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Tuesday, December 31, 2013

The Time Machine (Book Review)

As the new year approaches I hope that you've all had a terrific year and a joyous Christmas! Sorry I've been inactive for the last couple of weeks but I've been rather busy as of late around this time. But now we can return to normal and end the Old Year with a good old-fashioned book review. For Christmas this year I received some books, being a somewhat avid reader, amongst which were Lord of the Flies, the Nobel Prize-winning, 1954 dystopian schoolboy masterpiece, from William Golding; I-Robot, the progenitor hi-tech collection of stories upon which the very field of Robotics was founded by scientist Isaac Asimov and finally, the book that I will review today: The Time Machine. The 1895 tale from biologist H. G. Wells is seen alongside Jules Verne's 20000 Leagues Under the Sea as a definitive tale, that founded the genre of Science Fiction itself.

One of the three grandfathers of Science Fiction, Wells has constructed a classic scenario of the human condition and the political possibilities of how our race might develop, epitomised by the struggle endured by a tranquil surface race (the Eloi) at the enjoyment of their wretched subterranean brethren, the Morlocks, in the distant future held in store for us, in 802,701 AD.

The story is quite short at just under 100 pages, but contained within those pages is a sublime journey across the fourth dimension into contrasting worlds constructed so vividly, that one can reach out and touch it; you can live and breathe the very tale, which seldom happens in my opinion and even as I write this passage and think back to the penultimate chapter, I get shivers just thinking about the dying Earth visited in the year 13,000,000-odd AD, where a brackish sea and a frighteningly large, red sun greets our unnamed time-traveller. And I think back further and consider the year in which it was written, 1895, and try to imagine a probably science-illiterate public and their reaction to the story, with a hodgepodge of opinions flying like bullets as a new-fangled concept emerged; that of time-travel.

Wells' writing in this story is in past tense, with almost every paragraph contained in speech marks as the story follows the time-traveller's recollections of his time spent in the far future, explaining it to a group of incredulous people, most of whom are named by simple archetypes such as "the Editor," "the Psychologist," "the Journalist" etc. Even our time-traveller lacks a name, which is impressive given that he is no 'cookie-cutter' character and when others refer to him in speech, his name becomes simply "Mr. -" This idiosyncrasy is similar to the voice of the time-traveller himself, with the voice being -as one might expect- rather educated and 'old-fashioned', with explanations taking up -on occasion- more words than necessary, though this seems only to strengthen the character, demonstrating his knowledge as unusual Latin lone-words creep into explanations of nature, applied to the plant life for example, which is testament to the author's knowledge of biology, which serves only to make the read even more fascinating.

The ease of reading the novel is similar to Orwell's 1984 for me, with a similar tone of voice albeit tackling a very different topic, which made this even more enjoyable, with the ability to relieve, frighten and disgust the reader equally present in both Author's repertoires.

Suffice it to say, The Time Machine has been a great pleasure of a book, presenting a vivid world, a developed cast of characters and a surprisingly rich storyline that still to this day, is far from being 'primitive'. His almost prophetic prose and unsettling predictions is matched by a brilliant insight into Wells' Socialist politics and the political orthodoxy during which the book was written, rendering the quote from the New Statesman's 1895 review "H. G. Wells has written a clever book..." a painful understatement.

Penguin's 2012 Edition

Monday, December 23, 2013

Carat Media Internship: Journal Entry #12

The finale of the autumn term has arrived at Carat Manchester, though it was something of an anti-climax considering that I finished the day earlier than usual. Aside from a few festive decorations and a mini golf set, the office was largely unchanged. I conducted another keyword list for the subject of Astrology of all things in addition to a Site Transparency report for a client. This was followed by a Placement report for three different clients and after all that, it was decided that I was allowed to leave early! In total I completed about 4 hours of work if you exclude the lunch hour, a nice treat before break up. But the biggest surprise came before leaving when I was presented with a small box of Lindt chocolates as a Christmas bonus, so thanks for that guys!

Aside from this there really isn't anything to be said about the day, apart from the state of some workers (it was the Christmas party the night before, so people were still a little rough!) that came as a shock given that it was right in the middle of the week; I'd always thought of work's parties being held at weekends, but apparently not. In all however, the day was short and sweet, a nice wrap-up (no pun intended) of things before Christmas and with that, I will see you next time in the New Year.

Merry Christmas!

Monday, December 16, 2013

Carat Media Internship: Journal Entry #11

And so the journey continues into the penultimate week before I break up for Christmas! The campaign from last week, on which I advised on strategy, performed quite well I was told, so I'm quite pleased about that.

This week was rather exciting too, for I worked with PowerPoint, designing slides for a client to sell AMNET's Facebook analytics abilities as effectively as I could, which gave me a great experience with the software in placing images, changing colours and hues, and writing as concisely as I could, which I took a liking to pretty much instantly.

I used infographics to demonstrate some key points such as Facebook's reach (targeting the message to the client's geo-targeting strategy seeing as they wanted to target Yorkshire specifically,) as well as one that I pulled from eConsultancy that showed the audience demographics:



I thought it all went quite smoothly. I also helped in advising a colleague on her slides by proofreading for typos and wording inconsistencies: for example -because you work in a particular field, jargon becomes a second language almost, which outsiders don't understand- and so I had to -on occasion- ask what certain phrases meant, so together we re-worded some parts of the presentation in order to make it more client-friendly; we don't want our message to go over their heads after all! I don't think the presentation has been completed yet, but the deadline approaches and I hope it contributes to our successes; we've seen quite a few recently between gaining the Premiere Foods contract and being bought out by Dentsu back in July, let's hope it continues! 

