Potential Digital Real-estate in Targeted Marketing

Google is trying really hard to make your internet browsing experience a good one. However, their reasons for doing so are not necessarily in your best interests. Beit intentionally or subconsciously, we customize things we interact with on a daily basis. The internet is one of those things. If we lack the skills to customize our internet browsing, then Google can handle some of this for you…at a small cost; they have to know about you. Quoting from Google’s privacy policy[1], here is some of what they collect:

• Device information (OS, browser, IP)
• Log information
• Location information
• Unique application numbers
• Local storage
• Cookies and anonymous identifiers

Though not specifically mentioned, Google says they collect this information for this reason:

We use information collected from cookies and other technologies, like pixel tags, to improve your user experience and the overall quality of our services. For example, by saving your language preferences, we’ll be able to have our services appear in the language you prefer. When showing you tailored ads, we will not associate a cookie or anonymous identifier with sensitive categories, such as those based on race, religion, sexual orientation or health. We may combine personal information from one service with information, including personal information, from other Google services – for example to make it easier to share things with people you know. We will not combine DoubleClick cookie information with personally identifiable information unless we have your opt-in consent.

Much of the public side of the information Google collects is done so with your consent, and much of the time, you give your consent by using their services.

As mentioned above, Google uses this information to show you tailored ads. These ads seemingly haunt your browsing experience. Once you have searched for an item, you notice ads for this (or similar) items advertised on the bulk of websites you visit afterwards. This means, while you are sitting at your computer, you are the target of specific marketing ads, making company marketing dollars more valuable. But, what happens when people are not in front of their computer? Is there a way these targeted ads can carry outside of a computer, phone, or tablet?

There are a few national averages I must mention at this time that will be pertinent down later on.

1. The national average daily commute time is 25.4 minutes (one way)[2]
2. The national average amount of time spent watching television, among multiple age groups, is 30 hours a week[3]

If Google could find a way to specifically target ads to you in your car and on your television, this could mean a roughly 87% increase in advertising. The technology is there, but is not yet being utilized.

Targeted Ads on your television

Nearly 2/3 of all televisions currently on the shelf are advertised as “Smart TVs” (meaning, there is a WIFI chip integrated into the television itself). If Google were to partner with television manufacturers, the identity of an internet user could easily be tied with the identity of a television viewer, allowing the internet users search history to now show actual commercials pertaining to products searched.

However, Google is no stranger to this marketing tactic. In October of 2013, GIGAOM.com[4] published an article announcing Google’s intention to finally do away with Google TV and, instead, focus on enhancing Android TV. Android TV will be a stand-alone video viewing platform that won’t have the same reach without the partnership.

This is almost happening in the auto industry

Google’s intention to begin advertising to people in cars is evident with a patent awarded them earlier this year[5]. However, this patent is small potatoes compared to a recent allegiance with automakers. Forbes.com published an article early this year announcing Google’s alliance with multiple auto makers, saying, “…an initiative involving Audi , GM, Honda, Hyundai and chip-maker NVIDIA, that aims to bring the Android experience to in-car navigation and infotainment systems.”[6] With the Android fingerprint now being built into cars, it is only a matter of time before your car is deemed another browsing platform to be grouped with your phone, tablet, and computer. Here, the integration of targeted marketing cross-over has been further simplified. The end result of Google’s intentions is to have a car that will drive itself. If Google’s lofty goal doesn’t sink the project, the potential marketing strategies could easily survive.


Like any new technology, there is uncertainty as to the way the general public will react to it. If the software is poorly programmed, or the content is not organized well, the social threshold won’t allow the strategy to take root and it could sink, much like Google TV.

Or, the strategy could take root and quickly gain momentum. If this happens, there could be serious complications for small businesses without a significant online presence. Advertisements for big corporations could dominate the digital “airwaves” thinning out local markets. When the little guy feels threatened, then legislation comes in for the rescue.

This is an emerging front with not much specifically written on the topic. However, the Open Automotive Alliance Press Room will keep you abreast of the landmarks they hit. Remember, the end goal for this alliance is to have a car that will drive itself, so take their victories with a grain of salt.

