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Marketing Day: EU ad-blocking news, Videology updates & app display ads

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Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

Recent Headlines From Search Engine Land, Our Sister Site Dedicated To Search News & Information:

Online Marketing News From Around The Web:

Analytics

Blogs & Blogging

Business Issues

Content Marketing

Copywriting, Design & Usability

Domaining

E-Commerce

Email Marketing

General Internet Marketing

MarTech

Mobile/Local Marketing

Social Media

Video

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1:22 PM | 0 Comments



Publisher ad-blocking detection could be illegal in EU without user consent

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Publishers using scripts to detect ad blockers may need consumer consent or risk violating European privacy law. This comes via the UK Register, which picked up on a tweet by privacy advocate Alexander Hanff.

Hanff wrote to Jean-Claude Juncker, president of the European Commission, about whether ad-blocking-detection scripts that some publishers are using to thwart ad blocking are covered under Article 5.3 of the European e-Privacy Directive.

The relevant language in the article states, “Member States shall ensure that the storing of information, or the gaining of access to information already stored, in the terminal equipment of a subscriber or user is only allowed on condition that the subscriber or user concerned has given his or her consent . . .”

The letter that Hanff received back from the European Commission (pictured above), while somewhat vague, reads Article 5.3 expansively and suggests that publishers would be required to obtain user consent (as with cookies) before detecting ad blockers. Publishers would thus be forced to post notices and effectively obtain an opt-in consent from users. This might go something like, “By visiting this site you consent to the use of scripts to determine whether you’re blocking our ads. If we determine you’re using ad blocking software we won’t show you our content.”

There may be other solutions for ad-blocking-detection that don’t require scripts or otherwise run afoul of consumer privacy rules in Europe. But for the time being this creates an obvious and awkward problem for some publishers. Hanff has also indicated on Twitter that he will legally challenge publishers using anti-ad blocking software.

The IAB has identified a variety of strategies for publishers to address the growing challenge of ad blocking. A report issued last August argued that more than 200 million people globally were ad blockers. Other data suggest that between 30 and 60 percent of Millennials are using some type of ad blocking software today.

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1:22 PM | 0 Comments



Twitter Users Can Now Report Multiple Tweets in a Single Report

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Twitter users can now report multiple tweets in a single report.

Safety engineer Hao Tang announced the new feature in a blog post, saying that Twitter has started the rollout of the feature on iOS, Android and Twitter.com, and it expects all users to have access “in the coming weeks.”

Tang wrote:

We want everyone on Twitter to feel safe expressing themselves. Behavior that crosses the line into abuse is against our rules, and we want it to be easy for you to report it to us. So today we’re introducing an improvement to our reporting process: the ability to attach multiple tweets to a single report.

This update makes it easier for you to provide us with more information about the extent of abuse and reduces the time it takes to do so. That added context often helps us investigate issues and get them resolved faster.

Safety continues to be a top priority at Twitter. We have more improvements coming that will give you even more control over your experience and look forward to sharing those updates soon.

Readers: What are your initial thoughts on this new Twitter feature?

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1:22 PM | 0 Comments



How social entrepreneurship is making a difference in the world

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Eneza Education (Kenya) We have grown accustomed to the Silicon Valley zeal driving startups to develop new technologies that will disrupt the market in yet another way. On-demand apps like Uber are aimed at making our lives easier by saving us time and money. In other parts of the world, people are faced with different kinds of “problems.” They aren’t so much worried about finding an app that… Read More

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12:19 PM | 0 Comments

Cyan Banister Has a New Startup, and It’s Looking for Seed Funding

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Screen Shot 2016-04-25 at 11.28.54 AM Cyan Banister realized long ago that Zivity, a subscription-based online community of artistic nude, glamour, and pin-up photography that she founded in 2007, was never going to be a highly profitable endeavor. That’s okay with her, too. In an interview last week, Banister – known for the many angel investments she and husband Scott Banister have made over the years and more… Read More

