6 Facebook Live Series You Should Watch (And Learn From)

Imagine watching the Super Bowl a day after the big game. The experience of watching something unfold as it happens live can’t be replicated. This could be why people spend more than three times the amount of time watching Facebook Live video compared to videos shared after the fact.

Continue reading for some of our favorite Facebook Live video series—and get some top-notch ideas for your own social media videos.

1. FundersClub’s Live Q&A

The venture capitalist community is93 percent male, white, and over 53,” and FundersClub is looking to diversify this world with their monthly Facebook Live series.

Facebook Live offers the perfect venue for this accessibility and democratization of the space. FundersClub CEO Alexander Mittal explains: “We’re bringing it right to where people are, where the barrier for entry is a click of a button.”

Viewers can tune-in to FundersClub Live Q&A to learn about startups, investing, and entrepreneurship from a wide array of experts in the field. The first half of each broadcast usually features a moderated conversation between FundersClub CEO Alexander Mittal and the featured guest.

Audience members can submit questions through a private Facebook message or in the comments during the broadcast. People comment 10 times as much on Facebook Live videos than regular videos, so the Q&A format of FundersClub’s series is a proven way of boosting engagement.

2. Benefit Cosmetics’ ‘Tipsy Tricks’

Facebook Live is a great platform for sharing instructional content. Benefit Cosmetics uses this approach to showcase their products rather than relying on direct sales pitches.

The brand’s Tipsy Tricks Facebook Live series debuted with 43,000 viewers, and recent episodes easily rack up over 200,000 views each. The show features, as the title suggests, slightly tipsy hosts who give unscripted advice and tutorials featuring Benefit products, along with general makeup tips. The key feature of Benefit’s series is its imperfect and unrehearsed nature—something that creates an intimate feeling amongst viewers.

Apu Gupta, CEO and cofounder of the visual marketing platform Curalate, explains that real-time videos made without excessive airbrushing and posing “establishes the feeling of connection and positions them [the brand] more as a friend and guide than just as a company trying to sell products to the consumer.”

Take notes from Benefit Cosmetics and share Facebook Live broadcasts that strike a balance between fun and valuable. Stay away from over-produced and rehearsed content, and instead focus on keeping it real. Your audience will appreciate the authenticity and be much more interested in hearing what you have to say if your delivery comes from a place of trust.

Facebook Live | Get Your Brows in Shape!

🚨TODAY at 12 PM EST!🚨 Tune into our Facebook Live where Ashley & @maddox.benefit show you how to shape your brows up for the new year! Also they’ll be giving away ALL the bene-brow essentials that’ll help you tame and train your brows. 

Posted by Benefit Cosmetics on Friday, January 20, 2017

3. Contently’s ‘Culture at Work’

Every month, Contently hosts Culture at Work—a series of conversations and Q&As about “friction, diversity, and working better together.” The talks take place at their offices in New York, and are streamed on Facebook Live for audiences worldwide.

Culture at Work is for anyone looking to learn about how to better navigate human issues in the workplace. Previous guests have included:

  • New York Times correspondent and author of Feminist Fight Club Jessica Bennett who facilitated a discussion on gender in the workplace
  • CEO of Jopwell Porter Braswell who spoke about race in the workplace and how to use diversity for progress
  • CEO of Magnet Media Megan Cunningham, who gave advice on how to create and work with diverse talent, and how to drive innovation through inclusiveness

By using influencers and industry experts, Culture at Work helps viewers understand complex situations that impact company culture.

Like Culture at Work, your brand’s Facebook Live series can benefit from having real people speaking about authentic experiences. Whether an HR professional or the CEO of a global company, Culture at Work is a must-watch.

Contently Culture at Work: Our co-founder Shane Snow speaks with Porter Braswell, CEO of Jopwell, on race in the workplace, the power of perspective, and how to leverage diversity for progress rather than simply “managing” it.

