Copenhagen INK

We are finally back after a loooooooooong break! And to kick off, we have a new very useful for all companies running banner display campaigns - The Banner Heat Map:

Today Adform (Ad serving & tracking firm) introduced a new reporting feature – the Banner Heat Map. It allows for deeper analysis of where people interact with your ads, and helps identify what drives consumer engagement.

Example of a Banner Heat Map report that shows clicks concentrate on text and logo

Visualization of clicks on an actual banner can help clients identify banner areas that are most clicked and provide valuable insights on creative execution of the campaign. The Banner Heat Map is a standard reporting feature for all campaigns and heat maps are automatically produced for each ad format.

The Banner Heat Map is also very useful in combination with banners supporting Adform Content Manager - while the Heat Map allows clients to identify the best performing areas; Adform Content Manager enables them to easily edit banner content, thus optimizing campaign performance.

To learn more click here: Adform.com

Thought I should share some of the lastest analytics news/tools I found…

Microsoft Excel-Google Analytics integration

Through one of my LinkedIn groups I found this new tool - it’s a free, open source, plug-in for Microsoft Excel that let’s you import, store, and manipulate data from Google Analytics.

The add-on is available for free download and use at: excellentanalytics.com - go check it out.

Tracking mobile applications

With all the mobile app stores that have sprung up in the past year, developers and brands have a wide range of new ways to reach mobile users. As is so often true, however, opportunity brings new challenges, and in this case it’s monitoring sales and performance across all those platforms.

Distimo, a Dutch startup has the solution, tracking prices and download activity on all the major app stores. It covers Apple, Android, Blackberry, Nokia and Palm app stores, among others and functions as a sort of Google Analytics for mobile applications, monitoring and reporting on the details of each application’s performance across platforms.

The free Distimo Monitor program (in beta) offers a central place to monitor one’s apps in all app stores. Updated daily, the Monitor program provides an analytics page that also includes information on the competition, such as which channels they’re doing best in and how price changes are affecting their download numbers.

In addition to a free monthly report focusing on Apple’s App Store, the company also offers custom reports for the Apple and Android markets that provide data specific to a client’s applications, including those of the competition.

As the world embraces all things mobile, there are opportunities aplenty not just for developers, but also for those who can help support them.

ROI

When you have all the measurement codes etc. in place, next step is to really have a closer look at your digital marketing investment ROI - some of the key metrics you should be looking at/discussing are:

• Total campaign cost
• Total cost per sold item
• Redemption cost
• Total revenue
• Total profit
• Prospect acquisition
• Customer acquisition
• Click rate
• Response rate
• Conversion rate
• Risk assesment
• Breakeven point
• Prospect asset value
• Life time customer value
• Customer satisfaction
• Long term programme value

In august last year, Eyeblaster achieved highest recognition by Nielsen Norman Group for its Campaign Monitor, who named it one of the top 10 user interfaces (UI) of 2008. The Campaign Monitor raises the bar for intuitive, efficient campaign management with its functional design that provides a clear graphic overview of campaigns.

Eyeblaster’s Campaign Monitor includes a visual dashboard with graphical gauges that display real-time data for key performance indicators such as setup and approval status, under-delivery and over-delivery and performance metrics including Interaction Rate, CTR and ROI. By providing a consolidated, bird’s-eye view of all campaign activity, users can manage every aspect of their digital campaigns, helping the user and industry as a whole achieve optimal results to keep clients coming back and encourage online industry growth.

Another great thing that Eyeblaster provide clients with is Dwell Time. Dwell Time is Eyeblaster’s unique metric that measures user engagement with large branding campaigns without relying on clicks and constant mouse activity. It’s the rich media metric that allows for the best comparison across various formats and creative implementations. So basically it tells us how long people have interacted/ engaged with the rich media.

For more information on visit http://www.eyeblaster.com/