Thomas James Kelly

Thoughts on the chaos of digital marketing and research and NYC bike lanes . . . . .

Recent Tableau dashboard

I've said it before here and at industry events - the only people who use data dashboards are data people. This is why I always found this passage to be true:  "More numerate marketing analysts generate insights and reports that less numerate marketers / decision makers don't understand and, therefore, don't use".  This is a problem in our industry and why narratives and stories woven in time tested tools like powerpoint still work quite well.  

However, there's still no better way to make large data sets navigable and interactive to groups of people (data users) than Tableau. Sorry I can't link to the actual dashboard because it's behind a firewall - but below is my most recent. It's not them most sophisticated data viz - but I'm a little proud it only took me two hours - including data cleaning . . . .

This was a 100,000+ row data file showing ACV (all commodities volume) for every store in the country which sells any CPG products. It allowed us to compare ACV by parent and subsidiary, by region and by store type (grocery, drug, mass, club). I was also able to layer over the geographic coverage of our web properties relative to each retail outlet parent company footprint.  

Ad Viewability is to Digital Marketing Success What . . . . . .

Ad Viewability is to digital marketing success what windshield wipers are to making a car run. It has nothing to do with the mechanics of a functioning car - but it has everything to do with getting where you need to go.  

It's critical that digital media and technology groups help  marketers feel confident that they're getting what they pay for. Ad Viewability is 1 component of this value chain.  

However, we need to understand the role Viewability plays among a broad set of analytic signposts. It's also true that in a couple of years this topic will be long forgotten - like many digital marketing topics before it.  

There is a ton of data under each of these tiles - of course much of it is proprietary to AOL so I can't share it here. The most relevant key take-aways are what we really need to know, however, and that's what featured here.  

The Power of Binocular Digital Advertising?

Human eyes work in a binocular fashion unlike horses, elephants, flounder and geckos. Some of these animals can't even see the food they're eating while they're eating it. Also, unlike horses and geckos, we're malleable and sometimes act with the mentality of a cat chasing a laser pointer. That's one way of saying advertising makes an impact on us.  

Taking this a little deeper, we actually have stereoscopic vision - vision wherein two separate images from two eyes are successfully combined into one image in the brain. If that's the case, wouldn't looking at two of the SAME digital display ads, both aligned on a horizontal plane, then be seen more clearly and more quickly by our brains versus the single image ads usually in the right hand gutter or at the top of the page? Why have I never seen this before - in any medium?   

The print medium would be well served to have a far left 1/4 page and a far right 1/4 page spread. But it doesn't. Similarly the digital world would be .....  Yet, after all these years in the online ad world, the only example I've seen was this AT&T effort on accuweather.com.

When you look at the page above aren't the two AT&T ads very noticeable? Look at the page as it is, then cover one of the ads with your hand or finger. One ad alone is the standard placement across most media vehicles - and it's also much easier to miss - it fades into the background. With the stereo or binocular approach, it's a clutter breaker.