|By Will Davis||
|November 27, 2012 01:53 PM EST||
For marketers, measurement is no longer an option, but a requirement. The C-Suite (which many marketers have now proudly joined) is looking for more than warm fuzzies, and is instead looking for reporting, results, and ROI.
A number of developments over the past couple of years—not surprisingly, led by Google—have shaped the way we measure, analyze and optimize digital marketing tactics. This is a good thing, as long as we understand what we can track—and what we can’t.
Google’s (Not Provided) Mystery
Take organic search keywords as an example. Despite it being just over a year since Google encrypted keywords and implemented secure search for anyone logged into any Google product when searching, many people still don’t understand the impact of this (not provided) result on their analytics. Search Engine Land explained the (not provided) issue well when released, but essentially what it means is that if people are logged into a Google product (think Gmail, YouTube, Google+, etc.) and conduct a search using Google, the referring keyword data is not passed through to your site. This is also commonly misunderstood as an issue with Google Analytics; in fact it doesn’t matter which analytics program you are using because Google search is holding the data and never passing it through to your website, regardless of whether you are using Google Analytics, Omniture, or any other application. For a significant number of the clients that I work with, (not provided) has become one of the top 3 keyword sources in organic keyword reports. This means that a significant amount of keyword data isn’t being captured; it’s just gone.
We can only control what we can control, but knowing what you are seeing in your keyword data—and just as importantly what you aren’t—is critical to your evaluation of organic search strategy and results.
Can We Shine a Light on “Dark Social?”
Similarly, an article in The Atlantic last month, Dark Social: We Have the Whole History of the Web Wrong, has sparked a good bit of conversation on how to view social media metrics within your web analytics platform. Alexis Madrigal uncovers an issue that many of us who know analytics have looked at for a while – that “Direct” traffic in your analytics reports is a big catch-all bucket, and often doesn’t mean the traffic was direct at all. Instead, a good chunk of it can come from email links, instant message sharing, and clicks from third party social media apps. In essence, anything that can’t capture a referring or tracking URL inaccurately shows as “Direct” and is not measured—thus the phrase “dark.” While it’s well worth reading the whole article, the main points are the following:
1. The sharing you see on sites like Facebook and Twitter is the tip of the ‘social’ iceberg. We are impressed by its scale because it’s easy to measure.
2. But most sharing is done via dark social means like email and IM that are difficult to measure.
3. According to new data on many media sites, 69% of social referrals came from dark social. 20% came from Facebook.
4. Facebook and Twitter do shift the paradigm from private sharing to public publishing. They structure, archive, and monetize your publications.
The phrase dark social comes from the fact that it is difficult to track and manage, so there’s not a clear prescription. However, it is still important to recognize that dark social is a factor as you look at your analytics, and you should consider looking at it in the same way as The Atlantic.
Maybe the greatest threat to your analytics and targeting data is what has been categorized as “do-not-track” (DNT) browser standards. By default, Internet Explorer 10 will be set to encourage publishers to ignore third-party tracking cookies, and other browsers will follow suit on the privacy bandwagon. The Interactive Advertising Bureau (IAB) has recently come out in opposition to this, saying it limits visitor choices and options. The eye-opening stat the IAB provided was that they estimate within a year 50% of browsers could be using DNT, meaning you may not get any analytics data on at least 50% of your visitors. This could be a fundamental shift in the way we analyze data, and is worth watching.
What Does it All Mean to Me?
While there are no “magic bullet” solutions to remedying these issues, for those of us that rely on web analytics it’s important to recognize what the data is telling you, and where you may be overvaluing or undervaluing data and potentially drawing incorrect conclusions. Understanding what your analytics program is telling you, and what it might be missing, will allow you to factor it into your decision-making process.
Focused on this fast-growing market’s needs, Vitesse Semiconductor Corporation (Nasdaq: VTSS), a leading provider of IC solutions to advance "Ethernet Everywhere" in Carrier, Enterprise and Internet of Things (IoT) networks, introduced its IStaX™ software (VSC6815SDK), a robust protocol stack to simplify deployment and management of Industrial-IoT network applications such as Industrial Ethernet switching, surveillance, video distribution, LCD signage, intelligent sensors, and metering equipment. Leveraging technologies proven in the Carrier and Enterprise markets, IStaX is designed to work ac...
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ARMONK, N.Y., Nov. 20, 2014 /PRNewswire/ -- IBM (NYSE: IBM) today announced that it is bringing a greater level of control, security and flexibility to cloud-based application development and delivery with a single-tenant version of Bluemix, IBM's platform-as-a-service. The new platform enables developers to build ap...
