Up next post will focus on the marvel of World War II Soviet propaganda. The Soviets were masters at warping the Russian people's perceptions of reality and using art, monuments and rhetoric to do so. This poster is typical Proletariat fare and features the caption: The People and Army are One! At the time of this poster, the government was striving to involve the people back in the USSR in helping to support the war effort. Since the army was fighting abroad, the audience includes the men and women not able to serve. The enthymeme is a typical war-time ideal: What are the consequences of "supporting the troops" (an interesting idea even today) on the success of the army? The manufacturing and agricultural efforts of the people back home will feed and clothe the army, as well as supply it with needed weaponry. The fact that the government felt a need to issue this poster indicates that ordinary citizens felt that they could not contribute to the war effort. The logos of the argument is that (apparent) unity breeds success. I think that most people would find that a logical conclusion. However, the appeal of this piece of propaganda is rooted in pathos. For Russians, red is a very important color. It symbolizes both power and beauty and would appeal to the Marxian idea of communism and the idea of "everyone in it together." The faces of the people radiate pride in their calling and satisfaction in their work, implying that anyone who unites with the army will have those very same feelings. The ethos is established through the hammer and sickle sign, representing the twin foundations of communism: industrial and agricultural workers. The success of Soviet propaganda is debated, but I believe that these posters were effective. The Russian people always wanted that unity, but the Soviet government is the one who made a bungle of it all.
Showing posts with label English. Show all posts
Showing posts with label English. Show all posts
Sunday, April 13, 2008
FW Ben in Alaska
Basically my brother and his wife screwed themselves over, royally. My brother Ben is a pre medical student studding biology at BYU-I He and his wife took an internship in Alaska, where they called me from today, to wish me a happy birthday. I turned that phone call into I hope, a benificial conversation to motivate them do some thing that they have been dreading and putting off. Namely petition to switch tracts at school. BYU-I is so retarted in that they even have "tracks" it is a way of rationing the student body in such a way that every student has and only has 2 semesters a year that they can atttend school, I guess that this allows more students to attend. The unfortunate situation is that the medical internship in alaska is 8 months long, this means that Ben will miss his opportunity to attend school because of the internship and when he gets back he will be "off track" which means that he can not attend. Through the meny phone calls his wife has made to try to get things straightened out she spoke with a man who is on the committee who would make the decision about swithing tracts said that they could submit an online 300 word petition "but that they never even looked at them". So with out any feeling of success they have done nothing.......... I spoke with them briefly (only about2 hours.....) and helped them trough an argument analysis and I think that we came to the conclusion that they could build a strong argument via logos pathos and ethos. It is imposable for me to right down all of what we said but I truly enjoyed the power that Rhetorical analysis has allowed me to put good arguments together in a logical way that is targeted to my audience.
FW Targeting and 1 to 1 behacioral targeting
Targeting
Online marketers are awaiting the day when candidates decide to utilize the highly specialized targeting abilities of the web. Right now candidates have the ability to specialize their messages through geographic or behavioral targeting capabilities.
Through behavioral targeting, campaign websites can serve ads or display content on their site in a special order as a reaction to the clicks or digital footprints that a person takes on their site. For example, they can serve more information about immigration as a person clicks on sections of the site pertaining to immigration - even to the extent that they recognize that user again and prominently display their immigration stance on the front page when the user returns. They can also purchase ads on exterior sites and serve content in the ads specific to topics that a user has already researched.
Similarly, campaigns can change their content to serve the interests of specific georgraphical areas by targeting IP addresses. For example, a website might say "Welcome, Texans" when a Texan visits the site. This could be extended to serving campaign stance content relevant to certain areas more prominently.
While behavioral targeting and geographic targeting are not currently used (as far as we know), the potential impact of this could greatly help or hurt (if done in a deceitful manner) a politicians campaign (Batra para. 1-10).
Online marketers are awaiting the day when candidates decide to utilize the highly specialized targeting abilities of the web. Right now candidates have the ability to specialize their messages through geographic or behavioral targeting capabilities.
Through behavioral targeting, campaign websites can serve ads or display content on their site in a special order as a reaction to the clicks or digital footprints that a person takes on their site. For example, they can serve more information about immigration as a person clicks on sections of the site pertaining to immigration - even to the extent that they recognize that user again and prominently display their immigration stance on the front page when the user returns. They can also purchase ads on exterior sites and serve content in the ads specific to topics that a user has already researched.
Similarly, campaigns can change their content to serve the interests of specific georgraphical areas by targeting IP addresses. For example, a website might say "Welcome, Texans" when a Texan visits the site. This could be extended to serving campaign stance content relevant to certain areas more prominently.
While behavioral targeting and geographic targeting are not currently used (as far as we know), the potential impact of this could greatly help or hurt (if done in a deceitful manner) a politicians campaign (Batra para. 1-10).
RA add analysis of truck add
The advertisement that I choose to analyze was actually on the side of a big home furnishing truck of a large local retailer. It took up the entire side of the semi. The picture had no text other than the company name. And it showed a an over head of a living room it had “the mom” laying on one half of the corner couch with “the daughter” sitting on the other side of the corner couch, with “the husband” getting a back scratch from the wife as he sits on the ground with “the son” sharing a huge bowl of popcorn. Laughing and giggling while all watching a huge big screen TV. So that is the ad.
The analysis of this ad tells me that this add is targeting women, and while the couch that the wife was using was as a product, was being sold as much as the TV as a product was being sold in the ad. But a deeper analysis shoes that the advertisement was not selling the furniture at all to the wife it was selling the family experience. It was selling that the husband would spend more quality time with the kids (if you bought the furniture), and the husband would be happier (if you bought the furniture) and you would be more comfortable, less stressed, more relaxed (if you bought the furniture). That is from my perspective what the advertisement was trying to sell.
For home theater in general women are harder to sell than men, which is why they are targeted in this add. If this add had been selling to men. It would have focused more on the equipment and hit up the high definition and how all of your buds are going to want to come over to YOUR house to watch the game ect. It was interesting to be able to analyze these aspects of the adds I see.
The analysis of this ad tells me that this add is targeting women, and while the couch that the wife was using was as a product, was being sold as much as the TV as a product was being sold in the ad. But a deeper analysis shoes that the advertisement was not selling the furniture at all to the wife it was selling the family experience. It was selling that the husband would spend more quality time with the kids (if you bought the furniture), and the husband would be happier (if you bought the furniture) and you would be more comfortable, less stressed, more relaxed (if you bought the furniture). That is from my perspective what the advertisement was trying to sell.
For home theater in general women are harder to sell than men, which is why they are targeted in this add. If this add had been selling to men. It would have focused more on the equipment and hit up the high definition and how all of your buds are going to want to come over to YOUR house to watch the game ect. It was interesting to be able to analyze these aspects of the adds I see.
RA Citi Bank Ad Citi to City
“From City to Citi”, andvertisement from citi bank found here. http://neweconomist.blogs.com/new_economist/2007/04/citibankcity.html proclaims this Citi Bank advertisement, while an antique suitcase proudly displays decals and stickers from a few of the most reknown musical festivals in America. Unsurprisingly, this ad runs in Spin magazine, a magazine catering to the beatnik and the more-than-casual disciple of the music scene. In fact, there are few average people out there that would be able to even recognize all of the events displayed, let alone claim to have attended them all. Thus, the audience that this ad is targeting is those people of a younger age who get their kicks by city-hopping to various fields and desert locations in order to rock out with a few good, and many, many bad bands at festivals. There is certinaly a more suttle target audience here from citi to city meaning, is not so much targeted at the people who would use this bag as much as business men who also go from city to city and will need to count on the fact that thety will have access to thier money without ATM fees.
The advertisement, while simple, accurately and effectively speaks to its target audience: the slogan is short, but communicates much: “You are on the road constantly, driving all around the country chasing your favorite bands, and we know that this takes money.” “Why not bank with us, and we’ll worry about the funds. You just enjoy the show.”
Their ethos is secure in that the amount of shows that they are dropping names about exceeds the knowledge of the mere casual concert-goer. The logos is implied in the slogan that seems to suggest that if one travels from city to city, of course they’re going to need a bank. However, the inherent logic could be a bit stronger, as most festival-jumpers are likely going to be opportunistic youths who’s fiscal concerns amount to accumulating the change from the cushions of their couches to scrounge up enough cash to cover the tickets. It makes me wonder if citi bank is really targeting its prime audience.
Fortunately, this advertisement’s strength comes from its pathos. Look at that suitcase. It is the suitcase of choice for wanderers, hitchhikers, and students. The bag is retro and well used to say the least. It fits in with and is comfortable with the fluid nature of this target audience.