Posted by Contently on Wednesday, February 1, 2017

4. Simon Mainwaring’s ‘How to Transform Your Company Into a Leading Purposeful Brand’

We First branding agency founder and CEO Simon Mainwaring shares his industry expertise through his Facebook Live series How to Transform Your Company Into a Leading Purposeful Brand.” The first three episodes focus on:

  • Purposeful brand pivots that drive business success
  • Brand stories that deliver a competitive advantage
  • Community building that accelerates consumer engagement

Mainwaring keeps his videos short and succinct. This is a perfect, “bite-size” broadcast for busy professionals who are looking for a quick tidbit of valuable information.

Your own brand’s Facebook Live series’ doesn’t have to solely consist of hour-long broadcasts. Mix in shorter videos with straight-to-the-point content to keep your audience engaged.

If you’re looking for ways to boost awareness and streamline your brand, How to Transform Your Company Into a Leading Purposeful Brand is a series to check out.

“Community Building that Accelerates Consumer Engagement”

Posted by Simon Mainwaring on Friday, March 10, 2017

5. Entrepreneur’s ‘#AskEntrepreneur’

Entrepreneur’s Facebook Live series, #AskEntrepreneur, features conversations and Q&As with top industry experts. The primary topics discussed are related to business, social media, marketing, and technology.

Audience members can participate in the Facebook Live broadcast by asking questions on Twitter with the #AskEntrepreneur hashtag or leaving a comment underneath the stream.

6. Hootsuite’s HootLive

If you’re looking for social media and marketing insight from top experts in the industry, look no further than #HootLive, Hootsuite’s very own Facebook Live series.

Every month, our social media team sits down with internal and external industry leaders. Some previous topics include:

  • 2017 Social Trends: Hootsuite’s social media and content experts chatted over a beer about this year’s top social trends.
  • Social Ads Q&A with Facebook and Mediative: Experts from Facebook and Mediative joined us for a Q&A to continue our Social Ads Webinar discussion.
  • Facebook Live Tips + AMA: Experts from Hootsuite’s social media and video team shared 13 Facebook Live tips and hosted an “Ask me anything” session.

Audience members can ask questions in the comments below the broadcast or on the event page for a chance to win a Hootsuite prize pack.

For more practical tips from the people behind Hootsuite’s Facebook Live series, check out our interview 13 Facebook Live Tips from Hootsuite’s Social Media Team.

#HootLive: 2017 Social Trends

Planning out your social media strategy for 2017? In our first #HootLive discussion, Hootsuite’s very own social media and content experts chat over a beer about this year’s social trends.Want to know more about emerging 2017 trends?Watch the webinar: “Social Media Trends to Put Into Practice in 2017” http://ow.ly/sc0p308mm6oRead the e-book: “2017 Social Media Trends Toolkit” http://ow.ly/ptPY308nSnb

Posted by Hootsuite on Tuesday, January 31, 2017

Watch the Facebook Live series’ from the brands above and take note of the tactics and features you find effective—and those you don’t.

Pay attention to the different ways brands promote, broadcast, and engage with their audiences with Facebook Live, and apply these tactics to your own strategy. Learn from the best.

Simplify your Facebook marketing strategy with Hootsuite. From one dashboard you can schedule posts, engage your audience, monitor conversations relevant to your brand, manage Facebook Ads, and more. Try it free today.

Learn More

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A Day in the Life of a Content Marketing Manager at TopRank Marketing

These days, workplace culture is becoming a defining characteristic for most companies—as well as a marketing tool to retain and attract top talent. As a result, I’m often asked by industry peers and hopeful job seekers what it’s really like to work at TopRank Marketing.

The honest truth? It’s hard work. But, that’s the nature of the marketing agency beast. But at TopRank Marketing it’s also in our nature to nurture—and that’s evident in the culture we’ve built; a culture of support, understanding and teamwork to help ensure every individual and every client thrives.

Of course, things aren’t always perfect. But as author, researcher and speaker Brené Brown once said: “Imperfections are not inadequacies; they are reminders that we’re all in this together.”

With that said, below I dive into how I came to be part of the TopRank Marketing team, as well as give you a little glimpse into my daily life as a Content Marketing Manager.