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12:19 PM | 0 Comments

Obama spends a little time in the ‘brave new world’ of virtual reality

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Screen Shot 2016-04-25 at 1.03.34 PM When you’re the leader of the free world who has been keeping an eagle eye on liberty and domestic surveillance for the past 7-8 years, sometimes you just want to take a look at a new version of reality.
Obama tried virtual reality this weekend with his occasional frenemy Angela Merkel at an industrial technology trade fair in Hanover, Germany. He reportedly reacted to that the… Read More

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12:19 PM | 0 Comments

Rackspace brings AppFormix’s cloud optimization platform to its private cloud

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AppFormix_Grid Rackspace today announced that it is partnering with AppFormix to bring that company’s cloud monitoring and performance optimization tools to its private OpenStack cloud customers.
Thanks to this partnership, Rackspace will now license AppFormix’s tools and bring it to all of its private cloud customers who use Rackspace to manage their clouds. This will give them access to… Read More

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11:20 AM | 0 Comments

Shyp quietly added another fee to its online return shipments

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Shyp Shyp is now charging a $5 handling fee for its online returns, in addition to its regular pickup fee and postage costs. Shyp’s big play has been that it’ll charge a simple $5 fee, plus postage, for a quick pickup and delivery. It expanded into online returns in March last year after noticing an increasing percentage of its user base began returning items through the service.… Read More

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11:20 AM | 0 Comments

Microsoft Launches Word Flow Keyboard App on iOS

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Microsoft launched its Word Flow keyboard application on iOS. The keyboard was designed to help users type faster with one hand thanks to the inclusion of an Arc mode, which gives the keyboard a circular shape.

The Word Flow keyboard allows users to type by tapping or swiping on letters, and it offers word predictions that improve over time. Users can also connect the app to their contacts list to allow the keyboard to auto-fill names.

Word Flow

By default, the keyboard resembles a standard mobile keyboard, but users can turn on Arc mode by swiping on an arc symbol to change its shape. Users can activate Arc mode in two orientations, based on whether they’re typing with their left or right hand.

Elsewhere, users can customize the keyboard’s appearance within the Word Flow app by selecting an available theme or creating their own theme using one of their own pictures. Users can upload a picture from their camera roll to serve as the keyboard’s background, and they can customize the color of the text, the color of the swipe while typing and more. Users can create and save multiple themes, and switch between these in the app.

The Word Flow keyboard is available to download for free on the iTunes App Store in the U.S.

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11:20 AM | 0 Comments

Edward Snowden Interview on Apple vs. FBI, Privacy, the NSA, and More

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Yik Yak tries to make a comeback with launch of private chat

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yik-yak Earlier this month, TechCrunch reported that Yik Yak would soon be introducing a new feature designed to help the floundering app boost its user retention numbers: private chat. Today, the company confirmed the feature is now going live, along with the introduction of a new “Safety Center,” which will provide resources and tips focused on having a positive experience in the app.… Read More

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10:20 AM | 0 Comments

University of Florida held the world’s first brain-controlled drone race

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In this April 16, 2016 photo. a University of Florida student uses a brain-controlled interface headset to fly a drone during a mind-controlled drone race in Gainesville, Fla. For more than a century science has been able to detect brainwaves, but recent advances in cheaper equipment like the electroencephalogram, or EEG, headsets worn by the drone racers is moving the technology out of the lab. (AP Photo/ Jason Dearen) Drone races are nothing new. But while they started as an ad-hoc activity within the drone community, the sport has now taken on a life of its own with highly elaborate events and a partnership with ESPN.
Similarly, brain-computer interface (BCI) technology isn’t totally new. And while the technology is still young, advances are being made in labs across the country, and some… Read More

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10:20 AM | 0 Comments

How Consumer-Generated Content Drives Brand Value (Report)

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Consumer-generated content is everywhere. Consumers post everything from comprehensive reviews to pictures of the products they’ve bought or plan to buy. This activity is a major driver of sales and product engagement in the e-commerce space. A report from BazaarVoice examines the impact of this sort of content.

