It echoes the obsession with media decisions that are simply easier to measure (vis-a-vis conversion rates) alluded to in my prior post about defining viewthrough. Rule #1 of analytics: Just because it is easy to measure doesn’t mean you should – although there are some cynical arguments about job security.
Have you seen your RapLeaf profile? Apparently they scrape social media sites to use for targeting content and ads to you.
WARNING: they are not members of the Network Advertising Initiative and require you to enter an email address to authenticate an account.
Trendistic: a real-time keyword tool
Twit(url)y: a URL popularity tracker
Tweet Back-up: not analytics per se but potentially handy
Add Twendz to the list of Twitter Analytics applications.
Unfortunate confluence for United Airlines and even worse for this guy’s guitar, see the vid: http://twitclicks.com/mb4i
However, there has been a noticeable absence of a key and unique qualitative reporting feature of TwitClicks – “Who Visited – See Best Guess”. While the domain of the traffic source shows up (Twitter, Facebook, LinkedIN even Ning show up fine) since March or April 2009 there is no more data on specific Twitter users. Previously, this worked great and revealed which users were responding to which messages – essential for understanding response and viral propagation.
A simple test was performed on a recent post on this very blog to determine the source of the problem. A TwitClicks shortened URL was posted on Twitter and functioned fine.
However, when it came to reporting the previously available user name feature TwitClicks consistently provides no data over several more tests. More specificlly, there are absolutely no user names of Twitter clickers anymore. Possibly, related to this it was determined after a referral monitoring test that Google Analytics was being used on a redirected TwitClicks page – basically in the middle between Twitter and the target landing page. While the redirect process is essential, it unclear what value the JavScript-based Google Analytics system brings in the context of TwitClicks.
With all the compeition for URL-shortners and Twitter analytics tools, it is odd that this feature was dropped at this time. Inquiries to TwitClicks have not been successful – would love to hear from other measurement-oriented folks if they are having the same experience.
Charlene Li formerly of Forrester and author of Groundswell (with colleague Josh Bernoff) gave an interesting talk at the SF AMA meeting held at Adaptive Networks in SOMA: The Future of Social Networks.
While it started off a bit slow, with an new agey: “Social Networks will be like Air” it got better. Overall, Charlene’s comments were very thoughtful though anecdotal at times but ultimately practical…she also did a good job of “crowdsourcing” and engaging the group of attendees.
“Nice-to-have” would have liked more formal research to back-up some of her propositions; granted, social media is likely to evolve for a while as a medium and marketing channel. Though the venue was a bit small and stuffy there were plenty of snacks to be had. All told, for $50 it was just this side of worth it.
The presentation deck is also available here:
The Future of Social Networks
Still many questions linger about measurement…fewer answers. Of note:
- ComScore’s Gian Fulgoni – Despite PA-system glitches, Gian brought up their research on cookiesnot being infallible; he also reframed the “hater” questions about ComScore’s panel-based approach as about Basic Sampling Methodologies, i.e. Market Research/Statistics 101; Chicago-based Gian also dispelled a few myths about the growth of the ComScore panel and suggested that next year Mac users will be included.
- Meet-up’s Scott Heiferman – The Heif managed to insult agencies and advertising clients but let everyone know that Meetup is now accepting sponsorships! huh? Scott wants you to know he favors Obama, all while throwing f-bombs for some reason; glad to hear that Meetup is now at breakeven AND doesn’t need any VC money. BTW, did IScott hails from suburban Chicago.
- Quantcast’s Adam Gerber– Fascinating product with lots of potential; they don’t exactly spell out what their business model is for some reason.
- Dave Smith of Medismith – Dave brought a rapidly escalating rhetorical 50,000-foot conversation down to Earth with one line: “…but I have campaigns to run.”
- FM’s, John Battelle – for a few fleeting minutes, the Conversational Measurement Toolbox was being dangled, it was live…so close yet so far away. When can the clients beta test it?
- Starcom’s Susan Desmond – fielded an unusual question from host John Battelle (bordering on obsequious) about Mad Men -“Was it really like that in advertising?” Susan was bullish on analytics in the emerging digital media agency; Susan is also based in Chicago.