My Journey to TopRank Marketing

Before making my debut in the digital marketing world, I was a journalist living out her days at coffee shops, city council meetings, ribbon cuttings and community gatherings. The daily grind was grueling at times, but it was also exciting.

But after about four years of keeping up with a 24-hour news cycle (and a company restructuring), I felt some work-life balance may be in order. Luckily, I was given the opportunity to enter the world of digital marketing, starting as a Digital Marketing Specialist at a small web development firm. This experience was eye-opening, challenging me to look at content differently and expand my digital skillset.

Fifteen or so months later—as I was heads down planning my wedding—TopRank Marketing came calling. While I wasn’t actively looking for a new opportunity, I was intrigued. Based on my initial research, I could see TopRank Marketing was a fast-growing, respected company—so I threw my hat into the ring.

The interview process of thorough but quick—two phone interviews, a writing test, and an in-person session with three of the company’s top leaders. Throughout this process, the thing that stood out to me the most was TopRank Marketing’s emphasis on workplace culture. While it was a given that you had to have skills and the desire/ability to grow, the people I spoke with spent a lot of time trying to learn if I could thrive in the environment.

After my day of in-person interviews, I got the offer that evening—which was just five weeks before my wedding. Stating that I needed to give proper notice to my current job and make it through my big day, TopRank Marketing was beyond understanding and let me set the start date.

After enjoying my wedding and a mini honeymoon, I joined the TopRank Marketing team Oct. 5, 2015 as a Content Marketing Lead. And after 18 months of support and learning, I’ve grown into a Content Marketing Manager role—allowing me to further spread my digital and content marketing wings.

A Day in the Life

My day typically begins with a cup of Cinnabon-flavored coffee and a pour of sugar-free vanilla creamer. (Public Service Announcement: If you haven’t had the pleasure of indulging in this delicious amazingness, put it on your bucket list. It sets the day off right.) As I sip, I dive into any emails that came in after “closing time”, check out my meeting schedule, and then jump to our project management system to take a look at what my day and the rest of the week looks like. From there, I prioritize the day’s task list based on own timeline knowledge or engage my account managers for a little help if things are looking precarious.

Once my tasks are set, it’s time to dive in. As for what I’m typically diving into, there are about five core themes on any given day:

1. Content Strategy & Execution

As a member of the content team, it stands to reason that content strategy and execution often take up a large part of my day. When it comes to my client programs, my work is not siloed to just one step in the process—I’m responsible for the entire content lifecycle, from research and concepting to writing and analyzing results.

To keep me on track, I set benchmark goals. For example, if I know that a blog post typically takes me four hours to write, my goal is to have the introduction nailed down in the first hour and the entire post completed in three and half. Then, I set it aside and let it marinate for a bit. Later, I’ll use that final 30 minutes to go over it with a fine-tooth comb, before sending it off for internal review.

2. Cross-Discipline Work Sessions

TopRank Marketing believes that an integrated digital marketing strategy is key. As a result, I’m often sitting down with my account management, social, paid or SEO mates to pick their brains about how to align content with other tactics, program goals and low-hanging opportunities.

Since there’s no assigned seating at TopRank Marketing, my neighbors are made up of paid, SEO and social experts—allowing for incredibly agility in gaining instant insight and feedback that I can use to craft the best possible content.

3. Mentoring

Since the turn of the new year, we’ve been lucky enough to add nearly a dozen talented marketers to the ranks across all disciplines. Since then, I’ve been working with some of our newest content team members to get them up to speed on client programs, provide strategic advice, and review their work and provide feedback.

While this often happens in quick one-off chats, we also have weekly one-on-one meetings. This time is often spent live editing content, identifying training opportunities, and learning how I can help them hone their skills.

4. Client Consultation

TopRank Marketing’s client portfolio is incredibly diverse—from healthcare technology to women’s fashion jewelry. As a result, each team member is tasked with gaining deep knowledge of the unique nuances of multiple industries and their respective audiences. From my perspective, this diversity is part of our secret sauce, allowing us to coach our clients with a range of insights.

