Analytics   |   April 4, 2014

5 Superhero Powers Derived From Analytics

A minute read by Jason Prance, VP, Strategy

I would often joke with colleagues about how much more powerful I  become with each new Google Analytics account or floodlight tag. Now, after  over a decade of analytics, heat mapping, multi-variant testing, and data-driven  marketing strategies there’s only one conclusion to make. By the  Power of Grayskull, I HAVE THE POWER.

As marketers, we try to harness our internal Don Draper instincts  from our gut to create the next best campaign that will change the world. There’s  nothing wrong with this but you can’t leave out the best sidekick in the  business, analytics. Below are 5 superhero powers that most closely match the  data-driven, conversion-focused work we do every day for our clients.


1. Telepathy


Xavier was able to read the minds of others within a 250 mile  radius. With today’s leading analytics platforms, you can  get into the minds of web site visitors all over the world. With the right  experience, skills and data you can be aware of:


  • Sentiment  Analysis (Are people positive or negative about a topic?)
  • Behavior  (What path did a visitor take through your website?)
  • Visitor  recordings (Actually see every mouse click and form entry of a unique visitor.  Creepy, I know.)
  • Heatmaps  (See where visitors hover their mouse before they click to know where  opportunities and problems exist)



2. Telepathic Camouflage


This is a sub-set power of Telepathy which can make others see  you as someone else by manipulating and controlling their minds.

Advanced web development in combination with analytics creates a  very similar super power.
  When we implement behavioral content triggering to deliver  personalized content based on previous site activity, we are essentially  manipulating dynamic web pages with the right message by reading the visitors’  minds, err, I mean cookies.


3. Precognition


We don’t have to float in a pool of water  like the precogs from Minority Report to be able to perceive the future. We do  it every day when we deliver weekly action reports to our clients. In these  action reports, we pay close attention to the trends and KPIs that quantify our  objectives which enable us to deliver recommendation based on data-driven  insights.
  When a precog sleeps, they can not only predict the future but  can also develop what is called a “danger sense”  which can show the subject being threatened and what direction it is  coming from. That’s directly in line with how we  leverage routine competitive analysis to know what our client’s  competitors are doing across multiple channels including SEM, SEO, Social and  more. We like to sleep a lot too, so there’s also that.


4. Electrical Transportation


The ability to travel through electrical conduits and enter  devices such as TVs, computers and mobile phones is not a very new concept to us  at all these days. But it wasn’t that long ago when the  well-intentioned Dr. Lawrence Angelo plugged Jobe into VR to improve his  intelligence. This soon backfired and then he became omnipotent in the digital  world.
  Here’s just a few of the ways we travel  through the fiber to bring our targeted audiences the right messaging at the  right frequencies to deliver maximum ROI.

  • Programmatic  Media Buying
  • Remarketing
  • Paid  Search Marketing (SEM)
  • Search  Engine Optimization (SEO)
  • Social  Media Marketing

All of these tactics are led by the insights that we derive from  our intelligence platform.


5. Time Travel


Great Scott! How could we forget this one? Unfortunately for  Marty and Dr. Emmett Brown, it takes way more than 1.21 Gigawatts to power the  servers that run our big data.

We jump into the DeLorean every day for our own business and  clients for a trip to the past in order to learn from our data and provide  actionable recommendations to inform ongoing and future campaigns. Here are  just a few of the things we look for as we navigate past data.

  • New  vs. Returning Visitors (How well are we doing to bring people back to the  site?)
  • Engagement  (How long do visitors stay and how many pages do they typical browse?)
  • Demographics  (What is the age, location and affinities of our visitors?)
  • Conversion  Rate by Segmentation (Which channels, visitors, behavior drive the highest  conversions for your business?)

As far as future time travel goes, the good Doc has already  taught us this lesson. The future is what you make of it, so make it a good  one.