Marketing Measurement

Marketing Measurement is fundamental to any company operating on the internet. Having an accurate and comprehensive Web Analytics tool helps the marketer to understand important insights such as campaign success, customer value and profitability per market segment.

  • Google Analytics Wishlist

    Google Analytics Wishlist

    Even though Google Analytics is great, there is always one or two improvements that wouldn't hurt. This article presents 3 features that could enhance the tool: Adsense ecommerce integration, Marketing Campaign Import API and Website Optimizer & Webmaster tools integration.

    Daniel Waisberg - June 18, 2010
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  • Web Analytics Tools: Question Generation Machines

    Web Analytics Tools: Question Generation Machines

    The most important question in web analytics is “Why?”. The answer to every “Why?” in web analytics is also “Why?”. This is one of the (many) great challenges in the field, but it is also what keeps the practice of web analytics fresh and interesting. There is no end point. There is no perfect site. There is only “Why?”. Having said that, there is sometimes a “Because of...” - but that usually means “Probably due to...”.

    Emer Kirrane - June 17, 2010
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  • Usability And Analytics: Unleash Your Website's ROI [slide presentation]

    Usability And Analytics

    This presentation, by hjc New Media, shows the advantages to integrate usability and analytics efforts. It starts by presenting an introduction to the field of web usability, why it is important, and its Return on Investment.

    Online Behavior - May 31, 2010
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  • Is There a Single Engagement Metric? Not Quite [video]

    Is There a Single Engagement Metric?

    In this presentation, Professors Eric Bradlow and Peter Fader from Wharton Customer Analytics Initiative, discuss ways to measure user engagement. Prof. Fader starts by stating that the old Reach and Frequency theory still apply to online measurement: it is all about the trade-off of reaching many people a few times or reaching a few people many times. Prof. Bradlow talks about the multiple metrics that should exist, one for each company, or rather one for each purpose in a company.

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  • Non-Line Driven Analytics [video]

    Non-Line Driven Analytics

    In this presentation, from Avinash Kaushik, we learn about what he calls 'Non-Line Analytics'. As he defines it, there is no more online and offline marketing, we all live in the non-line world. He shows ways to measure the impact of offline in online marketing, and the impact of online in offline marketing.

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  • Social Media Metrics: Measure and Optimize Marketing Investment [book review]

    Social Media Metrics

    This book explains all that is needed in order to understand the impact of Social Media efforts made by businesses. From this understanding, the author shows how to optimize and make the most out of it.

    Online Behavior - March 28, 2010
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  • Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity [book review]

    Web Analytics 2.0: The Art of Online Accountability and Science of Customer Cent

    This book has a very interesting way to bring basic and important concepts and very advanced techniques side by side. It was written using a friendly tone; it uses every day talk to describe complex subjects.

    Online Behavior - March 27, 2010
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  • Advanced Web Metrics with Google Analytics [book review]

    Advanced Web Metrics with Google Analytics [book review]

    This book presents techniques to improve website using Google Analytics. The questions answered on the book are: Why Web Analytics is important & what are the available technologies? How Google Analytics works & how it deals with privacy?

    Online Behavior - March 25, 2010
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