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The New World of Analytics: What You Need to Know Now

  |  March 16, 2012   |  Comments

Five ways to define rules and guidelines for building analytics that drive us forward.

In my last column, I spoke to how analytics as we once knew them were dead when it came to mobile metrics and tracking. More than a few people in the analytics fields reached out to me. Some of them were not fans of my sentiment, but interestingly, most agreed. They shared exciting stories of new developments and incubator companies coming up with amazing ways to detect householding tendencies and start to define who is doing what on the share device.

I was both excited and impressed with what I heard. I wanted to give a great shout-out to contributors in particular whose feedback was worth sharing.

The crew over at Monetate, which focuses on optimizing your company's online visitors and offers, has done some research that shows activity on tablets is much different than smartphones. Their comments suggest that as publishers, we should look for platforms that track smartphones and tablets separately. They see the tablet acting much more similar to a desktop than a smartphone. A link to a recent infographic they did is here.

Mike Edelhart, president of Pivot and Social Week, took a bit of a different approach, pointing out that householding is closer than you think but we can't hold our breath for certain options.

He said, "According to Nielsen, 70 percent of kids use a tablet in the household. Even now, it is possible to impute tablet usage by taking a 360 degree view of all connected devices in the home. If sister is on her notebook, active on Facebook, and mom is up in her office, accessing a company Yammer account, then it must be brother on the tablet. Also, many folks use tablets, but only one I think tends to have email on the device. So, whoever accesses email identifies themselves."

"Availability of publications on multiple devices can also help show who is accessing what. I started on the tablet, but now it is on mom's phone. So, the looking at access points and cross-referencing with credit cards will show the magazine is really hers," Mike continued.

As to predictive analysis for the household, Mike adds, "That is a way off. Humans are complex and their behavior is maddeningly hard to predict. I think the best we can expect any time soon are tools that give a slight hint of tendency. Anything more will require deeper insight into how humans tick than we have now. The only exceptions will be specific situations like illness, marriage, pregnancy. I think we'll be able to predict these quite accurately soon based on the social and web information available to us all to study."

For all of us on the front lines, this information can help us define rules and guidelines for building analytics that drive us forward. My takeaways in the end were these:

  1. Use your analytics tool to track everything.
  2. Build a customer use case of your product/service - make sure you consider all devices and the householding effect.
  3. Look for the gaps that your analytics tools can't provide (e.g., did the credit card registrant make the purchase and read it?).
  4. Act like a spy. Identify clues to help get around that (e.g., are all devices being used to read that item registered to the same credit card holder?).
  5. Build out a top-10 list of ways to proactively move the business forward. I will be sharing mine in my next column. Let's build solutions that work for the industry together.

If you want to send me your top ideas for proactively moving your analytics, please do!

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ABOUT THE AUTHOR

Jeanniey Mullen

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.

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