After the presentation, I conducted some more stuff on Excel, completing a Keyword, Placement and Ad Group report for a client and recommending a strategic direction for each, stating good and bad results for CPC, CTR and CPA and reasons as to why this was so. For example, I deduced that since the campaign performed well on the keyword for "Help to buy," that the reason why it was successful was due to the political implications with George Osbourne's "Help to Buy" scheme designed to help people onto the housing ladder in the United Kingdom via part-subsidised lending packages bestowed to prospective first-time buyers. This obviously holds certain implications for as to the average age of those clicking them, which could aid the campaign further in the coming weeks.

Finally, as a task before leaving I tried (and failed) in attempting my first ever Spend check. Spend checks are basically accounts that show conversions, clicks and spend etc. of any of our campaigns and the budget remaining at any given time. Because platforms such as Facebook are unreliable as far as determining costs are concerned, we have to manually input and check the numbers via the other DSPs in order to show the true amount and if it corresponds -as it should- then there would be no need to change anything, and we can just copy and paste the data into the Excel template. If however, there are discrepancies, then we must make the changes in order to make the budgeting fully transparent. These are also used to check the amount of cash that you have remaining for any particular campaign, and if there isn't enough you will have to alter the budgets allocated to each strategy or advert in order to stay within budget so that the campaign runs its course.

The reason as to why I failed was because I just found the whole layout confusing and it was at the end of the day, so maybe I'll try again next week when I'm fresh in the morning. I actually finished early this week since we had a small pre-Christmas celebration where the others gave presents around from under our tree in a "Secret Santa" fashion. Mulled wine was drank (from mugs!) and generally people unwrapped gifts with joyous cheer (there were some very cool presents, like an infographics book with trivia, or a 3D artistic sculpture from the Gadget Shop, as well as a white chocolate Snowman!) A fun day in all with a great twist away from the norm.

And so we proceed to the finale before Christmas, let's hope it's exciting . . .



Nine Days to go!

Tuesday, December 10, 2013

SKYSCARR: Update and a Long-Delayed Description

As I get back into the swing of rewriting SKYSCARR, I feel that I should address a proper description for the storyline: This is usually one of the hardest bits to write because it needs to be engaging, concise and leave readers clamouring for more, which can be really difficult if the plot has many story lines or a complicated plot with many elements; it's like flash-fiction I guess. This is why I wanted to share something that -if you have written, or even researched about writing a novel- will be familiar to you. Writing a novel in ten steps shows how you can plan a whole novel, but the first step about summarising the whole story into a single sentence, is where we can truly begin our arduous journey.

This sentence is the foundation, the stonework, the ground upon which the edifice of our novel stands gloriously upon completion, for us to admire; yet it's also our first glimpse into how we condense something potentially as large as a million words, into so few. So let's try it with my novel!

"SKYSCARR" is about . . .

'A group of people fighting to overthrow a corrupt and genocidal government.'

That's simple enough, it doesn't mention any major plot elements such as the magic and technology that blend Sci Fi with Fantasy or anything else. As far as the reader of that sentence would be concerned, it could fit into innumerable genres or sub-genres. But now we need to flesh it out a little more, make it more engaging than the generic theme; what makes it unique?

'As people walk the streets with a lifeless demeanour, a conspiracy bubbles in the 23rd Century. A tranquil Earth filled with technological wonders, with a second planet embodied by magic hanging in the crest of a wormhole above, are the apotheosis of stability. But everything hangs in a fragile balance, the interplanetary government of the past 200 years instigating long-anticipated actions. The peace shatters as citizens are killed by the hundreds, and an unlikely band of citizens are blamed for the havoc. And without a government to protect them, the military all-too-happy to obey their orders and a citizenry up-in-arms against them, they run for salvation and truth, against time so limited and with a relentless pursuit force hot on their trail. 

And so their odyssey begins, taking them to the very heart of history, to learn what happened all those years ago.'

Now that sheds much more light on the story, though the characters are not described in any detail. Personally I feel that the story is more narrative-driven than character-driven, and seeing as there's five main protagonists, all working as a single unit almost, it would be hard to fit all of them into a single paragraph. As with the previous description, this one does not delve into the key details of the story such as the setting, the pace and the characters, but rather if focuses on the dilemma that they face to create a sense of mystery. The characters do develop over the course of the story in their own way and they are -I think!- likeable enough to maintain a connection with the reader, but like I said, the main USP, if you will, behind this is the constant urgency and mystery, shown through almost constant real-time events and non-linear POVs between the protagonists and antagonists.

I hope that you enjoyed reading it all the same and please let me know if there are any suggestions/critiques etc. of the description, storyline etc. Thanks for reading as always and see you soon.

Monday, December 9, 2013

Carat Media Internship: Journal Entry #10

As we reach double digits for my time spent within Carat, the holiday approaches! We've been putting some Christmas campaigns together recently as I'm sure you're aware, putting keywords into practice for those searching for gifts etc. I didn't complete anything of that sort this week but a rather more complicated task.

As I've detailed in previous weeks, I have so far completed Site Transparency reports, Keyword reports and Ad Performance reports amongst others; this time I reported for two clients on overall performance for the last two months. That's pretty much all of those separate reports combined into one behemoth file! Needless to say, the report contained several pieces of data for several different metrics, all of which formed a six-figure cell total.

When you first stare into something so large and you have so much stuff to analyse it's impossible to organise it into just 1 pivot table; I found that I needed at least 3 or 4 since the idea behind the task was to re-evaluate the strategy because in many respects the campaign was failing to get through to a core audience, though there were pockets of times and days when business was good, as well as certain creatives that outperformed others, which I then found were affected, in turn, by the exchange through which they travelled and when I pulled all this together, I started to see a bigger picture. And that's basically the whole point of the task, to discover who was clicking, when, on what days, and as you find a desired audience, you look at what media best sends the message to these people along a valuable exchange.


