Things that I went to

It was a busy week of ‘things that I went to’ and they were all very informative and lovely and well run and definitely worth going to. Rackspace Solve was the standout with a most excellent conference at the Shangri La hotel. The focus was on managed cloud and it showed Backspace responding to the commoditisation of cloud services by dialing up there high-level customer service and support offering. 

Rackspace ANZ general manager Angus Dorney -wants to manage your cloud
So now you’ll see Rackspace talking about Microsoft Azure and VMware and even Google and Amazon (although not so much) as hyper scale, bulk providers and demonstrating their OpenStack and managed cloud expertise which is a clever move I think. The Rip Curl Search GPS wearable watch that tracks all your surfs was the case study darling (it’s worn by His Royal Shark Puncher Mick Fanning) and some of the spiky traffic load stuff on virtual sports games and government transport sites was also very interesting. And while I didn’t win the Apple Watch raffle, I did get a drink bottle, phone charger, T shirt, some excellent branded pens and a lot of lovely photos of Sydney Harbour from the 36th floor of the Shangri La hotel. 

Sydney looking glorious from the 36th floor Blu Bar. Look at it, it's beautiful. 
Can I also mention that event and conference production values matter a lot when you are blabbing on about managed systems and customer service (if you can’t organise a cup of coffee for 50 people then I have limited confidence in your ability to manage my cloud) and the Rackspace event was off the charts excellent so well done clap clap clap etc. 

Adobe systems Darling Park, Sydney swish and a nice breakfast too thanks
In a less infrastructure more content way, the Sydney content marketers converged on Adobe’s offices on Wednesday and that too was an excellent little gaggle of like-minded people. It was mainly people from large marketing and content teams. 

Content marketers- assemble!
I was a little surprised that people were still asking whether or not they should be producing their own content or if they could just curate (there are no easy paths to content quality and if you are a big brand then yes, 95% of the time you need to produce and distribute your own content) and at the low level of analysts usage (Google analytics of Adobe Omniture as a nod to our host :)..) so it would seem we are still at the early stages of full in-house brand publishing models. Great to see all the IRL faces behind the brands as always. 

Victor Dominello MP, food, and award festivity at the Fishies
Friday night was Fishburners night with NSW awards announced for GovHack Sydney. While my team didn’t pick up any prizes, it was good to see the winning hacks and eat some Mexican food and watch the politicians in full award handshaking, smiling-for-the-camera action. The Ministers for Innovation and Small Business turned up as did some Sydney Water people and a few Councillors so it was good to see the event getting support from NSW government. 

Report: content and customer experience dominate digital marketing

I’ve just been having a look through the Adobe report on marketing and digital trends. 

What’s really useful about this one is it gives you the right language and definitions to talk about digital in your company. It’s quite easy to blur between ‘content marketing’ and leap to channels and social, video content, jump across to analytics and the next thing you know, you have a massive 36-month Big Data project. 

Mobile-first and location technologies can occupy a lot of discussion but also distract from the core engine of the marketing program in content and customer experience

Have a look through and if you’re in Sydney, you can come along to the Content Marketing meetup “Creating scalable content systems’ at the Adobe offices this Wednesday morning. 

Full report: Digital Trends 2015

Enterprise cloud team management that actually works

On Wednesday I went to a Microsoft Biz Data executive breakfast where CIO Dave Rumsey and CFO John Mackenney from Tourism Australia presented on their move to Azure cloud platform for BI. 

CIO and CFO Tourism Australia -Azure
I’ve sat through a lot of these project showcase things now and most of it is utter rubbish and people stand up and take credit for a broken system they didn’t even work on and lie about how successful it all was. 

You’ll be pleased to know this was not one of those sessions. 

myTA user walk through Sharepoint-Azure

Both Dave and John had a very practical understanding of how global, centralising systems and reporting works which started with the main problem enterprises face: people love Excel. So everyone has a little Excel spreadsheet they budget and report and do their washing in and their is no centralised way of using information for decisions.

