The Rise of Real-Time Analytics

Analytics

Yes, that’s it, another Three Letter Acronym (or TLA for short) – Real-Time Analytics. It’s been proven that it’s beneficial to bid in real-time, creating an auction style marketplace for ad inventory. But why not analyze and react to the analytics variables received, in real-time as well? Mobile users have an array of meta data associated with location, plus time, sentiment, etc. If I were an advertiser, I’d be most interested in valuing my impressions appropriately, based on things like audience characteristics, location and behavior. While, today, most RTB platforms do an excellent job of bidding on impressions based off of pre-defined parameters, I’m excited for the day when the programmatic space, especially in mobile, is using big data, not unlike PlaceIQ’s, to analyze buying decisions combining intelligence with auction to create smart auctions. We often hear about analytics driving real-time decisions, but truly dig deep and you’ll find that is just not the case. Usually, data’s used in a predictive nature. Moving toward real-time could be potentially game changing and add value to inventory, while increasing budgets toward programmatic sources. [Read more...]

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Google+ Ripples = Analytics Gold

Google+ View Ripple

Earlier today, I called Google+ “my weird friend that I don’t know why I hang out with so much, but for some reason I do.” Then, they do something like come out with Ripples that brings the spark back like a weekend away from the kids, with a bottle of wine and corresponding bottle of Cialis for the middle aged couple. I’ve made no secret of how much I think G+ changes the game, but ripples could be social media marketing and analytics gold for the troubled Marketing Manager still trying to explain the value of social connection and exponential value. ROI anyone?

Well, now you have it – ROI that is. First, Google wows you with a cool visual to show you how many times your post was shared. The arrows show who shared with whom.

Ripples Bubble Diagram

Then, you can check out the actual sharer and the content they posted along with the share. This is interesting, because you can see if people felt the same way about the content as you.

Now we’re having some fun! So, I mentioned that this was analytics gold. Well, here it comes compadres. If you see the top of the preceding picture, you’ll notice that there is a sharing timeline that shows when the bulk of the activity happened. For most of the posts I have reviewed, it was right after the post and a few hours after. However, if you have a particularly viral post that string will flow out much longer. Also, there are pie charts of influencers. I didn’t make the “influencer” category on this post, but I’ll keep sharing and posting and one day we’ll crack the code here in the Hand Raiser offices.

How do you take advantage of ripples? Well, you just click the dropdown box beside the post you want to check and click “View Ripples.” You will only see the View Ripples link on public posts and shares, so don’t get discouraged if you don’t see it right away.

The benefit to the typical business is the ability see just how much action and potential views posts are garnering, for free. You can also click in to the names of the sharers to see what your influencers/customers/enjoyers of your content are like, building a profile of your social media connections.  Lastly, if your content isn’t being shared, search for ripples that are exploding so you can learn what content goes viral. It can help you decide when and what to share.

Ripples can be fun, but also very useful to a marketer. How do you use ripples? Do you think this is something that you’ll make use of when you get famous and go viral?

 

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Detroit NewMe Community Meetup

Detroit NewMe Community

Detroit NewMe Community

Last night, I had the distinct honor and pleasure to be in the company of some very talented and intelligent individuals, via the Detroit NewMe Community Meetup group, at TechTown Detroit. I was instantly inspired by the accomplishments, struggles and general dynamism of the group. I’m looking forward to continuing a prosperous relationship with all who are able and willing to make worthwhile contributions. The cause is just. As in many industries, tech is dominated by a few, and the startup world, especially. This group is working toward breaking down the knowledge barrier between often disenfranchised communities and the at-large startup tech industry.

On this particular night Hajj Flemings, an inspiration to many young blacks aspiring toward tech greatness, spoke about the high level strategies involved in developing a startup pitch slide deck.This gentlemen is a contributor to BE.com, founder of Brand Camp University and co-founder of the startup gokit.me He broke down the various necessary sections to include in such a deck, and even expounded on some of the elements that makes those sections capture the attention of a potential investor. Those sections are:

  1. General Business Info and Company Name
  2. Define the Problem
  3. Discuss the Solution Your Company Offers
  4. Market Size
  5. Business Model
  6. User Acquisition Strategy
  7. Competitive Advantage
  8. The Ask
  9. The Team
  10. Contact Page

Additionally, we heard from James Norman, the CEO of Ubi, the next Detroit startup accepted to the NewMe Accelerator, in the second year of its existence. I just signed up for the service but was quite impressed with what I heard from the Founder and CEO on this evening.

I’m looking forward to learning, sharing and contributing more with this group of individuals as there was a plethora of talent in the room. I am excited to offer regular updates about the traction of my own, and all the startups represented here. If interested, feel free to contact me or hit the website to join. We’re open to include more like minded individuals to create a robust support group to benefit all of the aspirational goals of the people in this area and to grow the tech business landscape in Michigan.

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Mobile: the Bacon of Tech

It’s no secret, I love mobile, smart, cell technology. It’s intriguing and it’s been so for years, even though the year of mobile has never truly arrived. What does that mean, anyway? What will the year of mobile look like? Has anyone ever defined it and if they have why haven’t they shared it with the rest of us? I say the smartphone has hit the grown up mark, since (as the Boy Genius Report tells us) smartphone penetration has grown from 18% in 2009 to 44% at the end of 2011.  Now that’s a big deal. Why? Because media is powered by advertising. Media loves advertising dollars to flow through for their ability to give content to the consumer, cheaply or for free. This is what keeps the masses coming back. Given that and the fact that the power and usability of mobile technology has advanced to the point where they can handle all media consumption and technical uses, mobile has become the bacon of tech.