TA Style check: The Art Spirit
The Art Spirit, a book of compiled teachings by renowned artist Robert Henri, works better as a compilation of thoughts and advices. The words were written honestly and without intent to write anything significant. It is merely a collection of sincere advice, honest correspondence, truthful reflection and critique, and pure intentions. At times, it seems like Henri struggles to accurately explain his feelings. Perhaps that is why the same core feelings and thoughts are expressed over and over throughout the entire book. You can definitely tell that he really thinks and feels the way he has written it, and yet it goes deeper than that. Personally, I take a more practical approach towards art and generally adhere to a more practical definition thereof, but it would be ignorant of me to deny the fact that there truly are philosophies at work in art, and that art is not so much a state of doing as it is a state of thinking. As Henri proposes, an artist must concentrate. An artist must use his brain. An artist must learn to see. These are all practical things, in addition to the many practical advices he offers, but his main point is that an artist must feel. He must feel what his subject is. He must feel a certain way about it. He must depict the way he feels in his work. He must constantly and always feel like an artist. If a student learns the business of drawing, he has learned to draw, but nothing else, just as an actor can learn to recite lines, but not truly act. It is something more to be an artist. Being an artist is a state of mind, and according to Henri, that state is relative to each artist. Each should be unique, sincere, and open to ideas, feelings, and concepts. A true student of art must already be an artist. Everything else will follow. This autor is able to use style to be very persuasive and convince us the readers of the irronious idea that "if you have it , you have it, if you dont, you dont". I would say that it is very effective.
Thursday, April 10, 2008
RA Movie: I am Legand with Will Smith
Now that blue ray has finally won out over HD DVD, and the Home HD experience is upon us. I did it........ I purchased my first SD (standard Definition) DVD. Am I behind the times or what?
I must admit that I don’t watch much TV, if at all in a week, but Do love movies, And I am a frequent patron to the red boxes around Provo. This week I came to the realization that I once you add all of my late fees to the mix. I am paying almost as much as if I had just bought the DVD. So when My brother and sister were in town this past week and their suggested movie " I am Legend" was not a Red Box or Hollywood video, I went out and bought it. And I don’t regret it. If you have not seen it, stop here and go and see it, if you have please read the remainder of this post for my Rhetorical analysis of the movie.
I am going to analyze how effective the makers of this movie were able to persuade, or pull you into the movie's reality.
First the Plot: In New York a doctor comes up with a cure for cancer and it has cured 10006 of its 10006 test subjects, however as you learn through flashbacks there are dire consequences, you turn into a zombie like creature. Through their flash backs you learn that the disease became airborne, and also passed from infected to uninfected. The government sealed off NY Island by exploding the bridges. The disease killed 98% of its hosts and the rest are zombies, except will smith and his dog who he has protected from the disease.
All of the above information was given through flash backs as the present of th Movie, Will Smith is alone in Long Island, hunts from his mustang, the deer that run the streets. and Will Smith in his basement is trying to come up with a way to transfer his immunity to the infected.
What worked:
In the city shots when will smith was out and about, the city was supposed to look as if it has stayed still for 3 years, there are weeds growing up through the cracks in all of the streets, and all of the cars that were once jam packed trying to get out of the city are still in the streets. Everything had a dusty look to it. Some of the buildings had plastic wrapped around them with the Bio hazard symbols on it. I first though that the plastic was to keep the infection out, but when i thought more about it, it was to keep the infection from getting out of the building. All of these Computer effects were effective in pulling me into the movie because if the way they created a logical, landscape for the situation, they also used emotion through specific examples of families that were infected, to generate fear of the disease and to reinforce its reality.
Some things that did not work:
Despite the strong pull for logic in the NY Cityscape, during the movie, I realized that there were some significant flaws that detracted me from completely believing their reality and that was the city was in far to good of shape. There were no sighs of looting, damage, fire, bones, broken glass or anything that would indicate that there had been a massive disturbance of the city. AKA every one is running for or defending their lives. not to mention the fact that there are millions of zombies that come out at night and look for food..... and they are not very calm or peaceful creatures.
If the movie makers would have addressed these issues in their logical argument for the films reality they would have pulled more viewers into the movie. As it currently sits I would give the movie a 8 out of 10 for its effectiveness, to pull in the viewers.
I must admit that I don’t watch much TV, if at all in a week, but Do love movies, And I am a frequent patron to the red boxes around Provo. This week I came to the realization that I once you add all of my late fees to the mix. I am paying almost as much as if I had just bought the DVD. So when My brother and sister were in town this past week and their suggested movie " I am Legend" was not a Red Box or Hollywood video, I went out and bought it. And I don’t regret it. If you have not seen it, stop here and go and see it, if you have please read the remainder of this post for my Rhetorical analysis of the movie.
I am going to analyze how effective the makers of this movie were able to persuade, or pull you into the movie's reality.
First the Plot: In New York a doctor comes up with a cure for cancer and it has cured 10006 of its 10006 test subjects, however as you learn through flashbacks there are dire consequences, you turn into a zombie like creature. Through their flash backs you learn that the disease became airborne, and also passed from infected to uninfected. The government sealed off NY Island by exploding the bridges. The disease killed 98% of its hosts and the rest are zombies, except will smith and his dog who he has protected from the disease.
All of the above information was given through flash backs as the present of th Movie, Will Smith is alone in Long Island, hunts from his mustang, the deer that run the streets. and Will Smith in his basement is trying to come up with a way to transfer his immunity to the infected.
What worked:
In the city shots when will smith was out and about, the city was supposed to look as if it has stayed still for 3 years, there are weeds growing up through the cracks in all of the streets, and all of the cars that were once jam packed trying to get out of the city are still in the streets. Everything had a dusty look to it. Some of the buildings had plastic wrapped around them with the Bio hazard symbols on it. I first though that the plastic was to keep the infection out, but when i thought more about it, it was to keep the infection from getting out of the building. All of these Computer effects were effective in pulling me into the movie because if the way they created a logical, landscape for the situation, they also used emotion through specific examples of families that were infected, to generate fear of the disease and to reinforce its reality.
Some things that did not work:
Despite the strong pull for logic in the NY Cityscape, during the movie, I realized that there were some significant flaws that detracted me from completely believing their reality and that was the city was in far to good of shape. There were no sighs of looting, damage, fire, bones, broken glass or anything that would indicate that there had been a massive disturbance of the city. AKA every one is running for or defending their lives. not to mention the fact that there are millions of zombies that come out at night and look for food..... and they are not very calm or peaceful creatures.
If the movie makers would have addressed these issues in their logical argument for the films reality they would have pulled more viewers into the movie. As it currently sits I would give the movie a 8 out of 10 for its effectiveness, to pull in the viewers.
Wednesday, March 26, 2008
RA Nikon Camera AD analysis
I went through some ad's and found one that stood out to me. Based on the magazine it was found in, ESPN the Magazine, the audience is primarily men who seek a little adventure and fun through sports and hobbies and being outdoors. It is aiming at an older audience; most young men don't have the money for an SLR digital camera. The picture being shown is of a child; indicating that the camera can be used to capture the sporting events of a child. A woman is holding the picture out towards us...it is a huge and clear printout of the child, indicating that you can capture a moment in clear detail and print it out at even a large size without sacrificing quality. The headline of the ad stresses that more of your pictures will be good; that before she had to delete 9 out of 10 pictures, but then she got the Nikon D40. It's basically saying that this camera is so good that it will do the rest; no substantial talent needed.
The ethos for the ad is that it is in a major publication and is from a well known company. Nikon is recognized as being a leader in the industry, along with Canon...It doesn't try to seek credibility in a study or statistic that proves it's the best camera on the market. Mainly because it's a entry level camera, and they want people to see it and think "if I want a cheaper alternative to taking great photos, then the Nikon D40 is the one for me." Another ethos aspect is that it invites you to log onto a website and see the sample photos taken by 200 amateurs who were given the camera for free; this backs up their claim that anybody can take a good photo, even you. The Logos is played on a little less; if you get this camera, you will take better photos. Each photo you take will be better, so you'll capture that special moment. The pathos of this ad is the woman holding the picture. She is smiling and is in bright yellow clothing; she stands out from the crowd, just like you will do if you have this camera. The picture features a happy, smiling child...Appealing to the emotions of anybody with a child who has ever taken a picture of their child or wished they had better photos of their child. It's a common and simple emotional appeal. I think it's effective for the target audience; they don't need to see data showing the megapixels and comparing the Nikon and Canon; they just want an affordable camera to take better photos. There's a large market for it and they don't care about technical features; this ad makes an appeal to logic because it has high credibility and has the right amount of emotion to connect with the audience.
