Tag Archives: Business Intelligence

#YouTube Rocks – #Video via @AllAnalytics

YouTube’s inclusion in Billboard metrics (and subsequently, its part of Nielsen ratings) is a signal that YouTube Analytics is becoming an important asset in business.  The metrics are a natural match for businesses small and large looking to increase their video sophistication.  Watch this All Analytics video on why YouTube is valuable, and add your comments at, well, the YouTube channel for All Analytics as well as here at Zimana blog.

Twitter buys an analytic company

Twitter buys an #analytics company called “Trendly”. You can learn about the purchase in the following New York Times article: http://nyti.ms/cvzQzJ

How to expand your analytics knowledge: Three books that show managers how

Web Analytics 2.0

Avinash Kaushik's excellent guide for analytics in management

Yahoo Web Analytics

Dennis Mortensen has written a great guide on analytic dashboards as well as his analytics solution, sold to Yahoo in 2008

Need a little more information on using analytics within your organization?  There are three great books that I have had the pleasure of reviewing at Small Business Trends, an award winning small business blog started by editor Anita Campbell.  Written by the leading experts in web analytics and business intelligence, these can help develop an organization around the timely use of analytics tools.

  • Analytics At Work (Thomas Davenport, Jeanne Harris) — focuses on analytics within an organization.  Differing from their first book, Competing on Analytics, Analytics at Work is for medium sized organizations that want to incorporate business intelligence tools for operational efficiency but not as a leading advantage in a given industry.
  • Yahoo Web Analytics (Dennis Mortensen) — this book is more than a how-to regarding Yahoo! Web Analytics.  It’s perfect for online merchants who are interested in Yahoo Web Analytics, but also advanced analytics practitioners who need additional ideas for Javascript code and segmentation analysis.

I have also reviewed other business books with Ivana Taylor, founder of DIY Marketers and the book editor for SBT.  We try to review business books we genuinely like and that have great use for small business owners.   A great one Ivana did  is called Success Made Simple which featured perspective from Amish small businesses

Small Business Trends covers a number of great small business subjects and tips.  Definitely a must follow for any small business owner.

What other business books have been a great aid to your business or outlook?

How to create a video resume by IQ Workforce

IQ Workforce operates a great recruiting site for analytics consultants and companies looking for analytics practitioners.  Companies can post job openings for analytics and related digital marketing positions, while analytics employees and independent contractors can post their resume and web video resume to show their skills and strengthens.  It is a significant and welcome development in the web analytics community, as its niche focus on WA practitioners offers increased visibility to analytics positions while augmenting many other sites for digital marketing related posting.  Established in 2005, the company is a global partner of Web Analytics Wednesdays (a networking meetup hosted in various cities, founded by Eric Peterson of Web Analytics Demystified).  IQ Workforce also interviews web analytics practitioners regarding the industry trends.

Corry Prohens is the Managing Consultant for IQ Workforce.  He offers solid advice to all, such as great post on how to conduct a video resume, a format he has encouraged contractors to use.    You can learn more about how to conduct a web video resume at the iQ Workforce blog post.

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How relevant keywords in Facebook differs from those in search engines

Facebook conducted a great Facebook Ads presentation at the recent Search Engine Strategies New York expo in March. I sat in the audience as Sarah Smith, head of Online Operations in Facebook’s new Austin office, spoke about how small businesses and marketers should use Facebook ads. Great timing on Facebook’s part to offer a review to SES goers, given the recent statistics that online users are spending more time on Facebook than Google, and the massive buzz of the Betty White Hosting Saturday Night Live fanpage.

One of the best takeaways was regarding how keywords in Facebook ad content should be selected. Keywords should be deployed such that they connect to lifestyle activity, events, or how a product is used. These obtain the best response results in Facebook. This differs from search engine keyword tactics, where specific words or broad match incorporating a specific word is used. In fact Facebook calls keyword phrases “likes and interests”, similar to the FHTML that is a variation of HTML.

For example, the words “wine” or “red wine” may be used by a winery, but in a Facebook ad, phrases such “fine dining” will help the ad appear to relevant Facebook audience. According to Smith, businesses can use Facebook to find customers before they use the search engines to seek your business, product, or services.

This implies a few aspects that businesses and marketers should keep in mind:

  • Beyond a different keyword strategy, Facebook users are searching differently than those who are using search engines. This means campaign content must be formulated for Facebook with a different search in mind than that for a search engine.
  • Businesses that confuse web analytics for simply keyword performance will have to end. If a Facebook campaign is used alongside a PPC (Adwords, Adcenter, etc.), those business will miss opportunities to optimize their marketing and gain customers because all the channels will be treated the same.
  • Marketers will have to understand the influences and preferences customers more deeply to generate the “likes and interests” for the Facebook ads.

Ok, it’s your turn…how do you see advertising in Facebook being different than in Google or Bing Yahoo?

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