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Upgrading to Universal Analytics: How to Set Up Out-of-this-World Tracking

In the near future, Google Analytics will require you to use Universal Analytics (UA).  UA is a new way for you to send -- and Google to process -- your analytics data.  This post explains how it’s different from the current Classic collection method, why you’d want to make the switch, and the relatively simple process for upgrading.

A TED Talk Discussion: The Next Boulder Digital Project Manager Happy Hour

On Thursday, March 27, Boulder-based, web-focused Project Managers will get together for another happy hour presentation. We are trying something new this time around -- we’re going to watch and discuss a popular TED Talk that relates to project management.

There are many fascinating, inspiring, and educational TED Talks out there. When I have an opportunity, I always feel like it’s a valuable use of time to watch a talk. What would make it even more valuable would be the opportunity to discuss with others the content of the talk and how I could apply it to my everyday life. The TED Talk we’ll watch focuses on leadership, and I look forward to discussing with other project managers how we can improve our leadership skills, as being an effective leader is a primary part of our job.

Boulder Project Manager Meetup Wrap-Up: A Mountain of Challenges

Take a moment and imagine the following scenario: a prospective client comes in and says they want to build a mobile application that will need to use technology that doesn’t yet exist. Also, the app needs to launch in less than three months. Now imagine you say “yes” to this client and project. Corban Baxter, Creative Director at Made Movement, found himself in this situation when Made Movement agreed to build Copper Mountain an app that would shepherd skiers and snowboards around the mountain.

This type of situation can be exciting, terrifying, and stressful, but at the end of the day if you’ve promised to deliver, you have to start figuring out how to do it -- and then you have to deliver. At February’s Boulder Digital PM Meetup, Corban Baxter walked us through how he and his team at Made created the Sherpa App for Copper Mountain in just under three months.

It was fascinating to hear about his experience and how his team approached the challenge. Three things in particular stood out to me:

Measuring Brand Lift

In a nutshell, brand lift is an increase in interaction with a brand as a result of an advertising campaign, and is primarily used to identify a positive shift in customer awareness and perception. Brand lift metrics typically include: awareness (of the brand, product, or offering), attitude (opinion on quality, value and appeal), recall (ability to remember), favorability (likelihood to recommend), and intent (likelihood to purchase)--all of which can be a challenge to measure. 

In doing some research, we've found what we believe to be three effective ways to measure brand lift for online campaigns: primary research, quantitative metrics, and social buzz. Depending on the brand campaign, only some of these may apply. However, the best approach typically incorporates a combination of measurements.

Primary Market Research

Primary market research includes information gathered from sources such as field and online surveys, one-on-one interviews, and focus groups. The two most often sought-after items when it comes to primary research on brand lift are information about brand awareness/recognition, brand recall, brand favorability, and purchase intent.

When it comes to gathering feedback about brand lift for online campaigns, specifically AdWords text or display PPC campaigns and YouTube video campaigns, an easy way to measure brand lift is with Google Consumer Surveys. These surveys leverage Google's network of partner sites to show your survey questions. Questions get embedded directly into content and users answer questions in exchange for access to that content as an alternative to subscribing or upgrading.

Google Consumer Surveys allow you to:

  • Quickly create a survey using a variety of different standard question types
  • Select a target audience: either a representative sample of the US population or your own target audience using demographic parameters or a screening question
  • Receive answers in as little as 24 hours
  • View aggregated data via an interactive online interface

Pricing: 10¢ per complete for one question;  $1.10 – $3.50 per complete for 2 to 10 questions

Redefining Retail

As a child of the 80‘s it’s fascinating to me how defining that decade was for modern culture, not just because of the great movies, music and dubious fashion - but also the iconic moments that shape the way the way we live our lives today, including how we shop.

The 1980’s were dubbed ‘the age of conspicuous consumerism’; credit card and loyalty programs were celebrated freely across America’s shiny new malls, while the rest of the world looked on with envy. The inevitable economic bust of the late 80’s and early ‘90s then set the stage for a new way of thinking, leading to the internet boom of the late ‘90s . Dot-coms became the darlings of Wall Street, and online shopping became a new reality. Fast forward a decade or so and e-commerce has become a powerful tool for consumers and in some cases an alternative to brick and mortar retail. Yet, e-commerce still only accounts for a surprisingly small portion of total retail sales (a modest 5.8% according to the U.S. Department of Commerce).

So why the nostalgic gaze into the past?