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.

  • Running a Web Analytics Company: Challenges and forbidden topics

    Running a Web Analytics Company

    This really feels like a “kiss and tell” article. Here’s why: Our industry is very collaborative. We share tips and tricks, from campaign tracking to multivariate testing. But pricing? Compensation strategies? Competitive bidding? Nah, we keep those secrets to ourselves.

    Robbin Steif - June 5, 2010
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  • Web Analytics Association: a Special University

    Web Analytics Association

    The Web Analytics industry is very unique. Learn more about how the Web Analytics Association came to life and where it is heading, including the benefits of being a member.

    Daniel Waisberg - May 25, 2010
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  • Test Segmentation for Higher Conversion Rates

    Test Segmentation for Higher Conversion Rates

    Testing is one of the most important techniques when it comes to website optimization. It shows us what the users like, how they react to design, which content they are looking for, which offer is more attractive, and so on. However, "users" are not a bunch of robots with the same needs and tastes.

    Daniel Waisberg - May 22, 2010
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  • Behavioral Targeting Usage: Why Ad Targeting but not Website Optimization?

    Behavioral Targeting Usage

    Behavioral Targeting (BT) has gotten a lot of attention as one of the best ways to optimize online advertising. First of all, BT delivers results: a recent NAI study showed that BT is more than twice as effective as non-targeted ads. Second, according to eMarketer, companies are spending money on BT ads: BT ad spend will represent 25% of total US display ad spend in two years [...]

    Phillip Klien - April 27, 2010
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