Making heads or tails of analytics

Making heads or tails of analytics July 29, 2014 The following post is measuring analytics from a three page pdf for a hypothetical health-oriented business in central Florida. This business has an online presence through Facebook, Twitter, Pinterest, YouTube and e-newsletter. However, Facebook and the e-newsletter are the only data provided. To begin, seeing the color green on your analytics reports is a good thing because it means that you have gained positive ground. At the opposite end of the spectrum is red–a color that you do not want to see in an analytics reports because it means that something was not a success. According to this specific Facebook Insights report, there was an increase of 0.69% of likes which equates to roughly six new people becoming fans–seeing a total of 880 page likes. Without knowing how long this company has been on Facebook, it is hard to measure whether or not having six new likes is less than an average week, average, or greater than their average. With having limited knowledge, I’m going to express that this is a positive change since it is an increase in having the potential to reach more people. Our second field, “friends of fans,” is also green since we’ve gained more fans. This particular field has increased by 1.31%. Then, red. The “people talking about this,” category saw over a 50% decrease in the amount of conversation and engagement generated by this company’s posts. This is an area that will need to be concentrated on–so I’ve noted it. Lastly, our “weekly total reach” is up over 39%. We’ve successfully been able to...

Tout: Microblogging with videos

Tout: Microblogging with videos July 3, 2014 What is Tout? Tout is a microblogging social media platform that allows users to upload fifteen second videos in real-time (with the exception to Tout Pro & Enterprise members–they can exceed the fifteen seconds). Membership Tout has three different account levels–one of course is free but it does not come with all of the bells and whistles that the paid accounts do. Free account includes: mobile capture, simple stats, full social sharing Tout Pro: Channel identity, multiple contributors (1-5), Payload, real time widgets, Tour Campaign Central, Tout University, Comprehensive real time analytics. Tout Enterprise (top tier account level): Enterprise organization (1-100), full organizational management capability, tout publishing moderation capability, watermark/lower 3rd, tour syndication program and pre-roll advertising trafficking. Both paid account options offer 30 day trials, and it is worth noting that pricing information is not accessible. History Tout was created by Michael Downing and officially went live (after beta testing) in 2011. Roughly two months after the official launch, NBA star Shaquille O’Neal took to Tout to officially announce his retirement from the game. This brought Tout a great deal of attention, as you can imagine. Now, over 200 leading media companies use Tout to more effectively connect, communicate and engage with their audience. Target Audience / User numbers / Growth It’s been unclear, the exact amount of users that Tout currently has. This article by Forbes eludes to the platform having 19 million users in 2013. Information that was released in 2012 stated that the platform had 12 million visitors and they have created 75 million touts. That shows that...

Analyzing marketing techniques of Victoria’s Secret

Analyzing marketing techniques of Victoria’s Secret June 8, 2014 Last week in my blog post, I explored how Victoria’s Secret is a success with reaching it’s consumers through multimedia communication. This week I would like to spend some time analyzing exactly how the brand achieves this success with their different marketing techniques. On May 21st, Victoria’s Secret published their earnings report for the first quarter of 2014. The company reported net sales of $2.391 billion for the 13 weeks (ended May 3rd) and had increased 5% when compared to the first quarter of 2013 which yielded sales of $2.268 billion. Clearly, they are doing something right. This week we saw the start of the Semi-Annual Sale in-stores. How has Victoria’s Secret let everyone know about the discounted bins madness? Well, usually there are commercials hyping the sale that seem to air one after the other. I have to admit, within the past two weeks I have not seen anything on the television (which could also have been due in part to my work and school schedule). I scoured the internet trying to find an updated commercial for June 2014 but did not find a single thing (click here to see January’s tv commercial). This is a traditional form of pull marketing that Victoria’s Secret has used to market their brand for years. As consumers, we may not even realize that the coupons (or coupon codes if they are electronic) VS offers to us are just another marketing ploy trying to pull us in. For example, if knowing that Semi-Annual Sale wasn’t enough to get us in the store, Victoria’s...