Welcome to
Walter Insights!

Get your weekly digital marketing digest featuring topics from Digital Marketing, SEO, Conversion Rate Optimisation and more!

Decoding SnapChat’s Popularity

SnapChat is a fast growing platform that is not eclipsed by giants such as Facebook. It’s an emerging platform which has caught the interest of Millennials and marketers alike.

 

SnapChat drives 6 billion daily video views – all from mobile devices. That is a massive number. To snapchat-1374859_1280
compare it, Facebook has 8 billion daily video views, and YouTube has 4 billion. SnapChat’s traffic comes only from mobile, which makes it super unique. It is not for teens only – three-quarters of US users are above 18 and more and more people joining the platform above 25 as well. According to Ecommerceworld, it is the 4th largest social network now behind Facebook, Twitter and Instagram and the highest growing platform in 2016. Importance is not an issue anymore rather than how to determine the success of the content we put up on SnapChat.

Having fun with influencers

Not just for teens anymore

SnapChat’s launch was widely welcomed and used by those in their teens. Now the picture is more lively and diverse than that. Most of the users on SnapChat are people above 18 and there’s an increasing number of users who are above 25 as well. It is the quintessential app for millennials.

Traditional options to advertise

Of course, like all other social networks, SnapChat offers the opportunity to place ads on users feeds. You can create easy Snap Ads, much like the same as you do in Instagram, YouTube or any other interactive social media platforms. Snap Ads will appear on users feed as a 10 seconds limited snap video. You can also utilise SnapChat’s unique features like SnapChat Live Stories and Snap Lenses but these are either only usable with a live offline event, or they are very costly.

The way-to-go approach

SnapChat shines the best when brands advertise with influencers. Usually, a brand sponsors an influencer with product placement or any endorsement, leveraging their community. But SnapChat has more to offer with SnapChat Takeovers. In this, a highly respected SnapChat influencer with a huge community base, takes over a brands SnapChat account to do, well, like anything. The Takeover lasts a couple of hours or even a day. The influencer encourages their user base to follow the Takeover and get to know more about the brand.

The most important metrics to measure performance

SnapChat became popular due to its privacy features. Because of the nature of this feature, the measurement is challenging to say at least. It is hard to measure something that encourages the secrecy of the users. However, there are some key insights you can get directly from the SnapChat platform.

First, you want to know how many users viewed your snaps. That is the most important metric for you, though it is pretty straight-forward and baseline. You will know pretty much strictly the exact number of users you reach with your snaps. You will also know how many users watched the full story of your SnapChat Stories.

Second, you want to know how loyal your followers and how engaging the content you create. SnapChat has limited options to measure direct engagements but taking a screenshot of a snap is a good indicator as a user will download your snap for reuse.

SnapChat is the fastest growing social network

SnapChat will be the fastest growing social network in 2017 and will play a significant role in the social media marketing ecosystem. With this tremendous growth, SnapChat will also evolve. Now, it is a playful platform that everyone should try and experiment with, but in time, it will become an entirely professional network that can be used by any businesses. This will also come with extensive metrics and analytics systems.

How to Measure Social Networks in Real Time

Facebook LIVE and other live streaming platforms are getting increasingly important. But how do we measure their performance?

How to Measure Social Networks in Real Time

This year has been big for some new trends. We had a rise on virtual reality; we have experienced augmented reality, but nothing had more impact than the take-on of our Facebook Timeline by live coverage videos. Live streaming is here, and it is huge. Livestream videos on social networks are one of the most valuable new additions to the media coverage and it is getting increasingly popular among marketers as well. The central question remains, however: how do we measure their impact?

Customers want transparency

How to Measure Social Networks in Real Time

The harsh beauty of reality

There is no doubt that live stream video is one of the hottest trends in the communication and marketing business. It is no coincidence how Facebook and YouTube monetized the platform capabilities of once stand-alone products like Periscope and other live streaming services. The key question is not of the importance but of why it is so much important.

One answer to that is a transparent reality. Customers don’t want well-manicured pre-scripted marketing content anymore; they want full access to the brand and live stream videos can get them there. Livestream video is a transparent window for a brand. Livestream lets users step inside to another reality, in our case, a brand’s. Of course, it is risky to let others in and live stream as its name states: live. And live is precarious to have, full of potential flaws and mistakes. But it is a risk worth taking.

Have a goal and don’t be afraid to miss it

Creating live video is so much different than having a regular video for marketing purposes. While a typical video has a script or a story, ultimately it wouldn’t be different than any other pre-scripted content. A live video, however, cannot be fully scripted.

