Tag Archives: influencer marketing

The Marketing Analytics Year-End Roundup 2016

It’s finally that time of the year!

No, I’m not talking about long holidays and presents. I’m talking about that time of the year to take a look back and appreciate. I’m talking about that time of the year when we take a look back and appreciate the days gone past and be thankful that they came to be instrumental in our progress.

the-marketing-analytics-year-end-roundup

In the case of Walter Analytics, we can definitely say that we’ve come a long way from where we started back in January of this year. We’ve undergone many changes and advanced our skills and knowledge; and while it’s true that there still a long way to go for the team, we’re very happy and hopeful that this change will continue in the following year.

In the spirit of taking a backtrack and looking back at our progress, we’ve chosen 10 of our most well-received content and hope that you find it not only entertaining but education as well.

Decoding SnapChat’s Popularity

Influencer marketing is highly relevant in today’s marketing standards. Influencers are the first ones who grab a product and do a review and make it viral. They control a considerable size of community and influence an even wider audience as well. Measuring their activity is possible but defining metrics for their influence is another story. In this article, we’ll delve deeper into the specifics. [READ MORE]

(5 min. read)

Influence by the Numbers: Understanding Influencer Marketing 

Influencer marketing is highly relevant in today’s marketing standards. Influencers are the first ones who grab a product and do a review and make it viral. They control a considerable size of community and influence an even wider audience as well. Measuring their activity is possible but defining metrics for their influence is another story. In this article, we’ll delve deeper into the specifics. [READ MORE]

(10 min. read)

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. [READ MORE]

(5 min. read)

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. [READ MORE]

(10 min. read)

Custom Analytics Report: 10 Tips for Presenting the Right Data

We have seen so many bad examples and sat through hour-long presentations on KPIs and measurement charts with a great set of data pieces and an endless number of slides. So we decided to show you the best way to present and report your data. This process is applicable to all kind of businesses and business cases with any analytics background and data coming from any measurement system. This simple process will help you get the best out from data. [READ MORE]

(5 min. read)

How to Run an A/B Test with Google Analytics 

There are various A/B Testing tools available if you search around, most of which are paid software. But since not everyone is ready to shell out money just to test them out, we’ll highlight one of the known free tools around which is Google Analytics Content Experiments. [READ MORE]

(5 min. read)

Emerging Trends in Mobile Advertising 

Consumers prefer mobile over desktop when it comes to shopping or content consumption. Mobile referral traffic is taking over desktop usage. It is not a question of how important mobile is. The question is how to capitalise on mobile usage. Here are the most important trends in mobile advertising. [READ MORE]

(5 min. read)

Digital Analytics Can Help You Raise Profits – Part 2 

Walter Analytics has worked with EmployEase for over two years enhancing Analytics and driving the digital growth of the business. This partnership has been a key driver of revenue growth for EmployEase and outlines our framework for working on Analytics with a client. [READ MORE]

(5 min. read)

Personalised Content

Personalised content and design is about providing the best web experience to different target audiences. At the most basic implementation, personalisation is setting up marketing campaigns for different groups of users, with ads for different audiences linking to different audiences linking to landing pages optimised for that audience. At the more complex integration, it is the use of browser cookie information or other technology implementations to dynamically display optimised content and design for a site as a site loads, to audiences depending on previous behaviour or demographic information. [READ MORE]

(5 min. read)

Data in Marketing – Are you making the right choice?

We have seen the widespread adoption of A/B testing in large companies, with medium sized companies starting to make the move to incremental data-driven changes through A/B testing as well. For web insights, new features in Google Analytics include Universal Analytics and Enhanced Ecommerce, and more recently Demographic and Interest Segmenting, has meant greatly increased insights into the behavioural difference between different website users. So many changes in a market can be hard to grapple, and many businesses just don’t adapt at all. To ensure you remain competitive you must make a measured move to keep your marketing budget accountable, and new analytics insights now allow you to do just that. [READ MORE]

(5 min. read)

Thank you for being part of our 2016 and we hope that you continue to enjoy our content in the following year.

On behalf of the Walter Analytics team, happy holidays and may you have a good new year!

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

 

Influence by the Numbers: Understanding Influencer Marketing

It’s no secret that influencers play a huge part when it comes to a brand’s success. But how does influencer marketing work and how do we measure its success?

Influence by the Numbers: Understanding Influencer Marketing

Influencer marketing is highly relevant in today’s marketing standards. Influencers are the first ones who grab a product and do a review and make it viral. They control a considerable size of community and influence an even wider audience as well. Measuring their activity is possible but defining metrics for their influence is another story. In this article, we’ll delve deeper into the specifics.

What is an influencer?

An influencer is an individual on social media with a cult following based on loyalty and authority. Followers of an influencer tend to rely on the said influencer’s opinions and suggestions as a result.

Influence by the Numbers: Understanding Influencer Marketing

In short, an influencer is an individual on social media whose followers are based on trust and authority which can be utilised to gain a wider reach.

But the truth is, we’re just hitting the surface.

Everything comes down to context

Influencers are very different in terms of reach if we keep in mind the context. Doing Influencer outreach is important. First, you need to define your campaign goals and objectives which will set the context where you communicate. If your target group is a small niche, traditional influencer metrics like the number of followers won’t count as much as if you target a mass market community. So the first step is to define your context.

Active influencer is gold

It is important to know how active the Influencer is regardless of context. There are passive influencers who are not very active on social but followed by key community members. Also, there are others who do not make use of partnerships in marketing campaigns. You need to look for those who are happy to share their views online very often and also want to cooperate with others.

Measuring influence

Influence by the Numbers: Understanding Influencer Marketing

Measuring influencers need some careful preparation. Overall, there are some areas where you want to push your metrics, these are:

Context

The context of being an influencer is the first step to go. Where are they most active? What social media platforms do they frequent? You need to determine what and which to measure on. You also need to take a look at the community they have. What are the main topics? What is the tone of voice? Before reviewing a product or campaigning a brand, are there any talks beforehand?

Reach

Measuring reach can be tricky. Overall, once you have the context defined, you can determine how much reach you can gain through an influencer. If it’s a mass community, you can expect high figures but if you have a niche, expect loyal but lower visitors. Measuring reach is straightforward; you need to keep an eye on the number of followers and traffic that they generate.

Engagement

It comes down to authority and activity. If your influencers are active and have a bridge of trust with their community, expect higher engagements. Context can determine the type of engagements, but hands down shares are the most important as it makes your brand or content more viral.

Coherence

Coherence is a soft metric but looks for the topics the influencers share. Some influencers are active on different topics as they have a view on each. The narrower the content you have, the more coherent view you can get from the Influencer. If someone’s posting about laptop reviews only, expect to have a consistent tone of voice and a solid community. But if someone is a lifestyle blogger, expect a more diverse opinion on your brand after the campaign.

Influencer types

There are connectors, who actually recommend people or brands to people. They are suitable for generating sales leads, but don’t expect hands-down bright reviews.

There are the helpers, who solve issues for their communities and share the views. Expect to be tested by them and only engage with these type of influencers if you have a solid content or product.

And there are the sales people, who do a review and pitch sales to their followers. Expect a more solid sales pitch but the engagements might lag behind the previous two.

Overall, it is a great thing to reach out to influencers to get an evaluation or further boost in your product or service. But do the heavy work and prepare for anything. Preliminary strategic thinking is your friend in this. Don’t forget to add your KPIs before actually pushing your influencer campaign live.

Are you keen on tapping the power of influencer marketing?

Do you want to know more about it?

Book an on-demand Q&A session with us to discuss this further!