Privacy Ethics ‘Bytes’ – What you can and can’t do from Lesley Tadgell-Foster

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Advertising Standards Authority 4 Principles

  1. Legal – lust adhere to the law
  2. Decency –how offensive is it, how many people complain
  3. Honesty
  4. True

‘Privacy is the right to be left alone’ – Warren and Brandeis

‘You share what you want to share with who you want to share it with’ – Lesley Tadgell-Foster

Privacy Watch Words, how personal data is protected

  • Confidentiality – I agree to give you this information between you and I, not to be sold or passed on.  There are varying degrees of confidentiality, absolute (i.e. doctors) to a provisional amount.
  • Access – You have the right to access any files, information that is held on you
  • Security – From little USB/laptop mistakes to huge data measures.
  • Accuracy – fundamental, you don’t want to be associated with other people’s details.

Case studies of privacy gone wrong

Check BBC Technology news – frequent stories of data loss.

The effect of these incidents see more and more people unsubscribing to updates, sharing their data and becoming more suspicious of brands. Brands are tackling this with privacy statements – there always has to be a balance.

The legal framework for a privacy policy

1984 act has been well established but is now redundant due to the 1998 act. (See 1998 act in full here)

1998 act is for living people only, dead people have no rights.

Privacy for brands is not a cut and paste job – it has to be unique and relevant to your brand.

Privacy principles:

–          Are you transparent with customers on how their data will be used? It needs to be transparent enough for customers to make a reasoned decision.

–          You need to make sure you have enough information to determine one person from another.

–          Is the data you’re asking of a person relevant to your product at that stage. Don’t ask more of a person to early on to avoid suspicion. Build up trust.

–          Some data needs to be updated more frequently than others. In marketing data, it’s up to you how long before updating data to make it completely accurate (up to 28 days).

–          Data can be kept, providing there’s still a use for it. But for marketing there is legislation that says 2-3 years is the longest lifeline of data. All a matter of housekeeping.

Privacy 1

Privacy 2

MAIN TAKEAWAYS

  • Privacy statement needs to be accessible – only one click away
  • Has to be up to date with all the most recent tech advancements
  • Must be clear, no legalese but in plain common English.
  • How can people access their information if they wanted to?

 

Digital Future Seminar Notes 07/11/2013

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What makes a social business:

Social biz

External and Internal social aspects – outward and inward looking with social

  • External social = community management, customer service, campaigns etc
  • Internal social = training, transparency, being connected, knowledge sharing

Five of the most interesting areas of Digital Marketing:

  1. Internet of Things
  2. Real-Time
  3. Collaborative Economy
  4. Content Curation
  5. The Unboxing of TV

Content Curation

It’s like a Mix-tape, i.e takes different content from different contexts and puts it in a place that’s relevant to you (or the customer ) –i.e. companies can use blogs to show posts about relevant news, stories and curate content as well as create its own.

Sometimes a brand doesn’t have the time to create content but they can give customers news on what’s going on while they’re busy. Can also put a twitter feed with relevant #hashtags

Content curation means a community doesn’t have to go anywhere else to find the information they want. Use it to support your own content, keep content fresh, have everything in one place and present you brand as an authority.

Regular fresh content will improve your SEO – it takes less time and money than content creation. Have someone as an editor who picks up a couple of stories each day ‘MUST ADD YOUR OWN CONTEXT AROUND IT’ and re-use it.

Examples – Pinterest is just a content curation site.

Questions:

How do you credit properly stories/content you use?  Should the content not be achieved to avoid duplicate content? Would just a shortened, contextualised version be enough to avoid that?

Avinash Kaushik – Multi Channel Attribution

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MCA-O2S (Multi Channel Attribution, Online to Store)

The attempt for marketers and analysts to understand and attribute offline impact (sales, calls, brand value etc) driven by online marketing.

Case studies

–       Quaker Oats boosted instore sales by 9%

–       HP – every $ spent online generated $5.3 in store http://www.google.com/think/case-studies/hp-online-to-store-case-study.html

MCA-AMS (Multi Channel Attribution, Across Multiple Screens)

Using different devices on the customer journey (tablet, desktop, TV, phone) – near impossible to track and attribute effectively.