Simply interacting with CGC is enough to increase revenue and convert users; brands don’t have to it themselves. Revenue increased 106 percent on retail sites when users see CGC prior to purchase, and by 75 percent on brand websites. Average order value also increases by 10 percent and 8 percent, respectively, and conversion increases by 97 percent and 78 percent, respectively.

Sites should consider offering users more than a simple 500-character text box for reviews, and maybe a possible star rating. The more expressive users can be, the more enriching the experience will be for consumers on their purchase journey.

According to the report:

CGC can be everything from a critical rating to a comprehensive review, a picture, a video or a brief comment; it can be a rich, experiential story, or an uncontrollable emotional outburst. Far more often than not, the time and effort to create and share this content is driven by the will of people to help, inform, protect, entertain or inspire confidence in other consumers.

The use of visual content has already increased among consumers and marketers, on product websites and on social media. BazaarVoice’s Curations tool processed 4.7 times more photos in 2015 than 2014, and 4.5 times more video.

Many brands and retailers have started to integrate CGC into more aspects of their marketing campaigns. 57 percent of retailers and 61 percent of brands are using CGC in their social media efforts, and now 27 percent and 2 percent, respectively, are using it in their print campaigns. 43 percent and 15 percent, respectively, are using it in brick and mortar locations, and 18 percent and 10 percent, respectively are going as far as using it on product packaging.

Through detailed analysis, Bazaarvoice found that the CGC programs of the world’s leading brands and retailers include five key traits:

  • Focus on the fundamentals.
  • Play the long game.
  • Really listen to the customer.
  • Let customers tell their story.
  • Everyone is a stakeholder.

Readers: How are you using consumer generated content on your websites?

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9:09 AM | 0 Comments

Hundreds of Spotify credentials appear online – users report accounts hacked, emails changed

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spotify on iphone A list containing hundreds of Spotify account credentials – including emails, usernames, passwords, account type and other details – has popped up on the website Pastebin, in what appears to be a possible security breach. After reaching out to a random sampling of the victims via email, we’ve confirmed that these users’ Spotify accounts were compromised only days ago. Read More

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Shanna Tellerman of Modsy to speak about practical VR applications at Disrupt NY

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shanna-tellerman The road to practical virtual reality applications as been exhausting and there are few people who have traveled as far as Shanna Tellerman. We’re excited to announce that she will join a panel of virtual reality experts at Disrupt NY.
Her latest ventures blends 3D applications with the power of virtual reality. Called Modsy, the service allows customers to see their homes completely… Read More

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Liposan Review

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What is Plexus?

Don’t laugh, but well over 50% of diet products simple don’t work. So what about Liposan? We looked at ingredients, side effects, research, and customer service. Then we read tons of comments to see what’s really going on. We summarized it all to give you the bottom line.

What is Liposan?

First thing, Liposan, a patented ingredient, is chitosan. It’s a stand-alone supplement, but can be found marketed under more than one brand. It’s a fat-binder that may help prevent you from absorbing some of the fat from the food you eat, which can promote weight-loss.

Primex EHF makes Liposan, and allows other supplement companies to include it in their formulas. They are an Icelandic marine biotech company, and leader in chitosan-based ingredients. You can find it online. We like the fact that there’s some science and support, but read on…

Ingredients – “Are They Effective?”

The first thing we saw was a problem with the Liposan ingredient chitosan. “Not everyone achieved the results they were looking for so that turned some people away,” said our Research Editor.

”Saw this product on Dr. Oz so I thought I’d try it. It was a waste of money. Certainly will not purchase again,” said one user.

There are some who tried it and loved it.

A reviewer said, “I was happy with the product and made a point of taking all other supplements and vitamins first thing in the morning, then I used this product with my lunch and dinner meals.”

“This product has served me well in my approach to weight management,” said another.

Side Effects – “Stomach Upset?”

As we researched, we noticed some people experienced stomach issues while using chitosan. Liposan side effects may include constipation, gas, vomiting, cramping, and upset stomach.

”It didn’t do anything for me but leave me feeling rough. Took the whole big bottle to give it a chance, but nothing. Won’t reorder,” said one user.

