{"id":649,"date":"2013-06-21T14:16:54","date_gmt":"2013-06-21T18:16:54","guid":{"rendered":"http:\/\/blogs.wabash.edu\/littlegiants-bigresults\/?p=649"},"modified":"2025-07-08T19:32:53","modified_gmt":"2025-07-08T19:32:53","slug":"micah-chowning-14-the-nitty-gritty-of-digital-marketing-in-the-modern-age-big-data","status":"publish","type":"post","link":"https:\/\/blog.wabash.edu\/plastics\/2013\/06\/21\/micah-chowning-14-the-nitty-gritty-of-digital-marketing-in-the-modern-age-big-data\/","title":{"rendered":"Micah Chowning ’14: The nitty gritty of digital marketing in the modern age: Big Data"},"content":{"rendered":"

Micah Chowning ’14: \u00a0 New York\u2019s Madison Avenue was firmly locked into advertising lore with the TV show Mad Men.\u00a0\u00a0\u00a0 While the luster of the offices and the lusts of the lifestyles are embellished in the show, the fundamental premise of marketing is the same: speak to the individual.<\/p>\n

Thanks to the Small Business Internship Fund, I have been on the Mad Ave this summer interning for a digital marketing firm, Wasabi Rabbit. \u00a0The nitty gritty of digital marketing in the modern age: Big Data.\u00a0 Today is the age of social media and data\u2014lots of both\u2014and companies are only beginning to learn how to turn these areas into revenue.\u00a0 There is tremendous potential in these tools; but marketers are still discovering the path from the data to the individual.<\/p>\n

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With the team in the conference room<\/figcaption><\/figure>\n

My involvement at Wasabi Rabbit has been diverse.\u00a0 My first order of business upon arrival was to immerse myself into Google Analytics, the Swiss Army Knife for website data.\u00a0 With an account, Google will track website data such as unique visitors, visitor paths, click sources, time spent on pages, links, everything.\u00a0 Its functions range from simple to complex.<\/p>\n

I arrived in the midst of online campaign run by Wasabi Rabbit for its major client, Marketwired.\u00a0 We needed to track which emails and ads generated site traffic, and which site visitors became sales leads.\u00a0 With Facebook ads, website banner ads, Google search ads, emails, blog posts, and even postcards directing people to the site, there were many different aspects and items to consider.\u00a0 Along with daily updating the number of unique visitors and goal conversions, I looked into the conversion rate for each day of the week, along with the click rate for each Tip Sheet Marketwired sent out via email.<\/p>\n

Marketwired is in the midst of a rebranding, having acquired Sysomos and wanting to combine the Marketwire news service and the Sysomos social media listening tools into one distinct brand.\u00a0 Hence, Marketwired.\u00a0 Part of this process is combining two websites into one, and I\u2019ve been responsible for listing the URLs and page names for the resource sections of both marketwire.com and sysomos.com.<\/p>\n

Using Marketwired\u2019s social media listening tools, Heartbeat and MAP, I\u2019ve also been able to do research into social media conversations about Marketwired\u2019s products and competitors\u2019 products, along with finding reviews in blogs and tech sites.\u00a0 While not NSA-level, both tools turn the buzz about products into distinct voices and allow the user to get a sense of what\u2019s going on in the web.<\/p>\n

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Tim and Gina talk about the campaign in a spirited fashion<\/figcaption><\/figure>\n

A few other research tasks involved more creativity than data analysis.\u00a0 Tim Lyons \u201891, the managing director here at Wasabi Rabbit, was putting together a marketing proposal for a potential client that is involved in Alzheimer\u2019s education; looking into the proposal\u2019s different aspects and needs was eye-opening.\u00a0 I\u2019ve also researched the pros and cons of a business using Twitter\u2019s Direct Messaging feature, along with topics relevant to social media and investor relations.<\/p>\n

Additionally, the experience of the City has been another great element to the experience.\u00a0 New York is, in one (overused) word, awesome.\u00a0 The city crawls with energy, making sleep seem unnecessary and movement mandatory.\u00a0 My days typically last from 6:30 AM to midnight.\u00a0 There is always something to do, something to see, something to try.\u00a0 It suffices to say that I\u2019m on the lookout for a I\u2661NY shirt.<\/p>\n","protected":false},"excerpt":{"rendered":"

Micah Chowning ’14: \u00a0 New York\u2019s Madison Avenue was firmly locked into advertising lore with the TV show Mad Men.\u00a0\u00a0\u00a0 While the luster of the offices and the lusts of the lifestyles […]<\/p>\n","protected":false},"author":20,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-649","post","type-post","status-publish","format-standard","hentry","category-internships"],"w_featured_image_url":"https:\/\/blog.wabash.edu\/plastics\/wp-content\/uploads\/sites\/11\/2013\/06\/the-team.jpg","_links":{"self":[{"href":"https:\/\/blog.wabash.edu\/plastics\/wp-json\/wp\/v2\/posts\/649","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.wabash.edu\/plastics\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.wabash.edu\/plastics\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.wabash.edu\/plastics\/wp-json\/wp\/v2\/users\/20"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.wabash.edu\/plastics\/wp-json\/wp\/v2\/comments?post=649"}],"version-history":[{"count":1,"href":"https:\/\/blog.wabash.edu\/plastics\/wp-json\/wp\/v2\/posts\/649\/revisions"}],"predecessor-version":[{"id":985,"href":"https:\/\/blog.wabash.edu\/plastics\/wp-json\/wp\/v2\/posts\/649\/revisions\/985"}],"wp:attachment":[{"href":"https:\/\/blog.wabash.edu\/plastics\/wp-json\/wp\/v2\/media?parent=649"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.wabash.edu\/plastics\/wp-json\/wp\/v2\/categories?post=649"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.wabash.edu\/plastics\/wp-json\/wp\/v2\/tags?post=649"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}