With having a goal in mind, you can clearly minimise the number of mistakes. Start with a strategic intent: what is the purpose of your live feed? Think about the purpose and try to stick to it, map out the possible journey of your live event. Much like preparing for an offline networking event, where you plan out your goal of the event, the people you want to meet and share your thoughts with.

Like any other event and like any other human interactions, nothing will be perfect. Don’t stress out; mistakes happen, and that is why live streams are fantastic because they are non-scripted and allowed to have errors. This is exactly why customers prefer these compared to pre-scripted content.

If you do it, do it like a pro

Practical tips

Promote the live event online, before actually going live. Promotions can and should be pre-scripted and strategically planned. Announce the exact time and date when you’re about to go live and the actual transparent purpose of your event.

Go live for at least 5 minutes but not more than 30 minutes. If a live event is interesting, users tend to watch it more than a traditional video. Also, users might jump on and off from a live stream, allow them space to re-join. Also, it is useful to create a recap of what has happened from time-to-time.

Create a title and add relevant features. People want to know what they are watching, where the live stream takes place, what the main topic is and who the speakers of the event are.

Keep in mind that live stream a video is much more cost effective than an average video. You don’t need a professional video editor or a possible animator and designer to produce one. All you need is a good internet connection and a good camera that can shoot in HD and nothing more.

Another good option is to repurpose your live stream video. Once you finish recording and streaming, save the video and embed to your other digital channels as an added value content. It is personal; it was live once, and customers still connect to your business through that video.

Measure it properly

Thankfully Facebook and YouTube offer a massive amount of insights on your viewers if you do a Livestream video. There are three different areas you want to know and investigate, and there are different metrics that can give you the answer on each platform, but they are the same.

First, you want to know how many viewers you had. The total number of unique views of the video is interesting, but you also want to know how many users saw the video once it was live and once it was finished. It gives you an actual reach of users. Facebook also have a People Reached metrics which gives you the exact figure on how many users saw your live video as a notification on their News Feed.

Second, you want to know when and how much they have watched. Peak live views, average % of total views can help you get there. You will know how many users watched the full live stream – they are your most loyal customers – and how many users watched during X minutes.

Third, you need to know what the reactions are. Every video can be commented, shared and engaged live and also after it finishes. The number of shares, comments, reactions will give you the exact amount of engagements you had for your video.

Share your story live

Don’t be afraid to share your company’s story live and benefit from the transparency that customers want. Live stream videos will be a massive thing for 2017 digital marketing, and the platforms will continue to improve.

Get your FREE copy of our 2017 digital trends ebook and SUBSCRIBE to our newsletter!

Predictive Analytics: Why it Matters

Predicting your customers’ activity would sound almost magical, but it is possible using predictive analytics.

Predictive Analytics: Why it Matters

In the recent years, big data has become a significant focus point for businesses. Gathering massive amounts of data is now routine for most of us. It’s not a question of whether or not it is important to collect information on your customers. The key points that should come to mind are the type of data to collect and analyse, and from there, the process to predict consumer behaviour based on patterns and trends derived from the data. Predictive analytics is on the rise, and now everyone can benefit from it.

What is predictive analytics?

Predictive analytics comes in when collected customer behaviour and information is analysed to predict how users react to certain marketing activities. From there, marketers can automate their processes with predictive planning. A business running with predictive analytics is based on algorithms, machine learning and analytics via identifying the future outcomes based on historical data.

As easy-to-use software and mass marketing tools have become available for smaller companies as well, predictive analytics has taken over spaces in marketing. With predictive analytics, businesses can determine future responses of their customers, their purchases, their activities on-site and promote cross-sell offers. It helps attract, retain and add value to the most profitable customers.

Predictive Analytics: Why it Matters

Where can you use it?

Predictive analytics can be beneficial for every company that deals with an online space. It can help you profile your customers better. Remember that the business which knows more about their customers has the bigger market advantage.

Predictive analytics shines when you need to profile your best, most active and most loyal customers. Profiling can reflect on what user journey they take, what products they prefer, how often they come to your business and so on.

Once you know enough about your overall and also the most loyal customers, you can quickly profile your prospects which can help you determine and acquire high quality leads to your sales. By focusing your sales team on high-quality leads, you will have a greater impact on your sales. Predictive analytics can create highly effective marketing campaigns as well and can help you to cross-sell to your loyal customers. And as a bonus, there is no better tool than predictive analytics to profile and value a loyal customer – it can get the most out from your loyalty program.

Primary examples of usage

The very basic predictive analytics technique is the A/B testing. For example, A/B testing on an email marketing campaign involves two email templates. An equal amount of traffic will be sent to these two versions, and the responses will be compared through this test. You can enhance this process with multivariate testing, where you compare not just two outcomes but multiple variables.