Still, others didn’t seem to be bothered with side effects.

A dieter offered, “This product combined with a sensible diet helped me shed a few lbs. It helps with keeping things moving too.”

As another put it, “No side effects, no fishy taste or smell.”

Over the years, we’ve found that if your product alienates a complete audience – in this case those who have allergies to shellfish – or causes annoying side effects, you’ll send customers running in the other direction. If Liposan does this, we’re not sure customers will stick around.

The Science – “Published and Easy to Find”

It’s rare that you’ll see a supplement post any real research to support their product. We were pleasantly surprised to see that Liposan had done just that. It shows weight-loss and BMI reduction in “mildly obese” people, with no significant changes to the gastrointestinal system. At DietSpotlight, we want to see science before we can recommend any product, and in this case we do.

The Bottom Line – Does Liposan Work?

Should you race out for a bottle of Liposan? Well, we like that it contains a natural ingredient and that we found some favorable customer comments, but we have concerns about this one because the research centers on eliminating fat, not specifically weight-loss. Customers talking about it not working and negative side effects leaves us with some concerns.

If you’re ready to lose weight, we suggest using a scientifically tested weight-loss supplement along side a healthy diet and regular exercise routine. Check for customer reviews that are positive and show real results.

Among the best products we’ve seen in 2016 is one called Leptigen. It’s made with clinically tested ingredients shown to help boost metabolism. There’s doesn’t appear to be many reports of side effects, but there are plenty of dieters sharing stories of fantastic weight-loss.

Plus, the makers of Leptigen are providing new customers with a Special Trial Offer. What an awesome deal!

The post Liposan Review appeared first on Diet Spotlight.

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8:54 AM | 0 Comments

XLS Medical Fat Binder Review

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What is Plexus?

I’m obsessed with finding the right diet products that actually work. Let’s find out if XLS Medical Fat Binder is one of them. We picked apart the ingredients, side effects, clinical research, and customer service. We also examined hundreds of customer comments and reviews. Then, we refined and summarized to give you the info you need.

What is XLS Medical Fat Binder?

First off, XLS Medical Fat Binder contains litramine. After taking two capsules, three times per day, the supplement supposedly binds fat and reduced absorption by the body. The blister pack makes is easy to take on-the-go.

XLS Medical Fat Binder is made by Omega Pharma and first introduced in 1987 and has offices in more than 30 countries. The supplement is available on the official website and through trusted retailers. We do like it contains a few natural ingredients and that we located some positive  customer comments, but read on…

Side Effects – “Serious?”

The first concern was the intensity of XLS Medical Fat Binder side effects. Our Research Editor said, “The dieter doesn’t have to wait for a company to learn about adverse reactions. Reviews will say everything.”

“I have gotten nauseated and physically sick, each time l have tried to take the pills after meals this time. Three times I’ve been awakened during sleep sick and became sick,” stated a dieter.

“I’ve had the worst headaches since taking this. I had to quit,” commented another.

However, some dieters experienced no worrisome side effects while taking the supplement.

One reviewer explained, “It does sort of give me some gas, so I only take it when I’m home and staying in. Obviously the fat has to go somewhere.”

Another reported, “Well it does everything that it claims to do. I purposely ate things like pizza and ice cream while dieting and took the pills, the next day I was 1 lb. lighter. Can’t wait until my next order arrives!”

Cost – “Too Much!”

Based on customer comments, XLS Medical Fat Binder ingredients were expensive, considering you receive less than a month’s supply. “The amount that you have to take is misleading so when you get the product and realize that it’s not a month’s supply, I can’t afford to use it,” reported a customer.

“That was an expensive mistake, do your research,” said another.

On the other hand, there were some reviewers who felt the effect was well worth the cost.

One reviewer remarked, “I finally found my miracle pill. I was able to lose weight. Worth the money!”

Another commented, “Will reorder. A little pricey but it is worth it.”

Over the years, we’ve found that a small thing, like costing more than expected, can be all it takes to ruin a dieter’s chance of success. If XLS Medical Fat Binder exceeds the cost of comparable products, is it really worth it?