I was very impressed with how sensible the solutions were and how they kept saying ‘we are a marketing organisation’ and ‘we are a media organisation’ so the main purpose of the system is to aid with campaign management and stakeholder management. Old systems were turned off. Report formats were standardised across global teams. I think sometimes with all the smug-ness around anti-meeting and anti-project culture we can forget that people talking to each other, clarifying what the issues are, figuring out what's trying to be achieved is work  and really important work that saves everyone freestyling off on their own and losing any benefits of centralised cloud systems. 

Choirs of angels and big gold stars for Dave and John who managed to actually work together and put together a cross-functional, shared analyst team so campaign management e.g. adobe web traffic data is linked to budget management finance data for ROI. What that means is that a digital analyst sits in the same team as a finance analyst ‘because it all connects back’. Yes it does. Thank you for being clever. And before you say ‘well that’s ok for them because they are a big org and have lots of money’, Tourism Australia only has 200 employees and four analysts so that’s not huge really. 

As I mentioned to the Microsoft man next to me who kept trying to show me how great Cortana is, “it’s almost as if they like each other” and I think the main reason their system implementation worked is because Dave and John might actually like each other and enjoy working together. I could be wrong but when you get a CFO and CIO who actually talk to each other and make decisions, a nasty ERP 18 month rollout turns into a charming and insightful breakfast presentation with blueberries. Well done. 

Marketing software to self-educating customers

Users are getting a bit more clever and they want to research and try things for themselves before they commit to the full assault of your sales team. 

"Cisco’s customers were beginning to purchase and use technology in new ways. Increasingly, tech-savvy business managers, instead of just IT professionals, were making buying decisions; user-generated applications were being added on top of the basic technology; cloud computing was becoming prominent; and digital media was becoming a key influence in deciding which technologies to purchase. Customers were self-educating and researching buying decisions in new ways – not just with a sales person." http://blogs.hbr.org/2014/10/help-your-team-spend-time-on-the-right-things/

Self-educating customers, the horror. I'm always moaning that enterprise software companies make you sit through half day demos and then you get to the end and you can't have a play around. Two things I came across today that are good. Splunk. See these guys are smart enough to create a sandpit for you to have go with. Very good, everyone do this please

grab your dataz and have a go
product info and play area

Number two is this launch campaign from Adobe for Premier Clip. It’s a free mobile movie making app that aims to make video more accessible and useable for those that don't want to go hard out with Final Cut Pro. 

#madewithclip Purrrmiere -get it hahaa 

I really like the video with the marketing team explaining their products and the simple walk throughs that encourage users to download straight away and try for themselves.  

Content is all tagged up and optimised nicely. Personal and useful and makes everything look easy and fun while still maintaining the product quality of Adobe Creative Cloud. Most excellent blog links through to themed user content 

Think about products and tools that you use regularly and how you originally came across them. Self education is getting more crucial for marketers so always think how you can get your products into the hands of your users ASAP before their little minds wander off to the land of cat gifs --ooo look it's Maru (=^‥^=)

no1 best cat on the internet Maru

How to make wonderful mobile ads on the new audience networks

Mobile ads have always been a bit crap and everyone likes the idea that they might work because everyone has a phone and personalised data and measurability, it would all be so wonderful. 

wonderful

The reality is that trying to do something amazing on a 50px postage stamp with screens that change size all the time and the whole Steve Jobs anti-Flash Apple thing has resulted in some pretty terrible mobile ads. Have you seen people at a conference stand up and present on how amazing their Leaderboard ads are? No. Because they are crap and nobody cares. 

this blog post is also wonderful- $236 on candy crush

Then, some smarty brains people like King (makers of Candy Crush) bolted ahead of everyone else and sold imaginary wands and extra lives to people in a game where you bop little coloured balls and everyone went nuts for it and they made heaps of money. So then people realised that people can interact with things on little screens and not in Flash, you just have to think about it a bit differently. 

