Focusing on Content, Not Just Ads

Paul Lima     

For quite a while, the concentration in online analytics and tools to optimize results based on analytics revolved around ad optimization.  It was a world of sellers.  The focus was always on systems which could improve a company’s ability to recommend relevant products, increase conversions, and acquire traffic with increasing efficiency.  The solutions were skewed towards helping the sellers sell their ads, while putting less emphasis on the delivery of primary content.

“Your Ad Choices” and Self-Regulation in the Advertising Industry

Paul Lima     

On January 20 of this year, the Digital Advertising Alliance launched a campaign to inform the public about new forms of internet-based advertising, as well as ways consumers can protect their privacy online.  Called “Your A Choices,” it is one of the largest US-based campaigns about consumer privacy to-date.  Interestingly enough, “Your Ad Choices” was initiated around the same time the public debate surrounding SOPA and PIPA began to escalate.  Both these events have led consumers to think more about their rights online.

The “Your Ad Choices” logo first appeared in online advertisements last year.  It was introduced with one specific function: to serve as an advertising option button, which allows consumers to decide whether they want to watch online advertising based on their specific internet navigation activity.  This practice makes it possible for brands to offer their users ads that correspond as closely as possible with their interests – while also providing consumers the opportunity to opt-out.  This strategy is closely associated with the practice known as “Permission Marketing,” which is typically characterized by an emphasis on security, transparency, and user control, thereby promoting self-regulated best practices.

Self-Regulation in the Advertising Industry

The DAA is a strong advocate of self-regulation in digital advertising.  It develops and implements industry practices and rules of conduct, to which advertising professionals voluntarily submit.  But is there truly a need for such standards alongside economic regulation in the market, as well as legal regulation from the state?

Indeed, legislation is adequate to establish general principles (for example, that advertising should not be misleading); however, the protection offered in theory may not actually be available in practice – after all, the law is typically slow to respond to consumer protection complaints.  In contrast, self-regulation is specifically designed to proactively address the details and nuances of advertising content, and offers consumers a simple form of protection.  Self-regulation helps prevent actions that might cause harm or injury, as opposed to after-the-fact legal sanction, which seeks only to repair damage that has already taken place.  Thus, the form of self-regulation promoted by the DAA is not designed solely to benefit the online advertising industry, but also to protect the general public by incorporating the option of internet-based advertising.

The Internet in Brazil: Growth and Opportunity

Paul Lima     

Brazil’s sustained economic growth continues to be an example for economies in Latin America and throughout the world.  The Brazilian Ministry of Finance’s 2012 projections are once again very encouraging, predicting an estimated growth rate of approximately 4.5%.

These indicators have impacted internet consumption habits throughout Brazil.  In recent years, internet usage at all levels of society has increased steadily, reaching a high of 75 million users today.  In 2011, the number of mobile internet users nearly doubled.  And 99.8% of all new internet plan subscriptions were for mobile phones, tablets, and 3G modems. 

This kind of growth doesn’t happen by chance.  In fact, the UN believes that expanded use of the internet is a key factor in reducing poverty and promoting economic growth.  This could be because the internet plays a fundamental role in modernizing traditional economic activities.  And Brazil as a nation is definitely in line with development and innovation.

The way that development and innovation plays out in reality is this: A broader range of high quality services is created to meet the population’s needs.  More research is conducted within the country’s borders, more businesses are established, more jobs are generated, and the number of people with access to banks increases.  Consequently, Brazilians have greater access to buying and selling mobile phones, resulting in both the creation of new media and the expansion of existing forms of communication. 

Ultimately, it seems that Brazil is currently walking the path already taken by other nations with developed economies.  The country’s vision is oriented towards adopting, improving, and transforming the way work is done, business is conducted, and personal interactions take place.  All this allows Brazil to successfully face the challenges of being an information-driven society in the 21^st century.