You can use predictive analytics technique with regression modelling. With the regression model, you compare multiple variables (predictor) to one variable (response). In an email marketing campaign, for example, you want to research how your users react to several variables, like send time, content, subject line and much more. All of these, you may want to research to a single variable, which is important for you, like click-through rate (CTR). In the end, your outcome should be a prediction, where you can predict how users react to different content, subject headline, etc., concerning CTR.

Predictive analytics is the brain of your marketing

Normally, you have tools and techniques you use, like direct mails, social media content, targeted ads and much more. You operate them separately most of the time, or you might use marketing automation which helps you save time and target more valued customers. Predictive analytics sits on the top of your marketing automation where you analyse all the data combined in your marketing and with systematic predictive models you can easily make your marketing automation more efficient.

Get your FREE copy of our 2017 digital trends ebook and SUBSCRIBE to our newsletter!

The Essential Guide to Mobile Analytics

How should we measure our mobile app’s performance? What metrics should we focus on? What are the basics of mobile analytics?

The Essential Guide to Mobile Analytics

Mobile is enormously important. Having a mobile app is a must for most businesses in today’s challenging business environment. But having one doesn’t equal to measure one. Tracking your customers’ behaviour in your mobile app is crucial if you want to evaluate your mobile app’s success. Tracking mobile user behaviour is almost the same as tracking users on a website, though some minor specialities are only available on mobile platforms. This article will give you a hand in understanding mobile analytics.

Getting started

The Essential Guide to Mobile Analytics

What is mobile analytics?

First start with what’s not mobile analytics. Our efforts have to be focused on mobile applications and not mobile optimised websites. The answer is simple: measuring a mobile optimised website is almost identical to measuring an average website. In this approach, we will only focus on mobile applications and the user interaction happening inside the app. Of course, every mobile application is different, but we can generalise it to give the basics of metrics here: a mobile app has content and multiple levels of screens or layers where users can interact with the said content. This is what we are aiming to track.

What are the essential tools for tracking?

We would hands-down recommend Google Analytics or Google Tag Manager. Google has some great features to track mobile apps; it can be easily integrated into the application, and it is free to use. If you prefer a more detailed version of tracking, check MixPanel, their offering is excellent, especially for mobile application analytics.

The primary goal for mobile app analytics

The Essential Guide to Mobile Analytics

Understand your users’ behaviour

Behavioural analytics is the most important focus point for any mobile application tracking. To understand your users’ behaviour, you have to implement events in your analytics system. Events are described as actions by users. Anything can be an action: clicking on a button, signing up, sharing content, scrolling through content, add an item to the cart, etc. Events can describe how users are engaging within your mobile app.

Define your goals

Before you focus on the understanding of your users’ behaviour, step back and define your business goals. What is your mobile app’s primary goal? Once you establish your goals, organise your events aligned with your goals. If your goal is to get users to consume more and more content through your mobile app, then content marketing metrics might be more important for you. If your goal is more on sales or signups, define your KPIs accordingly and set up events to support your success. You can set up events in any analytics tool you use.

Measuring retention

Where users drop off

It is easy to track which point users bounced off from your mobile app or spent prolonged idle time. By identifying these points (screens), you can quickly determine the stages in your app where users get a harder time. Optimise your mobile app’s user experience accordingly. For example, if your users open the register or signup screen but don’t register, that means your register screen is too complicated. Get on easy with it.

Where users need to be active and how to bring users back to the app

Some screens of your app have massive potential and users are using it, but they don’t take the effort to act accordingly? Try out new UX features; maybe it is not easy-to-use enough.

You can also track the app visits/opens. If your users have downloaded the app and used it as well, but they have been dropped off and opened the app a long time ago, you can pull them back in. Push notifications, emails and other tools can be useful to retain your users, and of course, you can measure all of them.

Location, sales and other basics

With your mobile app, you can track your users’ location. Of course, not everything and also some users won’t let you access their location data, but you will get a wider picture. If you spot any trends in location, let’s say you have higher than the usual amount of users from a particular location, you can add some features in favour of this place. You can also send targeted ads to that location which you can also track.

If your mobile app comes with an in-app sale or your mobile app in fact not free to download, you can track and monitor the sales volumes. These can are trackable with almost the same e-commerce funnels which you familiar with in website metrics.

All in all, you don’t need a professional analytics expert to track your mobile app. If you already have the resources to track your website or social media channels fully, you can easily switch the methods and practices to mobile app tracking.

Get your FREE copy of our 2017 digital trends ebook and SUBSCRIBE to our newsletter!

