Multi-Channel Analytics: An Interview With SES San Francisco Speaker Andrew Edwards

Written by Efectyv. Posted in Convergence Analytics

SES San Francisco is next week, taking place September 10-13. The comprehensive agenda of this conference will walk you through the new marketing landscape of converged media will be led by industry practitioners and innovators. The program is designed to help marketing professionals meet their needs regardless of their experience level.

Prior to the conference I was lucky enough to interview various experts, including Bill Hunt and Bryan Eisenberg. Another expert that I had the pleasure of interviewing was Andrew Edwards, who is the managing partner at Efectyv Digital. He will be speaking at SES San Francisco on Multi-Channel Analytics: How Convergence Analytics Changes Digital Marketing Forever.

Victoria Edwards: What is convergence analytics?

Andrew Edwards: Convergence analytics is an emerging field that takes up where web analytics, mobile analytics, and any other siloed data analytics leave off. Some have also called it Multi-Channel Analytics, but this does not describe the single-view outputs that are common today.

There are at least a hundred vendors today who offer applications that can measure many different channels and display them in an elegant fashion. We believe the trend towards converging many data inputs and creating a flexible output model is accelerating – and changing business analytics forever.

VE: Who should attend your session on multi-channel analytics?

AE: Anyone who wants to know the latest on emerging digital analytics trends, technologies and challenges.

VE: What tools does an individual use for multi-channel analytics?

AE: There are so many choices in so many measurement fields that it’s a challenge to even begin listing them without leaving out key players. If we can suggest a common denominator like Google Analytics and apply that across many channels with many different ways to collect and review data, that might come close to a broad description.

VE: If someone is new to convergence analytics where is a good place to start gaining more insight?

AE: Certainly our session would be a great place to start. But they can also go to the But they can also go to the Convergence Analytics section at ClickZ to see more content about it.

VE: You’re currently CEO at Technology Leaders. What was your career-path that lead you into that role?

AE: I founded Technology Leaders in 2002 and continue to run the enterprise digital analytics practice there. My most recent focus is on digital analytics strategy, including the writing of the next Convergence Analytics Report with Efectyv Digital.

I got started in digital as a computer-illustrator, and I got to know the creative side during the late 1980s with the advent of desktop publishing. I created the first DTP group at the Yellow Pages. Then I moved on to interactive television that led to CD-ROMs and finally website development.

As the Internet became more of a commercial venture, I got interested in how to measure its effectiveness in the marketplace. That’s how I got involved with analytics. I have a book coming out in the spring with Pearson Publications called “Digital is Destroying Everything, and What Comes Next”.

VE: I see you’re also a painter? What’s your favorite medium and are there any places online we can see your work?

AE: Yes, I do love creating actual things in the world sometimes – so I paint with acrylics on canvas. They tend to be surreal-mythical in nature with a focus on mid-20th century iconography. You can see them here.



Mobile Metrics: What a Difference a Year Makes!

Written by Rand Schulman. Posted in Convergence Analytics

What a difference a year makes. Last year I attended the fist user conference for mobile metrics firm Kontagent in San Francisco. That year, few enterprise attendees who I spoke with knew what the objective, or purpose, of their mobile application business was, and most said they were doing so because their “competition was” doing so.

What a difference a year has made as the mobile pace has exploded. Flurry, another mobile metrics company that provides app developers with tools to measure how people are using their apps, released data on “the state of the apposphere” at last week’s MobileBeat 2013 conference in San Francisco.

According to Flurry’s chief product officer Prashant Fuloria, the company now tracks 300,000 apps from 100,000 developers worldwide, an order of magnitude greater than just a year earlier.

And can you imagine that those apps are on over a billion devices, collecting data on more than three billion app “events” each day, noted Fuloria. The company tracks basic events such as a customer “onboarding” like starting up an app or making a purchase within the app, and on what device. The company now collects data on 1.3 trillion different in-app events each month. The growth in app events that Flurry tracks matches the explosive growth across the board in mobile app usage.

“We’re seeing a tremendous disruption by mobile” as huge numbers of people move from the traditional web to mobile devices, Fuloria said. That’s being driven by the large number of mobile devices around the world – and there’s plenty of room for more growth.