  MCA-ADC (Multi Channel Attribution, Across Digital Channels)

Analysing how different digital mediums contribute to a conversion (i.e. a mix of organic search, paid search, referral, social network, email, YouTube etc). But it’s analysing the different mediums FOR ONE DEVICE. (MCA-ADC-FOD!).

 FOR NOW, THIS IS VERY DIFFERENT TO MCA ACROSS MULTIPLE DEVICES/SCREENS

Practical Steps forward – quoted

1.     Choose which MCA you’re trying to solve (O2S, AMS of ADC)

 2.     “2. Use the appropriate set of solution (see sections above). If MCA-ADC…

3.     3. Get really, really good at understanding your multi-channel funnel reports. They are free. They are awesome. Use the Venn diagram in the Overview report to display reality to your management team. They’ll love you, and stop wasting money.

4.     4. Start to experiment with the simple models. You are moving away from last click, you’ll abandon first and even very quickly. Spend some love and attention on the time decay attribution model (ideally with several mathematical options to apply).

5.     5. Experiment with changes in your digital portfolio based on your time decay results.

6.     6. Measure outcomes. Go back. Analyze the data. Change some more.

7.     7. As you master that, shift slowly to playing with media mix modeling type controlled experiments”

 

Module Four, Class Four Seminar Notes

superpig

TESTING

Why do we test?

  • To optimise
  • To improve
  • To learn
  • To increase ROI
  • To see what customers want (not the client/director)
  • To challenge assumptions
  • To find real-time feedback

Testing makes things more reliable, quicker, easier to execute. Testing means we’re not relying on guess-work, assumptions on customer behaviour.

Thomas Johnson – ‘Testing is a good countermeasure against delusion’

Testing shows you where you actually stand when it comes to performance

What can we test?

  • Copy
  • Pricing info
  • Calls to action
  • Subject lines
  • Pixels, font size,
  • Different channels
  • Downloads
  • Customer journey
  • In digital, it’s very rare not to be able to TEST ANYTHING!

http://whichtestwon.com

Beautiful Data – seminar notes

PPOY-Infographic

Data Visualisations (DVs) and Infographs THE BASICS

Different types of DVs

  1. Spatial Information
  2. Chronological Information
  3. Quantative Information

DV devices (simply…)

  • Diagrams
  • Maps
  • Charts

Different ways to group information (LATCH):

Location

Alphabetically <- least useful

Time

Category

Hierarchy <- most useful

Google Analytics Video Tutorial Notes

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1. Location Analytics Video

(Remember it’s over last month, you can change date or compare with last year etc)

World View -> Audience/Demographics/Locations

Region/City View -> Drill Down by clicking on country the click tabs to breakdown again by region

Metrics when considering location:  Traffic visits/ how many pages people look at on average per visit/duration of visit/bounce rate (average percentage of people who land on page from external site and only look at one page).

Conversions by location _> Click Goal Set 1 -> See conversions, different type of conversions set

Traffic source by location – Type source into secondary dimension on world/region/city view

2. Mobile Analytics Video

(Remember it’s over last month, you can change date or compare with last year etc)

  1. Audience/Demographics/Mobile
  2. Choose Devices or choose Overview

DEVICES-> click camera to see photo images of device. Metrics when considering mobile:  Traffic visits/ how many pages people look at on average per visit/duration of visit/bounce rate (average percentage of people who land on page from external site and only look at one page).

Note – Bounce rate and duration on page indicate how well the page is optimised for that device (how goof the experience is for the visitor)

Click Goal Set 1 – to see breakdown of conversions by device

Click tabs at top:

  1. Branding – to see breakdown of visits/bounce back/conversion etc by device brand (i.e. Apple/Samsung)
  2. Service Provider – to see breakdown of visits/bounce back/conversion etc by service provider brand (i.e. sky, O2, Vodafone)
  3. Input Selector (i.e. is the device touch screen, roller, keyboard)
  4. Operating System (i.e.iOS7/Android/Blackberry or whatever)
  5. Screen Resolution (i.e. what size screen was the web viewed on)

Note – Input selector and screen resolution key when dividing which devices to optimise your site for.