SOPA: A Closer Look

Paul Lima     

Seemingly overnight, the Stop Online Piracy Act (SOPA) proposed by the U.S. Senate has rocked the online world.  The controversial bill inspired a 24-hour outage of numerous U.S. websites, including Wikipedia, and has even been criticized by President Barack Obama.  Many of the president’s advisors claim the bill will only make online businesses more vulnerable to lawsuits, while also impeding legal activities and endangering freedom of expression.  In the midst of all the emotion, it’s important to ask…What are the arguments against this “soup”?

First and foremost, under SOPA, the U.S. Department of Justice would have the power to investigate, prosecute, and shut down any individual or company accused of uploading copyrighted material, both inside and outside the country.   The law would also compel U.S.-based search engines, domain hosts, and advertising companies to block services to any site under investigation by the Department of Justice for breach of copyright.  As a result, many analysts predict that this legislation would prompt cloud computing and web-hosting companies to move their operations outside the U.S., in order to avoid lawsuits.   In addition to the economic consequences, all the above would also pose serious threats to Americans’ first amendment right to freedom of expression.

The public outcry and numerous protests surrounding these concerns have so far had one major consequence: the Senate has decided to indefinitely delay its vote on this controversial bill.  For now, SOPA will have to wait.

IBM Expands Cloud Based Analytics for Smarter Commerce

Paul Lima     

I think it’s neat to see how companies are getting together in a consortium, if you will through IBM’s Coremetrics product.  Collectively, they allow any client that opts-into the program to view the aggregate averages within their industry.  Summary information is now being picked up in the press as an indication of how Black Friday went.  Pretty cool if you don’t have to share your information.  And that’s where the IBM Acquisition of DemandTek comes into play.

A sample dashboard from DemandTec

So this type of thinking helps companies competing in the digital marketplace to adapt to changes in consumer demands as they occur.  Companies that can quickly and effectively adjust their price points and product mixes in response to ever-shifting customer buying patterns will have a key competitive advantage in the era of mobile and social networks.

That’s why IBM’s acquisition of DemandTec this past Thursday will make the  Smarter Commerce initiative even more valuable to retailers and manufacturers of packaged consumer goods.  The San Mateo, California based DemandTec develops cloud-based analytics software that allows businesses to examine consumer buying data mined from both online and in-store sales.  DemandTec customers can use that information to quickly and accurately identify consumer trends, helping  them make better price, promotion, and assortment decisions.  And because DemandTec’s software is cloud-based, retailers and manufacturers can collaborate to make time-sensitive business decisions instantaneously.

A sample Coremetrics Dashboard

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Should I build an iPad application?

Paul Lima      Building an iPad app, Flurry, iPad, Magazines, University Alumni

Look at the analytics.  If you’re users are visiting your existing website via mobile devices you can make a better decision.

If you’re using Google Analytics, go to Visitors > Mobile > Mobile Devices.

Media companies, Magazine, Subscription based websites and advertisers should consider building iPad applications.  I’ve tried to list out the following benefits.

Visitors by Mobile Device in Google Analytics

- Instant distribution of content

- Gain insights about the content published (for example, see how many users read each article)

- registered user option (paying or free access to both the app and/or each edition)

- applications built on XML are easy to keep the updated with continuous streams of content with each new edition read more

Why did Microsoft buy Skype?

Paul Lima      Avaya, Cisco, Facebook, google, Microsoft, Nokia, Outlook, Skype

What did Microsoft really buy in this deal?

Code? Nah…

The Skype technology code base is similar to a version 1.0 of a microsoft product and is notoriously known for having been riddled with technical inefficiencies.  The Microsoft Lync product has relatively similar features to Skype.  So if Microsoft really wanted better code, I would guess that they could have out-coded Skype for say a budget of about $1 billion and still have saved 7.5 billion dollars.  So lets take technology and source code off the table.  That’s not it.

Affiliate Relationships? Nope… read more