The Science – “Solid Research?”

There are some interesting studies which show litramine may be effective in weight reduction, but the information wasn’t linked to XLS Medical Fat Binder. At DietSpotlight, we want to see more information on the specific product before we make suggestions.

The Bottom Line – Does XLS Medical Fat Binder Work?

What’s the real deal with XLS Medical Fat Binder? The main ingredient is promising. However, this product only targets weight-loss with one strategy. There are also reports of side effects and the cost is a little higher than the dieter may want to spend for such a specific formula.

If you’re ready to lose weight, we suggest a weight-loss product made with clinically tested ingredients. Look for customer reviews that offer details about how to use and the results dieters have achieved.

Among the best products we’ve seen in 2016 is one called Leptigen. It’s made with a unique blend of clinically tested ingredients shown to have a positive effect on weight-loss. While we found few mentions of side effects, we did manage to read what felt like hundreds of testimonials from dieters who lost weight.

Plus, the makers of Lepitgen are so confident in their product they are offering new customers aSpecial Trial Offer. This is something we really like to see.

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8:54 AM | 0 Comments

Top kids app maker Toca Boca sells to Spin Master, plans to launch subscription video service and toys

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tocaboca_logo_rgb_white One of the world’s largest children’s mobile app makers, Toca Boca, whose studios have produced apps totalling over 140 million downloads, has been acquired. The company had originally operated like a startup within the 200-year old Swedish publishing firm Bonnier, but has now been bought up by Spin Master, a children’s entertainment company with 950 people working in… Read More

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8:06 AM | 0 Comments

Crater’s SurveyBot offers video-chat software to moving companies

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Screen Shot 2016-04-25 at 9.47.05 AM Companies like Makespace and Clutter have fully encroached upon the old-school industry of storage, but the even more ancient moving industry has been left relatively untouched. Until now. A company called Crater, founded by former Moveline employees, has created a tool called SurveyBot to help moving companies enter into the digital age. As it stands now, it costs a moving company around $250… Read More

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8:06 AM | 0 Comments

Female Founders, apply now for Include Office Hours with BBG Ventures

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include-featured2 It’s happening! Include Office Hours are coming to New York City. On Friday May 6 from 5-7 p.m., Susan Lyne and Nisha Dua of BBG Ventures will join TechCrunch in hosting the first ever Include Office Hours, New York Edition. Read More

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Lipo 6 RX Review

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What is Plexus?

I need to make a confession: I was obsessed with researching Lipo 6 RX. We put the spotlight on ingredients, side effects, customer service, and scientific research. Furthermore, we scrutinized hundreds of user comments and reviews. Then, we condensed and summarized to give you the info you need.

What is Lipo 6 RX?

First off, Lipo 6 RX is a fat burner containing DMAE bitartrate, theacrine, n-acetyl-l-tyrosine, dicaffeine malate, caffeine anhydrous, hordenine HCl, ginger root CO2 extract, and rauwolscine. The label suggests taking one liquid-cap twice daily. A healthy diet and exercise are also mentioned as a means of meeting weight-loss goals.

Lipo 6 RX is a dietary supplement from Nutrex Research and hit the shelves in 2002. You can purchase online and offline from major retailers, as well as the official website. We like that we found some favorable customer comments and the low price, but read on…

Side Effects – “Worth It?”

The first thing we noticed is multiple reports of Lipo 6 RX side effects. “If you’re sensitive to caffeine and other stimulants, you may want to take that into consideration,” said our Research Editor.

”It made me sooo jittery and sick to my stomach,” said one dieter.

“If I don’t go to the gym or eat breakfast soon after, I sometimes feel slightly nauseous,” stated another.

There were a number of reviewers who didn’t have any issues with side effects.

“I used this without any side effects, and I think it helped me lose more weight compared to just diet and exercise,” said one user.

“Thankfully, I didn’t experience any side effects with Lipo 6 RX,” said another.

Ineffective – “Weight-Loss/Gain?”

