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.

  • 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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  • 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
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  • 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
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  • 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
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  • 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
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  • 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
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  • KFC: Katz's Framework For Conversion Rates

    Framework For Conversion Rates

    Why are insights so difficult to find in our web analytics charts and reports! Why don't they jump out of the charts unless something's off the charts! In this article, Brian Katz proposes a framework based on a Visits Analysis Framework that will help improving websites' conversion rates.

    Brian Katz - March 21, 2012
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  • Understanding Google Analytics Multi Channel Funnels

    Understanding Google Analytics Multi Channel Funnels

    In this post, Yehoshua Coren discusses several ways to use the Multi-Channel Funnels, a Google Analytics feature that can be used to understand which channels assisted in driving website conversions. Yehoshua also goes over some important definitions and challenges of this tool.

    Yehoshua Coren - March 15, 2012
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  • Digital Impact: Two Secrets to Online Marketing Success - Part 2 [video]

    Digital Impact: Two Secrets to Online Marketing Success

    In Part Two of Geoff Ramsey's presentation, he discusses using social media, video, and mobile to generate and spread 'magnetic' content. He discusses the value of allowing customers to become evangelists, and examines the success of TurboTax with social media, of Blendtec's success with their 'Will it Blend?' videos, and Dunkin' Donuts' successful app for coffee runs.

    Online Behavior - March 15, 2012
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