Imagine doing this for two clients!


Once I completed this task I wrote up my findings and suggestions for the campaign direction in a Word document. We'll see how that performed next week, so fingers crossed! In essence the whole process is just a constant trial and error, using judgement and intuition about why certain things are happening, and what you can do to affect that world from behind a DSP in as positive a way as possible for your client. Sometimes I imagine it gets pretty stressful, especially if nothing's working or there's not much time to get a campaign off the ground, which is where a client might start getting agitated with you. But given that there are many options to chose from, all at the click of a few buttons, chances are, there will exist somewhere in the ether the solution to your problem; you've just got to find it!

Sunday, December 8, 2013

Offline Systems

The piece below is a Military SF/Space Opera short story, with some names recycled from my untitled first chapter uploaded in this blog post. You may also notice that this is set in the same universe as the previous (the Daros Collective, a utopian universe similar to Iain M. Banks' "the Culture.") The piece may be integrated into the space opera novel later down the line, but so far it serves as the first part to a short story called "On A Glorious Stellar Breeze." Without further delay, here is Part 1:


Offline Systems

Our warship shook violently with metallic clangs as status indicators flashed on and off erratically from the last missile strike.
Lieutenant Hendrick shouted above the rattling with a strain,
“Starboard’s in a bad way Sir! We can’t hold them off for much longer.” His hair dripped beads of sweat that ran in rivulets under his Flightsuit. I ran to the centre of the bridge, smoke curling through vents as part of the ship died away on my control map, first glowing red, then greying out.
“Shit!” I smacked the metal table with a dull thud, “We just lost them Hendrick.” I spoke in hurried stammers to the rest of the crew via Network:
“Keep them at bay! Portside Defences Alpha, Beta and Delta engage targets of opportunity! All non-combatant units commence rescue operations for Starboard Section A; bring them to Evac. Bunker Two! I can’t-“ A deafening blast erupted from someplace; my voice was drowned out: “Communications with Starboard are down. I repeat, Starboard communications are down!” I spat the sentence out before I could be interrupted again.
More volleys struck us in quick succession; the world shimmered in my eyes. The ship groaned like a large metal door and shook uncontrollably as officers were thrown to their feet in panicked cries, inaudible over the ship’s scream of agony.
Hendrick grabbed the support rail, “Damage report!” he shouted to the other officers.
“We’ve lost the whole Starboard sir; it’s gone!” A young officer, barely into his mid-twenties stared horrified at the holoscreen as he read his status updates.
“Shit!” I thumped the desk again.
“What should we do?” He shouted over to me, everyone followed his gaze. I took a deep breath, my bones rattling still long after the last strike had subsided:
“Get everybody off while we still can!” Another missile, I hit my head, I was dazed.

“What the hell was that?” I shouted, getting back to my feet, soothing the bruise.
“Strike on Portside Section C. But there should be enough evacuation chambers left for the whole ship though, or what’s left of it.” The same officer sounded ecstatic now, but knew that what was left was very little at this point.
I activated the Network again, hoping my message reached everybody, but I knew in the darkest recesses of my mind that there was a good chance that it wouldn’t; we lost too many that day:
I spat the command out, anguished, “All fleet members on-board Olympus, make your way to the nearest Evacuation Points, set target for Level 3 of the Eros Elliptical.”
Hendrick muttered something under his breath as he turned away to tend to his subordinates, but I couldn’t hear what it was. We gathered up and ran from the bridge, falling deeper into the more concealed areas of the labyrinth that was my ship, the Eros flagship Olympus.

The black smoke grew thick around us as we passed through ravaged corridors and ran urgently like a pack of wild animals, shaken every few seconds as the battering continued. I could imagine the depth of space around us as a tang of burnt metal filled the air and cries of despondency erupted everywhere, people in uniform running frightened for any last means of solace as the last of our weapons systems were either finally abandoned in lost hope, or were knocked offline by the continuing barrage of strikes from the Light Crawlers. A beam-leister ripped through the level above us as people screamed, the metal lining the corridor above wobbled like jelly, melted from the heat. I imagined steam cascading from the molten substance as I prayed that the rest of the crew had heard my last command, but knowing that I would never know; that was what really pissed me off. If anyone was up there, they’d be vaporized by now, (I kept telling myself that;) the harsh realities of war bit into me as I rushed, staggered and stumbled, all the while hoping that any escape pods remaining weren’t damaged or lost; we weren’t going to lose anymore, I was determined. I lead the way as Hendrick displayed a calm demeanour alongside me, his eyes constantly looking to the floor as we made our way to the kilometre-thick security-door at the end of a blackened hall, the smoke now obscuring our sight. We resorted to infrared vision, turning the world bloody and bleak.

