Andy on Twitter

  • Another great example of cluelessness. Google has a right to exercise inordinate power over its own products. Just… ,
  • via ... is hard for us here to laugh. States now run the country abs SOMO sitting on the sidelines. ,
  • Still a bit surprising to me how often people confuse a successful company with a monopoly. And how they will compl… ,
  • And what about the rest of the Internet... they'll ask to dip their hand into the Google coffers as well... this is… ,
  • And oh, isn't Google fully within its rights to say "nah, don't think so, "we'll just stop surfacing news we have t… ,
  • Wonder if our Govt will figure out how search works and understand we want to find news on Google and it takes us t… ,
  • Yep. 100% Chaos. Covid has exposed the need for a new approach to Federal vs. State level governance. Border cont… ,
  • WA Premier lashes NSW over virus and continues to be full of rhetoric and utter BS. VIC is doing worse than NSW by… ,
  • Spot on. A Royal Commission should be accelerated by the PM... Victoria’s brutal bureaucracy bereft of basic decency ,
  • A great read... So right... Let’s ask a better question: Why doesn’t advertising work (more often)? | WARC ,
  • Further evidence of the disgrace that is . It's time for a coordinated federal approach versus the… ,
  • Victoria still in a state of total disarray with regard to covid testing and comms. DHS phones melting down. Covid… ,
  • Big news from Team Dubber as we welcome Speik to the Dubber family and extend our global leadership in unified call… ,
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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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