One of the big topics in the publishing world at the moment is the renewed focus on analytics. While most publishers still embrace analytics on only the most rudimentary level, it's getting pretty clear for everyone that analytics must be a key component when evaluating how things are going.
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This is such an important message. The media is simply not living up to its role. To give you a simple example. If I say 'Nigeria', do you think of that country as a disaster filled with terror, poverty, Ebola and other bad things? Or do you see a country that is going though a tremendous positive transformation and future potential, filled with amazing people doing amazing things?
The magazine thinks value is just posting the right ingredients, while the digital natives know that the ingredients are only a small part of the bigger story. They focus on why you should be cooking. They focus on the passion, the energy, the excitement, the memories it brings, the taste, the experiments, and so many other things. They don't just list the ingredients you should use.
Amazon posts seven of these short videos per week, in batches of two, illustrating how this is all part of a marketing plan to push out random content. Bethany Mota works all the time to make videos, but she only posts them when she is happy with the result. Sometimes that means two videos in a week, other times it means only one video per month.
For the past 20 years, ever since the internet gained its fame, people have been chanting the message of personalization. "It will solve everything", they said. "It's the future", they said. "It's like magic", they said, and recently they have added, "it's the result of big data".
The problem with all of this is not just that the whole industry and practice of data brokers has to be put to a stop (which is exactly what we have done in Europe). It's also that many tools and services that we usually do not consider harmful, is secretly partnering with these companies (either for profit, or for mutual beneficial data exchanges, as they say). So, for instance, when you go to Target, your purchase history is sold to a data broker for a profit, where they will then link it to y
Mind you, I have nothing against VCs as such. If you have a really great idea and you can match that with an investment from a really great VC, what they are essentially doing is to give you enough buffer to make your idea come true. The problem I have with VCs is that it's just a loan. They expect to get a return on their investment, and in a fairly quick manner as well. This has a tendency to produce only a certain type of startups (those who focus only at creating platforms at scale), which i
Obviously, this is just an example from one analytics account, your analytics will reveal different numbers. In this case the average deviation is +86%, but I have seen deviations much higher and much lower than that. For one of client (a magazine), the average deviation was 460%. Meaning that the user count reported by their analytics system was 460% higher than the number of actual UserIDs they had recorded on the site.
For years brands have been talking about this thing called Content Management for which we define a Content Strategy. This is all well and good. Many brands have taken on the role of being a publisher themselves, and have started producing awesome content.
On top of that, Apple's executive team, obviously, has the final decision making power in any matter throughout the company ... at all times. You may, if you are doing a really good job, gain enough trust that the CEO allows you to work the way you want to. But, if you, at any point, start to work in a direction contrary to the company as a whole, the CEO (being Tim Cook), not only has the right to step in, it's his responsibility.
On YouTube...well...it's tricky. A view is generally counted only after 30 seconds, and they are only partially auto-playing. By this, I mean the first video you see isn't auto-playing. You have to make a deliberate choice as to what video to see. But once you have watched that first video, the new default setting for YouTube is that it will Autoplay the next 'suggested' video once the first one is completed. This makes it nearly impossible to determine the value of a YouTube view, because it de
Back in 2012, I wrote a series of articles called "RESET" that looked at the transformative changes that we were about to happen between 2012 and 2015. One was about the changes in the media landscape, another was about the changes for brand agencies (and marketing in general), and yet another was about the new world of digital book publishing.
But, in doing so, they are forgetting that this value doesn't come from offering a fixed price for as wide an offering as possible. Value comes from the special items. The books that stand out from the rest. The products that are worth more than others. And the brands that know how to focus and put in the effort to make it worthwhile to use.
One big question these days is what the ad-blocking trend will do to the market. Is it something we should be concerned about? Will it destroy the internet? What about ad-blocking on mobile?
It's the same about startups, especially those backed by VCs. The VC comes along with a bag of 10 balls, and tells the startup to start juggling. The startup throws all 10 balls up into the air, having no real clue as to how to run a business. It looks amazing and makes a ton of noise, but since he hasn't actually learned how to juggle, they all come crashing down. So that startup goes out to the VCs and asks for another round of funding (another bag of balls). The VC being really impressed by a