I swiped a hand over the lock as it clicked open, the air lock depressurizing like a sight of relief, which I mimicked, my fear subsiding slightly. No commander wants to be faced with the burden of knowing that you cost people their lives needlessly. But we weren’t in absolute defeat today, for I knew we’d snatch back victory, the slow closing of the tall door like a great canyon of metal, impervious to all threats and in such a moment my stone face offered a thin smile and the sounds of destruction faded. The indeterminably long row of escape pods stretched out for miles, sitting like small metal ball-bearings with a large window that would slide over the front and airlock immediately, activating a supply of oxygen and other necessities as it sent its occupant into a stasis as it travelled towards a habitable environment, whereupon the passenger would be awoken again, and ejected soon after. We were still thousands of kilometres away from the Elliptical; I pointed to the young officer I’d spoken to earlier. He seemed rather shocked to still be alive as he saluted comradely, his spine stiff and his fingers locked above his brow with precision and discipline:
“How far out from the third level are we? We can’t let them land.”
The young man checked his status watch and replied in no more than 3 seconds eagerly:
“Approximately 24,597 kilometres Sir. We should be able to land on Plain 97 of Level 3 with ease. The Interstellar Artillery will be only ten miles away from where we would be expected to land.” His face lit up but was shaken constantly as the roar of war seeped through the thickened walls of the evacuation bunker.
I replied immediately, braving the shakes, “Yes, Officer, I know. I plan on us using them once we arrive.”
“Using them?” Hendrick overheard, his face disbelieving.
I pivoted and stared, hard-eyed, “Yes, we need to stop them landing here or they’ll take the 97th plain from us Hendrick. I won’t stand by and watch the Eros Elliptical be annihilated beyond repair.” I turned away again and muttered: “There’s billions of sentients here Hendrick and I’ll defend them to the death.” A groan of metal yawned again as the very foundations of the sentinel walls buckled under pressure. Officers stared in horror.

The disarrayed ship shuddered and bumped and buckled like a mere tin can while everyone piled into escape pods frantically, priming them to be shot off at unfathomable speeds, some having left several minutes ago, no doubt. The floor of the trench over which they sat lay open to the void of space, the blackness frighteningly calm when you saw it stare at you; that nothingness, that depth of zero. The mesosphere of the elliptical’s stacked rings glowed out of vision, a cyan aura radiant, like rings of dry ice against an unlit coal fire surrounding the star in precise distances, the centrifugal force of the centre ring channelled up and down to the others by a layer of invisible matter stacked inside of the structure and enclosing the Eros star.
Hendrick got into one of the pods, the one next to him I marked as my own internally. Before I left I hesitated and said to the ship solemnly:
Olympus, you’ve served me well over the last five years but you’re too badly damaged to continue.”
She (her sentient AI) piped up invisibly, “I’m well aware of that Sir: my propulsion units are all offline as are all offensive capabilities, the Network is down both internally and externally, and the Starboard has all but been destroyed at this point.”
“Yes, but I want to ask you a final favour: Can you self-destruct your Power-HUB? I want to ensure that as many enemy ships die as possible. We need time.” The words pained me as they passed my lips.
She paused then replied, a lag in the failing system, “Yes, of course Commander. I’d like nothing more than to die in your and your crew’s honour. And there are numerous targeted opportunities in range you’ll be glad to know, so my sacrifice will not be in vain I assure you. You must prevent the invasion of the militarised plain, the star must not go nova and I am sure that you will do your duty Commander. Good luck Sir.”
I looked to the ceiling and said in my most gracious voice, “Thank you.”

If I could have seen a face to match her voice, I was sure it would have looked happy, overjoyed even at dying as she did. But the ship herself continued to blow apart as I spoke, the portside also nearly destroyed by that point, the echoes of battle growing nearer as steam cascaded and filled the chamber from a splintered wall into the bunker, corridors razed and floors dusted with debris.
Before I left the ship spoke once more, “Before you go Sir, I have a final request.”
“Anything you want.” I smiled towards the ceiling, itching to get off the wreckage.
“Will you tell Intel. Corps that I fully enjoyed serving with them, upon your glorious return?”
“I would like nothing more Olympus; I’ll ensure that you are treated with the utmost respect by our comrades in Intel. Corps, and I am sure that they would be delighted to honour your sacrifice, in the utmost enthusiasm.”
“Thank you again Sir, I’ve enjoyed serving under you.”
“As have I Olympus, as have I.” The ship seemed to sigh in satisfaction, which I enjoyed hearing; it was the last we spoke before she blew as I made for my escape pod.

The ship was now rattling and whining as alarms started whirring horribly; a new, ugly voice called out an emergency warning to evacuate immediately as the emergency light strips activated, glowing yellow against the red deck in my vision. I was one of the last to leave, the pod glowing blue from within the cockpit as I felt my eyes begin to fall in a drunken descent after the hatch closed, the pod’s mechanisms sending me into a dreamless sleep as the airlocks sealed, breathing in and holding the air hostage for the next few days. The pod was spat from the floating wreckage of Olympus, the AI doubtless sending out its last communication that would be at the end of its file on the Intel. Corps database: Death by self-induced core-overload in 2797 SE: Eros System; Commander Ritzen, Command.

As our fleet of escape pods travelled peacefully yet speedily towards the gargantuan elliptical, I dreamt of the ship’s destruction above and the havoc it no doubt created for our enemy, the blinding punch of light from the overload to be seen unknown amounts of time after on some distant world I thought, possibly long after my own life had ended, like a star gone supernova. We survived in our thousands thanks to Olympus, and I’m still grateful to this day. But the hardship for us didn’t end there. We realised our biggest fears on the forest-laden surface of the third level, the nameless plain marked simply as a military outpost that glowed somewhere in the maze of matter beneath us, testament to our long stalemate of a war; a war that in the end outlived all of us and it is here that I will ask you:


Don’t they all?


I hope that you enjoyed this piece and please let me know if you liked/ didn't like it; I always welcome constructive criticism. If you want to suggest any improvements or things that you'd like to see in the future, please do get in touch. Before I end this post I'd like to say thanks for reading and sorry I haven't uploaded any creative stuff in a little while, I've been busy, but I hope that you've enjoyed my Carat Media blog posts in such an absence, if you've been reading them. Have a nice day!

*UPDATE (23/02/2014)

Thought I'd update this story so please, tell me what you think.
Thanks!

