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.

  • Measure Campaign Profits - NOT Return On Ad Spend

    Measuring campaign profitability

    Return On Ad Spend (ROAS) is a commonly used measure to track advertising campaign performance. In this article Rod Jacka provides a definition for ROAS, a few common problems with it, and a solution to measure campaign profit.

    Rod Jacka - August 1, 2012
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  • Analyzing On-Site Search Logs: From Mess to Meaning

    Search Log Analysis

    There is a rising awareness across the search and SEM industry, still more in literature than in practice, about the value of site search logs, about the knowledge of consumer needs and behavior enclosed within, and that this could be a mean for increasing web sites' ROI. In this article the authors discuss the solutions proposed by a research project funded by the European Commission.

    Online Behavior - July 19, 2012
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  • How Webtrends Measures Their Own Site [video]

    How Webtrends Measures Their Own Site

    The tendency is to measure everything, because we can, but it's crucial to know what you're doing with the data. This leads to the following two questions: What are we ultimately trying to accomplish? What does success look like?

    Online Behavior - July 9, 2012
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  • Tracking E-Commerce on Google Analytics [video]

    Tracking E-Commerce on Google Analytics

    Joe Christopher, Analytics Director and Partner at Blast Advanced Media, speaks on tracking e-commerce on Google Analytics. His talk focuses on the business requirements, tracking recommendations, tracking e-commerce transactions, and powerful e-commerce custom variables.

    Online Behavior - June 21, 2012
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  • Mobile Search Traffic On The Rise - Things to Consider

    Mobile Search Traffic Analytics

    There’s no avoiding it, the growth of mobile is not slowing down. In this article you will learn techniques to improve your mobile customers using Analytics. Basically, create a great user experience for them by providing the information they want easily.

    Jackson Lo - June 19, 2012
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  • Managing Marketing Metrics at Intuit [video]

    Managing Marketing Metrics and Intuit

    Dylan Lewis talks about what it takes to be a successful business analyst at Intuit. George Roumeliotis talks about what it means to be a data scientist at Intuit.

    Online Behavior - June 15, 2012
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  • Building A Bulletproof Analytics Implementation

    Google Analytics Implementation

    In this article, Daniel Waisberg starts by describing the structure of accounts on Google Analytics and then dives into the Top 3 mistakes when it comes to settings and configurations on Google Analytics. He then proceeds to describe four techniques that will help analysts and marketers to improve their data accuracy.

    Daniel Waisberg - June 12, 2012
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  • Five Metrics To Optimize Mobile Shopping Experience

    Optimizing Mobile Shopping Experience

    Mobile devices are rapidly displacing the desktop as the primary means to access the web and interact with the world at large. There has never been a more crucial time for retailers to invest in their mobile channels, as the mobile experience has now become far more critical than the desktop experience. But how do you measure success?

    Bill Loller - May 24, 2012
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  • Measuring Social Media Impact with Web Analytics

    Social Media Measurement

    Measuring the impact of social media on your bottom line is one of the most pressing challenges that marketers have when they first dive into their data. Without clear social media goals and KPIs, analysts find themselves spending hours in front of the screen scratching their heads and asking “where do I start?” Here is the answer...

    Jackson Lo - May 17, 2012
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  • Managing Analytics Globally at IBM [video]

    Managing Analytics Globally

    Randy Gelfand, Web Analytics Program Manager at IBM, describes how a large company like IBM with millions of webpages and dozens of products, manages analytics. He talks about the company's Data Model Extensions, which instantly aggregate analytics data from every IBM product. This data is then processed with Cognos, giving executives an easy-to-use dashboard with analytics on a global scale.

    Online Behavior - May 17, 2012
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