The ethos for the ad is that it is in a major publication and is from a well known company. Nikon is recognized as being a leader in the industry, along with Canon...It doesn't try to seek credibility in a study or statistic that proves it's the best camera on the market. Mainly because it's a entry level camera, and they want people to see it and think "if I want a cheaper alternative to taking great photos, then the Nikon D40 is the one for me." Another ethos aspect is that it invites you to log onto a website and see the sample photos taken by 200 amateurs who were given the camera for free; this backs up their claim that anybody can take a good photo, even you. The Logos is played on a little less; if you get this camera, you will take better photos. Each photo you take will be better, so you'll capture that special moment. The pathos of this ad is the woman holding the picture. She is smiling and is in bright yellow clothing; she stands out from the crowd, just like you will do if you have this camera. The picture features a happy, smiling child...Appealing to the emotions of anybody with a child who has ever taken a picture of their child or wished they had better photos of their child. It's a common and simple emotional appeal. I think it's effective for the target audience; they don't need to see data showing the megapixels and comparing the Nikon and Canon; they just want an affordable camera to take better photos. There's a large market for it and they don't care about technical features; this ad makes an appeal to logic because it has high credibility and has the right amount of emotion to connect with the audience.
RA Self Exteme Fund.Great example of ethos, RA of Movie
I chose to analyze a commercial for Dove’s “Self-Esteem Fund.” (http://youtube.com/watch?v=u86OH9mTG2Y&mode=related&search=) which supports education programs that promote confidence, self-worth, and health body image in young people. It is part of Dove’s “Campaign for Real Beauty,” in which the company aims to redefine female beauty in a society saturated by unrealistic images of youth and perfection.
For more details on the Self-Esteem Fund, visit http://campaignforrealbeauty.com/dsef/temp2.asp?id=4196
What is the main argument of this ad? This ad argues that the Dove Self-Esteem Fund can help teach girls with insecurities to love and accept themselves. Who is the intended audience for this ad?
This ad primarily targets a female audience, particularly younger girls and their mothers.
What are the Appeals of the Ad?
When looking at this commercial by Dove and their self-esteem fund, one can say it’s obvious how they are using todays doxa to reach out. Doxa is the beliefs, opinion, prejudice, etc. that exists within a society. A doxa also contains values. Some values are about beauty and by being beautiful also meaning to be accepted. Young girls of today don’t feel good about themselves because of the demands about outer apperance. Dove says in the commercial: “let’s change their minds”, “because every girl deserves to feel good about herself.” In a way, Dove is trying to change our doxa by asserting that being beautiful does not necessarily entail blonde hair with a size 2 waistline.
The commercial is also kairos because the issue of body image is a very prominent topic today. Dove is taking advantage of the public’s increasing awareness of how the standard of beauty in popular culture is a completely artificial construct. Today, we are very conscious of the dangers of low-self esteem, including depression and eating disorders. Also, this particular ad features girls of many different racial backgrounds, reflecting the current demand for political correctness.
To reach out with the message about the self-esteem fund Dove are using young girls with worries and disgust for their own apperance. This is called evidentia and can be explained as evidence. One can say that Dove is using these girls as evidence. So that we can see with our own eyes their worries and that Dove cares.
Showing us these girls and letting us know how they feel about themselves is a use of pathos. They want to make us feel for them, and even remind us of how we feel about ourselves. For young girls with the same lack of self-confidence, as the ones in the commercial, it’s a certain way to be reached. They can identify themselves with these girls. The aesthetics of the commercial further contribute to the commercial’s pathos appeal. First, the background music is sung by a choir of young girls; their angelic voices complement the images of cute, wide-eyed children. The juxtaposition of such lovable images with words like “hates her freckles” creates quite a heartbreaking scenario. Also, the girls are looking straight out of the screen, directly at the viewer. The camera also zooms in on most of their faces. This makes the person watching the commercial feel more of an emotional connection. In addition, Dove chose a white background for certain frames of the commercial, as well as a soft, warm light quality, reflecting hope for the future.
The commercial uses logos to put forth its main argument. It claims that if the self esteem fund reaches young girls with insecurities and self-esteem issues, then those girls will change their minds and learn to accept themselves. Dove thereby offers a solution to help girls “see how beautiful she really is.”
The commercial gives Dove a strong corporate ethos, because Dove is trying to portray itself as an ethical company that takes responsibility for the image it projects to impressionable young girls.
Is this ad culturally specific?
To fully appreciate the commercial, one would have to be aware of its cultural context. In other words, this ad strongly alludes to the perceptions of beauty in American popular culture: young, skinny, blonde, and perfect. But it is universal as well, because insecurity about body image is not a culturally confined phenomenon. The commercial also reflects a society that considers girls’ self-image and self-worth important. Furthermore, the background music for the commercial is a choral rendition of “True Colors,” a song by the 1980’s American singer Cyndi Lauper.
Is Dove convincing?
I think they have a good and strong ethos for their audience mostly because of their use of pathos. But I must also give Dove credit for using kairos in a cultural context with this campaign. Today, as an adult, I’m asking myself questions like: Well, I like the idea of the real-beauty campaign and making girls feel better about themselves, but do they really care or is this only a marketing strategy with a skilled use of rhetoric? I guess a little bit of both. But still, they have made a good effort to be convincing. Dove has it right that young girls’ self esteem needs to be nurtured, but how exactly is a “Self-Esteem Fund” going to accomplish that? Tthe commercial raises doubts about Dove’s motives. Dove might be taking advantage of the growing backlash against skinny models and surgically altered movie stars to boost its company, but they deserve credit for choosing such a timely campaign. In terms of pathos, I would say the commercial did well, but its logic is unclear. I believe that the ad was most successful in contributing to Dove’s corporate ethos.
For more details on the Self-Esteem Fund, visit http://campaignforrealbeauty.com/dsef/temp2.asp?id=4196
What is the main argument of this ad? This ad argues that the Dove Self-Esteem Fund can help teach girls with insecurities to love and accept themselves. Who is the intended audience for this ad?
This ad primarily targets a female audience, particularly younger girls and their mothers.
What are the Appeals of the Ad?
When looking at this commercial by Dove and their self-esteem fund, one can say it’s obvious how they are using todays doxa to reach out. Doxa is the beliefs, opinion, prejudice, etc. that exists within a society. A doxa also contains values. Some values are about beauty and by being beautiful also meaning to be accepted. Young girls of today don’t feel good about themselves because of the demands about outer apperance. Dove says in the commercial: “let’s change their minds”, “because every girl deserves to feel good about herself.” In a way, Dove is trying to change our doxa by asserting that being beautiful does not necessarily entail blonde hair with a size 2 waistline.
The commercial is also kairos because the issue of body image is a very prominent topic today. Dove is taking advantage of the public’s increasing awareness of how the standard of beauty in popular culture is a completely artificial construct. Today, we are very conscious of the dangers of low-self esteem, including depression and eating disorders. Also, this particular ad features girls of many different racial backgrounds, reflecting the current demand for political correctness.
To reach out with the message about the self-esteem fund Dove are using young girls with worries and disgust for their own apperance. This is called evidentia and can be explained as evidence. One can say that Dove is using these girls as evidence. So that we can see with our own eyes their worries and that Dove cares.
Showing us these girls and letting us know how they feel about themselves is a use of pathos. They want to make us feel for them, and even remind us of how we feel about ourselves. For young girls with the same lack of self-confidence, as the ones in the commercial, it’s a certain way to be reached. They can identify themselves with these girls. The aesthetics of the commercial further contribute to the commercial’s pathos appeal. First, the background music is sung by a choir of young girls; their angelic voices complement the images of cute, wide-eyed children. The juxtaposition of such lovable images with words like “hates her freckles” creates quite a heartbreaking scenario. Also, the girls are looking straight out of the screen, directly at the viewer. The camera also zooms in on most of their faces. This makes the person watching the commercial feel more of an emotional connection. In addition, Dove chose a white background for certain frames of the commercial, as well as a soft, warm light quality, reflecting hope for the future.
The commercial uses logos to put forth its main argument. It claims that if the self esteem fund reaches young girls with insecurities and self-esteem issues, then those girls will change their minds and learn to accept themselves. Dove thereby offers a solution to help girls “see how beautiful she really is.”
The commercial gives Dove a strong corporate ethos, because Dove is trying to portray itself as an ethical company that takes responsibility for the image it projects to impressionable young girls.
