The infographic resume was a part of our Homework 6. I had a few ideas like have a comic strip highlighting my resume or have a facebook timeline. I went with the facebook timeline.
So, now the Google Online Marketing Challenge (GOMC) is over, we learnt a lot from it.
Our client University of Arizona Press is a non profit publisher. What we failed to understand was that their market is niche and is very limited to scholars. So it is hard to find people who will buy books online. Also its really important to understand who our customers are, what will attract them. How are we different from any other Amazon.com or barnes and noble?
We also learned that it is difficult to stick to the budget. We had to vary our budget a lot and we should not get carried over and make drastic changes to budget.
We learned that sometimes its not possible to do all things. e.g. Our client was not able to set up conversions because it had outsourced the purchasing of books to Chicago. So we had to deal with it.
The ROI is very important. We thought that if we were able to sell books online, then the ROI for our campaign would have been great, but the client thought otherwise. They wanted more people to attend UofA press stall at Tucson Festival of Books and then see them as a potential customers. They only want those people to turn up who are really interested in what press is doing. Since their market is niche, even those 14 conversions we made could have a great impact!
I think sometimes Long Tail Keywords don't work because with us whenever we had a long tail keyword, we always got a message that cannot be displayed due to low traffic. So, if the keyword is very relevant to your campaign but no one is looking for it, then its a concern.
It is difficult to judge awareness, but i think the best way is that if the people click on your campaign.
The blue represents MIS cohort. The one's a liitle closer purplish represents people at UofA but not in MIS. The dark purple below represents college friends. The Green ones represents my school friends (JKPS) and the red ones (KV No 1).
I also visualized Eller MIS Fall 2011 network, which was pretty dense.
This one is hard to decrypt.
So, in short GEPHI gives you the power to visualize your own social network.
In this lecture, we got to learn about long tail keywords and it's importance. Long tail keywords are much more specific to your campaigns. Instead of just focusing on broad keywords, we should also focus on long tail keywords. They are much more specific to the campaign.
So in order to find out the long tail keywords for our campaign we used Juice Analytics website.
So i used the word press and got many combinations.So i can have long tail keyword like the university of arizona press submissions and so on.
We need to have a lot of long tail keywords to have a successful campaign.
Here's a video which talks about long tail keyword.
The most important thing that we learnt in the class was Adrank=f(CPC,Quality Score).
Let's understand what each term means:
Cost-per-click (CPC) is among the most popular options for bidding. The CPC bids decide the amount you are ready to pay for each click on your ad when it gets displayed on Google or other partner sites. A higher CPC bid can let your ad be shown at a much higher position.
Quality Score: . It is calculated using a variety of factors, and measures how relevant your keyword is to your ad group and to a user's search query. The higher a keyword's Quality Score, the lower its cost-per-clicks (CPCs) and the better its ad position.
CTR(Click Through rate) is a way of measuring the success of an online advertising campaign for a particular website. The click through rate of an advertisement is defined as the number of clicks on an ad divided by the number of times the ad is shown(impressions).
Our Pre campaign report is ready, We are going to have 3 campaigns on Tucson Festival of Books, Mexican American Books and Food. We used Google Analytics to come up with Mexican American campaign. Most of the people were visiting mexican american books web pages.
Information networks:
From my perspective, i think information network means a visual representation of network related to anything e.g twitter network or linked in network. It is similar to any network like it has nodes and connections.
We analyzed the LinkedIn Inmaps and we could see how LinkedIn creates different clusters. Here's what my Inmap looks like:
So here the nodes are people and i guess they are connected based on variety of factors like demographics or if you went to same school with them etc.
This visualization could be helpful on a large scale, i mean if you are a government and you create a information network based on health care, you can really know what area or the healthcare is behind.
About the Social Media Project:
I think it is a great opportunity to learn about social media visualization. Our team came up with four possible topics:
Well, i had to change the format of my heading, i really like the "Friends" tv show title like heading. But anyways, Last week Dr. Ram talked about What is BI?KPI?Metrics?Goals?
Well before we begin, a lot of my fellow classmates have tried to answer the question what is BI or Why BI?
My question is different. I am asking are you using you knowlege to focus on usage of the information?This is the question every company has to ask:
Following is a link to video that i found very helpful:
So what is BI?
Ans: how to make use of data to achieve intelligence. It encompasses everything from collection, measurement, understanding, analysis, prediction and management.
BI is set of tools, technologies and techniques used for the all of the above processes.
Key Performance Index(KPI): These are the goals(quantifiable) of an organization. eg if i am a company like Instant Noodles. My goal is to increase the sales by atleast 10% over a year. So yhis can be my KPI. But i have to move on once i have achieved this goal.
Well i found a video which teels us that we should have a common KPI throughout the world so that the businesses are able to compare their performance with others.
Well, there is another interesting term that came up in the class called Paradigm Shift i.e companies are not only interested in their internal data but also in the external data from mobile devices, social networking websites etc.
so internal + external data = BIG data? Yea, you can say that. Watch this interesting video:
