“If you’re not prepared to be wrong, you’ll never come up with anything original”
– Sir Ken Robinson, TED Talk, 2006
Amidst all the Tiger Woods controversy, I was not sure how to reach to this Tiger Woods ad by Accenture.
Usually, when celebrities enter a phase of mad (and negative) controversy, brands that they endorse do one of two things, lie low, or drop the celeb.
Accenture have taken the high road. They’ve used the very same controversy to put out a report (really now, a report??).
Interesting, eh? I’m not sure if it’s a good or a bad thing, but it’s certainly brave.
Recently, the agency I work for built a microsite for a client’s campaign.
The client, not the friendliest even in good times, was full of questions about how ‘effective’ the microsite (and the entire campaign) is. To add to the mess, it was an ‘engagement’ campaign, designed to generate thought about the brand, and an awareness of the impact the brand has had on it’s customers. No loud calls-to-action, no sales push.
If you ask me, it’s a great campaign. I can not tell you more about the details because I’m bound by confidentiality. But the buzz, whatever little, is very positive. It’s a B2B service and not the sort of thing that website or microsite visitors will sign up for immediately. It’s not Amazon or eBay.
Naturally, being the Data Monkey here, I was dragged into heated discussions on the campaign and it’s impact. The client wasn’t in a position to share ANY internal data with us. Nor is there any brand health tracking.
While the battle is ongoing, and I’m continuously coming up with different metrics to ‘prove that the campaign works’, which is the most annoying task, I found this eMarketer post on Deep Brand Engagement very useful. It essentially gives benchmarks from a study about how people who interacted with a brand online either buy it, or recommend it.
Fortunately, my client bought the stats (I don’t, completely, without seeing the data and the methodology). I’m posting because someone else might find it useful, too.
Sorry for the ‘Rant’ish nature of the post, it’s been a hard week so far.
Click here to register, and sign-up.
I’m quite excited to meet other web analytics folks. I’m really looking forward to this one.
I realised that, with increasing use of Omniture for a client, I keep having to trawl the web and forums and email groups for questions about Omniture. This is compounded by the fact that the client doesn’t give me admin access, and I’ve had no formal Omniture training. It’s too costly, and I’ve found it hellish to find an Omniture help file which is useful in a hurry.
I need to put all the useful tips in one place now. That place is here.
We’re going to put up a promo website outside the client’s domain, and I was wondering what we have to do to use the normal tracking codes. I found this, which was the perfect answer:
If you have multiple domains or add your tracking code to third-party sites that do some of your hosting (such as for a promotional campaign, fundraiser or contest), make sure to specify these domains as internal within the Admin tab under Edit/General/Internal. If not, supposedly you’ll have some page names show up as “other” in the reports–in which case you’ll have to call Omniture to find out what those pages are. However, I had a case where I hadn’t identified a third party as an internal domain, yet the data came through fine; the senior implementation consultant who came to the class couldn’t explain this. Nevertheless, I’ll set the internal domains going forward.
Thank you Church Mojo.