Is this ad culturally specific?
To fully appreciate the commercial, one would have to be aware of its cultural context. In other words, this ad strongly alludes to the perceptions of beauty in American popular culture: young, skinny, blonde, and perfect. But it is universal as well, because insecurity about body image is not a culturally confined phenomenon. The commercial also reflects a society that considers girls’ self-image and self-worth important. Furthermore, the background music for the commercial is a choral rendition of “True Colors,” a song by the 1980’s American singer Cyndi Lauper.
Is Dove convincing?
I think they have a good and strong ethos for their audience mostly because of their use of pathos. But I must also give Dove credit for using kairos in a cultural context with this campaign. Today, as an adult, I’m asking myself questions like: Well, I like the idea of the real-beauty campaign and making girls feel better about themselves, but do they really care or is this only a marketing strategy with a skilled use of rhetoric? I guess a little bit of both. But still, they have made a good effort to be convincing. Dove has it right that young girls’ self esteem needs to be nurtured, but how exactly is a “Self-Esteem Fund” going to accomplish that? Tthe commercial raises doubts about Dove’s motives. Dove might be taking advantage of the growing backlash against skinny models and surgically altered movie stars to boost its company, but they deserve credit for choosing such a timely campaign. In terms of pathos, I would say the commercial did well, but its logic is unclear. I believe that the ad was most successful in contributing to Dove’s corporate ethos.
Tuesday, March 25, 2008
FW Fun at Surplus sales.
Ever since I was young I have loved to atted garage sales. Not so much for all of the dusty records or ugly coutches, but for electronics. And Now I am here at BYU I really enjoy going to BYU Surplus sales, where they have just that. Immagine a garage sale that had nothing but shelfs of Video Switchers, routing switchers, video monitors and beta cam SP decks and recorders. It is an absolute blast.
You dont sound convenced, well then let me explain a bitmore. Your surplus experence starts about 2 hours before the doors ever open, standing in line, to get in. I find my self making small talk with my line neighbors, asking them wht they are looking for and generaly they will say that they are looking for a laptop or some kind of projector. Then they will ask you what you are looking for and If you are like me you will say something vauge because the last thing that someone like you or I wants is someone who is going after the same kind of equipment as we are.
We are at these sales for 2 reasons and 2 reasons alone. Resason #1 The thrill of the hunt, and reason #2 the money. I mean Ever since I have come to BYU almost 3 years ago I have been able to pay for my room and board just by selling Used Equipment on ebay. It is great I reccomend that you come with me this thursday and Experence BYU Surplus sales.
You dont sound convenced, well then let me explain a bitmore. Your surplus experence starts about 2 hours before the doors ever open, standing in line, to get in. I find my self making small talk with my line neighbors, asking them wht they are looking for and generaly they will say that they are looking for a laptop or some kind of projector. Then they will ask you what you are looking for and If you are like me you will say something vauge because the last thing that someone like you or I wants is someone who is going after the same kind of equipment as we are.
We are at these sales for 2 reasons and 2 reasons alone. Resason #1 The thrill of the hunt, and reason #2 the money. I mean Ever since I have come to BYU almost 3 years ago I have been able to pay for my room and board just by selling Used Equipment on ebay. It is great I reccomend that you come with me this thursday and Experence BYU Surplus sales.
TA Practice on not taking a side to soon
The Bush Administration saw that students outside the US had test scores in math and science that surpassed US student’s scores. In an effort to make US students catch up in these subjects, the No Child Left Behind act was passed. This act called for increased accountability on teachers and schools, to help their students perform well on national standardized scantron tests. Due to monetary incentives for students to do well, extra time in class has been allocated and dedicated to these subjects that are an important part of a student’s education.
If teacher and administrator accountability in three core subjects math, science, and English increases teacher emphasis of these important subjects, then how could the NLCB ever be bad? That question brings up some of the unfortunate consequences of deriving accountability from a single, standardized, scantron test. This results in teachers who are just “teaching to the test”, this unfortunate practice destroys the balance of students education. If your accountability as an elementary to secondary education teacher was only in the subjects of math, English, and science, and these are the subjects that are “important”. There is no incentive to spend any time studying, dance, music, art, culture, public speaking, or a myriad of other important subjects, because “it will not be on the test.” Are these subjects not included on the tests because they are already too long? Or could it be that these other subjects are not important enough? The real reason that the arts are excluded from the test is because these subjects are not scantron testable. If it is not on the test, why spend precious time teaching it? Goes the prevailing mentality.
If teacher and administrator accountability in three core subjects math, science, and English increases teacher emphasis of these important subjects, then how could the NLCB ever be bad? That question brings up some of the unfortunate consequences of deriving accountability from a single, standardized, scantron test. This results in teachers who are just “teaching to the test”, this unfortunate practice destroys the balance of students education. If your accountability as an elementary to secondary education teacher was only in the subjects of math, English, and science, and these are the subjects that are “important”. There is no incentive to spend any time studying, dance, music, art, culture, public speaking, or a myriad of other important subjects, because “it will not be on the test.” Are these subjects not included on the tests because they are already too long? Or could it be that these other subjects are not important enough? The real reason that the arts are excluded from the test is because these subjects are not scantron testable. If it is not on the test, why spend precious time teaching it? Goes the prevailing mentality.
Thursday, March 6, 2008
FW Omniture Summit 2008 Wendsday 2-3 BreakOut | Evolving from manual to Automated Optimization
Break out Session Testing and targeting
Brent Hieggelke Omniture VP Strategic Marketing
Worked at touch Clarity before it was acquired by Omniture
Why Automated Optimization in mandatory
Off site resources Email Marketing, affiliate programs behavioral marketing Paid search, banner, seo, ofline marketing to web instore web promotion
Onsite resources are limited and represent a large investment gap.
Close to 10billion to convert less than 4%
We are dumping lots of traffic but we are not getting conversion, we need to optimize the customer experience? Web sites are monologs, Customers demand dialog, to be serviced how they want to be serviced.
Targeting enable dialog in several ways
Sample visitors dictate best content and layout
Deliver different content based on the customer
Deliver content based on behavior
Testing: Landing page optimization Creative optimization, flow and form optimization, optimized for general population, optimize for segments(search engine, brands vs category) AB testing has been done since 2000 but it was manual and rudimentary.
Targeting: Segmentation targeting, 1to1 predictive takes it to the individual customer, used for less clear segments and increases the relevancy of key pages. Leveraging data to drive content, Real time listening and response, Target vs control group.
When do you test and when do you target? Every site should do both. Merchandising display, layout, and presentation. Sales and service forks who listen to customers and learn about preferences and opinions
AB testing. Which creative works best. It works on pages and versions that work the best.
What does multivariate Testing (MTV) accomplish measured which combination of elements work best. Basically it is AB testing on steroids., move individual items around on the page.
Targeting example musiciansfriend.com You can segment based upon who goes to which tab at the top and then display banners on the home page on all future and following events.
Automated 1 to 1 predictive Targeting What is most likely and engaging for this visitor at this time. Info done in real time. Real time data mining, predictive modeling, continuous learning and it is reactive to market changes.
Case example in Bank of America detects activity and serves content
Site behavior variables, temporal variables, environmental variables,
Different types of Optimization: Testing and targeting
How Auto Snything.com uses automated optimization to increase revenues
Wrap up questions
Trevor Klein owner Auto Anything:
User experience will be the area that differentiates your site.
History of using tools, primarily to maximize margin dollars on promotions Chose offermatica for 1. Available ad DIY vs Managed Solution 2. Simplicity in setting campaigns, 3. Price
Implementation ius much lighter than thought, Prior of Omniture make things easier
Tested: Offers, colors, promotions, images, search function, category affinity
Offer testing Putting a minim on free shipping. BEFORE YOU DO A TEST HAVE YOUR METRICS AND KPI”S CLEARLY DEFINED. One my win by use one may win by revenue
-Every site can segment in one way or another.
We used offermatica to serve up two containers, goal was to serve up relevant content and decrease abandonment
Moving on to behavioral targeting solution Implamented via existing Omniture tags.
Serving the right offer to the right person at the right time
Took learning’s from test& target category affinity
These kind of predictive analysis
Tips
Be clear on exactly what you are testing
Always have a control in order to evaluate potential lift
Once the test has been statistically proven do not serve the control offer to a large percentage of users or the benefit will be minimized
Create tests/user experiences that are unique to achieve significant results.
To create tests/user experiences that are unique in order to achieve significant results
We preach that you should put 15% of your add spend for optimization. That will make that other 85% that much more effective.