When it comes to consulting on content, I go back to my journalism days and ask a lot of questions to draw out information. Based on the information I get, then I’m able to make recommendations for how to approach the content; a blog post doesn’t have to be the only solution.

5. Team Bonding

I have the privilege of working with some of the brightest, kindest and wittiest people I’ve ever met. From a quick chat while we’re brewing our third cup of Joe to deep happy hour conversations, every day I learn something new and interesting about someone I work with. (I could take this opportunity to embarrass a few folks, but I won’t.)

In addition, every other Friday the entire team gets together for a few hours of knowledge sharing—something we call Mantra. Last week we did a working session to craft awesome client case studies and to nail down step-by-step processes for some of our newer service offerings. A few weeks before that, we turned our marketing brains off for a couple hours and watched Guardians of the Galaxy.

Want to Join the TopRank Marketing Team?

The beautiful green space surrounding the TopRank Marketing offices isn’t the only thing in bloom this spring. As I mentioned above, our team is growing, too. If you think TopRank Marketing may be the place for you, check out our Careers page to see all the positions we’re hiring for.

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Driving Your Business with Dashboards

Imagine tooling down the highway at a high rate of speed without the aid of a dashboard – you wouldn’t know how fast you are going, how your car is doing, even if you had enough gas to get to where you were going.

Just as a dashboard helps power your car – a dashboard is an important tool when it comes to easily accessing how well a business is doing. Measurement is the key to success, but you have to measure what matters. There are so many things we can measure, but some of them are just vanity statistics that really don’t drive our business forward. To make sure you are on the right track to measuring what’s important for your business, I’ve put a list of metrics together that I like to measure and keep an eye on. Hopefully, this will help you when creating which metrics matter for your company.

Key Performance Indicators

A common challenge I hear from many business owners is not knowing what to track and how to track it. It’s important for a business to create a list of key performance indicators (KPIs) to monitor that will help to give them a better idea of the health of their company. Move beyond the obvious, like revenue, shares, and likes, and focus on the real drivers that bring money in the door. To identify your KPIs, it’s important that you know your core objectives for the year, and build out your key metrics to track from there.

  • Sales revenue
  • Attribution channels – what sales channels drove what revenue?
  • Cost per lead
  • Cost per acquisition

Examples of questions you may need to know include:

  • What’s the lifetime value of your customer?
  • What’s your marketing ROI?
  • What’s your inbound marketing ROI?
  • What’s your outbound marketing ROI?
  • What’s your traffic to lead ratio? How many website visits does it take to make a sale?
  • What search terms drive the most conversions?
  • Which marketing campaign drove the most sales?
  • How many sales or leads were captured via social media marketing efforts?
  • Which commercial drove the most telephone calls?

You also need to identify, what I like to call, your North Star Metric. This is your guiding metric where if you pay full attention to it, more value will be created and you’ll be able to move your business forward.

Types of dashboards

Dashboards are really just tools that allow you to have an easy way to check-in and review your metrics. There are many types of dashboards that you can create, that can revolve around:

  • Email
  • SEO
  • Advertising
  • Social

There are some tremendous tools available for small businesses at a very low cost to create these dashboards. One of my favorites is a tool called Cyfe, which is an all-in-one online business dashboard that allows you to monitor social media, analytics, marketing, sales, support, infrastructure…the works! I’m also a fan of Gecko Board and Google Analytics Dashboards. You can also check out Dashboard Junkie for some ready-made dashboards and tracking ideas.

For internal purposes, having the right information easily accessible is more important than making your dashboards look pretty. In fact, I just use Google Sheets to create my dashboards of internal tracking, like referrals.

Want to learn more? Join us on May 15 for our next system webinar that will go into more depth about driving business with dashboards. Click here to register.

What tools do you use to create your dashboards? What is your North Star Metric?

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The Four Statistical Concepts Every Online Marketer Should Know

Analytics is a big part of online marketing and therefore, it’s essential to have a good understanding of how to interpret numbers.

In this post, I’m going to present four statistical concepts I believe will be valuable to anyone working in online marketing.