Some said they didn’t really notice anything from using the supplement, even to the point that Lipo 6 RX ingredients caused weight gain. One dieter said, “My appetite actually increased, and I gained weight as I went through the bottle (same diet and work out routine).”

“Energy was flat,” commented another.

Not everyone considers the product ineffective.

“ I lost 7 pounds during the first week and felt amazing,” said another.

Over the years, we’ve found it takes a small thing, like weight gain, to set back any chance of long-term success. If Lipo 6 RX doesn’t actually promote weight-loss, that’s not a good thing.

The Science – “Any Evidence?”

Caffeine is a clinically tested and shown to boost energy levels. What we found was that there’s no direct link between the science relating to this ingredient and Lipo 6 RX.  The company doesn’t offer any solid research. At DietSpotlight, we look for clinical studies, prior to making suggestions. If there’s no, we raise the red flag.

The Bottom Line – Does Lipo 6 RX Work?

Is it time to clear the shelves of Lipo 6 RX? Well, we like that is includes some natural ingredients and that we found some favorable customer comments, but the lack of research supporting weight-loss is concerning. We’re also a bit hesitant about this one because of the reports of negative side effects.

If you want to shed those extra pounds, why not try combining a healthy diet and exercise routine with a clinically-tested weight-loss supplement that is known to help boost metabolism?

Among the best products we’ve seen this year is Leptigen. The formula contains some clinically-tested ingredients and users are reporting some amazing results and not talking about negative side effects.

Plus, the makers of Leptigen are offering a Special Trial Offer. This shows great confidence in the product.

The post Lipo 6 RX Review appeared first on Diet Spotlight.

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Ketones Body Pro Review

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What is Plexus?

Why are people talking about Ketones Body Pro? We had to find out so we looked into the side effects, ingredients, clinical research and customer service. We went over hundreds of reviews and comments. Then, we put it all together to give you the information you need.

What is Ketones Body Pro?

To start, Ketones Body Pro is a “natural weight loss formula.” It includes raspberry ketones, green tea extract, caffeine anhydrous, apple cider vinegar, kelp extract, and citrus pectin. The manufacturer recommends taking one capsule before breakfast and another eight hours later. It’s supposed to help increase metabolism and decrease hunger.

The company behind Ketones Body Pro is Body Pro Limited. The official website, which sells the supplement, was purchased in 2014. We like the addition of green tea and caffeine, but read on…

Side Effects – “Be Careful!”

Our first issue is with Ketones Body Pro ingredients and the potential for side effects. “There are more than a few mentions of adverse reactions and that caught our attention,” said our Research Editor.

One reported several side effects, “It seemed like I was more high strung while taking this. My blood pressure went up, I was jittery, and my heart was beating a mile a minute.”

However, there were many consumers who felt the product worked as expected. They were happy with the results and didn’t experience the same sorts of problems.

As one reviewer explained, “I had a lot more energy while I was taking this, it was great.”

Another said, “This worked even better than I expected.”

Cost – “That’s a Lot!”

A one-month supply of Ketones Body Pro is about $128. While there is an introductory offer for the first bottle, it is not a full month’s supply. The auto shipment option attached to the trial will activate a few weeks after, which caught some consumers off-guard.

One upset consumer said, “I hadn’t even finished the first bottle when another showed up. I had no idea it would cost this much.”

Another complained, “It might work ok but I can’t afford that much every month.”

While other dieters felt the cost was worth the results they saw.

One happy customer said, “Yes, it costs a lot but you totally get what you pay for!”

Another said, “I might not be able to use it long term because of the cost, but it’s definitely worth the boost for those last 15lbs!”

Over the years, we’ve found that something small, like a headache or jitters, is more than enough to ruin any chance of long-term success. If Ketones Body Pro causes side effects that could be an issue.

The Science – “The Jury is Out!”

There is some science backing green tea and caffeine, but other ingredients like raspberry ketones are considered nothing more than a “fad.” At DietSpotlight, we need to know science is there to back up claims and with Ketones Body Pro that’s not the case.

The Bottom Line – Does Ketones Body Pro Work?