Wow that is a whole lot of info. Please ask me if you have any questions with my translation.
Brent Hieggelke Omniture VP Strategic Marketing
Worked at touch Clarity before it was acquired by Omniture
Why Automated Optimization in mandatory
Off site resources Email Marketing, affiliate programs behavioral marketing Paid search, banner, seo, ofline marketing to web instore web promotion
Onsite resources are limited and represent a large investment gap.
Close to 10billion to convert less than 4%
We are dumping lots of traffic but we are not getting conversion, we need to optimize the customer experience? Web sites are monologs, Customers demand dialog, to be serviced how they want to be serviced.
Targeting enable dialog in several ways
Sample visitors dictate best content and layout
Deliver different content based on the customer
Deliver content based on behavior
Testing: Landing page optimization Creative optimization, flow and form optimization, optimized for general population, optimize for segments(search engine, brands vs category) AB testing has been done since 2000 but it was manual and rudimentary.
Targeting: Segmentation targeting, 1to1 predictive takes it to the individual customer, used for less clear segments and increases the relevancy of key pages. Leveraging data to drive content, Real time listening and response, Target vs control group.
When do you test and when do you target? Every site should do both. Merchandising display, layout, and presentation. Sales and service forks who listen to customers and learn about preferences and opinions
AB testing. Which creative works best. It works on pages and versions that work the best.
What does multivariate Testing (MTV) accomplish measured which combination of elements work best. Basically it is AB testing on steroids., move individual items around on the page.
Targeting example musiciansfriend.com You can segment based upon who goes to which tab at the top and then display banners on the home page on all future and following events.
Automated 1 to 1 predictive Targeting What is most likely and engaging for this visitor at this time. Info done in real time. Real time data mining, predictive modeling, continuous learning and it is reactive to market changes.
Case example in Bank of America detects activity and serves content
Site behavior variables, temporal variables, environmental variables,
Different types of Optimization: Testing and targeting
How Auto Snything.com uses automated optimization to increase revenues
Wrap up questions
Trevor Klein owner Auto Anything:
User experience will be the area that differentiates your site.
History of using tools, primarily to maximize margin dollars on promotions Chose offermatica for 1. Available ad DIY vs Managed Solution 2. Simplicity in setting campaigns, 3. Price
Implementation ius much lighter than thought, Prior of Omniture make things easier
Tested: Offers, colors, promotions, images, search function, category affinity
Offer testing Putting a minim on free shipping. BEFORE YOU DO A TEST HAVE YOUR METRICS AND KPI”S CLEARLY DEFINED. One my win by use one may win by revenue
-Every site can segment in one way or another.
We used offermatica to serve up two containers, goal was to serve up relevant content and decrease abandonment
Moving on to behavioral targeting solution Implamented via existing Omniture tags.
Serving the right offer to the right person at the right time
Took learning’s from test& target category affinity
These kind of predictive analysis
Tips
Be clear on exactly what you are testing
Always have a control in order to evaluate potential lift
Once the test has been statistically proven do not serve the control offer to a large percentage of users or the benefit will be minimized
Create tests/user experiences that are unique to achieve significant results.
To create tests/user experiences that are unique in order to achieve significant results
We preach that you should put 15% of your add spend for optimization. That will make that other 85% that much more effective.
Wow that is a whole lot of info. Please ask me if you have any questions with my translation.
Wednesday, March 5, 2008
FW Omniture Summit 2008 12:30-1:45 Birds of a feather Lunch
I must admit that I did not have my trusty dell at the lunch table so all of these notes were in retrospect But how it works is that your vertical goes and has lunch all together in a seperate room from the rest of the other verticals. I sat next to the owner of Trevor Klein owner AutoAnything.com : A web site that sells custom and proformance auto parts. Who was also the presenter at the break out session that i went to. It was very cool to talk to him. He is doing some exciting things with behavoral targeting. I also spoke at length with the Serious satalie radio rep, and two of Sprint's reps and two BTC Reps, BTC is a small company that does Consulting for about 100 of Omnitures customers. It was quite pleasurable. The stake cut was great the salmon was, well as good as can be expected in Utah. :-) I true pleasure. The table was floored that i was taking a web analytics class they had never heard of such a thing.
Then I went to the first Break out Session.
Then I went to the first Break out Session.
TA Style, Tone Omniture Summit 2008 11:30-12:30 General Session | Keynotes
Peter Kim Forester Research
(Peter was probably the best preenter or at the very least had the very best presentation skills out of every one in the entire conference.)
We are starting to Navigate new rules for marketer’s
Trends in media and Advertising: The TV is the new tribal campfire as we fast forward TV is just another light. North America consumer’s time with TV and radio is moving to the internet.
Today media is an exotic buffet. There is more choice pod casts, social networks, people have hundreds of channels but people only watch but a few.
Customers love to hate advertising. First percentage 2002 2007
Adds are a good way to learn about new products 78% 52%
I buy products because of their adds 29% 13%
Companies generally tell the truth in ads 13% 6%
Interactive marketing channels are on the rise, online video, search, ect engaging content great at driving online business and online sales
today’s sites need to be more than one track mind Web 2.0 is about engagement (customer experience) foresters words “humanizing the digital experience”
Marketers want site optimization IT is to Marketing is like Cats to dogs.
For the customer experience technologies marketers are NOT going in house they are outsourcing
Marketing organization are proven: Marketing has become the make it pretty organization
Skill sets important to success: Strategic thinking, and business acumen, they need to think and not just Photoshop, Financial Management
Customer centricity is the key; that is done through the data
Marketers are set to increase interactive budgets because traditional tactics are less effective. This is where the puck will be. Good skaters state to where the puck will be and not chasing it from where it has been.
Opportunity for Omniture
Email sercice providers, web analytics , multiccvaret, bid management, behavioral targeting, web interaction optimization ect.
Brands must face reality in the new operating envoriment
Technology drives customer centric
You cant hate IT forever
Ted Cannis Marketing and technical Case Study FORD
Pholosopy major
It is about the process, design and numbers
Blank Slate Book
Freakonimics Book
The data the he had to be quantitisable. Using data to make smarter business decisions
Media Advertising examples
Cube
Romance
Widget
People make media decisions based upon decisions not data. Screw the guy in the corner office just making decisions for all Americas Have data make your decisions
Landing Page Optimization A/B Multivariate Testing Using Omniture Test And Target
Brocedure initial control with two others
Content to go – rich media, Edmunds, affiliates, portable content Put content on line and off the site. I don’t care how you engadge or what you engadge with. As long as you engadge
Marketers are set to increase interactive budgets because traditional tactics are less effective. This is where the puck will be. Good skaters state to where the puck will be and not chasing it from where it has been.
Opportunity for Omniture
Email service providers, web analytics, multivariate, bid management, behavioral targeting, web interaction optimization ect.
Brands must face reality in the new operating environment
Technology drives customer centric behavior
You cant hate IT forever but unless you get along with them you can not do your job
______________________________________________________________________________
Ted Cannis Marketing and technical Communication Case Study FORD
(This guy spent a lot of time establishing creditability with what he has done at ford. Likes to talk about how he is not a creative but he runs the communication department. HE was probably the worst dressed out of all of the presenters that I saw but he did have a pretty fair stage presence)
Philosophy major then went back to school for an MBA
It is about the process, design and numbers
He recommends two books :Blank Slate, and Freakonimics
The data the he had to be quantifiable. Using data to make smarter business decisions
People make media decisions based upon decisions not data. Screw the guy in the corner office just making decisions for all Americas Have data make your decisions
Landing Page Optimization A/B Multivariate Testing Using Omniture Test And Target
Procedure: initial control with two others
Content to go – rich media, Edmunds, affiliates, portable content Put content on line and off the site. I don’t care how you engage or what you engage with. As long as you engage
How do you take all of a the information across the campaign and patch that up with the offline campaigning? It’s the methodology. You don’t need to know the tools you just need to decide to apply the methodology and commit to use them.
That wraps up This session
(Peter was probably the best preenter or at the very least had the very best presentation skills out of every one in the entire conference.)
We are starting to Navigate new rules for marketer’s
Trends in media and Advertising: The TV is the new tribal campfire as we fast forward TV is just another light. North America consumer’s time with TV and radio is moving to the internet.
Today media is an exotic buffet. There is more choice pod casts, social networks, people have hundreds of channels but people only watch but a few.
Customers love to hate advertising. First percentage 2002 2007
Adds are a good way to learn about new products 78% 52%
I buy products because of their adds 29% 13%
Companies generally tell the truth in ads 13% 6%
Interactive marketing channels are on the rise, online video, search, ect engaging content great at driving online business and online sales
today’s sites need to be more than one track mind Web 2.0 is about engagement (customer experience) foresters words “humanizing the digital experience”
Marketers want site optimization IT is to Marketing is like Cats to dogs.