And mobile has only just begun for apps, like those early days of the web.

Once people started to understand that there were business reasons, beyond “information,” and once they realized that they had analytics tools at their disposal to optimize site purpose, (web) digital commerce took off. But let’s drill down into some interesting mobile uses, as we’re truly in the middle of a revolution.

At the Kontagent conference, I spoke with dozens of attendees who not only knew what their mobile application objectives/purpose was, but were already in the process of optimizing those goals using analytics. A few attendees were using cross-channel data, and marrying the information to point-of-sale (POS) information, encouraging coupon capture from in-store displays, and coupling with profile data on the customer, stored in company databases (all opt-in).

Others were talking about using the phone’s signals, and mashing up GPS, geo-location, and radio-frequency identification (RFID) with wireless location and other web services like local weather, to best target the customer with offers most likely to convert over time.

According to a senior VP of mobile at Zions Bank, the bank has decreased support cost from $3 per person to $0.03 per person by deflecting costs from the call centers to an easy-to-use mobile app in only a few years’ time. The bank executive noted the number one reason that people will leave a financial services institution is “the lack of a mobile relationship,” and said that the bank has quickly evolved from “banking only” access to account information to utilizing all kinds of mobile applications and services, including experimenting with augmented reality-based applications. The bank tracked downloads and user engagement, like time spent and device types, and learned that its mobile customers are $100 to $800 more profitable than non-mobile customers. Its goal: more mobile customers, and retention of those the bank has with great user engagement (that’s where augmented reality (AR) may come in).

Several attendees were optimizing their applications based on the use of extensive A/B testing when, like the bank, longer engagement is considered better. Some attendees noted that long duration is not always a goal, and a quick “share” conversion is desired.

A navigation company measured the conversion by the obvious – the user reaching her destination – and analytics allowed them to capture user behaviors with their application. More frequent app engagement and more destination conversions are better according to the executives I met. They spent time testing and presenting users with multiple user interface/user experience (UI/UX) choices to optimize their behavior over time.

I met one consumer-packaged goods (CPG) company attendee who said his company is able to identify the “value” of their mobile customers, from a lifetime value (LTV) perspective, across channels (online and offline), and have pegged that value at $800 per individual. Until they started tracking their mobile applications, and measuring the value, they had no idea. Like the bank, they are developing many more mobile apps. Their goal is to get customers to sign up for the mobile application in order to belong to a community, receive product discounts, and encourage loyalty both in stores and online. They were surprised by the results, and are moving more marketing dollars into the mobile channel.

The marketing profession is always changing and we know that the brand-only-style era of advertising that favored creativity over analytics is gone. Some see this move from creativity to data-driven actionability as two distinct and separate disciplines. I don’t, and they’re not. It’s critical that we learn what these attendees had in common – the new marketing Four Ps.

Remember the old marketing Four Ps – product, promotion, place, and price? Well, there’s a new set of Four Ps today, driven by mobile – people, process, purpose, and platform.

I can’t wait to see what happens at next year’s event!




Free Webinar: How Vendors are Delivering Convergence Analytics

Written by Efectyv. Posted in Convergence Analytics

One Ring to Rule Them All: How Vendors are Delivering Convergence Analytics

Tuesday, May 14 @ 1:00pm ET / 10:00am PT  

Marketers are looking for Convergence Analytics solutions that help them see and interact with all their data in one place: the digital equivalent of “one ring to rule them all”. New tools in the market today combine data from web, mobile, social, demographics, seasonality, campaign, cost center, and sales center sources, and allow the marketer to visualize them in dynamic dashboards for real-time analytics and predictive forecasting.

Join us to learn:

  • Why Convergence Analytics is radically changing the digital marketing universe
  • How Convergence Analytics applications collect, analyze, and visualize data from multiple channels
  • How tools like Anametrix enable marketers to discover new insights

Speaker: Andrew Edwards, Co-founder, Efectyv Marketing

Moderator: Pelin Thorogood, CEO, Anametrix

Sponsor: Anametrix


About Efectyv Digital

Efectyv Digital is focused on strategy for two distinct markets: digital analytics end-users; and marketing strategy for technology companies.

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