[Read more...]

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Say it with me, Conversion

Recently, a friend and fellow marketing mind, Hubert Sawyers III, reminded me about the need for all messages to create action when he wrote this post on his blog Frying in Vein. Action is key for a business to garner responses that move the consumer down the sales funnel. This is perfect material for the Hand Raiser Marketing team. We love talking about inspiring consumers to engage further with businesses to increase sales; it’s the water to our gills. While marketers are not charged with ringing the cash register, they do need to convert consumers. It’s not easy but a necessary part of the marketing equation. So, say it me me, conversion.
Conversion can mean, getting an email, inspiring inquiry, inspiring a phone call or getting prospects to walk through the door of a business. Many tactics can be used to convert, but certainly one mantra that will always ring true is “make it easy.” A business will want to have contact information prominently placed on their website, where reader’s eyes will naturally flow. In general, a business will want to make sure they have ways to be contacted on every page; they will likely need to reduce clutter and be where their customers and prospects can find them. For instance, a destination business will need to have accurate information on Google Places, Yelp and rank high on search pages.  [Read more...]

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TV – Old Platform New Media Ad Buy

Many customers have been asking me about TV lately. What’s interesting, is that there still seems to be a major disconnect between the actual barriers to entry and the perceived difficulty and cost of advertising on television. The buying advances in local, online video and cable television have changed tv from the old difficult and expensive to purchase platform, to one that is more akin to a new media ad buy.

Television is the ultimate platform to integrate media so it should never be viewed as a standalone purchase. Of course, integrating ideas and marketing concepts holds true in media advertising buys as well. So, there are many options to help you accomplish various things when it comes to television buying. The way I see it there are a number of different ways a small business can take advantage of television viewing time, with their advertisements.  Let’s explore some that may not be as difficult or expensive as you think, to help you reinforce your message on the main screen. First, there is traditional local tv buying direct from the cable provider; second is using online tv buying networks, like Google Display Network, Microsoft Exchange, Simulmedia to name a few; and lastly there’s Video On Demand/DVR ad buying. [Read more...]

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Build Your Own App!

A couple of weeks ago, I had an idea for a mobile application, and thought I would research it to find out if I could get it done. While not really important, I would feel remiss if I were to neglect to mention what it was, it was a parking application for those of us who like convenience in the city. What I found was Appsbar.com, and I’ve been playing with it a little bit ever since. Truthfully, I think that this could open up things for another of my favorite technologies, QR Codes, for mobile advertising and marketing. However, I’m getting ahead of myself.

Appsbar Logo [Read more...]

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3 Reasons Your Slogan is Terrible

BMW gave us The Ultimate Driving Machine. Bounty is the Quicker Picker-upper. Meanwhile, companies like McDonald’s have had innumerable  slogans, from I’m Lovin’ It to Put a Smile on. These slogans are memorable because they tell the value proposition of the brand, underscore the company’s mission and speaks these things clearly. If your slogan doesn’t accomplish the preceding then your slogan is terrible. [Read more...]

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Controlling the Message

A New Media Manifesto

Alright, it’s not so much a manifesto as it is best practices. Manifesto just sounds so much better. The point that businesses need to control their message has been misconstrued as of late, though. On one end, some businesses haven’t resigned to the fact that their messaging is less powerful than the recommendations of others. On the other end is businesses that can answer every message and engage heavily in every forum, but forget that the internet isn’t the only place they interact with consumers. [Read more...]

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The Self-Starter

Business Relationship Management

Business Relationship ManagementSo, you have a great idea and want to start a business – good for you! Along with everything else you have to worry about (products, marketing, accounting, employees, profitability) you also need to beware of the hidden entrepreneurial danger. It lurks in the shadowy depths of good meetings, hot ideas and the expertise of others. It’s lack of follow through and general apathy.

It’s easy to cure your own apathy, especially when paychecks rely on project and task completion. The true self-starter is able to get others, that show less urgency, to operate on a schedule consistent with their needs.  Beware of your partners and suppliers holding up the show. If you want to be great, you’ll learn how to manage those relationships to work with the timetables that are needed for your business to be successful. It stinks, I know, because managing personal behavior is difficult enough – let alone someone else’s. But trust me, it’s necessary.

I believe it was Ben Franklin that said, “expect the worst and be pleasantly surprised when it doesn’t happen.” If we were in church I’d be yelling preach. But we’re not so I’ll yell chuuch to ol’ Bennie F. What he says (or what I think he says) makes fantastic sense. Instead of being happy when it doesn’t happen, though, I’ve decided to proactively start to sit on vendors like park benches. It’s not fun and I’d much rather allow people to do what they say they’re going to do, when they say they’re going to do it. Unfortunately, it’s rare when that happens.

Setting up a process for managing the completion of projects when most effective for your peak profitability is key. Part of that strategy may be managing the behavior of a partner/vendor/employee to get things done in the way and time your business needs.

It’s funny, we (me included) are often talking about Customer Relationship Management tools. Sometimes I feel like we need a Business Relationship Management tool, to effectively manage communications with our business partners.Seriously, this idea could save a business or three. I wonder who can help me get this launched? Hmmmm…

Inquiring minds want to know – do you have any tips for managing relationships and keeping people on task?

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