Virtual Reality: Reshaping Digital Analytics

The Future of Virtual Reality and Digital Analytics in measuring digital action and attention

Virtual Reality: Reshaping Digital Analytics

Although virtual reality is not exactly a platform for the masses, it is the most innovative approach to delivering content as of today. The platform, still in its early stages and loads of new creative ideas has already challenged the digital analytics. Virtual reality has the potential to redefine how we think about measuring the bread and butter of digital analytics: attention and action. This article helps you to understand the behind-the-scenes on this new trend.

The state of virtual reality in 2016

Virtual reality is A thing, but not THE thing

The advent of Facebook to the masses has been memorable for most. Back then, it was the thing. Virtual Reality is sort of like that. It’s a thing, everyone knows that, but still not the thing that shapes our lives. This platform is sure to bring about more innovations; almost all the major brands will come out with devices supporting this platform, albeit with a limited content format supported. Right now, you won’t read or follow the news on VR; you won’t buy your stuff with it, and it certainly will not be the platform where you hang out with your friends online. At least, not yet.

Virtual reality platform is not that new

An internet forum is not much different compared to an IRL room full of people – maybe net forums have more trolls – and web marketing in the core definitions is not much different from selling stuff IRL; virtual reality isn’t that much different either. The platform currently has some technical and user experience limitations, but the base remains the same. Analysing data collected through virtual reality is also highly similar to the thing we now know – digital analytics. We measure the same things on virtual reality that we measure in digital analytics: attention on digital content and interaction between the content and the user.

The question would be, how it compares to traditional analytics.

Virtual Reality: Reshaping Digital Analytics

The difference between traditional analytics and virtual reality analytics

Digital analytics is all about measuring how users interact with content in a pre-set environment which can be anything from a website to an app or a feature. Virtual analytics is not much different at its very core.

Measuring actions

Measuring actions is pretty much the same in virtual reality as it is in traditional digital analytics. In traditional marketing, when a user clicks on the Purchase button, we can measure the interaction. We can do the same in virtual reality when we measure how many users click-looked on a virtual button. This process can be repeated and used as a default setting for all action-based virtual reality environments. Therefore, measuring an action in virtual reality is easy, and it is pretty much the same as the traditional metrics, only with some slight differences in definitions which can come from the differences between the two environments.

Measuring attention

Attention is one of or maybe the most important insight we need to figure out with metrics. It doesn’t matter how many users visited your site if no one paid attention to your content and bounced off. With today’s digital analytics, we do have some metrics which can define the depth of users’ attention. Mouse overs measure where the users’ cursor are, scroll depth also gives us a clue on how the content consumed and we do have some other sophisticated metrics like frequency, content recycling and page depth.

In virtual reality, measuring attention is a bit different because of two reasons. First of all, due to the platform’s environment, we know exactly where the user’s looking. Second, due to the evolving digital content in the virtual reality environment, we have more data, which makes things a bit more challenging to measure. The immersed amount of data processing is more likely a technical challenge and not an analytics one so for now, let’s focus only on the first: the user’s exact attention.

In virtual reality we know where the user’s eyes are. With virtual reality, we can also measure the very essential difference between looking and watching something. The depth of a website, for example, can be measured with frequency, page depth and other metrics. This can be achieved in virtual reality by measuring the amount of time spent by the user looking at the same direction on the environment. With heat maps and other analytics tools, we can accurately show how users are paying attention to our content. This can be very challenging to traditional display advertisers…

A very different user journey

Drawing up a funnel or a user journey is pretty straightforward with traditional analytics. In virtual reality, the user journey is way more complicated because of one simple reason: users love to wander around virtual environment just for fun or the sake of it. This creates an extensive amount of digital noise and leads to lots of miscalculations. Establishing virtual reality zones, where the attention is highly relevant might be an option, but the technology is just not sufficient enough yet to accomplish this challenge. Also, user journey measurement needs users, and as of now, virtual reality is still in its early adopter stage. Once masses are using this platform, the answer for measuring virtual reality user journeys will surface.

How virtual reality will help us shape traditional analytics

We have learned that measuring actions is pretty straight-forward. Therefore we should not overcomplicate it in digital analytics either. Measuring attention, however, is another story. Virtual reality might help us to learn the real value of our display ads and the actual value of user experience design. By adding sufficient and precise metrics to measure the users’ attention, we can make better user experiences and direct more productive ads to users. We have exciting times ahead of us!

Interested to know more about virtual reality? You’re more than welcome to book a Q&A session where we answer all of your further questions.

Get your FREE copy of our 2017 digital trends ebook and SUBSCRIBE to our newsletter!