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.

  • Virtual Monetization by Peter Sanborn - Part I [video]

    Virtual Monetization

    Without an ROI it is difficult to get the attention of your executives and win the budget you deserve. But, how do you calculate ROI on a non-ecommerce site? Learn how Peter Sanborn has built a financial framework for measuring the ROI of customer engagement and using that to drive more investment in web analytics at Microsoft.com.

    Online Behavior - August 19, 2010
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  • Facebook Analytics and Your Future by Adobe Omniture [video]

    Facebook Analytics

    In this presentation, Matthew Langie and Jeff Jordan go over Facebook Analytics and what kind of return does Facebook offer. They discuss the following questions: What is the basic ROI of investing on Facebook? How does Facebook fit into the rest of you online marketing spent? How does it compare to search, display and other online advertisement? How to measure Facebook success?

    Online Behavior - August 18, 2010
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  • Targeted Marketing using Behavioral Analysis

    Targeted Marketing using Behavioral Analysis

    Marketers may be squandering a huge opportunity if they do not leverage web analytics as a rich source of behavioral insights on individual prospects and customers. Using behavioral targeting, web analytics can play a far more direct role in engaging customers, improving customer experiences, and increasing sales, by enabling companies to deeply personalize their communications and interactions.

    Akin Arikan - July 9, 2010
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  • 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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