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.

  • 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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  • Analytics And Testing: What Comes First?

    Web Analytics And Testing prioritization

    Should you start the conversion optimization journey with a test or with a deep data analysis? The answer, inevitably, contains the expression "it depends". The answer to the question differs radically between two segments: companies that are new to analytics and testing & companies that are veteran conversion optimizers.

    Daniel Waisberg - October 5, 2010
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  • Successful Website Personalization Hinges on Continuum of Targeting Capabilities

    Website Personalization

    Today, at this very moment, there are e-business marketers and decision makers attempting to decide on a “website personalization” strategy, culminating in confusion and more questions than when they started. But the question they should be asking is: How do we implement a website personalization strategy that fulfills our needs today and tomorrow?

    Avi Kedmi - September 29, 2010
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  • Feelings Have a Place in Web Analytics

    Web Analytics Instincts

    Ever been told that your feelings, your instincts, have no place in your analytics? That the only thing your gut can tell you is you’re hungry? I have. And you know what? I’ve been doing this for well over a decade now and the better I get at it and the more I do analysis in very tight time frames, the more I think that is complete nonsense.

    Vicky Brock - September 15, 2010
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  • The Fine Art of Targeting

    The Fine Art of Targeting

    I know who I am as an individual better than anybody else. I know what I like and what I don't. Yet I'm rarely asked by marketers about who I am and what I want, even when it's to their advantage. Instead most of them guess who I am and what I want. More often then not, they are dead wrong.

    Rob Graham - August 31, 2010
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  • Fishing From a Barrel | Free Behavioral Targeting Book

    Free Behavioral Targeting Book

    Following an agreement with Rob Graham, author of Fishing From a Barrel: Using Behavioral Targeting to Reach the Right People with the Right Ads at the Right Time, we are honored to host the full version of his book for FREE download. It is a very insightful and can be used as a guide to understand Targeting and Segmentation principles.

    Rob Graham - August 16, 2010
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  • Landing Pages Serving

    Landing Pages Serving

    We should not treat the serving of landing pages any different from the serving of ad banners. I would argue that we need to use superior methods and devote larger parts of our budget to the optimization of the serving of landing pages and its content; the landing page is the place where the user makes an actual commitment as opposed to just clicking a banner.

    Gilad Hellerman - August 4, 2010
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  • Using Behavioral Targeting to Optimize SEO Traffic

    Using Behavioral Targeting to Optimize SEO Traffic

    This article is based on a presentation about the value of Behavioral Targeting for SEM, delivered at SphinnCon 2010. We discuss ways to use part of the homepage to provide a customized experience based on search terms, tailoring the user search (which is a strong indicator of intent) to a special offer.

    Daniel Waisberg - July 26, 2010
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