informed that there was a ‘Groupon Now’ deal for the restaurant that I was at. I was able to save $5 off my meal, just by checking in! Had I not checked in, I would not have known about this deal. I probably could have checked Groupon and possibly would have seen the deal without going to Foursquare (geo-location app). I could have even checked Groupon from home and possibly would have seen the deal without using my mobile device. But in this perfect storm, I checked into a geo location app, using my mobile device, and made a purchase through a social site.

I talked to the manager of the restaurant about this and told her how cool it was that all of this transpired. She mentioned that in a month I could repeat the process. This is where there is still a step missing which we talk about in our strategy section of our book. You most likely have my info through Groupon, so why not either email me in a month, or start serving retargeting ads with a new Groupon deal for repeat business? Most likely the people that use these three technologies are going to be comfortable with a company targeting them.

Find out more about these types of strategies in our book!

Regardless of your role in an e-commerce or non-commerce web company, you rely on data and technology in order for you business to survive. As such, there is always a chance of critical failure for any particular portion of your business.

http://lamblegs.files.wordpress.com/2010/09/criticalfailure_image_400x260px_banner.jpg

Critical failure could be any number of things: server/technology failure; data loss; corrupt test environment; broken coding deployment; hacking; third party issues; act of god; etc. While you’ll never be able to prepare for every possible scenario, it’s advisable that you develop action plans for some of the more common scenarios.

In this post we’ll review some possible technology and data loss issues that you might run into.

Your website probably consists of multiple pieces of technology – data storage server, sequel search engines, motherboard processors and miles of cables, just to name a few pieces of equipment. You should keep multiples of each type of equipment on hand in case the one in use decides to quit working. Further, you may want to keep a backup system with a duplication of all data active and ready to be deployed. You might consider keeping this backup in a separate location – in case this issue is some sort of emergency such as a fire or water damage.

Technology issues can often lead to “site down” time. This will frustrate your customers and could cause you to loose some retention. A good suggestion is to have adequate and clear messaging if possible. The last thing you want is an error500 page to pop up (though with certain technology issues this is unavoidable so do your best to get the issue fixed quickly).

A brief message such as “Our site is currently down” along with an anticipated time of being fixed can go a long way toward easing the pain of your customer. It could also create some positive anxiety if you have customers who need to constantly have access to your site.

Site down time also leads to inconsistencies in your data when comparing vs. another time frame.

If you rely on a 3rd party to collect your data, you should consider keeping a “hard copy” on hand as well. Typically a daily file transfer of the previous days’ activity will be sufficient. If the 3rd party data is unavailable or seems suspicious when viewing it you’ll need to verify several things: a) verify any processing issues with the 3rd party; b) verify tagging code on your site; c) verify any supplemental actions required by your 3rd party; d) verify data is being received by your 3rd party site.

Thorough testing is the best way to avoid data loss due to tagging errors. (Ok, technically using log files might be the best way to avoid, but log files can be cumbersome) Ensure that your test environment matches what will go into production and make sure that you utilize all tools to make sure that code functions properly and indeed gets passed to the 3rd party (if applicable). For most third party analysis tools, the javascript calls themselves are not enough to render data, most vendors also require a library file which helps define the javascript actions.

More often than not though, test environments seem to not have an exact replica of the production environment. Or even more oddly, sometimes your data my render in test, but not in production. So it may be worth your while to “go live” at a low point in the day where you can do a live test to ensure that production data is rendered properly, with the lowest chance of data loss.

Finally, another common reason for a technology/data loss issue is a spike in volume. You will need to prepare your hardware, and/or your 3rd party for any anticipated increases in data volume.

Data loss is a critical pain point for your business users who use the data to make decisions about your site. Having inconsistencies in the data can bring forth questions about legitimacy of the data, or questions about why the data falls outside of an accepted level. Good documentation of dates and times of data loss will help alleviate those questions. Unfortunately, there’s usually nothing you can do about data loss unless you have a back up storage.

Technology issues and data loss can lead to a lot of frustration for many roles within the company. Having an action plan in place, or just simply having the proper backup tools in place can help ease the pain of these types of critical failures.

The NFL is back in business. Though if you solely judged it’s functionality based on it’s social prominence, you probably would not have known any different since the overall volume of mentions of @nfl and #nfl have stayed consistent. Thanks to our friends at Rowfeeder, we were able to monitor the term NFL on Twitter from just after the Superbowl (in February) through Monday July 25, when both the Players Union and Owners agreed on a new Collective bargaining agreement. Supplemental data was found on Tweetstats and Twittercounter, however Rowfeeder allowed us to actively monitor each and every mention – roughly 4 million data points when it was all said and done.

