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About The Author

Tamara Gaffney

I am a senior marketing manager for Adobe Digital Index, which publishes research on digital marketing based on the analysis of anonymous, aggregated data from over 5,000 companies worldwide that use Adobe Marketing Cloud. To read our research reports, visit: http://www.adobe.com/solutions/digital-marketing/digital-index.html I'm a multi-faceted marketing professional with practical experience in all elements of marketing. I have experience bringing new products to market, managing large development initiatives, and running global business units in the Internet and Wireless Industry. My motto - measure twice, cut once!

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If Content is King, Video is Heir to the Throne

Digital Index · By Tamara Gaffney On April 9, 2013 · 24 Comments
13926_tablet_access

As more TV and sports broad­cast­ers are mak­ing pro­grams avail­able via mobile devices and offer­ing live con­tent to their sub­scribers, the storm of avail­able con­tent and con­sumers demand­ing it has led to the growth of video con­tent across all devices, par­tic­u­larly tablets and smart­phones. Our U.S. Dig­i­tal Video Bench­mark Report for 2012...

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Aspirations of Greatness

Digital Index · By Tamara Gaffney On March 8, 2013 · Add Comment
Best of the Best cover

Thou­sands of the world’s best dig­i­tal mar­keters came together this week in Salt Lake City to attend our annual dig­i­tal mar­ket­ing con­fer­ence, Adobe Sum­mit.  These dig­i­tally savvy mar­keters are ahead of the pack.   Their mar­ket­ing mis­sion:  to become the best of the best.

While some dig­i­tal mar­keters might focus on...

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Don’t hyper-focus on referral source to measure social media marketing

Digital Index · By Tamara Gaffney On February 20, 2013 · 2 Comments
Cyber Monday Engagement

Dig­i­tal mar­keters may be tempted to mea­sure social media by traf­fic refer­ral source.  This mea­sure­ment cuts across dif­fer­ent types of acqui­si­tion meth­ods and is easy to get from any ana­lyt­ics report.  Yet intu­itively we know that users of social media net­works are on a task, which tends to be quite focused, and delib­er­ately keeps them...

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Actual Web Traffic Increase Greater than Expected on Super Bowl Sunday

Digital Advertising, Digital Index · By Tamara Gaffney On February 6, 2013 · 1 Comment
Super Bowl Actual Traffic Increase Chart

Adver­tis­ers see 23% higher traf­fic than nor­mal on day of the event; 46% higher on day after event, but week prior to event lower than last year.

Adobe Dig­i­tal Index looked at the over­all web traf­fic for Super Bowl adver­tis­ers in an analy­sis which looked at 980 mil­lion vis­its across 65 brands.  This year’s Super Bowl...

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Super Bowl Advertisers Can Expect a 20% Increase in Web Traffic; Mobile Video Viewing will Double on Super Bowl Sunday

Digital Advertising, Digital Index · By Tamara Gaffney On January 29, 2013 · 12 Comments
2011-2012 Super Bowl Graph

Those of us in the adver­tis­ing pro­fes­sion don’t view the Super Bowl like most Amer­i­cans. Let’s face it – most peo­ple will be focused on watch­ing their big screen TVs, eat­ing Super Bowl munchies, and hop­ing for their favorite team to score another touch­down. Mar­keters, how­ever, think of this event as the Holy Grail of...

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Cyber Monday Sales Climb to New Heights

Digital Index, Retail & Travel · By Tamara Gaffney On November 26, 2012 · 42 Comments
Cyber Monday Key Mobile Stats

Online shop­pers opened up their wal­lets in a big way today as spend­ing soared off the charts, crown­ing Cyber Mon­day 2012 as the busiest online shop­ping day in his­tory. Our Adobe Dig­i­tal Index kept tabs on con­sumer shop­ping activ­ity today and will con­tinue to do so through­out the busy buy­ing sea­son. Here’s our...

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Record spending on Black Friday reaches $1.3 billion

Predictive Analytics · By Tamara Gaffney On November 26, 2012 · 2 Comments
Thanksgiving Conversion Rate

Hol­i­day sales are off to the races and the results thus far look very promis­ing for online shop­ping. Black Fri­day online sales reached $1.3 bil­lion, an 18.4% growth over 2011, com­ing in 6% over our ini­tial pre­dic­tion. These stel­lar results make Black Fri­day the largest day after Thanks­giv­ing in online sales ever.

Black Fri­day online shop­pers...

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Will the Tax Grinch Steal Internet Christmas?

Digital Index, Retail & Travel · By Tamara Gaffney On October 10, 2012 · 1 Comment
Balancing Finances

The sub­ject of taxes is in the news every day as the weak econ­omy and lost home val­ues threaten state and local gov­ern­ment with bank­rupt­cies and bud­get short­falls.  When it comes to sales tax, cur­rently 45 states require retail­ers to col­lect any­where from 2.9% to 12.7% in state and local taxes if they have head­quar­ters,...

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Mobile Search an Important Traffic Source for Marketers

Digital Index, Search Engine Marketing · By Tamara Gaffney On August 1, 2012 · 3 Comments
Search referred visits by country

Today we are releas­ing a new Adobe Dig­i­tal Index report that inves­ti­gates the impact of search-driven vis­its in 11 coun­tries in the Asia-Pacific region. This is the first report that I’ve helped to cre­ate and, quite frankly, I’m hum­bled by the sheer size and flex­i­bil­ity of the data...

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B2B Emailers have a T-Rex problem

Digital Marketing · By Tamara Gaffney On October 21, 2011 · Add Comment

A recent For­rester report released on Octo­ber 12th on “How B2B Firms Can Improve their Email Mar­ket­ing” indi­cated that on aver­age B2B com­pa­nies have ” half as many inter­ac­tive staff and 13% lower bud­gets than B2C firms.”  If you’re in B2B email mar­ket­ing you prob­a­bly live this real­ity every day.  We under­stand com­pletely because...

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