For the customer experience technologies marketers are NOT going in house they are outsourcing
Marketing organization are proven: Marketing has become the make it pretty organization
Skill sets important to success: Strategic thinking, and business acumen, they need to think and not just Photoshop, Financial Management
Customer centricity is the key; that is done through the data
Marketers are set to increase interactive budgets because traditional tactics are less effective. This is where the puck will be. Good skaters state to where the puck will be and not chasing it from where it has been.
Opportunity for Omniture
Email sercice providers, web analytics , multiccvaret, bid management, behavioral targeting, web interaction optimization ect.
Brands must face reality in the new operating envoriment
Technology drives customer centric
You cant hate IT forever
Ted Cannis Marketing and technical Case Study FORD
Pholosopy major
It is about the process, design and numbers
Blank Slate Book
Freakonimics Book
The data the he had to be quantitisable. Using data to make smarter business decisions
Media Advertising examples
Cube
Romance
Widget
People make media decisions based upon decisions not data. Screw the guy in the corner office just making decisions for all Americas Have data make your decisions
Landing Page Optimization A/B Multivariate Testing Using Omniture Test And Target
Brocedure initial control with two others
Content to go – rich media, Edmunds, affiliates, portable content Put content on line and off the site. I don’t care how you engadge or what you engadge with. As long as you engadge
Marketers are set to increase interactive budgets because traditional tactics are less effective. This is where the puck will be. Good skaters state to where the puck will be and not chasing it from where it has been.
Opportunity for Omniture
Email service providers, web analytics, multivariate, bid management, behavioral targeting, web interaction optimization ect.
Brands must face reality in the new operating environment
Technology drives customer centric behavior
You cant hate IT forever but unless you get along with them you can not do your job
______________________________________________________________________________
Ted Cannis Marketing and technical Communication Case Study FORD
(This guy spent a lot of time establishing creditability with what he has done at ford. Likes to talk about how he is not a creative but he runs the communication department. HE was probably the worst dressed out of all of the presenters that I saw but he did have a pretty fair stage presence)
Philosophy major then went back to school for an MBA
It is about the process, design and numbers
He recommends two books :Blank Slate, and Freakonimics
The data the he had to be quantifiable. Using data to make smarter business decisions
People make media decisions based upon decisions not data. Screw the guy in the corner office just making decisions for all Americas Have data make your decisions
Landing Page Optimization A/B Multivariate Testing Using Omniture Test And Target
Procedure: initial control with two others
Content to go – rich media, Edmunds, affiliates, portable content Put content on line and off the site. I don’t care how you engage or what you engage with. As long as you engage
How do you take all of a the information across the campaign and patch that up with the offline campaigning? It’s the methodology. You don’t need to know the tools you just need to decide to apply the methodology and commit to use them.
That wraps up This session
RA Omniture Summit 2008 9-10:45 General Session
CEO and cofounder Josh James opened the first session after it was delayed about 15 minutes. He used the mac powerpoint "keynote" and his presentation was quite flashy. The main points that he addressed in this session were to so off the keynote speakers so as to achieve max ROI and give a sort of state of the union address. Here were some other points.
-Stressed the importance of receiving feedback from the marketplace.
-had a cool graphic about how web analytics used to be a side note but now it is becoming the center of the online "experience" which set the tone and buzz word for the rest of the day.
- Omniture brings together Ideas people and technology
-Josh recommended two books Purple Cow and All Marketers Lie
-Feedback from previous years has shown the "verticalisation" or separating out of each of the different companies into verticals has been very effective for implementation and consulting and has realized success at the lunchins in the conference. And allows for best practices for your vertical and not just for Omniture as a whole.
-The Summit 2009 will have allot more executive tracts so bring your CFO's and CEO's next time
- 30% of the global add spending is in this room
Omniture tracks more than 2.2 TRILLION transactions per year
-Omniture has more than 1000 Employees
-Omniture covers over 66% of the most innovative companies
Of the top 2000 websites Omniture only has 3% penetration. Thus we see that the most innovative companies are the ones using Omniture. "You are the innovators"
-Omniture now has 14 international offices
-Josh taught that a 20K contract would does not warrant a full time staff member at Omniture for problem solving. And should become aware of the other options such as Omniture University and consulting groups. Larger contracts can demand better service. Overall Client care has been improved.
-New Technology Alliances: Baidu (they own the Chinese market)Bring Metric-Based Online Marketing to Largest Internet Economy. People buy a lot through COD
-Adobe Partner making sure that we are on the bleeding edge of the web technologies.
Then the time was turned over to jeffery Merrihue the Executive VP Products he has been with Omniture for over 10 years. He gave an intro of the new products
Jeffry Merrihue(President or some big wig at accenture)
Accenture relationship has titened up Words form Jeffry Merrihue: How we can work together, web 1.0 to 2.0, and global best practices. He took a look at the laege companies and most
Take a look at addias, apple for good navigation
Engadgement Rasons for people to come back again, Take a look at the ford virtual showroom.
Nike.com Nike plus Best website. Does wonders on web 1.0 and does wonders in web2.0
You can not give your customers a good experience if you do not have web analytics.
We are ending the era of 1 web site fits all, the future is customixing experiences based upon the viewer.
Accenture and Omniture are buds I bet Omniture wishes to BUY Accenture.
Back to Josh James
Web analytics used to be a side thought, now it has become the center it collects and then passes the information back to the affiliates to provide customized emails, ect based upon how and where they interacted with your site.
Site Catalist Discover and Genesis (over 150 partners) are reporting and analytics
Search Center is campaign Management (over 500 companies are using it) Search Center 3 has
Test &Target is Conversion side Conversion happens on interactive adds, youtuve affiliates and othes are al able to convert in places other than on your dot com.
Brett Error cto and EVP of Products
Release of SC 14
Advanced measurement capabilities for video and rich streaming media
Data Available via web sercices AP!
Enchanced Excell integration
Discover
Advanced segmentation and Analysis workbench
Multi-Dimensional Analysis
Omdemand and On Premise
Genesis (plug and play application)
Global network of more than 130 Partners including Baidu and Adobe
Most Expansive Offering of Marketing Applications, eCommerce Platforms
Search Center
Sophistication and optimization and portfolio optimization
Scenario Analysis
Integrated Natural and Paid Keywords Result
Test and Target
Swiss Army Knife for improving conversion
Combines Technology from touchClarity and Offermatics
Unified solution for testing and behavioral targeting.
Matt Balkin VP Omniture Consulting (the judge with the purple shirt in the middle in the OWAC finals. He was badgered by the Exec VP who on stage seemed to show a bit of friction between the two.....)
Omniture is Customer Driven
Demo of SC 14
Increased visibility of smart search at top
and Left hand bar increased resources
One Click Report mailing
New charts (e.g. bubble charts) – functional in quickly identifying problems
9 new video tracking reports (e.g. MTV case study and demo) – time spent on video
Helps understand where to put advertisement, optimize time of video, etc…
Easily see trending vs. moment slice
Discover – one click from Site Catalyst to same report
Easy to drill down in data
A business application could be how much are we paying to acquire visitors that we have already got? Return visitors using paid search (makes segmentation and cross-selling info easier, affinity-based marketing), there is a lot of talk about engagement measurement – helps understand all of the marketing touch points of where customers or non-customers have been.
Report distribution and publishing functionality with Discover – increases faster time-to-value and more automation.
Genesis – a merger of SC platform and different partners in marketing ecosystem
Able to see info from email marketing campaigns.
Increased ability to create custom segments (e.g. those who have come to site, not bought anything, and not come back in last 7 days) – now can remarket to any data set that you have.
Richness of reports that is all automated. Helps make faster decisions through closed-loop marketing.
Designed by marketers for marketers.
Web Services Reporting API
This allows you to get data (programmatically) via a real-time query.
` You can dynamically take data from SC and put it in widgets, etc…
Chris Knoch – Principle SEM consultant (Probably the most nerdy out of the whole bunch, also the youngest looking But he did a good presentation)
Able to see in one space the same things you would see in MSN, Google, Yahoo, etc.
Able to also customize columns – any info that you would want to edit or insert into the account. Even offline numbers of closed deals, instantly edit budget and immediately pushed info out to all of the engines in action.
Amounts to the most comprehensive, customizable, SEM engine in the market today.
Improved integration between SearchCenter and SiteCatalyst
More easily able to see conversion reports of all channels.
