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.
Businesses are constantly looking for new, more efficient ways to determine their visitors’ next moves in order to know when and how to best engage them. Are they going to continue to hover on this page? View a different product? Or just abandon the site altogether? This article provides some of the answers to these questions.
Jeffrey Boorjian speaks about the Caesars Entertainment & Total Rewards Program, the challenges to understanding customer behavior, and the tools needed to optimize marketing reinvestment.
A persona is a group of visitors that visit a website, that share a common objective, purpose or background which make them distinct from another group of visitors. Learn how to use this technique to provide a better experience to your visitors.
Paul Phillips, CEO & Founder of Causata describes the need for a complete system which gathers information from all channels in order to predict, in real time, future customer behavior.
With the evolution from “Web Analytics” to “Digital Intelligence”, there is no doubt digital analysts should gradually shift from website-centricity and channel specific tactics – as experts as we are - to a more strategic, business oriented and (Big) Data expertise. Learn more about Big Data and which areas you should focus on.
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.
This article demonstrates a simple technique that can be used in Google Analytics to identify opportunities to improve sales, by showing the right product to the right person at the right time. Rod Jacka examines how we can use the keywords from the non-brand search visitor to identify opportunities to improve sales.
In this post I go over the new Google Analytics Content Experiments, a tool that can be used to create A/B tests from inside Google Analytics. This tool has several advantages over the old Google Website Optimizer, especially if you are just starting the website testing journey. Content Experiments provide a quick way to test your main pages (landing pages, homepages, category pages) and it requires very few code implementations.
Mikel Chertudi describes the different levels of analytics maturity; beginner, intermediate, expert, and visionary. For each, he explains what they track, their metrics, the tracking tools, the customer benefit, the benefit to the marketer, and the benefit to the organization. Then he gives an example of how the Adobe site works now that it is optimized by analytics visionaries.
Dan Siroker of Optimizely talks about how to beat the back button and optimize for engagement. He imparts the following 5 lessons: Define Success, Reduce Choices, Focus on Your Call to Action, Fail Fast, and Start Today.