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How Stats Should Influence your Digital Strategy

I recently read a book named How Not to Be Wrong: The Power of Mathematical Thinking by Jordan Ellenberg.  It gives examples of how people will use selected facts to make their agenda.  Jordan makes the point to state that “The purpose of statistics isn’t to tell us what to believe but what to do” and “Statistics is about making decisions not answering questions”.  These two statements couldn’t be said  more clearly.

When we are trying to set up a strategy we need to make decision on what to do and be sure not to work backwards by answering the question or creating an desired outcome and then creating a strategy to fit that.  The research should set that strategy.  here are some good statistics I was able to gathers from a variety of media outlet.  These stats would help you understand how to pursue a social media marketing strategy, a mobile site strategy and a email marketing campaign strategy to name a few.  Hope this helps.


  • We have reached the mobile tipping point: All new data consumption is coming from mobile (TechCrunch).
  • Over a third of email subscribers read their newsletters exclusively on mobile devices (Informz).
  • 61% of users are unlikely to return to a mobile site after a negative experience. 40% will go to a competitor’s site (MicKinsey & Company).
  • Over 80% of marketing and communication professionals expect to begin an influencer marketing campaign within the year. (eMarketer).
  • When social media is part of their buyer’s journey, customers tend to convert at a 129% higher rate. They are also four times as likely to spend significantly more than those without a social component (Deloitte).
  • Reading or writing social media reviews and comments will influence the shopping behavior of 67% of consumers (PwC).
  • The average internet user spends nearly two hours browsing social media networks daily (Telegraph UK).
  • On average, brands only respond to only one out of eight social messages in 72 hours or fewer (Sprout Social).
  • Email marketing was the top channel for increase in digital marketing spend over the last year, with 61% of marketers increasing their investment (Relevate).
  • Personalized email messages improve click-through rates and conversions by over 10% (Aberdeen).
  • The average CTR for email marketing across industries is 3.2% (IBM).
  • Last year, the average ROI for email campaigns was 4,300% (Copyblogger).
  • 55% of all emails are opened on mobile devices (emailmonday).
  • By 2019, video will account for 80% of global internet traffic, and 85% in the US (Cisco).
  • The average CTR of display ads is .06% (HubSpot).
  • The CTR for native ads is more than double regular display ads: .33% for mobile, .16% desktop (Business Insider).
  • Users who are retargeted to are 70% more likely to convert (HubSpot).