I know this all might sound a bit basic to some of you but I kid you not, I went to a catalogue launch for an AU/NZ retailer and the whole thing was in Flash. Someone at their expensive agency probably took the print pdfs and went into Adobe InDesign File>Export>Flash Player SWF, yep that’s all they had done and that sort of thing really annoys me so the more you can understand and question the approach, the better result you’ll get. 

So users wanted rich designs that made the most of their zillion dollar mobile phone screens like they saw in games and responsive design and HTML5 meant that that could happen which is great and sort of where we are today. 

Publishers and ad tech companies are cranking out lots of new mobile ad formats that are more responsive -change to suit what device the user is viewing on -Boston Globe is an example that Adobe often use so grab your neighbours phone and watch the copy and ads moving around as it adjusts to the device. If you all work for the same company and have the same phone then have a play with some online emulators like Mobile Test and Mobile Phone Emulator

Facebook claim to have nailed some new formats that have started serving through their Atlas network. I tried to get a new fancy ad come up on Shazam but all I got was this old-school Leaderboard that isn't worth talking about at a conference but the one they have in their post is quite cool and I’ll just keep tagging songs until I get it. 

nope

In saying that, the audience generation part might be interesting because it’s meant to be serving ads off what books I’ve read in Facebook— ‘Atlas, send her the boring version of the Vodafone ad’

nope -wonderful song though

Google Admob network have also released some new formats that seem heavily influenced by YouTube’s successful TrueView format where a little video trailer plays and advertisers only get charged when a user doesn’t hit the skip ad button. There are also some screen takeovers that mimic a print magazine ads so your designers will be happy about that. With the trend towards larger phone and tablet screens perhaps the whole digital magazine/catalogue thing might finally start kicking in with some decent revenues?

tiny wonderful videos

As evidenced by my boring Vodafone ad (sorry Vodafone but I am writing a blog post about it so tell your manager your ad was amplified and created conversations= earned media :)) and the success of mobile games apps we can see that Creative is a thing and using the formats properly is going to take some skills but I think a good place to start is to start paying attention to formats you like and copy them. Evernote web clipper is a useful browser tool you can use or just screenshot ads on your phone and look at sites like mobile-patterns.com for ideas about how you could integrate ad formats better into your apps and mobile pages. 

I wouldn’t even worry too much about how much you are paying for mobile ads at the moment - I know that sounds a bit wrong but get the formats working properly and think more about what you could potentially do with them because it’s all going to be a bit made-up at the start until the formats settle down and the audiences improve through the networks. Have a go at a video trailer in app mobile ad thing and an in-app Facebook Atlas thing and in the very least, you’ll learn something and have a place to start improving from and it will all be wonderful. 

How to get better photos for your ecommerce sites

Photos are super important for ecommerce sites so here’s a few tips that might help you to improve yours. We were doing this exercise for a hotel and the main places we needed images for was the company, native web site, travel sites like booking.com, google business and maps, Facebook and Flickr.  Run an analytics report in google analytics, the site you’re using like Facebook or Booking.com or whatever you use and a site backup before you start so you can see the improvement. You want to see search and conversion ratios improving and ultimately sentiment and reviews improving as you empower customers with more information. 

Much like video, be realistic about what you can do with your current equipment and skill levels. I have basic equipment (smartphone camera) and very low photography skills so I know from the start this isn’t going to be a National Geographic award winning exercise. We’re talking snappy, point and shoot stuff for social and ecommerce photo albums. If you are entering architectural awards then you want to brief someone specialist like Simon Devitt who is amazing and at a whole different level of skill and budget. The hobby ‘oh look I have an SLR camera’ person can be your greatest time wasting nemesis. 

Get together some people in your marketing team and write a list of what you need for customer and SEO purposes. You’ll find (with customer content especially) you have a lot of the same types of photos. For example, if you are a cafe you’ll have lots of photos of coffee cups and probably none of the toilets. If you are a hotel you’ll have the front entrance and not the layout of the bathrooms. You want product and ‘answering questions’ type photos that communicate features like:

-does it have free wifi in the room? - photo of person on laptop in room and free wifi sign
-is it child friendly? - photo of child at cafe
-what is the room layout? -photo of room layout and floor plan
-when you say swimming pool is it a resort pool or a lap pool? photo of resort style pool

People are looking for lots of accurate information so as much as you want to put your best foot forward, be careful about showcasing your $300 room when you’re $99 room is the one that most people buy on a deal. If your photos don’t show a true representation of what people get, then you’ll get negative reviews and it’s just not worth it. 

