Correlating Rich Media Interactions to Results

DoubleClick’s Spotlight for Rich Media enables digital marketers to correlate individual rich media metrics like interactions, expansions, multiple click-throughs and video plays directly to conversion activities on your website.

This insight can be used to optimise the effectiveness of specific graphical and interactive elements and measure ROI of rich media campaigns.

Junk and Adult Content filters work by looking for key words

Microsoft Junk email filters work by looking for the following key words:

Junk E-mail Filter
First 8 characters of From are digits
Subject contains "advertisement"
Body contains "money back "
Body contains "cards accepted"
Body contains "removal instructions"
Body contains "extra income"
Subject contains "!" AND Subject contains "$"
Subject contains "!" AND Subject contains "free"
Body contains ",000" AND Body contains "!!" AND Body contains "$"
Body contains "Dear friend"
Body contains "for free?"
Body contains "for free!"
Body contains "Guarantee" AND (Body contains "satisfaction" OR Body contains "absolute"
Body contains "more info " AND Body contains "visit " AND Body contains "$"
Body contains "SPECIAL PROMOTION"
Body contains "one-time mail"
Subject contains "$$"
Body contains "order today"
Body contains "order now!"
Body contains "money-back guarantee"
Body contains "100% satisfied"
To contains "friend@"
To contains "public@"
To contains "success@"
From contains "sales@"
From contains "success."
From contains "success@"
From contains "mail@"
From contains "@public"
From contains "@savvy"
From contains "profits@"
From contains "hello@"
Body contains " mlm"
Body contains "@mlm"
Body contains "///////////////"
Body contains "check or money order"

Adult Content Filter
Subject contains " xxx"
Subject contains "over 18"
Subject contains "over 21"
Subject contains "adult s"
Subject contains "adults only"
Subject contains "be 18"
Subject contains "18+"
Body contains "over 18"
Body contains "over 21"
Body contains "must be 18"
Body contains "adults only"
Body contains "adult web"
Body contains "must be 21"
Body contains "adult en"
Body contains "18+"
Subject contains "erotic"
Subject contains "adult en"
Subject contains " sex"
Body contains " xxx "
Body contains " xxx!"
Subject contains "free" AND Subject contains "adult"
Subject contains "free" AND Subject contains "sex"

Having trouble viewing this message?

Thanks to preview panes, image-blocking and Outlook's Autopreview, the first /only line readers see in an email could be the negative statement: "Having trouble viewing this message? Click here".

Email labs, suggest you "Put more value in your top line" and use this most valuable real estate to give a better incentive for the reader to scroll into the email or click to the Web version. They suggest you rewrite your top line each time so that it reiterates your value proposition or specifies the benefit in the message:

Offer-oriented message: "(Customer name), if you are unable to properly view your email to receive free shipping on your order, view the online version (URL) or enter promotional code ABCD1234 through August 27th to receive your special savings."

Newsletter: "Scroll down to read why open rates don't really matter, or click to see it on our Web site (URL)."

It adds a minute of work each time you create a message, but it it's a very good idea!

Data Protection and Privacy Laws

Below is a useful compliance checklist from 'Internet Marketing' by Dave Chaffey:

1. Follow privacy and consumer protection guidelines and laws in all local markets. Use local privacy and security certification where available.
2. Inform user, before asking for info on:
   * who the company is
   * what personal data are collected, processed and stored
   * what is the purpose of collection
3. Ask for consent for collecting personal data.
4. Reassure customers by providing clear and effective privacy statements and explaining the purpose of data collection.
5. Let individuals know when 'cookies' or other covert software are used to collect info about them.
6. Never collect or retain personal data unless strictly necessary. If extra info is required for marketing purposes this should be made clear and should be optional.
7. Amend incorrect data when informed and tell others. Enable correction on site.
8. Only use data for marketing when a user has been informed and agreed (opt-in).
9. Provide option to stop receiving info on all comms (opt-out).
10. Provide contact details on communications.
11. Use appropriate security technology to protect customer info on site.

Web Analytics

Avinash Kaushik "Web Analytics: An Hour a Day" shows you how to assess and improve your organisation's performance and capabilities across all aspects of digital marketing.

1. What = Clickstream
   Understand your audiences by analysing what pages they are clicking on. It's important you segment your audience so the information is used context (e.g. visitor of a certain source, keyphrases used, entry page, visited a page, date, time or length of visit, exit page, country etc...). Use tools such as: Google Analytics, NetInsight, WebTrends, IndexTools, ClickTracks, CoreMetrics, Omniture.
2. How much = Multiple Outcomes Analysis
   Define at least 2 reasons for your sites existence (e.g. goals, conversions, brand impact, likely hood to visit store, customer satisfaction etc...) and measure these through analytics or surveys. Use tools such as: Web Analytics tools plus iPerceptions, ForeSee.
3. Why = Experimentation & Testing
   Create an ideas democracy to test new layouts, content, imagery, etc, and learn what makes people perform the desired outcomes. Use tools such as: Google Website Optimizer, Offermatica, Optimost etc
4. Why = Voice of Customer
   Discover the "Segments of Discontent" by asking:
   a) Why are you here? (Look at the distribution of reasons)
   b) Were you able to complete your task? (Decide if to change)
   c) If not able to compete your task today, why not? (Here are the answers)
   Use tools such as: iPerceptions, Ethnio, ForeSee, perhaps even self service mechanisms.
5. What else = Competitive Intelligence
   How compare to others - #visits (attraction), time on site (stickiness), who and which keywords are sending traffic, who is competing for my keywords. Use tools such as: Compete, HitWise, Technorati etc.

View Avinash Kaushik presentation or read the book!