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.

  • Unintended Consequences of Targeting: Less Information, Less Serendipity – Part II

    Targeting and Serendipity

    In part I of this article, I discussed the unintended consequences of Targeting and how they can decrease the information quality served to consumers and their likelihood to find new products. In this part II, I turn now to a review of some of the approaches that have been advanced to increase these chances.

    Isaac Waisberg - December 30, 2010
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  • Unintended Consequences of Targeting: Less Information, Less Serendipity - Part I

    Targeting Consequences

    According to a recent New York Times column, the reason why personalized marketing is "being hailed as the latest breakthrough" is that it "tries to show consumers the right ad at the right time." From the standpoint of the advertiser, all this is indeed wonderful. Yet, it is worth asking whether there are reasons for concern. In this article, I discuss one such reason.

    Isaac Waisberg - December 23, 2010
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  • 5 Tips & Tools to Boost Website Conversions

    Conversion Rates Optimization

    There are seemingly countless ways to improve your website, but as always, limited time and resources. When done right, the website optimization process can be relatively painless, and bring about significant gains in conversion rates and revenue. Learn more about where to start your journey to a more optimized website.

    Andrew Follett - December 8, 2010
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  • Advanced A/B Testing Tactics That You Should Know

    Advanced AB Testing Techniques

    A/B testing is as simple as designing two versions of a webpage, splitting the traffic amongst those versions and choosing the version that produces maximum conversions. However, in order to truly boost your conversions, you need to know some of the advanced A/B testing tactics that only experienced practitioners currently use. Learn how to do it from this article.

    Paras Chopra - December 1, 2010
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  • How to Optimize Web Design for Conversions

    Optimize Web Design for Conversions

    How do you go about optimizing the design of your website? In a nutshell, no one can tell you how to optimize your website better than your own visitors, and they do so in many ways. It’s just a matter of having the right web analytics tools to pick up on what they are trying to tell you. Learn how to ask them here!

    Tal Schwartz - November 24, 2010
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  • Data Privacy? Do Your Part: Analytics User Management

    Web Analytics user management

    This article goes over a critical aspect of Web Analytics: managing access to data. A few issues are discussed when it comes to user management such as privacy, relevancy, internal competition and hierarchical level. Emer Kirrane also provides tips on how to manage your data access intelligently.

    Emer Kirrane - November 16, 2010
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  • Five Predictions For Web Analytics in 2011

    Web Analytics predictions by Brian Clifton

    Predicting the future invariably means you will be wrong most of the time. However,  it is an interesting process to go through as even getting just one prediction right can have a significant impact - to me personally, my business or my client's business. Here's are Brian Clifton's predictions for the web analytics industry for 2011

    Brian Clifton - November 9, 2010
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  • Mobile Marketing for E-commerce: Insight Into Real Data

    Mobile Marketing for E-commerce

    What potential there is then as mobile moves from being an interesting niche, to a fully mainstream in the way that brands are experienced and product purchase decisions made? Both marketers and visitors can only gain if a more strategic and joined up approach is taken to mobile marketing.

    Vicky Brock - November 3, 2010
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  • Cause, Effect, and Split Testing

    Cause, Effect, and Split Testing

    One of the topics web analysts often deal with is analyzing the relationship between what a visitor sees and what they do. But how can we know if viewing certain content leads to a conversion or is there something else at play?

    Ophir Prusak - October 26, 2010
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  • Landing Page Segmentation For Higher Conversions

    Audience Segmentation

    Your online traffic is like a mixed fruit basket, similar in many ways, but also very different. Marketing to a mixed basket is difficult - how can you possibly know the right image, message, tone and offer that will appeal to anyone & everyone? Landing pages are the perfect place to try out segmentation...

    Anna Talerico - October 20, 2010
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