Marketing Science » digital

Yieldex Raises $10 Million Series C Round From Hearst

Augustine Fou — Thu, 29 Sep 2011 11:14:54 +0000

Source: http://www.businessinsider.com/yieldex-raises-10-million-series-c-round-from-hearst-2011-9

Digital advertising and analytics company Yieldex has raised a $10 million Series C round led by Hearst and others.

Previous investors include Amazon, First Round Capital and Sequel Venture Partners.

It has also snagged some big partnerships with major publications, including NYTimes.com.

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Pepsi Innovates with Social Media Metrics

admin — Mon, 28 Mar 2011 15:37:02 +0000

Source: http://www.emarketer.com/(X(1)S(42jwtm55nqvfgyaggenxk3vd))/Article.aspx?R=1008299

Shiv Singh Head of Digital PepsiCo Beverages America

Five versions of Android on the market simultaneously — is this the new rate of innovation?

admin — Fri, 28 May 2010 13:21:31 +0000

Today, there are at least five different versions of Android on the market. Many of them are highly customized to allow for new features and device differentiation, but that same customization also makes it harder for vendors to update them to the latest versions.

palm-sized cameras for an enthusiasts toy box

Augustine Fou — Thu, 28 May 2009 01:52:12 +0000

Casio superfast camera 1,200 frames per second

casio one is to capture slo mo (bullet blasting through apple)
Casio High-Speed Exilim EX-FC100 9 MP Digital Camera with 5x Optical Image Stabilized Zoom and 2.7-inch LCD (Black)

Sigma DP2 foveon 14 megapixel direct capture camera

foveon is to capture intricate fabric detail (every pixel has R, G, and B captured, not extrapolated)
Sigma DP2 14MP FOVEON CMOS Sensor Digital Camera with 2.5 Inch TFT LCD

Fuji super high dynamic range camera

Fuji’s CMOS sensor captures 2 shots in one – one low light and one high light, and smashes them together to
achieve a high dynamic range shot (previously you’d have to bracket the same shot yourself, and smash the shots together with software)
Fujifilm FinePix F200EXR 12MP Super CCD Digital Camera with 5x Wide Angle Dual Image Stabilized Optical Zoom

lift in search due to paid TV advertising

Augustine Fou — Wed, 04 Mar 2009 12:40:38 +0000

List of 2009 Superbowl spots on AdAge.com

http://adage.com/superbowl09/article?article_id=134136

Lift in search is a great indicator of interest. Modern consumers may be inspired by TV ads, but they usually go online to do more research for themselves, to inform their own purchase decision. The following examples show the lift in search after Superbowl commercials or for launch of products like Subway Footlongs. The use of unique, made-up words makes it easier to detect lift in search (see related post: made up words are great for tracking buzz and search volume ). There is now a correlation between offline paid advertising and online behaviors of modern consumers that can be tracked and ultimately related to sales.

What is harder to do is track lift in search from smaller TV media buys or from terms which are generic — e.g. American Express OPEN, Proctor & Gamble’s TAG (men’s deoorant), etc. And furthermore, people may or may not remember the brand name itself and may type in a more general search query — e.g. “talking baby” instead of” e-Trade” or “dancing lizards” instead of “SoBe LifeWater.” And most people usually forget to type in special URLs specified in the ads. So the opportunity is to 1) use made-up words which can be used to detect lift in search and 2) search-optimize around other more generic terms that people may search for if they remembered the ad, but did not remember the brand name itself.

key learnings include:

1. only the superbowl TV ads generates enough awareness to drive lift in search volume detectable above the noise or normal levels

2. made up words are useful in correlating paid advertising and subsequent online actions (e.g. search) because most users forget or are too lazy to type special URLs

3. is is always better to have real analytics from the site to see when paid campaigns hit; site analytics will also reveal more information about users including demographic information, what they are looking for, and even whether they “convert” to a sale or a desired action — like print off a coupon, etc.

Notice the January spikes for several of the examples below — these are their Superbowl ads in action. But also notice how sharp the spikes are — most of them go back to prior levels within 1 – 3 days (see related post: the ephemerality of the Superbowl halo )

Source: Google Insights for Search

great post about 2 case studies on word of mouth – positive vs negative

Augustine Fou — Wed, 28 Jan 2009 21:20:18 +0000

Windsor Cleaners went above and beyond and fostered customer love, whereas Jiffy Lube did practically everything to offend and alienate a customer.

continue reading about Positive to Negative Word of Mouth (WOM) in 10 Minutes

by Glenn Gabe

http://www.hmtweb.com/blog/2009/01/from-positive-to-negative-word-of-mouth.html

social intesity – frequency and quantity of social actions by consumers

Augustine Fou — Wed, 28 Jan 2009 04:41:06 +0000

page 1 of 11.4 million results

social intensity – kpi (key performance indicator)

Augustine Fou — Wed, 21 Jan 2009 14:45:42 +0000

social networks – the places where people go online to socialize

social actions – the act of socializing on social networks

social intensity – the frequency and quantity of social actions; this can/should be a new KPI (key performance indicator) for marketers to assess whether digital marketing efforts are working and yielding positive results against business objectives