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.

  • 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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  • Using Google Analytics to Lift Sales in E-Commerce Sites

    Google Analytics E-Commerce

    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.

    Rod Jacka - June 5, 2012
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  • Google Analytics Content Experiments - A Guide To Creating A/B Tests

    Google Analytics Content Experiments - A Guide To Creating A/B Tests

    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.

    Daniel Waisberg - June 4, 2012
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  • Marketing Optimization Analytics Maturity Curve [video]

    Marketing Optimization Analytics Maturity Curve

    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.

    Online Behavior - May 31, 2012
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  • Optimize Websites for Engagement: 5 Lessons [video]

    Optimize Websites for Engagement - Dan Siroker

    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.

    Online Behavior - May 24, 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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  • 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
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  • 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
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  • 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
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  • 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
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