Have marketers fallen prey to the "household" effect?
Do analytics even matter anymore in mobile?
Crazy question to ask, I know. Yet, it's one that we need to consider.
I will be the first person to agree that analytics are phenomenal, and critical for providing a retrospective on what has recently happened. And, in a traditional business, they can be key to predictive forecasting. But in today's mobile world, are the results still relevant?
Consider this true story:
I ran a mobile campaign at my digital publishing company recently. The analytics gave great insights about who clicked on, viewed, and even purchased my products. The details I got were fantastic and insightful, until I realized that there is a huge curveball that mobile accessibility threw our way when it comes to analytics: I call it the "householding" effect.
I know the product that was bought. I know the price point that the sales were made at. I know the time of day, day of week, and even the profile of the device the purchase was made from, and the information about the person who registered on that device. But, I don't know who in the household bought the product. And even worse, I am not so sure if the email address receiving my offers is the email in the household that influences the purchases.
Yikes! The "householding" effect that tablets have introduced into our world throws a real curveball into the traditional ways that we have leveraged an analytics platform. What can be done? How can the analytics providers of today help publishers understand their real sphere of influence?
Another example of this is a statistic we get at Zinio that shows what percentage of people are reading digital magazines in portrait versus landscape. Interestingly, both Zinio and the Daily see similar results - over 60 percent read in portrait. That said, I find myself asking if this statistic means anything because 95 percent of all magazines being produced digitally today are done so in portrait. So, the analysis tells me what people have to do today because of the form factor. But, if they had the choice, would they still read in portrait? Does this statistic mean anything?
Based on these challenges, I have reached out to the analytic gurus to get their thoughts. In my next column I will share those.
I have a few questions that I am looking forward to hearing back on:
In the meantime, I will keep using analytics to help inform how well our plans worked against targets. As far as creating innovative new programs, at this time you won't see me using analytics to innovate right now. But I am not giving up on analytics just yet.
Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!
Jeanniey Mullen is the vice president of marketing at NOOK by Barnes and Noble, focused on business growth and customer acquisition.
Prior to her role at NOOKTM Jeanniey launched a wearables fashion technology company called Ringblingz. Before getting into the wearables business, Jeanniey was the chief marketing officer (CMO) of Zinio, where she grew the business by more than 427 percent, into one of the largest global digital newsstands. Other notable roles in her career include her involvement as the executive director and senior partner at OgilvyOne, where she led the digital Dialogue business and worked with Fortune 50 brands including IBM, Unilever, and American Express, and being a general manager at Grey Direct. At Grey Direct Jeanniey launched the first email marketing division of a global advertising agency. Prior to her time in advertising, Jeanniey spent seven years in retail leading a variety of groups from Consumer Relations and Operations, to Collections and Digital at JCPenney.
One of Jeanniey's favorite times in her career was when she founded the Email Experience Council (which was acquired by the Direct Marketing Association). Jeanniey is a recognized "Women in Business," a frequent keynote speaker, and has authored three books and launched a number of companies ranging from entertainment to technology and fashion.
US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.
E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.