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"There is a natural synchronization between the business models, the IoT is there to support ,” explained Brendan O'Brien, Co-founder and Chief Architect of Aria Systems, in this SYS-CON.tv interview at the 15th International Cloud Expo®, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Nov. 20, 2014 07:30 PM EST Reads: 1,075
C-Labs LLC, a leading provider of remote and mobile access for the Internet of Things (IoT), announced the appointment of John Traynor to the position of chief operating officer. Previously a strategic advisor to the firm, Mr. Traynor will now oversee sales, marketing, finance, and operations. Mr. Traynor is based out of the C-Labs office in Redmond, Washington. He reports to Chris Muench, Chief Executive Officer. Mr. Traynor brings valuable business leadership and technology industry expertise to C-Labs. With over 30 years' experience in the high-tech sector, John Traynor has held numerous...
Nov. 20, 2014 06:00 PM EST Reads: 915
Bit6 today issued a challenge to the technology community implementing Web Real Time Communication (WebRTC). To leap beyond WebRTC’s significant limitations and fully leverage its underlying value to accelerate innovation, application developers need to consider the entire communications ecosystem.
Nov. 20, 2014 04:45 PM EST Reads: 604
The 3rd International @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that it is now accepting Keynote Proposals. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devices - computers, smartphones, tablets, and sensors - connected to the Internet by 2020. This number will continue to grow at a rapid pace for the next several decades.
Nov. 20, 2014 01:00 PM EST Reads: 1,293
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Nov. 20, 2014 12:30 PM EST Reads: 1,598
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Nov. 18, 2014 09:00 PM EST Reads: 1,906
SYS-CON Events announced today that Windstream, a leading provider of advanced network and cloud communications, has been named “Silver Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. Windstream (Nasdaq: WIN), a FORTUNE 500 and S&P 500 company, is a leading provider of advanced network communications, including cloud computing and managed services, to businesses nationwide. The company also offers broadband, phone and digital TV services to consumers primarily in rural areas.
Nov. 18, 2014 08:15 PM EST Reads: 1,404
SYS-CON Events announced today that IDenticard will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. IDenticard™ is the security division of Brady Corp (NYSE: BRC), a $1.5 billion manufacturer of identification products. We have small-company values with the strength and stability of a major corporation. IDenticard offers local sales, support and service to our customers across the United States and Canada. Our partner network encompasses some 300 of the world's leading systems integrators and security s...
Nov. 18, 2014 08:15 PM EST Reads: 1,334
IoT is still a vague buzzword for many people. In his session at @ThingsExpo, Mike Kavis, Vice President & Principal Cloud Architect at Cloud Technology Partners, discussed the business value of IoT that goes far beyond the general public's perception that IoT is all about wearables and home consumer services. He also discussed how IoT is perceived by investors and how venture capitalist access this space. Other topics discussed were barriers to success, what is new, what is old, and what the future may hold. Mike Kavis is Vice President & Principal Cloud Architect at Cloud Technology Pa...
Nov. 18, 2014 01:30 PM EST Reads: 1,922
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Nov. 15, 2014 02:00 PM EST Reads: 1,595
The Industrial Revolution in the 18th to 19th centuries was a period during which predominantly rural societies in Europe and America became industrial and urban. Advances in steam technology, transportation, mass production and the telegraph collectively transformed industry and society. Today, the Internet of Things (IoT) has the potential to once again transform industry and society just as the Industrial Revolution did. Analyst firm IDC forecasts that the IoT market will grow to $8.9 trillion by 2020 with anywhere between 30 to 50 billion connected autonomous things, making the potential g...
Nov. 15, 2014 12:00 PM EST Reads: 1,650
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Nov. 13, 2014 05:00 AM EST Reads: 3,489
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Nov. 10, 2014 12:30 PM EST Reads: 2,593
The 3rd International Internet of @ThingsExpo, co-located with the 16th International Cloud Expo - to be held June 9-11, 2015, at the Javits Center in New York City, NY - announces that its Call for Papers is now open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
Nov. 10, 2014 12:00 PM EST Reads: 5,895
Located in booth #314, the Bsquare team will present DataV demos and discuss how DataV will help customers put their data to work to improve business outcomes. DataV is unlocking new initiatives across a wide landscape of customers in industries such as industrial manufacturing, transportation, retail and mobile. The solution is designed to complement a new project start or help to enrich an existing machine investment.
Nov. 6, 2014 03:15 PM EST Reads: 2,324
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Nov. 3, 2014 05:00 PM EST Reads: 2,503
BSQUARE is a global leader of embedded software solutions. We enable smart connected systems at the device level and beyond that millions use every day and provide actionable data solutions for the growing Internet of Things (IoT) market. We empower our world-class customers with our products, services and solutions to achieve innovation and success. For more information, visit www.bsquare.com.
Nov. 3, 2014 03:00 PM EST Reads: 3,496
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Nov. 3, 2014 02:30 PM EST Reads: 2,783