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.

  • 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
    Read More
  • Maximize Life Time Value - Not Conversions [video]

    Maximize Life Time Value - Not Conversions

    Today's metrics are generally flawed. Even conversion is a flawed metric, because anyone can increase conversions simply by offering significant discounts. ROI is a better metric, but it too misses the lifetime value of a customer. This video discusses the need to look beyond the 'one-night-stand' metrics into the overall value of a customer.

    Online Behavior - May 10, 2012
    Read More
  • Understand Google Analytics Advanced Segments [video]

    Google Analytics Advanced Segments

    Nick Iyengar shows several examples of advanced segmentation using Google Analytics, including how to segment by number of keywords in an AdWords phrase, AdWords position, engaged readers, and more. In this video, Iyengar shows how advanced segmentation and deeper drilldown into the analytics can help a business focus its efforts best.

    Online Behavior - May 8, 2012
    Read More
  • Attribution in a Multi-Touch World [video]

    Evolution of Corporate Analytics

    Heath Podvesker and Gregg Nathan present on the importance of stepping up the optimization team's work in Fidelity Investments. They discuss how they moved from a system of reporting once a year to a system of making monthly optimization changes.

    Online Behavior - May 3, 2012
    Read More
  • Joseph Stanhope on Analytics Maturity [interview]

    Analytics Maturity

    Joseph Stanhope answers questions about whether this is the year of mobile for analytics, the role of mobile in bringing together an analytics program, and the future of digital marketing and analytics as a whole.

    Online Behavior - April 25, 2012
    Read More
  • Stories of Analytics - Joe Megibow, Part I [video]

    Stories of Analytics - Joe Megibow

    Joe Megibow, VP and General Manager, Expedia, tells stories from his career, and demonstrates six important lessons that he learned based on his experiences in the analytics business.

    Online Behavior - April 19, 2012
    Read More
  • Managing a Media Website by the Numbers [video]

    Managing a Media Website by the Numbers

    David McBride, leader of the Business Intelligence team at Comcast International Media, talks about using analytics effectively in an enterprise, focusing on the following three points: where should analytics live, "Monthly Metrics Close", and building a first-rate team.

    Online Behavior - April 6, 2012
    Read More
  • Marketing Science by Shaina Boone [interview]

    Marketing Science by Shaina Boone

    Shaina Boone, Vice President of Marketing Science, Critical Mass, gives advice to analysts trying to push their data-driven approach, explains what basic skills are needed for getting into the field of analytics, and recommends a course of study for gaining proficiency in the field of analytics.

    Online Behavior - April 5, 2012
    Read More
  • Analytics Tribulations Of An SEO

    SEO Profitability Analysis

    KPIs definition, data accuracy, segmentation, and all those analytics best practices our readers know by heart apply to Search Engine Optimization (SEO). It is just a question of narrowing traffic types to Organic and some Referral (link building thing), right? Kinda.

    Ani Lopez - April 4, 2012
    Read More
  • Analytics For Multi-Channel & Multi-Device [video]

    Analytics For Multi-Channel, Multi-Device Consumer

    Larry Freed, President and CEO, ForeSee, discusses the difference in today's customers, who are multi-channel, multi-device users and have much more control than customers had in the past. Freed emphasizes the need for measuring behavior and connecting a user's behavior through different channels, but explains that today, the most important measure of success is customer satisfaction.

    Online Behavior - March 23, 2012
    Read More
Online Behavior © 2012