Write some groups ‘newly refurbed rooms’, ‘old rooms’, ‘one bedroom’, ‘two bedroom’ and make sure you cover off different options people might purchase. 

Smartphone cameras are fine just make sure the size is correct for output for example booking.com want quite big images at 2048 x 1536. I’ll say that again: SMARTPHONE CAMERAS ARE FINE. Most of the images your customers post will be from mobile so it’s not a big thing to have some that you took in the mix to front-foot parts of the business you want to show. 

The worst thing you can do is wait around for the perfect photo of everything and then have customers tag and upload all their ugly photos because those will be the ones that appear in search and on sites like Facebook. Put your OK one’s up first. 

Release the hounds. Set everyone off to take photos in the group they’ve been allocated. Try and take photos early in the day or in the evening so the light works but again, don’t get too fussy or you’ll never get around to doing it. We just drew up a little grid and had one person responsible for a part of the business e.g. you are doing two bedroom units in the new part of the building and getting everything on your SEO list. Photos with people in them are prioritised on a lot of sites so make sure you ask anyone’s permission before you publish them in an image- customers or employees. 

Set a deadline and have everyone come back for the upload. Taking photos is the more fun part so watch everyone run away when you get to the boring editing, uploading and tagging part. Have one folder for each part of the grid and put all the raw photos in the folder. 

You want everyone editing and tagging so we used Picmonkey because it’s free for basic things like resizing and cropping. If you have multiple computers that can do Adobe Photoshop or something else that’s great- just don’t be restricted by only having a designer to do it because it’s really slow and you won’t get the volume you want in a short timeframe. Picmonkey struggles a bit with the big 2048 images in browser but just stick to cropping and basic stuff because if you fiddle around with colour setting they’ll all look different and the app crashes too. 

Set a file naming convention like ‘one bedroom new 2048 bathroom’ so other people can use the images again. We resized to 2048 x 1536 for booking.com and went to a standard Instagram square because I just like those at the moment and they’re quite handy to have for social sites - 410 x 410. Do both so you should have three types of each picture 1. raw 2. 2048 3.410

The most important ingredient at this point is coffee and headphones because it’s time consuming but listen to Soundcloud and you’ll get through it. I recommend Cay Taylan’s full album for ultimate photo resizing performance. After a Cay Taylan’s album length of time, you are ready to start publishing. 

Start uploading to the sites. Put one person on each site and make sure they’re working off lists so you cover everything. Booking.com has a tagging directory so that can be a good one to follow. Use your SEO keywords lists as well so the images are tagged correctly. It’s really easy to rush this part and not get the most out of it so try and channel the art direction enthusiasm into photo tagging and people will soon figure out there’s a lot to get through and not be so fussy with the images. If the image is 80% OK, use it. You can go back and update the exceptions later but try and stop people rushing off and taking more photos in the first batch because your uploading soldiers will desert you and leave you with three pretty photos of the main lobby and none of the bedrooms. Just remember that your customers will quickly boost up a photo without too much thought and it might not be flattering so get your ones up there and live. 

Tagging can take ages so really perservere and keep everyone on task because you won’t want to go back and do it later. Next morning, have a quick review of the images that are live and then you can make a list of any you missed or that are really terrible and need a reshoot. You want lots of images, about 20-30 on each site of decent size and quality all tagged up with descriptions and albums and any other helpful meta data like hashtags or geotags. 

