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.
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?
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.
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.
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.
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.
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.
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.
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.
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.
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.