OVERVIEW – see breakdown of desktop vs. table vs. mobile

3. Traffic Sources Analytics Video

(Remember it’s over last month, you can change date or compare with last year etc)

  1. Traffic source/Sources/All Traffic

There’s a visits over time graph and metric table data.

In the first column, Source refers to how the visitor got to the page (search/direct etc), Medium refers to whether it was organic /paid/referral

Metrics when considering location:  Traffic visits/ how many pages people look at on average per visit/duration of visit/bounce rate (average percentage of people who land on page from external site and only look at one page). Note – the higher the bounce rate the less relevant the content it.

Click tabs at top:

i.            Source: direct/search/other websites

ii.            Medium: organic, natural, referral, twitter comparisons

iii.            Keyword: what keywords are driving visits  – (many not provided)

iv.            Content?

v.            Technology : can see which browsers are being used, operating systems, sceen sizes and flash/java stats.

vi.            Landing page/location/language/ad content

Click secondary dimension:

i.e. choose landing page to see how different pages are performing

4. LANDING PAGE Analytics Video

(Remember it’s over last month, you can change date or compare with last year etc)

  1. Content/Site Content/Landing Pages

(Note consider Content Drill down and Exit Pages)

Metrics when considering location:  Traffic visits/ how many pages people look at on average per visit/duration of visit/bounce rate (average percentage of people who land on page from external site and only look at one page).

Goal Set 1 – see how different landing pages contribute to conversion

Secondary Dimension – i.e. Source – shows what the most popular page + way-to-get-there combos are (i.e. homepage direct 100 visits, course page direct 58 visits, homepage search 58 visits

5. ADWORD ANALYTICS REPORTS

(Remember it’s over last month, you can change date or compare with last year etc)

-> Traffic source/Advertising/Adwords

1.  Campaigns: The table metics are differening, they now include Goal Completionts. you can look at the Goal Set 1 data as usual but you can also click ‘Clicks’.

This creates new metrics to compare: Visits, Impressions, Clicks, Cost, CTR, CPC

2. Bid Adjustments

Can switch between Device Location and Schedule. This shows you how your bid adjustments are performing in adword enhanced campaigns.

3.  Keywords

Switch between Ad Content and Keywords – this allows you to analyse how affective your ad copy is (the 1st column has the 1st line of each ad’s copy)

4.  Match Search Queries

How the actual searches compares to the keyword you’re bidding on

Use Keyword as a secondary dimension to compare – USEFUL

5.    Day Parts

Allows you to see performance of your ads during different times of the day. Important for time optimisation and bidding

6.   Destinations URLS

Helps you understand how each URL is performing through paid search

7.     Placements

What channels your ads are appearing on (i.e. Google, YouTube, Bing, Yahoo) (click placement domain at top)

8.      Keyword Positions

Right hand white box – change from visits to bounce rate

At top switch to Goal Set 1 and right box to look at overall conversion rate

6. MULTI CHANNEL ANALYTICS REPORTS

(Remember it’s over last month, you can change date or compare with last year etc)

  1. Conversions/Multi-channel Funnel

These reports help you understand the different journeys and devices people use before using your site.

Overview -> Visualise how different traffics work to help a conversion

Path Lengths –> how many different devices are used before a conversion

Tag length –> how many days elapse before first visit and conversion

Top Conversion Paths -> shows you the different types of traffic paths that people go on before converting

–          can change the conversion type (course sign-up, info request etc.) at the top

–          Can also change the path length and switch between paid traffic and all traffic

Assisted Conversions (useful) -> An assisted conversion is when a medium wasn’t the last click but was used in the traffic path before a conversion. Look at the difference between last click conversion and assist conversions.

 

Questions for group/tutor

What are the Goal Set 1 – how are they different to each other?

Why is Twitter a Medium?

What is Content when looking at traffic??

What is Ad Content when looking at traffic?

Difference between visits and clicks in Adwords/Campaign/clicks report?

Path and Tag length – graphs show opposite to what gilly explains!?