Put all the final images into folders and back them all up to somewhere central and cloudy like google drive or dropbox -even though they are live on the sites it just makes it easier for the future. Getting urgency on to the job and powering it out in one or two days is much better than dragging it out with designers on $$$$ hourly rates and then you can go back and get some hero shots later if you want for specific campaigns. Hope that helps and when you run your reports again, the conversions are up and the reviews are positive :)

Confused pandas struggle with web analytics so please make it easier

Forrester released a report today about analytics and there’s a lot that I agree with and a lot that I don’t really agree with but there’s one thing that’s clear: the landscape has changed. What’s not clear is what the actual products do and I think tech vendors are going to have to do a lot of work to turn marketers, advertisers and publishers into real, hands-on users. There are many confused pandas in the wild. 

Remember when Adobe was the pretty/expensive one and IBM was the big ugly serious one and Google was the weird free one? Also wondering why Salesforce ExactTarget Marketing Cloud wasn’t mentioned as their analytics are probably sufficient for a lot of marketers who are currently using nothing at all -remember we’re working off a low base in a lot of marketing teams. No, I have no affiliation with Salesforce I just think the ExactTarget product is a good one. And Oracle. Where’s Oracle in the report? So defining enterprise web analytics in itself is still a bit of a head scratcher. I guess Forrester try and cover it with their “a significant base of enterprise-class clients” criterion but with the rate things are changing I don’t think historical client lists are going to count for much over the next three years. Or staff dedicated to web analytics products. Is that engineering or sales or support? 90-day free demo and a bit of Hadoop and look at that, you’ve changed data systems. 

It’s good that Adobe is in the number one position. Omniture Site Catalyst is the best analytics product on the market today and Adobe should be making a lot more of it. What? Well you see I have a real issue with your Marketing Cloud Adobe. It’s way too complicated. I think you probably already know this and I know you’ve had a few acquisitions and are trying to stitch is all together but good grief, nobody can remember the name of two cloud products let alone five.  Take Microsoft Office. I’ve been using it since the late 90’s and I can name Word and Excel… and then.. oh look I stopped caring. Make it easier for people Adobe and go hard on Omniture.  Start with the customers (i.e. advertisers, publishers and marketers) and work back based on what we can use it for, not all the standalone parts because nobody got time for that and your products are fantastic but it’s so hard to know what product does what. 

Ditto IBM. Lots of acquisitions and suites of brands and products that do various things that become a bit of a blur after the first 10 minutes of the demo. I’m sure it’s all fabulous but it’s hard to get your head around and way too hard for the new wave of customers such as brand marketers and journalists to find their way around. 

Hilariously, Google Analytics Premium gets the ‘simple and easy’ tag and the ‘democratise all the information’ tag which I think are probably the two most important things at the moment and they still didn’t get in the first pack of product leaders according to Forrester.  More weighting on these factors is needed because teams are growing so we need more people at various skill levels working on the data. Remember when you had one or two analyst nerds that ran reports and worked for the executive team the whole time and ignored your five ‘can you do a campaign summary pullleaaaasseeeee :) :):)?’ emails? That’s your current situation today? Yes. Simple and democratisation are important because you can outsource hyper analyst data nerdery for special projects but it’s great if more people can login and work with the data everyday. 

I don’t really know anything about Webtrends and SAP and SAS which in itself is a factor. If you want to sell to marketing people you need to get a bit better at marketing because we’re looking at different factors than maybe, a traditional CIO, CTO person. Engineers tut tut at me for liking Salesforce products because they maybe aren’t as well made as others (are they? I wouldn’t know) but they are good at sales and marketing and are getting better at wooing a marketing customer through education and training. Analytics and simple don’t really go together that well but whoever figures that part out will win all the analytics customers. 

My top 5 blogging things list to be cool like Darren

I just read Darren Rowse at Problogger's 5 tips blog and he challenged us to write a '5 things' blog so here goes.
What can I do a five things on? um um um….well, Darren did Top 5 mistakes he made but I’m not feeling very fail today so I’ll go with a general five things I’ve learned about blogging but not ‘learnings’ because- it hurts us. 

