Marketing Optimization

Marketing Optimization includes everything that is related to measuring and optimizing the online marketing budget. It includes acquisition techniques such as PPC, SEO, social media advertising and banners. And it also includes retention techniques such improving visitors’ engagement and conversion rates.

  • 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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  • Behavioral Targeting and SEM [slide presentation]

    Behavioral Targeting and SEM

    This presentation, from Daniel Waisberg, shows an introduction to Behavioral Targeting and presents good and bad examples when it comes to its application in Search Engine Marketing. It also shows the most prominent tools that can be used to target website visitors. In the last slides there is an example on how to perform Behavioral Targeting for free using Google Analytics and BTBuckets.

    Online Behavior - April 28, 2010
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  • Conversion-Driven SEO [slide presentation]

    Conversion-Driven SEO

    This presentation, from Daniel Waisberg, shows techniques on how to perform Conversion Optimization and SEO in an integrated way.

    Online Behavior - April 28, 2010
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  • Social Web vs. Traditional Marketing [slide presentation]

    Social Web vs. Traditional Marketing

    This presentation, created by Thomas Baekdal, is about the way Social Media is changing the way marketing is done. The new Marketing is not about things, it is about people, and any person can be a star, without needing big enterprises behind them.

    Online Behavior - April 28, 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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  • Marketing Research: Methodological Foundations [book review]

    Marketing Research: Methodological Foundations

    This book is focused on offline marketing but can be highly useful for online marketing practitioners. It is especially relevant to Targeting & Segmentation techniques since it is essential as a preparation for finding the different types of customers of a company and analyzing their performance.

    Online Behavior - April 26, 2010
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  • Always Be Testing: Guide to Google Website Optimizer [book review]

    Always Be Testing: The Complete Guide to Google Website Optimizer

    This book covers techniques needed in order to extract the most value out of testing. It provides examples and how and where to get started rich examples that demonstrate the power of testing when it comes to improving conversions and revenue.

    Online Behavior - April 22, 2010
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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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