Able to see results of natural vs paid search keywords - and make adjustments
Not just info, but also immediately actionable from the same site (bid on words right there)
Officially launched a portfolio management system. – helps to predict forcast based on past data from the search engines. Able to project optimizations and take action.
Mike Chertudi – Demand Marketing, highlight A/B, multivariate, and Behavioral marketing. Which banner drove the most registration? (The Flight of the Conchords won 43% over Baseline)
Other examples – testing form placement, offers, creatives, monitor the performance, push the ones that are doing the best in real-time.
Thus were the main points of the Opening session,
Rob
-Stressed the importance of receiving feedback from the marketplace.
-had a cool graphic about how web analytics used to be a side note but now it is becoming the center of the online "experience" which set the tone and buzz word for the rest of the day.
- Omniture brings together Ideas people and technology
-Josh recommended two books Purple Cow and All Marketers Lie
-Feedback from previous years has shown the "verticalisation" or separating out of each of the different companies into verticals has been very effective for implementation and consulting and has realized success at the lunchins in the conference. And allows for best practices for your vertical and not just for Omniture as a whole.
-The Summit 2009 will have allot more executive tracts so bring your CFO's and CEO's next time
- 30% of the global add spending is in this room
Omniture tracks more than 2.2 TRILLION transactions per year
-Omniture has more than 1000 Employees
-Omniture covers over 66% of the most innovative companies
Of the top 2000 websites Omniture only has 3% penetration. Thus we see that the most innovative companies are the ones using Omniture. "You are the innovators"
-Omniture now has 14 international offices
-Josh taught that a 20K contract would does not warrant a full time staff member at Omniture for problem solving. And should become aware of the other options such as Omniture University and consulting groups. Larger contracts can demand better service. Overall Client care has been improved.
-New Technology Alliances: Baidu (they own the Chinese market)Bring Metric-Based Online Marketing to Largest Internet Economy. People buy a lot through COD
-Adobe Partner making sure that we are on the bleeding edge of the web technologies.
Then the time was turned over to jeffery Merrihue the Executive VP Products he has been with Omniture for over 10 years. He gave an intro of the new products
Jeffry Merrihue(President or some big wig at accenture)
Accenture relationship has titened up Words form Jeffry Merrihue: How we can work together, web 1.0 to 2.0, and global best practices. He took a look at the laege companies and most
Take a look at addias, apple for good navigation
Engadgement Rasons for people to come back again, Take a look at the ford virtual showroom.
Nike.com Nike plus Best website. Does wonders on web 1.0 and does wonders in web2.0
You can not give your customers a good experience if you do not have web analytics.
We are ending the era of 1 web site fits all, the future is customixing experiences based upon the viewer.
Accenture and Omniture are buds I bet Omniture wishes to BUY Accenture.
Back to Josh James
Web analytics used to be a side thought, now it has become the center it collects and then passes the information back to the affiliates to provide customized emails, ect based upon how and where they interacted with your site.
Site Catalist Discover and Genesis (over 150 partners) are reporting and analytics
Search Center is campaign Management (over 500 companies are using it) Search Center 3 has
Test &Target is Conversion side Conversion happens on interactive adds, youtuve affiliates and othes are al able to convert in places other than on your dot com.
Brett Error cto and EVP of Products
Release of SC 14
Advanced measurement capabilities for video and rich streaming media
Data Available via web sercices AP!
Enchanced Excell integration
Discover
Advanced segmentation and Analysis workbench
Multi-Dimensional Analysis
Omdemand and On Premise
Genesis (plug and play application)
Global network of more than 130 Partners including Baidu and Adobe
Most Expansive Offering of Marketing Applications, eCommerce Platforms
Search Center
Sophistication and optimization and portfolio optimization
Scenario Analysis
Integrated Natural and Paid Keywords Result
Test and Target
Swiss Army Knife for improving conversion
Combines Technology from touchClarity and Offermatics
Unified solution for testing and behavioral targeting.
Matt Balkin VP Omniture Consulting (the judge with the purple shirt in the middle in the OWAC finals. He was badgered by the Exec VP who on stage seemed to show a bit of friction between the two.....)
Omniture is Customer Driven
Demo of SC 14
Increased visibility of smart search at top
and Left hand bar increased resources
One Click Report mailing
New charts (e.g. bubble charts) – functional in quickly identifying problems
9 new video tracking reports (e.g. MTV case study and demo) – time spent on video
Helps understand where to put advertisement, optimize time of video, etc…
Easily see trending vs. moment slice
Discover – one click from Site Catalyst to same report
Easy to drill down in data
A business application could be how much are we paying to acquire visitors that we have already got? Return visitors using paid search (makes segmentation and cross-selling info easier, affinity-based marketing), there is a lot of talk about engagement measurement – helps understand all of the marketing touch points of where customers or non-customers have been.
Report distribution and publishing functionality with Discover – increases faster time-to-value and more automation.
Genesis – a merger of SC platform and different partners in marketing ecosystem
Able to see info from email marketing campaigns.
Increased ability to create custom segments (e.g. those who have come to site, not bought anything, and not come back in last 7 days) – now can remarket to any data set that you have.
Richness of reports that is all automated. Helps make faster decisions through closed-loop marketing.
Designed by marketers for marketers.
Web Services Reporting API
This allows you to get data (programmatically) via a real-time query.
` You can dynamically take data from SC and put it in widgets, etc…
Chris Knoch – Principle SEM consultant (Probably the most nerdy out of the whole bunch, also the youngest looking But he did a good presentation)
Able to see in one space the same things you would see in MSN, Google, Yahoo, etc.
Able to also customize columns – any info that you would want to edit or insert into the account. Even offline numbers of closed deals, instantly edit budget and immediately pushed info out to all of the engines in action.
Amounts to the most comprehensive, customizable, SEM engine in the market today.
Improved integration between SearchCenter and SiteCatalyst
More easily able to see conversion reports of all channels.
Able to see results of natural vs paid search keywords - and make adjustments
Not just info, but also immediately actionable from the same site (bid on words right there)
Officially launched a portfolio management system. – helps to predict forcast based on past data from the search engines. Able to project optimizations and take action.
Mike Chertudi – Demand Marketing, highlight A/B, multivariate, and Behavioral marketing. Which banner drove the most registration? (The Flight of the Conchords won 43% over Baseline)
Other examples – testing form placement, offers, creatives, monitor the performance, push the ones that are doing the best in real-time.
Thus were the main points of the Opening session,
Rob
Sunday, February 17, 2008
FW Romney is using SiteCatalyst Obama uses Google
campaign websites are a big part of a campaign.
Here is some info that I learned about from https://webspace.utexas.edu/btt59/webcampaign/campaignwebsites.html
Some candidates are learning to watch the digital footprints of those who visit their site by keeping track of their web analytics. While most candidates are using the free analytics of Google or other providers, Mitt Romney has decided to pay more for Site Catalyst to provide detailed information on his sites visitors. Information available to all candidates includes the specific IP addresses that have accessed their site, where they came from, where the leave the site, how long they spend on each page, what their click path is, etc. This information can help them to optimize their site for the best user experience and in the end, hopefully more votes.
Of the Candidates in the race now, below are the services they are currently using for Site Analytics:
John McCain: No pagetagging WA
Rudy Guiliani: Google Analytics
Mitt Romney: SiteCatalyst
Hillary Clinton: Google Analytics
Barack Obama: Google Analytics
John Edwards: Google Analytics
Dennis Kucinich: No pagetagging WA
Joe Biden: No pagetagging WA
While the candidates need this information to optimize their sites, they must also be careful about whom they use to provide analytics as the company that provides the analytics will also have access to all the information about their website as well (Johnson para. 1-3).
Targeting
Online marketers are awaiting the day when candidates decide to utilize the highly specialized targeting abilities of the web. Right now candidates have the ability to specialize their messages through geographic or behavioral targeting capabilities.
Through behavioral targeting, campaign websites can serve ads or display content on their site in a special order as a reaction to the clicks or digital footprints that a person takes on their site. For example, they can serve more information about immigration as a person clicks on sections of the site pertaining to immigration - even to the extent that they recognize that user again and prominently display their immigration stance on the front page when the user returns. They can also purchase ads on exterior sites and serve content in the ads specific to topics that a user has already researched.
Similarly, campaigns can change their content to serve the interests of specific georgraphical areas by targeting IP addresses. For example, a website might say "Welcome, Texans" when a Texan visits the site. This could be extended to serving campaign stance content relevant to certain areas more prominently.