Statistics: A Sexy Skill

To some people, statistics may sound like a boring topic, but to others, it may very well be one of the most attractive skills. Hal Varian, Google’s chief economist, even calls it sexy:

I keep saying the sexy job in the next ten years will be statisticians. People think I’m joking, but who would’ve guessed that computer engineers would’ve been the sexy job of the 1990s? The ability to take data—to be able to understand it, to process it, to extract value from it, to visualize it, to communicate it—that’s going to be a hugely important skill in the next decades […]

The first three abilities mentioned by Hal Varian are all reflected in the quality of your work. That is the ability to understand, process and extract value from data.

And the last two – that is the ability to visualize and communicate data – are reflected in your relationships with clients or your boss. Good work is worth nothing if you can’t communicate it to your clients.

In LinkedIn’s yearly summary of the hottest skills you will also find statistics in the top:

Data isn’t going anywhere. Our top skill category last year, statistical analysis and data mining, is still sitting comfortably at #2. It is the only skill category that is consistently ranked in the top 4 across all of the countries we analyzed. We still live in an increasingly data-driven world, and businesses are still aggressively hiring experts in data storage, retrieval and analysis.

So let’s take a look at some of the statistical concepts online marketers should know.

1. The Pareto Principle

You have probably already heard about the Pareto principle. You may know it as the 80/20 rule as it states, according to Wikipedia, that “for many events, roughly 80% of the effects come from 20% of the causes.”

The principle is named after the Italian economist Vilfredo Pareto who found that 20% of the peapods in his garden contained 80% of the peas and 80% of Italy’s land was owned by 20% of the population.

italians-italy-pareto-principle

Image Source

The Pareto principle occurs frequently, and by knowing this, you will be able to take advantage of it. If you can figure out which 20% of your time produces 80% of your business’ results, you can spend more time on those activities and less time on others.

pareto-principle-80-20

Do you need to restructure an AdWords account but don’t have the time for a complete makeover? You can start by identifying the 20% keywords currently bringing the most sales and start from there.

Or maybe you need to increase conversion rates by optimizing the landing pages on a website with hundreds of landing pages? Again, you will probably find that around 20% of the landing pages are generating 80% of the conversions. So why not start there?

The Pareto principle is a simple heuristic that is often useful in online marketing.

2. The Law of Large Numbers

The law of large numbers tells us that if you repeat a random experiment often enough, the average of the outcomes will converge towards the expected value.

Take a series of coin tosses for example. Heads and tails have equal odds so you would expect each side to come up half the time. But if you were to toss the coin 10 times I bet you wouldn’t be too confident that each side would come up exactly 5 times. You can easily imagine scenarios where heads would come up six or seven times instead of five. Actually, it wouldn’t be too hard to imagine getting even eight heads out of ten tosses (there is more than a 4% chance of this happening).

Now, what if we changed the number of tosses from 10 to 1,000? Would this change anything? According to the law of large numbers, it should.

With ten tosses the thought of getting 80% heads wasn’t unheard of. But can you imagine tossing a coin 1,000 times and getting 800 heads? I doubt it. And rightly so. The chance of this happening is so small I would need 86 zeroes to type it out. With 1,000 tosses you would expect something closer to an equal amount of heads and tails than with 10 tosses.

So our coin-tossing example illustrates quite well what the law of large numbers tells us: The more we repeat a random experiment, the more will the outcomes converge towards the expected value.

all-heads-all-tails-graph

Image Source

In his superb book Thinking, Fast and Slow, Daniel Kahneman tells the story of a large investment by the Bill and Melinda Gates Foundation. Some researchers had tried to identify the most successful schools in the hope of discovering what distinguishes them from others.

One of the conclusions was that the most successful schools, on average, were small. And it’s not difficult to come up with possible explanations for this. Maybe smaller schools can give more personal attention and encouragement than larger schools.

small-big-schools

Because of this, the Gates Foundation invested in the creation of smaller schools, even splitting large schools into smaller ones.

The problem is it’s wrong. As Kahneman writes:

If the statisticians who reported to the Gates Foundation had asked about the characteristics of the worst schools, they would have found that bad schools also tend to be smaller than average. The truth is that small schools are not better on average; they are simply more variable.

