eCommerce Analytics

Since I’ve begun talking about twitter analytics, I’ll just keep on keeping on. After all, it’s the most greenfield thing out there right now and it’s interesting to speculate on which metrics will come to rule the roost. In Despite Recession, More Than 50% of Marketers Increase Spending on Social Media, Sarah Perez from ReadWriteWeb notes that social media spending is on the rise. Of course it is; that’s about keeping up with the Joneses. But in paraphrasing the shiny, happy report from our Forrester friend and prolific tweeter @jowyang, Perez drops a bomb in the third-to-last paragraph.

Read The State of Twitter Metrics: Social Media Stumbling Block? »

I’ve been rocking HootSuite now for my Twitter posts for some time so that I can get the “enterprise” bells and whistles that it adds (e.g., a still-needs-work user admin piece). But I do see HootSuite as a useful first step in the evolution of Twitter for retailers. Once Twitter can be better tracked, more marketers will come. Today, I want to specifically talk about 3 Twitter analytics that retailers will need to get excited about Twitter (apart, of course, from more total users on the system and some belief that this is more than just a fad).

Read Just Give Me These 3 Twitter Analytics and I’ll Go Away »

Not sure if you’ve used any of HubSpot’s Graders. Right now the Graders come in three flavors (Website, Press Release, and Twitter) and one in-progress flavor (Facebook Profile). Whether or not the latter two offer anything but ego-validation for single, consumer adherents - as opposed to true metrics by which businesses can assess their efficacy - is still TBD. But one thing is obviously true, the Graders tap into an innate need to contextualize ourselves, to rank ourselves. They also tell us how just a few metrics tell us a lot about how good we are. It’s this aim to simplify the complex, and to do so in a way that still portrays the full story, that moved us to build the Customer Scorecard.
Read Fans of Twitter Grader Should Check Customer Scorecard »

With the news that Twitter is focusing on revenue in 2009, we shouldn’t be so surprised to hear CEO Evan Williams embracing the now-undeniable corporate presence on Twitter as a potential revenue stream. If you remember, Craig’s List followed a similar model years ago, charging for job postings and little else. One thing is certain. For businesses to wholly embrace Twitter, they will need robust analytics that they can rely on to track marketing effectiveness and ROI. Let’s talk about two ways that businesses can use the data generated by Twitter to help their marketing campaigns.

Read Have Businesses Embraced Twitter Analytics Yet? »

As you can tell from our blogs, we’ve been very social media focused this week. We’ve actually been watching the space for quite a while now, but recent events have really shown how the power of social media has changed the thinking of the mainstream marketing crowd. I’m sure many of you are aware of Motrin fiasco where women (and men) on Twitter expressed outrage at the portrayal of moms by the ibuprofen company (“Motrin moms,” a-Twitter over ad, take on Big Pharma–And win).  Additionally, many political pundits have credited Obama’s success with winning over 18-35 yr olds to his use of new and more cutting edge marketing mediums. The power of social media has certainly been proven out, but does your company need to worry about it and, if yes, how do we take advantage of it?

Read Twitter Me This: How Do Businesses Take Advantage of Social Marketing »

Continuing our research into how to navigate the social and micro-blogging networks, specifically twitter, I want to dicuss the various sites and tools which can be used to draw a map of the twitterverse.  The tools fall into categories of search and survey.

Search. Like every other internet based network there are several solutions for searching the twitter world.  Each search tool is oriented towards a specific goal.  For searching against keywords there are 2 good options: Twitter Scan and Monittor.

Read Twitter Analytics »