Articles

The articles below focus on Targeting, Testing, Usability and Analytics. They present strategies and techniques that will help website managers and marketing analysts to measure marketing efforts and optimize websites using a data-driven method.

  • Great Expectations as Mobile Commerce Matures

    Mobile Ecommerce

    The era of mobile commerce isn’t around the bend—it’s already here. Those who approach this opportunity with a well-crafted plan for gauging and managing the mobile customer experience will be the ones who’ve set their mobile channels and their brands up for success.

    Geoff Galat - May 6, 2011
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  • Web Analytics Evolution

    Web analytics Evolution

    Visitor interactions with websites have changed substantially in recent years due to the development of advanced browsers and extensive implementation of websites rich in Ajax, JavaScript, Flash and other interactive content. Just as browsing patterns change, so should the way in which we analyze a website.

    Danny Hen - April 15, 2011
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  • Social Media & Display Advertising: Perfect Marriage

    Social Media & Display Advertising: Perfect Marriage

    If social media is part of your marketing plan, you’re already aware of the benefits of education, awareness, and brand building. These strategies are also at the core of display advertising, which offers the added benefit of reaching only your qualified prospects – wherever they travel online. If you’re not already doing display, don’t miss out on this opportunity to try out one of the greatest, untapped marketing channels you have available.

    Jennifer Agustin - April 6, 2011
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  • Web Analytics in Germany

    Web Analytics in Germany

    This article is a collection of thoughts from Web Analytics experts in Germany. A list of questions was send to each on the subjects of legal, business, and the users perspective when it comes to Web Analytics and they provided insights into the current status of the online industry in Germany. This topic is of great importance in a time where Germany government discusses the future of online tracking in the country (and possibly in Europe).

    Matthias Bettag - March 29, 2011
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  • Eliminate Customer Struggles for a Better Online Experience

    Improving Customer Experience

    A cohesive customer experience management strategy prevents much of pain associated with ineffective customer experiences online. A customer-centric approach to identifying such issues and preventing them from escalating out of control can keep your website from becoming the topic of the next #fail—or the late night talk show circuit, for that matter.

    Geoff Galat - March 22, 2011
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  • Web Analytics Process - Measurement & Optimization

    Web Analytics Process

    This article proposes a Web Analytics Process framework that shows the steps and the flow that should be present when implementing Web Analytics in organizations with the objective to improve the experience of online customers. The process will enable companies to create a powerful data-driven culture, to measure customer interaction with the website, to segment visitors and understand how each group behave, to analyze campaign Return On Investment (ROI), and to optimize the website in order to increase profitability.

    Daniel Waisberg - March 1, 2011
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  • A/B Testing SEO friendly

    A/B Testing for SEO

    Website Testing is one of the most important conversion optimization techniques. However, it should be used taking into consideration the wider context of online marketing. In this post I will show a case study on how to account for SEO when using AB testing in websites. I will first discuss how A/B test can hurt SEO and then provide a way to solve the issues that might be caused by A/B tests.

    Michal Bitton Nassimian - February 21, 2011
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  • Email Personalization: Are Your Emails Really Personal?

    Email Personalization

    Do you remember the promise of true 1 to 1 marketing from over 10 years ago where technology would automagically give a unique message to every customer returning to the site or every email subscriber? Well our analytic capabilities have advanced a lot, but many companies are a long way from delivering targeted, relevant emails.

    Dave Chaffey - February 14, 2011
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  • Analysis Exchange – Optimizing The World

    Analysis Exchange

    The Analysis Exchange was created as a means of providing much-sought experience to web analysts through free website analysis for non-profits.  The process can take as little as three weeks and can be a huge bonus to organisations that have no budgetary scope for web analytics. Learn more about how it works and how you can get involved.

    Emer Kirrane - January 12, 2011
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  • Organizational Requirements to a Successful Optimization Program

    Analytics Project Success

    Organizations that dedicate talented resources and give them time and latitude to take chances see the biggest gains from testing and targeting. In addition to adding the right resources, organizations need to evolve their marketing approach to consider integrating testing and targeting into the overall marketing strategy.

    Bob Garcia - January 5, 2011
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