Just like a small number of coin tosses are more variable than a larger number, a small school is also more variable than a large school.

How is this relevant in online marketing?

Let’s say you want to investigate which cities have the lowest conversion rate on your website. You might go to the Geo report in Google Analytics and sort by conversion rate in ascending order. And there you have it. The 10 cities with the lowest conversion rate. You might very well reach a conclusion similar to the statisticians reporting to the Gates Foundation: the low converting cities are all rather small.

But before initiating a big national campaign to increase brand awareness in small cities, you should take a look at the cities at the other end of the table. These high converting cities are probably also small. So perhaps the small cities are not worse or better than larger cities. They are probably just more variable due to fewer visitors.

The same applies to A/B tests and this is why you need a certain amount of data before you can rely on the results from an A/B test and call it statistical significant.

So what are we to do about it?

We should not make too hasty generalizations. The fallacy of making an assumption based on a small sample group is sometimes called the law of small numbers.

In cases like this where you are trying to identify the characteristics of the best or the worst of something, it would be wise to always check the other end of the spectrum. Sometimes you will find that the top and bottom share the same characteristics.

Let me show a final example. The graph below shows the value per session for every hour of the day. At first, it may seem like some of the nighttime hours are the most valuable hours of the day. But instead of just rushing to a conclusion we should consider the least valuable hours of the day. It appears that they are also at night.

per-session-value-google-analytics

Is there some reason why the data for the nighttime hours should be more variable than the rest of the day?

As the graph below shows, we only get a very small amount of traffic at night. This is just like the schools. One hour at night is like one small school. It could be really good (like 1, 4 and 6 in the morning) or really bad (like 2, 3 and 5 in the morning). But the difference might as well be due to randomness.

per-session-value-sessions

The law of large numbers tells us to put more trust in the value of the hours with many sessions than in the hours with only a few sessions.

3. Relative and Absolute Numbers

Imagine reading about a new drug that reduces the risk of getting a dangerous disease by 25%. At first, this might sound very promising but does it really tell us what the real benefit of taking the new drug is?

Let’s assume 20 in 1,000 people get the disease without the drug. By taking the drug, this number is reduced to 15 in 1,000 people. While this is indeed a 25% relative drop, we should also consider the absolute reduction.

In absolute numbers, the new drug has only reduced the number of people getting the disease from 20 in 1,000 to 15 in 1,000 people. So while it’s true that 25% fewer people get the disease, it’s also true that the actual risk of getting the disease is only 0.5 percentage points lower (reduced from 2.0% to 1.5%). Depending on potential side effects the new drug may not sound as promising anymore.

There is one important distinction to be made here. Percentage change must not be confused with a change in percentage points.

How is this relevant in online marketing?

If someone told you that the conversion rate of your website had been reduced by 2% you need to be sure what is implied by this number. Your reaction should be considerably different if the person meant to say the conversion rate has been reduced from 4% to 2% (a drop of 2 percentage points) than if it was just a reduction from 4% to 3.92% (a 2 percentage drop).

2-percentage-points-2-percentage-drop

When talking about changes we need to make sure everyone knows what the numbers mean. Are we talking about the relative or absolute numbers? Are we using percentages or percentage points?

We also need to be especially wary of relative numbers when the starting point is a very small number. If your AdWords campaign is generating 50% fewer conversions, you won’t panic if it is just a drop from 2 conversions to 1. But if it’s a drop from 2,000 to 1,000 conversions then you might consider panicking. A drop of 1 conversion is probably just a random fluctuation while a drop of 1,000 conversions might be caused by a serious issue.

source-medium-cpc

In the example above you can see exactly how percentages will mislead when the absolute numbers are low. While the goal completions is down by 50 percent and the conversion rate is down by 63 percent, the actual change in goals completed is just 1. Not exactly something that would make you panic.

It just shows how percentages can be misleading when the absolute numbers are omitted.