Saturday, November 30, 2013

Carat Media Internship: Journal Entry #9

This week saw me complete two long tasks: The first was yet another keywords report, a great list compiled for a phone company's website, targeting their Christmas deals as well as the generic brand names, contract durations and associated details, which slowly built out from specific lists to cover every facet of the four major categories, thereby creating the week's keyword list: This task took me to lunch, during which I finally boiled the kettle for myself and a colleague, as you should when in the office as an unwritten rule of courtesy!

After the break I was assigned a brand new task: An Exchange Report. These are basically spreadsheets (a prewritten template at Carat) into which data is placed from our chosen DSP. The DSP contains for several of our clients, the exchanges through which we buy our media and as I'm sure you can imagine, some of them outperform others; some are so bad that they have to be deleted. And that's where I come in!

Campaign layers: A quick diagram


In the spreadsheet you basically have multiple columns titled by metric, exchange name etc. in order to group your data. In the DSP you can select what metric or campaign aspect that you wish to see and for our task, we selected the CPC/CPA option because we need to know how much our clicks and conversions are costing us. From here, we can see which exchanges are performing well/not-so-well when compared to the average. The averages are calculated by the DSP for each individual strategy, which potentially has any number of exchanges within it (some had 1, others had around 21) and in analysing each piece of data, you can discover the overall effectiveness of the strategy based on how it currently stands regards to each individual exchange, a component of the strategy I guess; and if an exchange is performing badly as a 'damaged' component, you have to notify the architects of the strategy, which is essentially what the sheet is for.

Not the most exciting image I know, but I did make it through all assigned clients in the nick of time, I'm glad to say!







And after all of this, my fingers numb and my eyes stinging slightly from staring into the abyss of Excel for four hours or more, I was glad that I hadn't left earlier: Someone from downstairs came into the office with leaflets for Cafe Nero, a FREE coffee no less! It was strange seeing as I'd bought one on the way to work earlier so I guess I made some cash back the next day, walking back to the university with a Chestnut Latte, which I can highly recommend for the festive season!

See you next week . . .

Wednesday, November 27, 2013

Carat Media Internship: Journal Entry #8

This week I completed yet another keyword analysis (for a sports venture) in my first couple of hours. Thankfully I started to do something a little different and so we can return to a more exciting post!

After my keywords were drawn up, I completed some more Dayparting tasks. One was for a banking and financial services company (their mortgage campaign) and the second was for a company that produces and sells blinds. I used the Sort/Filter option once again to discover what the data said and put the most popular hours and days into a simple table. After this I wrote a strategy document where I recommended a plan of action. For example, the bank only had conversions during the week and lacklustre activity at weekend, which, I decided, was due to people using their free time at weekend to relax when it came to utilitarian pursuits of life, preferring to carry out such tasks during the week -and later at night- when they are in the midst of working for a living, the nature of the product residing within a similar state of mind where such purchases and brands dwell, in the consumer sub-conscious.

More excitingly, I updated the Carat "Best Practice Document" for Dayparting. This involved taking screenshots of pages and describing how to interact with a DSP we use in a step-by-step guide. I also had to delete the old section of the document that described processes on a platform that we no longer use, and had to replace it with a section on how to use DBM instead. This was really beneficial because by writing down how to go through the process, it was like I was teaching myself how to use it and as a result, I feel more confident now in using those platforms.



I then worked alongside another intern on Spendchecks, watching the process. Spendchecks are basically a type of document that tracks expenditure on different things associated with a campaign. In order to "check" the spends, you have to look at what Facebook Ad Manager is telling you and what the platforms are telling you, since Facebook is not completely reliable when it comes to specifying accurate monies etc. so the cross-reference is entirely necessary. I haven't actually carried one out yet, but hopefully in time I'll be sinking my teeth into one!

And that pretty much summarises the day. It's been more varied than the last couple of weeks, which is refreshing though I'm still lost for words when it comes to describing these things as it's getting to the point where I just start saying "today I carried out another Site Transparency/General/Keyword Report... you know, like the one I did in Week 5." This isn't really a criticism of the programme but more my admitting that I'm running out of ideas on how to present the same information of how to do something, in a novel way that's engaging. Alas, I'm not as good a blogger as I thought I was it seems :), though as FDR once said on failure, "...(But) above all, try something."

And I will leave you with that motivational quote from the ex-president (for this week's novelty) and hope it serves you well, along with this week's blog post, and the next one . . . (and the one after that, ad infinitum.)

Regards

Wednesday, November 20, 2013

Excel 101: VLOOKUP (The Easy Way)

This post serves as a note to self, seeing as I'm liable to forget a lot of the processes associated with this fairly complex tool, that few tend to know about.

So what is a VLOOKUP?

A VLOOKUP is a tool that allows a list of data to become dynamic in order to sift through large amounts of data very quickly. I'll show you how below.

STEP 1)

Bring up your data (I'm using a spreadsheet taken from the Guardian on opinion polls from 1984-2013)


STEP 2)

Copy the labels at the top of each column before you begin the actual lookup process and place them somewhere else on the sheet, like in the image above.


STEP 3)

Next we need to make a list out of the first column, so place your cell selector in the cell directly below the matching column title in the table you just created; bear in mind that I am using Excel for Mac (2011) and so there may be some differences in tool location. Select data validation; when doing this, you may need to select the source button  shown here to select large amounts of it. Once you've selected the list and validated the data (Mac-users should find it under the DATA tab,) you should check the first column. If you've followed my advice, there should be a drop down box in the selected cell, which should include all selected data, as shown below.


STEP 4)

Now we can use the VLOOKUP. Firstly, select the cell below the next column label in the small table you created.



Now place =VLOOKUP into the box (it will appear in a drop down menu when you start typing, so you can just click on it when it comes up.) 

In the parentheses that appear with the VLOOKUP tool, type in the cell reference for the list you just created, then place a comma after it.

STEP 5)

Now we need to select the relevant data: Highlight the first column of data from which we built the list AND the column next to it, which should match up with your created column labels. As you do this, a reference of data should appear like so:


STEP 6) 

Now this is important. Now that all the necessary data has been highlighted, an option is available that wasn't previously. As you highlight, in the bottom left of the screen (on a Mac) you will see the letter C with a number. The C is a COLUMN reference and the number is the amount of columns highlighted. Seeing as I just highlighted the first three columns, I have "C3" written there, ignore the other reference in the image. 


Using this column reference, you need to complete the argument by placing another comma after the data range and inserting the number of the column ONLY ("3" in this case.) After this, you should place a second comma and the number "0" before pressing enter to complete the argument. This is to solve an error of some kind that comes with completing such formulas. If everything has gone to plan, you should ideally see the data in all 'looked up' cells change, as different datums are selected from our dynamic list like the images below demonstrate.

 The first piece of data: "15-06-1984"


The second piece of data "15-07-1984"

And that pretty much covers it, that's how to do a VLOOKUP on Excel the easy way, and if you didn't like the explanation, or if image-based guidance isn't really your learning style, here's a video tutorial:


I hope that you found this helpful. Have a nice day!



Carat Media Internship: Journal Entry #7

This week I continued with much of what I did previously. I entered more data into Excel for my previous client as well as another one that deals with large department store clients selling furniture, jewellery, clothing, technology etc. The keywords that I came up with -as you'd expect- were pretty varied though I did find myself becoming repetitive over time.

Within the first half of the day (after about an hour) I joined the others in a meeting in one of the boardrooms to listen to a discussion on keyword build-out best practice. We decided that the ideal way to carry one out for large websites was to find the smallest section number e.g. 4 tabs reading "home," "garden," "outdoors" and "activities," and from here go into each of those as a separate campaign or category. Within each of these you could create an Ad Group by the name of -for example- "living  room" and within each Ad Group you would list your chosen keywords; (you could go even further into each specific product if you wanted, making very specific Ad Groups.) The idea is that you pick anything and everything that you can because, if you think to search for a string of words in hopes of getting a product, chances are that someone else does that too. On average though, we only allow 50 keywords max in any Ad Group, but if you split it down much further, you could potentially end up with many small Ad Groups that have average keyword numbers of only 10 or less. Ultimately it just depends on the client and campaign sometimes.

My second keywords chart was for a client that sells women's haircare products (driers, straighteners etc.) where I entered a fairly modest sum of keywords (around 100.) I really don't want to show the charts because there was no colour-coding of anything this week, so it all just looks pretty bland. But at the same time, if I put images on here it gives me more metatags to play with when it comes to SEO, so here:


Kitten!  


After this, I conducted what was more of a research task than a keywords one, for a wine company. In this sheet I detailed the wine that was being sold, the origin of that wine, whether it was red, white or rose and finally, noted some key textual components as described in the product copy e.g. "drink young;" "full-bodied" etc. This was in aid of a new campaign that sees release fairly soon.

In all today was very enjoyable albeit being quite repetitive; the meeting was a good highpoint (and not just because of the filtered coffee!) where I learnt more about constructing keyword build-outs, and more importantly, how Carat are seeking to standardise how they place the data into Excel, so that every employee speaks the same language if you will, in terms of the column titles and how the data is written down for each platform where synonyms can potentially confuse.

See you next week . . .

Week 6
Week 8

Friday, November 15, 2013

Carat Media Internship: Journal Entry #6

My tasks -or should I say task- yesterday was a little simpler, which I enjoyed although I could easily imagine many finding such a thing monotonous and boring; I guess I've always been weird enjoying stuff like that! But it wasn't useless, no, far from it: I had to compile a spreadsheet from scratch for a client (one of those massive shopping centres, and all the brands and their stores, contained within.) I had to read the store descriptions and come up with keywords, which will be analysed once we've launched the campaign and as a result, we'll see the effect I had on success in my keyword choices! That's basically what I spent the whole day doing, colour-coding the stores to separate them easily when going through it to make the whole thing more readable. I'm about halfway through the first of the four sections of the website, here's how many rows of data I've inputted manually so far (in about six hours of work):


Yep; 615 rows, each with two columns! It's probably the most I've ever written into a spreadsheet in my whole life and I've only scratched the surface. Here's the colour code I used for the data:


Simple enough and very effective I found. I hope it continues to be fun next week! Aside from this I didn't really do anything else, but given that 615 rows were filled, 614 of which had manually inputted data, I'm sure you can see why! See you next week when I hope I'll have something more interesting to write about.


Carat Media Internship: Journal Entry #5

A couple of weeks ago I carried out some very interesting tasks on MediaMath and Double Click (the ad platforms.) I pulled the reports on the clients myself this time, the interfaces of both platforms being so easy to use and are quite intuitive, I found. All you have to do on MediaMath for example, is basically select your client and then the report type that you want to build (in my case, a keyword report, and then later a site transparency one,) and from here, you'll be prompted to select from a range of criteria to measure (such as CPC, CTR, CPA, CPM, Clicks/Impressions etc.) or alternatively, you can choose all the data available and export it as a simple (but often data-intense!) spreadsheet. When you've got the spreadsheet, you can then go and do what needs to be done with the data contained within.

