Andy on Twitter

  • Love this... ,
  • Like how McKinsey frames culture and behaviour together. ,
  • Fed Up with Super Rugby games stopages for criminal investigations. Equaly tired of thuggery ,
  • Quarter final super rugby and the stadium looks pretty empty. Sad state of super rugby in AU,
  • Agree with Mark - don't get it. Don't need to be reminded that my sandwich was a beauty chook. ,
  • I just published “The Cannes Conundrum” ,
  • Church in London has a little cafe in the entrance serving Allpress coffee. How good is that. God and coffee to go. ,
  • That flight to London is one epic trip. Thanks for an enjoyable flight.,
  • Must read for all marketers... ,
  • ... instead correlate TV to commercial outcomes, not online viewing ,
  • ... but buying TV so people watch you on YouTube while trying to sell Tide... that's more than strange ... ,
  • Another reason TV is so important a part of the Mix - spillover into online engagement ... ,
  • Well that's a change. Might be better to focus on the tech stuff though. And the need for lots of it. ,
  • Some beautiful coffee kit here... ,
  • Further evidence that the IRB are nearly as out of touch with rugby performance as the ARU ,
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Google Trends & Measurement

Google trends is going to be of interest to any communicator interested in measurement. It’s a quick way to see where attention is being directed and what folks are interested in.

Steve has a big post on this and a good case study on using the different blog measurement tools. He makes my case – visually – that the next big frontier in communications measurement will be correlation. That is the “mash-up” of a variety of communications measurement tools and sources to provide an integrated view of performance and effects of different programs.

I’m going to add a post on this over the weekend that explains some of my thinking but here are a couple of other takeaways I would add to the list as I correlate our marketing data:

  • News drives conversation and searches (not a big revelation) – agree with Steve.
  • It’s important to set up searches for a new brand before it launches, just to make sure it doesn’t leak – Yes. You also need to consider the impact of brands or search terms that deliver many results. These cloud the output.
  • It takes time to go from conversation to and searches to actual traffic. Yes.
  • You can benchmark your product launch against that of a competitor using these tools to see how you did. You can also layer in clip report data.
  • If you are in tech, look at the impact of some of the next generation analysts – the impact in terms of traffic to your site can be remarkable.
  • Measure the relative cost of SEO vs. other elements of the marketing mix using these tools.
  • Think about configuring landing pages on your site for news announcements. Don’t expect people to hop around your site aggregating the various elements of what you are talking about. Your blog is a perfect place to do this.

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