Should I race out for a bottle of Ketones Body Pro? Well, we like ingredients like green tea and caffeine, but those are the best ones in the formula. There’s no real clinical support for weight-loss claims and users report side effects from time to time.

If you’re ready to lose weight, we suggest a product made with clinically tested ingredients. Look for one with tons of positive customer reviews showing real weight-loss.

Among the best products we’ve seen in 2016 is one called Leptigen. It’s made with a unique blend of scientifically tested ingredients, known to support metabolism. Throughout our research, we found many dieter reviews talking about amazing results, but few said anything about side effects.

Plus, the makers of Lepitgen are so confident in their product they are offering new customers a Special Trial Offer. This is always something we really like to see.

The post Ketones Body Pro Review appeared first on Diet Spotlight.

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A new approach to measuring “engagement” on content-heavy sites

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measure-size-ss-1920

We don’t usually think of it this way, but e-commerce sites are fairly straightforward to measure and evaluate — at least compared with their non-commerce cousins. We typically start with some basic revenue tracking and funnel data and iterate from there.

But what about websites that don’t sell products — or even have any easily-identifiable conversions that users are supposed to complete? These kinds of sites are more common than you might think.

Global brands in industries like consumer packaged goods (CPG), energy, financial services and many more manage websites where conversions are few and far between. Perhaps you can download a coupon, find a location near you, watch a video or conduct some other type of “engagement,” but many organizations don’t think of these kinds of actions as actual conversions.

Analysis in this sort of environment becomes difficult; what does “success” actually mean?

CPG brands offer us a lot of good examples of these challenges. Chanel.com lets you look at pictures of products and read about them, but not buy them directly. On a page where you’d expect to see an “Add to Cart” button, there just isn’t one.

ml chanel example

Similarly, Unilever’s popular Axe brand has a slick website with videos, product ratings and a “Buy Now” button that seems promising… but actually serves up a list of retailers you’ll have to visit if you want to buy male grooming products that promise to help you “find your magic.”

You could say the same for many brands in the industries mentioned above. They make huge investments in maintaining a brand through their website, content shared on social media and digital advertising, but not for the purposes of ensuring you add something to a cart and check out.

Most of the time, they’re hoping to generate some kind of “engagement” that leads to outcomes down the road — perhaps greater brand affinity, an offline sale or something else.

But, as author and entrepreneur Avinash Kaushik noted on his blog almost 10 years ago, engagement isn’t a metric — “it’s an excuse.”

Indeed, organizations that focus on engagement because they don’t have true “conversions” on their site often find themselves underwhelmed by their data. Insights aren’t specific. Optimization hypotheses are based on ambiguous data.

So, in the absence of concrete conversions, how do we measure engagement in a more meaningful way? To be able to demonstrate the value of digital, organizations facing this challenge have to get creative with both the tools they use to measure success and the very definition of success itself.

I often work with clients who are wrestling with this particular issue. Recently, I worked with a global technology brand to reinvent the way they measure engagement, which has paved the way for more granular insights and higher-quality optimization recommendations.

The lessons we learned along the way can be used to improve the quality of measurement for many organizations struggling to define “engagement” meaningfully.

The challenge

The global technology company (GTC) we worked with has a website with a tremendous breadth of scope: hundreds of thousands of unique web pages, aimed at a variety of very different audiences. Individual consumers, IT executives, developers, job-seekers and investors visit the website.

With that much content and so many different constituents, it was hard to define what “engagement” really meant — especially in a way that would scale across the organization. The challenge was to help this GTC better understand how the website adds value to the organization. Ultimately, to do that, we had to redefine “success” itself.

Previously, the GTC had identified a series of site behaviors that signaled engagement: scrolling down a page, clicking on a link, starting a video, downloading a file and a variety of other actions. These actions were grouped together, and web analytics focused on how often at least one these actions occurred.

This enabled the organization to draw conclusions like this: “41 percent of sessions from this campaign were engaged” — where “engaged” meant at least one of those actions had happened. This wasn’t an unreasonable approach — it allowed the GTC to scale a solution across a massive web presence and produce data points that were easy for data consumers to understand.

