Fresh back from another fantastic MeasureCamp in London and this event was the biggest yet (around 260 attendees). Hard to believe that this is now the 8th edition of MeasureCamp and with our minds still fresh, we’ve put together a summary of some of the sessions we attended.
The first session we attended was on Attribution– it’s a topic that always starts some heated discussions particularly around its accuracy and validity but the main points of discussion were:
- Adometry – Google’s attribution tool was recommended but comes at a hefty cost- close to a £100k investment is required but there are potential discounts available which could take the cost down to the £20-30k mark (*there is no guarantee from Google on this).
- Alternatives to Adometry mentioned were Drawbridge and Tapad.
- Most agreed that for attribution to work, there needs to be a login facility on a website, without this attribution can be very problematic.
- In industries like insurance- where it is commonly accepted that in order to get a quote you need to hand over data, attribution is a necessary requirement as it can be better tracked in this case. Another scenario where attribution is necessary is in cases where there is a high degree of shopping-around performed.
- It was agreed that because attribution can be resource draining, it is important to first figure out how many of your customers will actually have only one touch point in their sales process- if 70/80% of your customers show this characteristic is it worth investing time and money into attribution?
- To measure the cost-savings of attribution, we need to know how decisions of marketing accountability with attribution applied would be different to those when attribution is not applied- the difference is the value of attribution – is the value more or less than the cost of the resource to go into attribution?
- The session finished with someone making the point that the lead time into attribution modeling can sometimes be at least 3 months- from set-up/tagging to data collection to insight and that it is worth mentioning this at the start of a project- to set client expectations.
The next session attended was called Deduplication vs Privacy with Kristoffer Ewald. Points of discussion included:
- Using Tapad and Drawbridge as a more reliable way to track a unified cross-device view of the consumer.
- There was a discussion on how mobile devices can now connect with our TV’s- communicating with each other through inaudiable tones. More on that here: http://www.theatlantic.com/technology/archive/2015/11/your-phone-is-literally-listening-to-your-tv/416712/
- Kristoffer also mentioned that research showed users tend to use Google across platforms, more so that those who are accessing Facebook who tend to just access the website via one main device.
- The session finished off discussing advertising ad nauseam…
…and the KISSmetrics lawsuit when it was found that thye were recreating cookies after users has deleted them and tracking those who had blocked them ?. More on that here.
The next session was presented by two guys from The Next Web who talked about using Google Tag Manager to do A/B testing.
They mentioned that Google are planning to release Google Optimse next quarter- a usability testing platform which hopes to be able to compete with the likes of Optimizely so we are looking forward to seeing it!
As regards the test for TNW, the guys have put together a blog article detailing their GTM test:
— Martijn Scheijbeler (@MartijnSch) March 5, 2016
The next session was called Avengers Analytics, hosted by Xavier Colomes who had these 5 tips for analytics ninjas:
- Act like an owner with the Google Analytics data
- Anticipate questions (hard questions) from clients
- Avoid negative people (although it was later argued that negative people can have a positive influence)
- Always have your pitch ready- in other words, always know your figures
- Adapt fast & embrace change- vital to the digital analytics world!
When the topic went out to the floor for discussion, there were a few to add:
- Have a mentor
- Find people who challenge you
- Learn to listen
- DiSC profiling can help communication- more details on DiSC profiling.
- Know your audience
- Be brave
- Share your knowledge
One tip towards the end of the session discussed how people don’t like praise, so instead of giving out praise directly, you should ask ‘What did you need to do to make that (success) happen?’.
The last session of the day that I caught was presented by Julia Jacubiec from The Economist, discussing the topic Measuring Content Performance.
Suggestions to measure content performance given by both Julia and the audience included using:
- Heat maps
- Page value (to conversion)
- Scrolling points (using events to track this)
- Measuring the time it takes to read words on the page that the users are expected to read
- Engagement: Conversion ratio
- Adding social interaction buttons and recording social interactions on page
Lastly Julia kindly provided us with login details to see a sample content performance dashboard: