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Wednesday, June 27, 2007

One View Of Widget Stats

Interesting "widget" stats from the smart folks over at Lijit. Their approach is to crawl blogs and look for "any regularly-occurring functionality on a blog powered by an external service, voluntarily installed by the blog owner, and powered by Flash or Javascript". Most of those widgets are analytics tools, along with ad providers, and other social networking tools.

The information is a great commentary on our industry...look at the list of analytics providers. Does anyone else see our industry as a page torn from The Innovators Delimma? Where are the usual suspects you think of when you think of web analytics? Instead what you see are small, scrappy, smart solutions that are moving core analytics to a commodity service.

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Sunday, June 17, 2007

Behind Screen #3

The NYTimes has an article today discussing how content providers are plowing ahead with big plans for mobile devices.  The very smart folks at ESPN are at the forefront of this industry, as they've figured out how to deliver the right content, at the right time, to their customers.  They see the mobile "screen" as a critical delivery tool:

“People talk about it being the third screen,” says John Zehr, senior vice president for digital video and mobile products at ESPN. “I talk about it being the first screen because it’s the closest to you.”

The article notes that they are leveraging data derived from one screen (computer) to better understand what types of content to push to another screen (mobile):

"For its part, ESPN is not holding back. It already tracks what computer users read on its Web site to determine what like-minded sports fans want to view on their phones, and is pursuing a patent to protect the technologies underlying its multiscreen effort."

And reading on, it's clear that they aren't just looking to match up the right content to the right group of viewers.  They are also working hard to deliver highly relevant, visitor-specific content to their visitors:

"The goal is to monitor individuals’ interests on the Web site and then
use the information to match cellphone content to their tastes. If
someone is watching a football game on ESPN.com
and has to hit the road, Mr. Zehr says, chances are that they would
like the game to appear on their cellphone 20 minutes later."

Now that's targeting.

Some nuggets of data from the article:

  • 9+M people visit the ESPN cellphone web sites each month
  • 64% of 18-24 year-olds watch TV with their cellphones almost always nearby
  • 44% of all cellphone owners use data services
  • >75% of 18-26 year-old cellphone owners use data services

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Wednesday, June 13, 2007

Flash Tracking (and good music too!)

The creative folks over at Coke continue to innovate with their web properties. They are very heavy into Flash, and as usual, have some very fun marketing programs in place (check out the Virtual Thirst campaign which has been using MySpace, Flickr, YouTube and Second Life to reach out...wow!).

They have a music player featuring "fresh new music" with some great tunes. The Flash-based player (which undocks from the site so you can continue listening if you leave their site) is instrumented to send analytics data for various activities (start, pause, next song, song rating, etc.). Very smart use of analytics.

Disclosure: Coke uses WebTrends for analytics...but I haven't been a part of their implementation...I just stumbled on their site while looking for something else!

Filed in: analytics, web+analytics, flash

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Tuesday, June 05, 2007

Open Web Analytics

I just came across this wiki, and blog, documenting "Open Web Analytics". The site bills itself as the "open source web analytics framework". The content is a bit fresh (read: some of it is clearly in development), but it looks like there could be some good useful stuff in the works.

Is anyone using this tool?

Filed in: analytics, web+analytics

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webtrends reinvigorate analytics