T Rex trying is a cool blog

1. Blog for yourself
I know that’s not very community and audience and all that but I think it’s really important. I started blogging on Typepad around 1999, then I started writing about marketing again on Blogger around (checks old account) 2009. The reason I started blogging again was because I found myself venting at articles about marketing and thinking ‘what a douchebag, why are we listening to that person’ and I realised that I was a Hater. Haters are bad. So in order to not be a hater, and to contribute constructively, I became a blogger. Blog for yourself and use your powers for good not evil. If other people want to read it then bonus points for you.  

2. There’s no ‘I’ in team but there is a ‘me’
Don’t be afraid to use ‘I’. I’m not a journalist and I don’t report on things. My ‘I’ stories and feelpinions are completely my own and I’m quite happy to be accountable and say what I think. If first-person style writing is not your thing then that’s up to you but don’t think you have to write formal articles and essays about everything. Your stories and your voice are very important things and don’t let anyone tell you your “I went to work and we talked about cats and we had a sandwich and then my car broke down and the mechanic was called Steve’ stories are not great because I love those kind of stories the most. I find that I'm a lot more positive and open to appreciate other people's cool stuff when I'm contributing too and have a place to put my ideas.

3. Embrace your clangers
I have a few real clanger blog posts floating around and I used to be really cringed out by them and think what the hell was I on about and why does the internet not have a delete button yet arghhhh but now I’m OK with them. It comes under the ‘blog for yourself’ thing and the startling realisation I came to recently that based on all evidence presented, I am human. So all the trying too hard and being stabby at things and over-sharing are part of the journey and when I’m old (I plan to live to 120 at this point-I’ll keep you updated) I think I will probably like those weird emo posts the best because they were real man. No I'm not linking to them. 

4. Get a blogging environment you like and write write write write write
It’s the oldest writing advice in the world but it’s true. If you want to get better at writing, write. Read more, write more. Read really good stuff until you cry and feel completely inadequate and can’t even start a sentence (CS Lewis I’m looking at you). I write in TextEdit (offline autosave baby) and have that saving to a Google Drive folder and then paste it up into Posthaven or wherever I’m publishing to. WriteRoom and OmmWriter are nice things too. I do quick image edits in PicMonkey, bigger ones in Adobe PhotoShop. Focus on the writing part and not the colouring in stuff too much because you can fluff around with that too much and never really get to the write write write write part.

I would also add Charlie Brooker’s genius advice, get a deadline. Set them for yourself or commit to writing for something. I do an early week and a late week blog as a personal deadline and that’s why I’m writing this now. Don’t worry about creating masterpieces just keep serving stuff up and you’ll find a flow that works for you over time and that you can maintain. In recent times, I'm writing a lot more nerdy management theory things I don't publish just because I know it may come in useful later, in a different stage of work or whatever so you can do that too. Brainpickings is a fantastic blog for inspiration and sends out a weekly 'interestingness digest' that is very interesting and digestible. 

5. Don’t take blogging advice from non-bloggers
There is a weird code of respect that bloggers have for each other’s work. It’s one thing that has really surprised me and made me such a stickler for what has now become one of my life pillars (is that a thing? it is now)  ‘contribute or go away’. I’ve had people come up to me at conferences and offer me all sorts of weird advice on my blog, or ‘feedback’. I think the best was 'I went to go to your website and it was just some postplace thing with some words and pictures. Why is it all words? When are you going to get a website? I then have to stand there and do this face:

Guaranteed non-blogger. I have never had a blogger do that. I have had a blogger suggest I not use sweary words because my blog got blocked on her company firewall. See, that’s good advice and I don’t do it now. If you worry too much about what other people think, you’ll never hit the Publish button so write your silly stories and enjoy them. See Point 1. 

6. Figure out how to end your blog posts. Still haven’t figured that out yet. 

Moving to a centralised demand model of marketing

Think about the structure and main responsibilities of your marketing team. If you were to jot down the main things your marketing executives do it will be something about managing agency partners, developing and executing strategic campaigns to drive sales activities, something about brand and a little bit on team management. 

Now look at this magnificent creature:

In a centralised demand model, scale is achieved by focusing on the process of best serving the customer using marketing technologies. 