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[1] Google Privacy Policy (2013, December 20) Retrieved February 18, 2014
http://www.google.com/policies/privacy/
[2] Average Commute Times Retrieved February 18, 2014, from Project WNYC
http://project.wnyc.org/commute-times-us/embed.html#5.00/42.000/-89.500
[3] MarketingCharts staff (2013, December 9) Are Young People Watching Less TV? (Updated – Q3 2013 Data). Retrieved February 18, 2014, from Marketing Charts
http://www.marketingcharts.com/wp/television/are-young-people-watching-less-tv-24817/
[4] Janko Roettgers (2013, October 10) Google to sunset Google TV brand as its smart TV platform merges with Android. Retrieved February 14, 2014 from Gigaom
http://gigaom.com/2013/10/10/google-tv-rebranded-android-tv/
[5] Frederic Lardinois (2014, January 3) Google Awarded Patent For Free Rides To Advertisers’ Locations. Retrieved from Techcrunch
http://techcrunch.com/2014/01/23/google-awarded-patent-for-free-rides-to-advertisers-locations/
[6] Amadou Diallo (2014, January 6) Google Set To Drive Android To Your Car. Retrieved February 18, 2014 from Forbes
http://www.forbes.com/sites/amadoudiallo/2014/01/06/google-set-to-move-android-to-your-car/

Some Context to Web Analytics: A Remedy to “Smiling and Nodding”

Each of us at some point have been guilty of smiling and nodding during conversations to hide the fact that we actually have no clue what the other person is talking about. For those just joining the Web Analytics 2.0 discussion there is a lot of smiling and nodding going on. The purpose of this post is to provide some context in which some of the discussions on techie blogs such as Beyond Web Analytics.com take place.

First, it is important to understand that in conversations dealing with web analytics tagging or tags has nothing to do with graffiti artists, childhood games, or your Aunt Mertyl’s neck. The words "tag" or “tagging” in web analytics refers to a structure to capture and categorize codes in JavaScript (most commonly) or some other computer language (Briggs 2013).

When a user enters a website a long tail of JavaScript follows. This long tail is not obvious like a long trail of toilette paper stuck to the bottom of your shoe. Instead it is only visible to those looking for it behind the scenes. If you would like to see the code right click on a web page and click “view source.” Once a viewer requests a site in the URL (you know the bar in the top where you enter the web address), the chain of code is dumped into the web analytics tool (Wilson 2011). The web analytic tool draws out codes that have been “tagged” as important to the company.

The long continuous chain of JavaScript codes reveal information about the user and about the website. For example, the JavaScript is different for those who enter a web site through an emailed link, a certain website, or even a GoogleAd. By tagging these codes a company can learn how effective a new advertising campaign is as they track how many viewers originated from an email link, a GoogleAd, or some other site (GoogleAnalytics 2010, Kaushik 2010). Similarly, the codes can provide key performance indicators about their own website (Kaushik 2010). For example, if a viewer enters at point A, exits at point Z, or drops out somewhere in between.

Since about 2009 tag management systems have been making it easier for companies to engage in tagging (Manion 2010). This is done by automating the process to some degree. Previously, a Trekki or IT analyst had to copy and paste each code onto every page manually. Tag management systems provide the structure to enable analysts to enter code once and indicate which pages to assign the tags to. This is similar to how Excel can do somewhat sophisticated analysis for you as long as you know the syntax formula.

Now you know what tag, tagging, and tag management means in regards to web analytics. You can feel rest assured that you can postpone the inevitable smile and nod reaction for at least another 30 seconds in your next web analytic conversation.



References

Briggs, Jaron (2013) Software Systems Specialist at Software Technology Group. [Conversation on January 13, 2013].

Google Analytics (2010). Introduction to Google Tag Manager, http://www.youtube.com/watch?v=KRvbFpeZ11Y [Viewed January 12, 2013].

Kaushik, Avinash. (2010) Web 2.0: The Art of Online Accountability & Science of Customer Centricity. Wiley Publishing, Indianapolis, Indiana

Manion, Josh (2010). “Tag Management Systems”. Beyond Web Analytics Episode 32 [Viewed January 12, 2013]

Wilson, Tim (2011). Web Analytics Tagging and Tracking Explained Giliganondata.com http://www.youtube.com/watch?v=brUyIQJJjE0 [Viewed January 12, 2013].