However, after using this “binary” approach (i.e., engagement either happened or it didn’t) for awhile, the GTC started to ask questions that this type of measurement couldn’t quite answer. Because “engagement” was being measured as an aggregate of various potential actions, it was unclear what the term actually meant.

If 41 percent of sessions were “engaged,” what kind of engagement was actually happening? Was it the type of engagement that mattered in that context? Grouping all the engagement actions together had created a “one-size-fits-all” approach that was preventing a more nuanced understanding of engagement.

A new approach

The solution was to take the same user actions, look at their value in relation to each other, and then assign an appropriate weight to the actions. For instance, instead of lumping together page scrolls, video plays and all the other actions, we decided to track them each individually and assign them a score based on how valuable the action is determined to be.

For example, scrolling down on a page might receive a score of two points, while signing up for an email newsletter might receive 20 points. All the other actions — video views, file downloads and so on — received their own score. The actual point value assigned isn’t too important; it’s the relative value of each action that is key.

This may sound simple at first, but as we began to explore this new model, there were a lot of questions. For instance, who gets to decide how many points a certain action gets?

This was a bit of a loaded question — when you change the definition of “success,” content owners may be impacted in different ways. Some will suddenly see their content as performing “better,” while others may discover their content is suddenly performing “worse.”

To navigate this issue, we realized it was crucial to ensure that the GTC’s various data consumers were comparing their content to relevant, applicable benchmarks. For example, under our new methodology, a content owner with tons of video content would suddenly be scoring a lot of points. Meanwhile, a blog owner — whose content is simply meant to be scrolled through — may not be scoring nearly as many points.

It was crucial to make sure everyone realized they wouldn’t be compared to dissimilar, irrelevant benchmarks.

The benefits

With that issue sorted out, our new weighted measurement of engagement started to show its key benefits. We realized quickly that pages that performed equally well under the old binary methodology suddenly looked quite different when using the weighted approach.

For example, 40 percent of pageviews might have resulted in “engagement” previously, but now we were seeing that the actual number of points accrued per pageview might be quite different. This showed that while the same proportion of users were generating some kind of engagement, one page was doing a much better job than the other of generating the specific types of engagement that were most desired in that context.

ml graphic

The “aha” moment: Content that appears to perform similarly under the old methodology turns out to be performing very differently when using a weighted approach to engagement.

We also found we had a much better ability to drill into engagement to see what kinds of actions were driving the “points” that were being tallied up.

For example, if a site section were generating 25 points per pageview, we’d easily be able to “unpack” those points to see where they were really coming from. Was it all from page scrolling? Were people ignoring the PDF downloads that we really wanted them to complete?

This added specificity in measuring engagement, and the ability to measure engagement as a continuous variable rather than a discrete variable made web analysts happy and is yielding better, more targeted optimization recommendations across the organization. However, global brands don’t necessarily make big decisions based on a new KPI cooked up by the analytics people.

To get buy-in for our new engagement methodology from the highest levels, we had to go the extra mile and show that measuring engagement this way would actually let the GTC correlate web KPIs with more traditional brand data, generated with tools like on-site surveys.

Fortunately, we’ve been able to do that as well, demonstrating that our new web engagement metrics are strongly correlated with people’s perceptions of the brand. This means that we have a brand-new way to measure engagement which not only keeps the web analysts happy but also is internally consistent with critical brand measures.

Global brands have unique challenges when it comes to analytics — particularly when they are managing content-heavy sites that don’t have a lot of conversion activities happening. Measuring “engagement” makes sense as a fall-back option in these cases, but oftentimes, the need for scale leads to simplified measurement. This, in turn, leads to unclear reporting, fuzzy optimization recommendations and a general sense that there must be something better.

However, it’s possible to build a solution that scales and provides a nuanced, meaningful understanding of engagement on a site. Solutions like the one I’ve outlined above may help you move from measuring engagement as an “excuse” to clearly understanding success on your websites.

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