survey, data, research, market, marketing, business

The Data Dump

Monday, November 19, 2007

Poll: Video Games Fail To Trigger Parents' Interest

DDI: 97

Ubiquitous coverage of the AP survey about the video game habits of parents strikes an uneasy chord with my attitudes toward video games as a burgeoning advertising medium. Given the AP teamed with AOL to conduct the survey, there's little doubt that the study had the ulterior motive of promoting AOL's successful foray into online gaming to garner attention of media buyers targeting parents. But there is little supporting research on the market that concurs with the survey's conclusion that parents will not be playing along with their children, thus shunning advertisers from including adult-focused messaging and virtual billboards within the gaming experience. Marketers who are considering advergaming as a potential media buying opportunity should look at the AP data for directional, and not decisive, purposes only.

Thursday, November 08, 2007

Survey Reveals 68% of Web Campaigns Don’t Happen on Time, Risking Loss of New Business

DDI: 68

Don't be fooled by the data resulting from this survey of senior marketing executives. Glancing at the press release headline would lead us to believe that delays in Web campaigns can severely erode customer satisfaction and lose revenues. But further inspection of the methodology reveals a mere 120 marketing decision makers were polled for this study and it is likely true that many of them were prospects of the survey's sponsor -- a Web content management vendor. Marketers who are uncertain about the role dynamic Web content management plays in the success or failure of their digital campaigns should ignore these insights. Instead, it would be wiser to survey site visitors on their attitudes toward content changes and their corresponding effect on customer loyalty and propensity to lead to cross-sell opportunities.