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.

  • 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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  • Digital Impact: Secrets to Online Marketing Success - Part 1 [video]

    Digital Impact: Two Secrets to Online Marketing Success

    Geoff Ramsey, CEO & co-founder of eMarketer, and co-author of 'Digital Impact: The Two Secrets to Online Marketing Success' speaks about the two fundamental questions that face marketers trying to create data-based marketing plans.

    Online Behavior - March 12, 2012
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  • Web Analytics Experts - Lessons From Lego

    Web Analytics Experts - Lessons From Lego

    This article provides three lessons to expert Web Analysts learned from playing Lego. In order to be a successful professional in the Analytics industry, professionals need to focus on order, social skills and simplicity.

    Daniel Waisberg - March 9, 2012
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  • Creating Company Structure for Analytics [video]

    Creating Company Structure for Analytics

    Colin Coleman, Senior Director Data Strategy, Turner Broadcasting System describes Turner's move to use analytics better by using a hub-and-spoke strategy wherein the data and behavior analysts are the center hub of the company, and decision making is based upon the data and behavior analysis.

    Online Behavior - March 7, 2012
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  • 3 Key Trends for Web Analytics in 2012

    Web Analytics Trends

    In this article Stephane Hammel discusses key trends for Web Analytics in 2012. He writes about the "social media bubble" and how websites should go about measuring Social Media ROI. He discusses the emergence of BIG Data, and how it will affect Web Analytics, and he discusses privacy concerns when it comes to web analysis.

    Stephane Hamel - March 1, 2012
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  • Peter Fader - Professor of Marketing, Wharton School [interview]

    Peter Fader - Professor of Marketing, Wharton School

    Peter Fader, Professor of Marketing, Wharton School, talks to Daniel Waisberg about his newest book and about the work he has been doing to bring academics closer to industry practitioners and vice versa.

    Online Behavior - February 27, 2012
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  • 3 Segmentation Strategies: Intent, GEO & Conversions

    Segmentation Strategies: Intent, GEO & Conversions

    Jim Eustace walks us through three main types of segmentation strategies (driven by a slightly larger number of targeting techniques) and describes the different scenarios that can be used to succeed with each of the strategies.

    Jim Eustace - February 22, 2012
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  • It is About The People AND The Data - Part II [video]

    It is About The People AND The Data - Part II

    In Part I David Coletti, VP Digital Media Research & Analytics, ESPN, talked about ESPN metrics across channels and how it finds ways to link them all together. In this presentation, David talks about channel (website, app, offline) usage across the days of the week and about their Fan Relationship Management (FRM).

    Online Behavior - February 21, 2012
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Online Behavior © 2012