As for Double Click, once you arrive at the main page, you simply select the "New Report" option and fill in the details i.e. client, report type etc. From here, Google will build a report featuring the data that you wanted to see and then you'll do the same as above. As you can probably see below, there's a very similar layout to both sites and both are very easy to use once you've gotten to grips with them, no different than the Facebook Ad Manager platform I used a couple of weeks ago and again this week.

I learnt a great deal from the analytics conducted, namely the difference between post-view conversions and post-click conversions; as the names imply, the former occurs only when a consumer sees an ad but does not click on it, but nevertheless, they then proceed to visit the page organically, thereby saving the company money and giving them a conversion at the same time; though that would also mean that content creators with the ad placed on their site would see a reduction in the amount they receive because, despite being part of the purchase path taken, they were not the sole way in which the customer was advertised to by Google etc. and the consumer did not click the ad; as a result, they would not receive the full amount for such an action. The latter conversion type is the bog-standard click the ad, pay for it, and then managed to get a conversion out of it as well, but at a cost to the client.

Without dwelling too much on the same tasks and becoming tiresome for you, I also completed another Facebook Ad Spreadsheet, but this time I decided to do something else that I wasn't asked for (largely out of wanting to spend the last twenty minutes or so productively.) When looking at the clicks for out client (their campaign had just come to an end on that particular day,) I separated the clicks into "social clicks" (a metric found within the data) and the normal clicks by using a calculator to take away the social clicks from the overall click total, thereby disclosing what amount of the clicks came from non-social platforms. I then placed this data into a simple pie chart, depicting the data as a percentage. Here are the results!


As you can see, most of our clicks came from outside of social platforms, so maybe out client's customers don't like being pestered when talking to friends! Not that you can really draw a conclusion from this data alone, but it does provide an interesting dynamic to look at don't you think?

Aside from the tasks, the work and the clients, I've also enjoyed the chit-chat over the last month that I've been here. It certainly livens up the atmosphere of the office that would probably be dull and lifeless without it. Finding things in common with people, talking about out lives, experiences, hobbies and anything else we can muster really places a nice slant on the experience of working, and just makes the hours go flying by without a clock fast enough to measure them! And until we meet again next week, I bid you a good day and hope that you can tune in again for the next chapter of my story, a romance about a marketing agency, because one can indeed love maths and analysis, (and this comes from someone who loathed the subject at school.) But in all seriousness, see you soon and have a good day . . .

Saturday, November 9, 2013

Iain Duncan Smith: A Critique

Yes, I'm delving into another unconventional article that goes off the metaphorical track, on which the train of this blog rolls. Iain Duncan Smith is a Conservative Party politician in the United Kingdom; a member of the current government, the Cameron Ministry (a coalition between the Liberal Democrats and Conservatives,) as well as Conservative Party leader between 2001-2003 before he was defeated in a vote of no-confidence (BBC, 2003: Online,) thereby becoming the second Conservative leader to not contest an election since Austen Chamberlain in 1921-22 (Brown, 2001: Online;) the first being William Hague in 2001, although at least he contested an election while Duncan Smith on the other hand, failed to survive as leader of the party long enough to do that.


Iain Duncan Smith; Secretary of State for Work & Pensions


That is Smith's background as far as major positions are concerned. Most recently he has drawn considerable controversy since taking office, particularly regarding his attitudes to social security and its claimants (both working and non-working,) as well as controversies surrounding the DWP's iniquitous use of statistics (BBC, 2013: Online.) He has consistently claimed that his plans are working -using figures and evidence- even though when such evidence painted a picture to the contrary (according to the UK Statistics Authority, 2013,) he defended his claims by saying "I know I am right" (Wintour, 2013: Online.)

Nothing exemplifies this kind of manoeuvring more than my own discovery a few months ago: Writing in The Guardian about his controversial Work Programme (a system wherein benefits claimants receive benefits from the government in exchange for working for companies such as Poundland- a particularly controversial case (see Morse, 2013,) IDS claimed in his humbly-titled article, 'I'm proud of our welfare reforms' which ran with the strap line: "I don't apologise for trying to make the welfare state fair- it's something only this government can do," that "Our Work Programme has launched and the industry tells us that so far 321,000 people have found jobs through it." The italics in that sentence represent a hyperlink to another Guardian article, the headline of which read: 'Welfare to work scheme failing to get people work, say figures' (my emphasis.) The strap line read: "Just 5.3% of people on incapacity benefit were helped into employment for at least six months by Work Programme." The article, from Butler (2013a) further stated that "Ministers were upbeat about the data, claiming that more than 130,000 jobseekers had "escaped long-term unemployment and found lasting work" as a result of the work programme." (My emphasis.) 

Far from being a good idea to want people to work for a private company for their state benefits, therefore degrading the value of the work carried out by current employees when those companies, like Poundland, have ample profitability to pay for such workers, which ultimately exacerbates our economic whims via more benefit claimants and low-paid workers, the fact that he linked to evidence running contrary to his opinion startles me beyond belief. How can a Cabinet Minister of Her Majesty's Government create such a transparent lie! 


Other exploits include Smith's 2012 Welfare Reform Act, specifically Section 69 Sub-section 344 Paragraph 2, which stipulates a means-tested approach to social housing (designated by local authorities) vis-a-vis bedroom size determinants, whereby 'extra' bedrooms not used by children or pensioners will suffer an "under occupancy penalty/subsidy," a decision commonly referred to as the "Bedroom Tax." This resonates memories with the so-called Poll Tax introduced at the end of, and which in part caused the downfall of, the Thatcher ministry in 1990; the Community Charge was amended to take account of individual bands and rates of social homes as opposed to being a simple flat tax that left some worse off than others. It was replaced by the Council Tax in 1993 by the Major ministry (BBC, 2005: Online.) The 'bedroom tax' has been criticised as being unfair by UN specialist Raquel Rolnik a couple of months ago (Johnston, 2013: Online) and has also been seen as a waste of money and government resources, as criticised by celebrity businessman Theo Paphitis on the BBC panel show Question Time in 2012. 


