Digital Analytics

Digital Analytics are the methods by which the information about your customers is gathered and analyzed. It is important to have the tools, the processes and the people in place to support the measurement, reporting, analyzing, testing and improving of your business practices.

There is a very famous quote "There are three kinds of lies: lies, damned lies, and statistics."  often attributed to Benjamin_Disraeli (1804–1881)

Segmentation and Context

What are segmentation and context and why do they matter to your business? 

Aggregated data gives you the overall trend of the data, so for example are your sales going up or down or are they flat. Segregation of the data tells you what are the factors driving your sales, and context tells you how you are doing in relation to the rest of the people in your same type of business and how you are doing now vs how you were doing.

Conversions and Conversion Attributions

Conversions track the customers progress in your website and attributions are what those conversions can be attributed to. This can be a complex or a relatively easy to understand analysis.

Measurement Plans

The measurement system must be designed to for your business and what you hope to accomplish. For example here are 5 types of sites and what they might want to be measuring as their Macro Conversion. 

  • ecommerce - buying products or services
  • lead generation - get contact information for a lead
  • content - people stay and read and come back for more
  • support sites - customers finding the information that they need
  • branding - loyalty to your product

Conferences, Trade Shows Never Under Value the Power of Video


Did you know that there is an actual area of our brain that is used to analyze the human face as a gathering point for information.  Information that is assumed to be correct by the brain because it came from a human face.   To find out more look up  Susan Weinschenk, Ph.D.   Besides which we are wired by our survival instincts to pay attention to movement.

Why Video?

According to Forbes



That’s the percent of executives who told Forbes that they watch work-related videos on business websites at least once a week. The results breakdown:

50% watch business-related videos on YouTube
65% visit the marketer’s website after viewing a video



According to the Online Publishers Association, that’s the percentage of Internet users who recall watching a video ad on a website they visited in the past 30 days. It gets even better. Of that 80%, 46% took some action after viewing the ad. In fact:

26% looked for more information about the subject of the video
22% visited the website named in the ad
15% visited the company represented in the video ad
12% purchased the specific product featured in the ad



That’s how much more likely website visitors are to buy a product on an online retail site after watching a video. In addition, visitors who view videos stay on the site an average of 2 minutes longer than those who don’t view videos, comScore says.



According to Forbes Insight, that’s the percentage of senior executives who’d rather watch a video than read text. About 65% of those who view a video click through to visit the vendor website, 50% look for more information and 45% report that they contacted a vendor after seeing an online video ad. About 50% of those who viewed an online marketing video went on to make a purchase for their business.


So those are some of the reasons to seriously invest in video online.  So what about at a trade show or conference environment, is it really necessary?

Yes for all of the reasons above and more. One reason is that it is relatively easy to alter or add material to the original presentation.  No other merchandise product that you invest in has the ability to be transformed as much as video or film after the fact.  Once a banner or poster is printed you are done.  You have one message, hopefully you were smart enough not to put anymore on, and that is it.  So was that worth the investment? Probably if it backs up a professionally done video. 

The scope of the material that you can cover in a few minutes of video cannot be overstated. 

1.8 Million Words

That’s the value of one minute of video, according to Dr. James McQuivey of Forrester Research.  If you truly want to impart anything more than a single message, video is the primary solution and the preferred solution above white paper, demos, webinars and all other forms of contact other than personal contact with you according to studies.

Major businesses have invested billions in TV and now video ad campaigns through the years.  There is a very powerful reason for it. 

You can have even better success at a trade show or conference because in some ways you have a captive audience.  They can't change the channel or flip to a different video on YouTube.

Video becomes a second sales person for you.  While you are busy with one customer, who do you have to deal with the other four that are waiting to get further information from you.  A poster won't be able to do it. But a well thought out video can do even more. It can convince the customer before they even talk to you, that you have what they need.

Additionally this becomes a value added bonus.  You can additional use this material elsewhere.  You can repurpose the material for online both at a video channel such as YouTube and/or Vimeo as well as your website.  AdSense is another opportunity to reuse this material as well. 

Movement  and color grabs attention – a trait that runs deep in our collective anthropological DNA. Since the stone age, we’ve survived because of vision and movement always draws our attention.  In any sales situation getting their attention in a positive and engaging way creates a path to success.

by Nadja King

Castlemare Consulting

Our work in numbers

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