We decided to look at three key things to see if we could glean any info: mentions of @nfl or #nfl in tweets, actual number of tweets from @nfl, and the follower count for @nfl. Actual tweet counts from the main account allow us to understand how active @nfl was during this period. Follower counts show whether @nfl’s effort resulted in an engagement increase. Total mentions allows us to gain a robust understanding of the effects or “social prominence” of a term such as “NFL”.

Let’s review some key dates that will give context (all of this takes place in 2011):

• 2/6 – Superbowl
• 3/4 Proposed Lockout date
• 3/5 and 3/11 extended Lockout dealines (24-hour extension was announced on 3/3 and on 3/4 a 1-week extension was approved)
• 3/11 NFL Players Association Decertifies
• 3/12 “Lockout” begins
• 4/25 Judge rules in favor of Players and temporarily lifts lockout
• 4/28 Day 1 of the NFL Draft
• 4/29 Lockout is reinstated
• 7/21 NFL Owners vote to approve a new Collective Bargaining Agreement
• 7/25 NFL Players Association approves new Collective Bargaining Agreement
• 7/26 Free Agency Begins – the NFL is back

Based on these dates, I would assume that the mention counts might look something like this:

Further down is a graph showing how accurate or (inaccurate this graph is). However to gain further understanding of the affects that the lockout might have had on the term “NFL”, we explored actual tweets from the @NFL account itself. The tweets were mostly news based tweets with links to stories about which teams might draft which player: (summing the Rowfeeder data by month)

• ~310 tweets in February (mostly during the Superbowl)
• 100 tweets in March (no football related events this month, but lots of news about the pending lockout)
• 500 tweets in April (NFL draft at the end of April, court rulings)
• Roughly 200 tweets per month for May
• Less than 100 in June and July
• 200 tweets a month seems to be the rough average throughout NFL season, not counting February (which is when the Superbowl is held) and April (which is the NFL draft) – thanks to Tweetstats for the monthly info prior to our data collection

Finally looking at total mentions, from mid February through mid April traffic for the term “NFL” averaged between 15-20K tweets per day. Peak days were as follows:

• 40K on 3/3 when it was announced that the deadline for the lockout would be extended 24 hours
• 34K on 3/4 when no deal is reached again and the deadline is pushed out one week
• 90K on 3/11 – the day that the NFL Players Union decertified
• 58K on 4/25 when a court ruling  temporarily lifted the lockout)
• 198K on 4/28 – Day 1 of the NFL Draft
• 77K on 4/29 – Day 2 of NFL Draft; Lockout is reinstated
• 52K on 4/30 – Day 3 of the NFL Draft
• 50K on 7/21 – NFL owners vote to approve the collective bargaining agreement
• 74K on 7/25 – Players Union votes to approves the collective bargaining agreement

Our prediction was a little off but was surprisingly accurate for most of the data (ok, maybe a cheated a little bit).

So what this seems to indicate is that the lockout news definitely generated social buzz and helped produce additional followers that might not have been gained had there not been a lockout. The NFL draft seems to be the biggest news interest for NFL fans, though we have no mention data for the time during the Superbowl or playoffs preceding, so we cannot say that it is the overall biggest story of the year. A follow up post might show that the days following the lifting of the lockout and corresponding signing of Free Agents/start of training camps and pre-season games will probably also show a larger volume of traffic. Also, it would be interesting to visit these numbers next year and see how the averages compare when there are no labor issues to discuss over the off season and also compare it to playoffs and Superbowl week.

Google has announced Google Wallet and states that by 2014 50% of all smart phones will have NFC built into them. NFC, is a set of short-range wireless technologies, typically requiring a distance of 4 cm or less. Google Wallet will allow you the capability to “tap” your smart phone against an NFC terminal (similar to tapping your credit card against said terminal) and make a payment.

While I can see the benefits of this, and it seems to fit in the stream of current capabilities (you can already swipe virtual gift cards on your phone with a scanner), I shudder at this idea. Mostly because I assume this will require you to store credit card info either on your phone, or via an app that you access on your phone and will most likely keep “logged into”. Granted, you can put a password on your phone and probably can have some sort of password on the app to access it, we all know that passwords can be broken.

So, this will most assuredly increase the chances that someone would opt to play the part of bad samaritan when your phone is left somewhere and not turn it it (like a good samaritan would). Further, theft of smartphones is surely to go up. At minimum this would come in the form of a pick pocket, and worse case would be an aggravated robbery.

Assuming you escape unharmed from the theft, or you instantly realize that you’d lost your phone, you can fairly easily have the phone deactivated and report it as lost or stolen. So no harm, no foul, other than some loss in pride.