The main problem of course is that there isn't enough housing to move people into, with the DWP itself not knowing how many will need to be moved or where they will go; even if all pieces of such a jigsaw were fitted together optimally, the predicted £480 million saving (Butler, 2013b: Online- the figure is likely to be some £160 million less than predicted, according to a York academic) would be wasted on administrative costs associated with its implementation. Not only that but people will just not pay it. My source linking to the Poll Tax demonstrates this problem, with roughly 20% of people not paying the tax and simply not registering on the housing list or living in a 'single' room with a partner etc. This ill-thought out policy will, and has already in part, failed. Even a majority of the British public don't want it according to a ComRes poll (2013.)


A recent criticism of IDS has been his failed IT infrastructure surrounding the implementation of his Universal Credit scheme, a method of rolling all benefits into one package (Kirkup, 2013: Online.) The system has cost the taxpayers £425 million so far but with failures so consistent and manifold, £140 million of that, including numerous computer systems, faces being written off (Johnstone, 2013: Online.) This is yet another failure of IDS and is testament to his deficiencies as a Secretary of State; he is unfit for office in my opinion.  




I could go on with how much I personally detest IDS as a person, but I feel that this video taken from Question Time filmed in November of 2012 says more than I need to. If you need more evidence of how much of an unlikable person he is, search for his other defences of his workfare (the Work Programme) scheme and you'll see what I mean. It's much worse to hear it in person than to read his IQ-reducing, transparent, completely bullshit articles, that have about as much integrity as a desert has water.


I hope you have found this critique enjoyable and informative. As a final criticism of Iain Duncan Smith, HERE, is where he said he could live on £53 a week. And HERE is the petition that urges him to prove it, by living in such circumstances for a whole year. 


He has yet to rise to the challenge . . . 


Thanks for reading this post and seeing as you're here, give this a watch:



The Bedroom Tax Song!

More Recent Critique of UKIP


REFERENCES:

- BBC (2003) http://news.bbc.co.uk/1/hi/uk_politics/3223853.stm [Online] [accessed November 5th 2013]

- BBC (2005) http://news.bbc.co.uk/onthisday/hi/dates/stories/august/14/newsid_2495000/2495911.stm [Online] [accessed November 8th 2013]

- BBC (2013) http://www.bbc.co.uk/news/uk-politics-22462265 [Online] [accessed November 8th 2013]

- Brown, D (2001) http://www.theguardian.com/politics/2001/jun/08/election2001.comment7 'Austen Chamberlain, history's first Hague' The Guardian June 8th [Online] [accessed November 8th 2013]

- Butler, P (2013a) http://www.theguardian.com/society/2013/jun/27/welfare-work-failing-figures?guni=Article:in%20body%20link 'Wellfare to work failing to get people work, figures say' The Guardian June 27th [Online] [accessed November 8th 2013]

- Butler, P (2013b) http://www.theguardian.com/society/2013/oct/14/bedroom-tax-ministers-likely-savings 'Bedroom tax: savings likely to be '£160 million less than official projections' The Guardian October 14th [Online] [accessed November 8th 2013]

- ComRes. (2013) The People Bedroom Tax Poll February 13th-14th [Available from: http://www.comres.co.uk/poll/852/the-people-bedroom-tax-poll.htm] [accessed November 9th 2013]
  
- Duncan Smith, I (2013) http://www.theguardian.com/commentisfree/2013/jul/28/proud-welfare-reforms-fair-benefits 'I'm proud of our welfare reforms' The Guardian July 28th [Online] [accessed November 8th 2013]

- Morse, F (2013) http://www.huffingtonpost.co.uk/2013/02/20/iain-duncan-smiths-explodes-on-lbc-over-workfare_n_2725765.html 'Iain Duncan Smith's anger over Poundland, Workfare & Cait Reilly boils over on LBC' Huffington Post UK February 20th [Online] [accessed November 8th 2013]

- Johnston, I (2013) http://www.independent.co.uk/news/uk/politics/un-investigator-raquel-rolnik-calls-for-governments-bedroom-tax-to-be-axed-8807678.html 'UN investigator Raquel Rolnik calls for government's 'bedroom tax' to be axed' The Independent September 11th [Online] [accessed November 8th 2013]

- Johnstone, R (2013) http://www.publicfinance.co.uk/news/2013/11/botched-universal-credit-project-could-cost-millions/ 'Botched Universal Credit project 'could cost millions'' Public Finance November 7th [Online] [accessed November 9th 2013]

- Kirkup, J (2013) http://www.telegraph.co.uk/news/politics/10431631/Chaotic-welfare-reforms-should-be-postponed.html 'Chaotic welfare reforms 'should be postponed'' The Telegraph November 7th [Online] [accessed November 9th 2013]

- UK Statistics Authority. (2013) 'Chair of the UK Statistics Authority, Andrew Dilnott CBE' Letter to Iain Duncan Smith May 9th [Online] "Department for work and pensions statistics" [accessed November 8th 2013]

- Welfare Reform Act 2012 (c. 5) London: HMSO [Available from: http://www.legislation.gov.uk/ukpga/2012/5/notes/division/5/3/6] [accessed November 8th 2013]

- Wintour, P (2013) http://www.theguardian.com/politics/2013/jul/15/iain-duncan-smith-statistics-benefits-cap 'Iain Duncan Smith defends use of statistics over benefits cap' The Guardian July 15th [Online] [accessed November 8th 2013]