4. Simpson’s Paradox

Simpson’s paradox, as stated on Wikipedia, is the name of a paradox “in which a trend appears in different groups of data but disappears or reverses when these groups are combined.”

A textbook example of the Simpson’s paradox is the study of the 1973 admission figures for the University of California, Berkeley. The numbers showed that men applying were more likely than women to be admitted. 44% of all the men who applied got admitted while only 35% of women did.

men-women-applicants-admitted

The paradox arises when examining the individual departments since it appears that no department was significantly biased against women. As shown below, four of the six departments actually had a small bias in favor of women.

men-women-departments-admitted

If you take a closer look at the number of applicants in the six departments, you will see that women tended to apply to generally competitive departments with low rates of admission (C, D, E, and F) while the majority of men applied to department A and B which have the highest admittance rate for both sexes.

So while the rate of women accepted is higher in 4 of the 6 departments, the total rate of admissions was higher for men because more men applied to departments with high rates of admission.

How is this relevant in online marketing you might ask?

Say you want to compare the performance of two landing pages on your website. Looking at the conversion rates you conclude that page A is better than page B since page A has a conversion rate of 4.39% compared to only 3.49% of page B.

landing-page-visits-conversions-rate

But look what happens if we segment the two landing pages by the traffic sources:

traffic-sources-conversion-rate

Now we see that even though page A has a higher total conversion rate, page B is actually doing better for every individual traffic source. Page A is not better; it just happens to get a lot more of its traffic from the high converting traffic sources than page B does. This is Simpson’s paradox – just like the example with college admission figures.

So what are we to do about it?

First of all, we should make sure to run properly randomized trials. If the numbers above were from an actual split-test of two landing pages, it would clearly be flawed since the traffic sources are skewed that much.

Apart from that, we should remember to always segment our data. As Avinash Kaushik wrote in a blog post: “There is no KPI so insightful all by itself, even in a trend or against a forecast, that it can’t be made more impactful by applying segmentation.”

Conclusion

I hope you have found the four statistical concepts interesting and hopefully learned something new to help you in your work.

Knowledge of statistics will only get more important in online marketing, and by educating yourself, you can make sure to stay ahead in a world where we are getting access to more and more interesting data.

As Hal Varian said, the sexy job in the next ten years will be statisticians! And with the combination of statistical skills and online marketing you will possess some of the most attractive skills at the moment.

About the Author: Frederik Hyldig is the Head of PPC at s360 – one of the leading digital agencies in Scandinavia. Frederik has been featured on PPC Hero, Wordstream, Moz and other leading search marketing blogs.

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Estas 5 Apps son gratuitas para iOS, por tiempo limitado

Comienza una nueva semana y que mejor manera de hacerlo que con un pequeño “regalito” por parte de Cupertino. Apple comprende la importancia de las aplicaciones móviles en nuestra vida y sobre todo que nos gustan totalmente gratis.

De hecho, si eres un usuario de Android seguramente no estás muy familiarizado con eso de “pagar por Apps”. En el sistema operativo de la manzana mordida esto es algo más común, pero en esta oportunidad venimos con las cinco aplicaciones móviles pagas dentro del App Store que ahora podemos descargar totalmente gratis.

Por supuesto no sabemos cuánto tiempo estarán de forma gratuita, pero al escribir estas líneas siguen siéndolo así que es probable que demoren por lo menos una semana. Date prisa y descarga estas aplicaciones totalmente gratis:

  1. IQ Test
  2. 3D Earth
  3. Photosets
  4. No Location
  5. Parker Planner Classic (Old version)

Todas las aplicaciones mencionadas anteriormente son pagas, pero podemos descargarlas por tiempo limitado de forma gratuita en nuestro iPhone. La verdad es que de las cinco solo dos nos gustan.

La primera es IQ Test la cual nos permite saber nuestro porcentaje de coeficiente intelectual tras realizar varias pruebas estandarizadas. Una buena forma de matar la curiosidad o competir con amigos. También me gustó mucho No Location, lo que hace esta App es ocultar los datos de ubicación almacenados en cada foto que tomamos desde el iPhone, una buena manera de cuidar nuestra privacidad.

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