However, my biggest fear, relates to a report that I recently happened across regarding a newer type of pick pocketing – Electronic pickpocketing. This involves an iPad looking device that the thug walks around with and picks up your credit card information via the NFC. Again, that whole “4 cm or less” thing comes into play so the perp will have to walk very close by you, but standing on any form of public transportation or at the airport usually incurs a close proximity.

We all want convenience, but should it come with a cost? Am I being too paranoid? Would love your thoughts on this!

From SAS.com

As a web analyst you are privvy to a lot of  information. Some of this information is probably personably identifiable information. You should understand what that information is and what is your responsibility in protecting that data.

I’ll be the first to admit that I am no expert on PII, but I continue to learn more and more about it every day. I encourage you to research it yourself if your company hasn’t already given you documentation on it. Further, I encourage you to particpate or initiate steps to ensure that PII is not leaked out of your corporation. It’s not just the company’s responsibility to ensure that PII information is not divulged. Your stake in managing PII covers anything from ensuring that your laptop / desktop has the proper anti-virus software and password protection, to ensuring that the data you share does not contain anything PII. The WAA has created a code of ethics for the analyst to strive to abide by, and while I agree with the intent that went into this code, there are those who wish to see even stricter adherence and governance of our accountability and drafted an alternative version of the code.

Neither of these codes really define what PII is, and I think it should merit some consideration of inclusion.

I think that the WAA covers a lot of bases with their code, but I feel that it’s written fairly non-binding and leaves open for a lot of interpretation of exactly what I’m agreeing to adhere to. It does seem to appease the typical corporate definition of administering to a policy without fully committing to the cause, and is probably the best we can hope for from the WAA. But I do give them a lot of props for taking the first stand and creating this.

Carlos’ version goes a bit in the other direction and may be too much of a commitment for most people. That said, I don’t think what he said would be a detriment to a company or analyst to try to strive toward. While committing to the evangelization of boycotting a particular browser lacking in security may be a bit hard to swallow at first, it doesn’t necessarily mean that you are pledging to not utilize said browser, just that you are committing outwardly condemning the shortcomings of said browser. I do wish that Carlos would add back in the bullet point about education, and in fact this would help him to cover what I stated above that both were lacking – a complete definition of what PII is and how I should protect it.

So, while it is great that the WAA and analysts like Carlos have taken a proactive approach in their pledge to keep PII protected, having a code of ethics and signing this code is not enough. We should lead the charge to have companies create a full education program on PII for all employees. I know that some companies have this, but I’m sure they are the exception and not the rule. As Web Analysts we are the evangelists of the data and that should include improving the understanding of PII and it’s ramifications if the data is compromised. Just remember, the PII could be your information.

In our latest book, User Driven Change: Targeted Social Engagement, we discuss the different types of emerging media and how you can use the data from social, mobile and geo-location to inform your marketing campaign decisions as well as changes to your website. A common problem that most people have, is how to classify tablets. Specifically, are they mobile devices, or are they considered on the same grounds as a pc/laptop? While our book addresses the larger picture, I wanted to give you a snapshot specific to tablets in this post.

From www.wired.com

Most tablets seem to perform somewhere in between a smartphones and “netbooks” (a light weight laptop). Tablets have the same challenges that smartphones do in regards to connection speed since they typically rely on a wi-fi or 3G connection. However, because their screen size is much larger than most smartphones they don’t have as many challenges when it comes to usability of your full website. Sure the iPad isn’t compatible with Flash, but if you’ve built most of your site using dhtml, Ajax, or some other architecture, chances are the visitors’ experience is no different than if they were browsing on a PC or laptop.Thus the reason that sales and conversion from tablets is much larger than smartphones for many companies.

That said, many people still don’t know what to make of tablets. Both from a business perspective and from a consumer’s point of view. As a business, I’m still evaluating whether I can increase my 2% conversion rate that I’m seeing from tablet visitors by paring my website down a bit. As a consumer, I struggle with the practicality of owning a tablet. I already own a laptop and I have a powerful smartphone that can play games and movies, so what benefit would I get from having a tablet.

I’ve noticed that in my office, some co-workers bring their tablets to meetings with them and some bring laptops. The tablet carriers manage to get around much easier, but most do nothing more than use the tablet to maybe browse a website that we may be evaluating. They don’t use the tablet for note taking, or any other project management capability that you might be able to do on your laptop, while in a meeting.

I think from a business professional / consumer perspective a tablet would make a lot of sense to have those types of capabilities. Basically some sort of lightweight project management system, or just an office suite that allows me the ability to utilize my tablet but at the same time not have something as cumbersome as a laptop that I have to carry around the office.