The main role of the marketer is to create the environment, processes and performance models and activate them across the organisation. It is a very technology-centric and data-centric approach.

What's the most exciting thing I find about this model?

There is no differentiation between online and offline marketing

Campaigns and tactics are executed at the business unit level on different channels but the thinking and processes are aligned at the top-level so scale and consistency is achieved and can be measured. 

If the idea of moving your organisation to this type of model is terrifying and seems impossible then congratulations, you have just mentally arrived at the future of marketing and social media management for enterprise. As fun as it is to talk about connected watches and viral videos, putting the infrastructure and systems in place to manage new forms of customer data and designing teams around them is the hard part. 

If you don't know where to start can I suggest the first step is to put your attention into learning about enterprise systems, designs, tools and technologies. It will no longer be the role of the 'online analyst' or the 'interactive digital integrated whatever you want to call it'. This is marketing. 

Step back from creative and agency level production thinking for a little while. Give it to someone else to do. Get up out of the tactical, campaign-level work and shift your brain into organisational design mode instead of creative design mode. You're going to need to know this stuff. 

Think beyond your current organisation structure. Decide what works best, not what retrofits to your current structure because there will be changes- regardless of whether your current marketing regime can see it yet or not. The model above is for B2B so it would play out slightly different into consumer but you get the idea. 

Find a company that is moving to centralised marketing systems and befriend them. Go out for coffee with their people and find out what is and isn't working. You are about to be bombarded with sales pitches from technology vendors, research agencies and implementation partners so find like-minded people and compare notes. Unilever has just moved 7000 marketers in 190 countries to a centralised platform so befriend someone from Unilever and see what they think of it. Adobe, Salesforce, Oracle and IBM all have current marketing suite offers at various stages of maturity. Expect other vendors to appear in this space. 

data
mlc.executiveboard.com


What metrics do I use to measure tablet audiences?

Adobe have started releasing their new audience metrics for Digital Publishing Suite. While the reporting tools are obviously for their own software, the methodologies move us closer to industry standards in measuring digital audiences as part of the Digital Edition Standardisation Initiative (DESI).

Big publishers and media companies are the main users for DPS enterprise software, optimising and reporting for media agencies and ultimately, advertisers. 

So if you've produced an iPad edition of your publication Zoonooz, you can get closer to showing how many readers their are, how many times they've opened the app, how long they've spent on the app, and then a breakdown per reader. 

It may sound kind of simple but it's the standardisation race that's the most important thing to watch as media companies tend to massage audience figures to try and keep their dying print magazine titles afloat in the tablet promised land. 

Comscore launched it's Media Metrix multi platform product in March this year. Nielsen came out the following month with their online campaign ratings solution

There are various marketing materials and videos you can watch to see all the reporting tools and swizzy dashboards but I think the methodology document is a good place to start so you can understand how the audiences and measures are being defined before you watch yet another data visualization of people consuming data at different times of the day using multiple devices-yes we get it. 

I think it's a lot better if you can put on an advertiser hat and think "I'm a bank and I want to launch my new home loan product to first home buyers. What digital media products should I be advertising on for our tablet customers? Do our customers read Zoonooz? Should we run some ads in there? How do we know who is reading and what they're reading?"

Once you have the information that you need to see you then need to compare across other publications. How do they measure their audiences?  There's still a long way to go if we want a full view of individual customers (social data anyone?) but locking in the core digital audience borders and definitions is the best place to start. 

Here is the description of 4 Standard Audience Metrics on DPS Baseline Analytics (beta) portal:

Accumulated Readers
Shows total “unique” readers that are entitled to the folio, have downloaded the folio and opened it at least once.

Accumulated Sessions
Shows total sessions i.e. visits by readers that are entitled to the folio, have downloaded the folio and opened it at least once.

Accumulated Time Spent Per Reader
Shows average time spent in the folio per reader that is entitled to the folio, has downloaded the folio and opened it at least once.

Accumulated Sessions Per Reader
Shows average sessions per reader that is entitled to the folio, has downloaded the folio and opened it at least once.