While behavioral targeting and geographic targeting are not currently used (as far as we know), the potential impact of this could greatly help or hurt (if done in a deceitful manner) a politicians campaign (Batra para. 1-10).
Here is some info that I learned about from https://webspace.utexas.edu/btt59/webcampaign/campaignwebsites.html
Some candidates are learning to watch the digital footprints of those who visit their site by keeping track of their web analytics. While most candidates are using the free analytics of Google or other providers, Mitt Romney has decided to pay more for Site Catalyst to provide detailed information on his sites visitors. Information available to all candidates includes the specific IP addresses that have accessed their site, where they came from, where the leave the site, how long they spend on each page, what their click path is, etc. This information can help them to optimize their site for the best user experience and in the end, hopefully more votes.
Of the Candidates in the race now, below are the services they are currently using for Site Analytics:
John McCain: No pagetagging WA
Rudy Guiliani: Google Analytics
Mitt Romney: SiteCatalyst
Hillary Clinton: Google Analytics
Barack Obama: Google Analytics
John Edwards: Google Analytics
Dennis Kucinich: No pagetagging WA
Joe Biden: No pagetagging WA
While the candidates need this information to optimize their sites, they must also be careful about whom they use to provide analytics as the company that provides the analytics will also have access to all the information about their website as well (Johnson para. 1-3).
Targeting
Online marketers are awaiting the day when candidates decide to utilize the highly specialized targeting abilities of the web. Right now candidates have the ability to specialize their messages through geographic or behavioral targeting capabilities.
Through behavioral targeting, campaign websites can serve ads or display content on their site in a special order as a reaction to the clicks or digital footprints that a person takes on their site. For example, they can serve more information about immigration as a person clicks on sections of the site pertaining to immigration - even to the extent that they recognize that user again and prominently display their immigration stance on the front page when the user returns. They can also purchase ads on exterior sites and serve content in the ads specific to topics that a user has already researched.
Similarly, campaigns can change their content to serve the interests of specific georgraphical areas by targeting IP addresses. For example, a website might say "Welcome, Texans" when a Texan visits the site. This could be extended to serving campaign stance content relevant to certain areas more prominently.
While behavioral targeting and geographic targeting are not currently used (as far as we know), the potential impact of this could greatly help or hurt (if done in a deceitful manner) a politicians campaign (Batra para. 1-10).
Thursday, January 31, 2008
English RT
For this blog I picked to write on Vincent Van go’s “Starry Starry Night.” I picked this because I felt that it applies to large audience. Some background on the painting and Van go the painting was the scene from Van go’s mental institution bedroom. Van go was thought to be bipolar and at the time he lived in they didn’t know much about the dieses. Therefore Van go was thought to be crazy. How this applies to us as the audience and our day and time?
Van go’s painting were very color based, in his paintings the colors blue and yellow mean faith and hope. The painting “Starry Starry Night” is covered in blue in yellow. The other interesting thing about this painting is that it is more sky than earth. This is often to be a sign that Van go was looking to the heavens for guidance’s. I believe that because Van go was truly in a time of despair and trial his emotions were very much on the surfaces and it was easy for him to apply those to his work. I believe that everyone at one point and time has had some trial that was more than they could take and as a result they looked to the heaven for guidance. I know that I when I look at Van go’s work that it brings back all of the times that I have recalled on my heavenly father for times of trials. It tells me that there is still faith and hope in times when we I may not feel that way myself. I feel that if Van go’s “Starry Starry Night” can make me fill this way then it can do the same to any of one else.
Van go’s painting were very color based, in his paintings the colors blue and yellow mean faith and hope. The painting “Starry Starry Night” is covered in blue in yellow. The other interesting thing about this painting is that it is more sky than earth. This is often to be a sign that Van go was looking to the heavens for guidance’s. I believe that because Van go was truly in a time of despair and trial his emotions were very much on the surfaces and it was easy for him to apply those to his work. I believe that everyone at one point and time has had some trial that was more than they could take and as a result they looked to the heaven for guidance. I know that I when I look at Van go’s work that it brings back all of the times that I have recalled on my heavenly father for times of trials. It tells me that there is still faith and hope in times when we I may not feel that way myself. I feel that if Van go’s “Starry Starry Night” can make me fill this way then it can do the same to any of one else.
Sunday, January 27, 2008
Tags vs Logs: The big fight -- Cant we all gat along Thoughts and perspective
I enjoyed reading "Tags vs Logs: The big fight" that was brought in on our expert blog feed. It seemed to really answer my questions regarding the trade offs between cookie/tag based systems vs server logs. It make me think ;
Why is it that that the big companies who do hosted web analytics services seem to be either tags or logs. It seems that both seem to have their respective strengths and weaknesses. The above cited article had the tags vs logs fight 3.5 tags to 3 logs. not a clear winner. Why is it that the major web analytics companies don't use both the tag and log information to create a better picture of your site?
Some possible obstacles are:
1. This admits that there is value in server logs.
2. Comparing the two sources of information for the same metrics will never be the same. this will perhaps cloud the confidence of the data
3. You will still have the pain of implementing 2 solutions to answer the same question "what is going on on my site"
Why is it that that the big companies who do hosted web analytics services seem to be either tags or logs. It seems that both seem to have their respective strengths and weaknesses. The above cited article had the tags vs logs fight 3.5 tags to 3 logs. not a clear winner. Why is it that the major web analytics companies don't use both the tag and log information to create a better picture of your site?
Some possible obstacles are:
1. This admits that there is value in server logs.
2. Comparing the two sources of information for the same metrics will never be the same. this will perhaps cloud the confidence of the data
3. You will still have the pain of implementing 2 solutions to answer the same question "what is going on on my site"
English TA Intros The Power of the SUn
The Power of The sun
Sunlight is one of the most dependable, predictable, not to mention the most powerful sources of energy mankind has ever known. It has for millions of years sent its life giving energy down to us here on earth. The energy of the sun is what allows for weather, and makes photosynthesis possible, the lowest common denominator or lifeblood upon which all terrestrial ecosystems depend on. What if mankind could harness the same power source from which the sun derives its energy? What if there was a way to produce electricity the lifeblood of our lives and economy in a way that created little to no air or water pollution? What would be the effect on the health of American citizens if we understood the benefits of nuclear power?
//End
In this intro I tried to use the funnel method. Starting big and broad and then narrowing it down. I think that I did not effectively narrow down in a linear fashion. My funnel was to broad until it got down to my WATCO which is to narrow. I guess that I was not able to achieve the funnel At best I think that I was able to get sort of a plate shape with a hole in the middle.
Sunlight is one of the most dependable, predictable, not to mention the most powerful sources of energy mankind has ever known. It has for millions of years sent its life giving energy down to us here on earth. The energy of the sun is what allows for weather, and makes photosynthesis possible, the lowest common denominator or lifeblood upon which all terrestrial ecosystems depend on. What if mankind could harness the same power source from which the sun derives its energy? What if there was a way to produce electricity the lifeblood of our lives and economy in a way that created little to no air or water pollution? What would be the effect on the health of American citizens if we understood the benefits of nuclear power?
//End
In this intro I tried to use the funnel method. Starting big and broad and then narrowing it down. I think that I did not effectively narrow down in a linear fashion. My funnel was to broad until it got down to my WATCO which is to narrow. I guess that I was not able to achieve the funnel At best I think that I was able to get sort of a plate shape with a hole in the middle.
Thursday, January 17, 2008
English FW Google Analytics Setup
Today I am trying to get Google analytics set up on this blog. I am not quite sure how I am going to get it linked in I think that I may be able to just copy it into the bottom of the post. So for this blog entry I wanted to discuss how rediculous UVSC is my wife Kristi attends and will be graduating from them this semester and she is on the final stretch . She needs to take a class called senior seminar this class is a class required for all fine arts majors, and in it a teacher will help them setup and plan for and help mentor them in thier final show. Due to politics in the department Kristi is not able to take the class from the teacher that she wants. The powers at be do not like or approve of the qualified teacher that Kristi desires to take the class from. The Next best choice is Dr Perry the powers at be dont like him either but say that he will "do". The end result of this mess is that Kristi is signed up for the class under one teacher (SUE) who has given permission to Dr Perry to work with Kristi and then relay the grade that she earns back to Sue. Perry is really a good man and he is working around the politics and says that kristi can work with who she pleases and they will give the grade that she earns to him. The end result is that Kristi is working with a teacher so that that teacher will give the grade to another teacher who will forward that grade to yet a 3rd teacher who will then enter it into the computer so that she can graduate. Having mini devotionals is one thing but I am sure glad that i am attending BYU
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