From a general consumer perspective, I often hesitate to use my laptop simply because unless in the “hibernate” state it takes 30+ seconds or so to load up the screen. A tablet is almost instantly turned on and ready, so I can see the benefit of browsing on my tablet. I also think that if I’m more comfortable with the experience, I’m more likely to buy, so if the tablet provides a better experience, I’d buy something online using the tablet. Admittedly, as of today, I’ve only bought “Groupons” from my smartphone, no tangible products have been purchased from my smartphone.

Google AdMob recently conducted a survey to find out what people are using their tablets for. 84% of respondents said that they used their tablets for gaming, while only 78% said they used it to research info and 71% said that they used it for email activity. I don’t think that there’s anything shocking about those numbers, since again I think consumers are still trying to figure out what to do with their tablet and as well, gaming on smartphones and tablets is a very hot trend right now. Additionally, when you look at the evolution of the smartphone or rather cell phones, they originally started out as an actual mobile phone, used to call someone. Then texting became the big thing. Then mobile internet became the predominant activity on a phone. Now, geo-social activities and apps are the latest hot trend for mobile phones. So, I’m confident that the tablet will evolve over time.

Some analytics companies roll tablet data into a “mobile” data set. I think this is a mistake, especially since according to the survey, 82% of all users said that they primarily use their tablet at home. While I find this number a bit shocking, I think it goes back to the evolution process and I think soon that number will drop as consumers begin to explore other uses for their tablet. Further, I’m sure the survey question was – Where do you predominantly use your tablet? – with a restricted single answer slot; if the word “predominantly” been taken out and had the answer been a multiple choice, it’s possible that this number may have been lower and that other choices such as work may have been more significant.

So, the question of how do you measure tablet data still remains. If you only have one site and are looking to determine if optimizing for smartphones/tablets is necessary, my recommendation is this: your full data set will give you an overall benchmark. Next create a segment that includes only PC/Desktop visitors; also create a segment that includes PC/Desktop and tablet visitors. Then create segments to show your tablet only visitors, and a segment to show your smartphone only visitors (I recommend not including feature phones in this segment).

Here is a good thought for how you might segment your data:

• Full Data Set
• Desktop and Laptop
• Laptop and Tablet
• Tablet
• Smartphone

I would also recommend knowing the breakout of technical properties of each group – browser size, browser type, connection speed. You will likely find that these segments give you a good thumbnail of how your business should treat tablets.

If you wanted to be picky, you could decide to optimize your full site to ensure that it fits on the smaller screen size of a tablet and reducing the page weight may help to increase page response time on all PC/Lapttop/Tablets, and that may prove to increase your numbers for that group. However, you may decide that the tablet group(s) prove to be efficient enough and thus you might want to focus on your smartphone optimization.

By creating a site that is optimized for a smartphone – reducing images, and content, creating easy to click links, and a streamlined navigation process, you will want to see your smartphone key metrics increase. You may not see significant changes to your overall benchmark but you will probably start to notice some small lift in those numbers as well. You’ll want to create a smart re-direct that sends smartphone visitors to your mobile optimized site and allows tablet visitors to continue viewing the main site. I would recommend adding a link that allows a tablet visitor the option to view the site in a mobile optimized format.

If you haven’t heard, and more importantly if you haven’t yet voted for the WAA 2011 awards, you should do that today (since it’s the last day).

There are 5 Categories this year:

Client/Practitioner of the Year (individual or group)

Most Influential Agency / Vendor (group)

Most Influential Industry Contributor (individual)

Web Analytics Rising Star (individual)

Innovator/Technology of the Year (individual/group)

Here is a full list of each category and each nominee: http://www.webanalyticsassociation.org/?page=awards2011_nominees

Carlos was nominated for the Web Analytics Rising Star award and based on his competition, I think he’s truly as deserving of the award as anyone on the list. I apparently am not the only one who thinks that. April Wilson (whom I have never met) feels like Carlos is one of the top three individuals on the list of Rising Stars. Thank you April, for your voice of support!

To reiterate some of the main points of why Carlos is nominated for this award: he attended three major conferences in 2010. He also hosted a slew of smaller gathering Web Analytics events where participation ranged from 5-30. He’s also very active in many of the Analytics forums including: #CROchat on Twitter, and the Web Analytics forum on LinkedIN. Carlos also finds a way to publish whitepapers and maintain this blog, in addition to writing his second book, which is all on top of maintaining his daily consulting job. Finally Carlos is always open to mentoring and advising younger analysts and giving them his two-cents worth.

So if you have not voted go vote and if you like Carlos and/or think he’s deserving of this award, vote for him!