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.
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.
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.
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).
On Multi-Channel & Attribution Analysis Part II Justin Cutroni, Google Analytics Advocate, discusses the actionability of different reports on Google Analytics Multi-Channel funnel reports and how to use them to extract insights. He also shares insights on different attribution models.
In today’s multi-screen world, finding common measurement currencies, understanding consumer behavior and providing compelling content is simply becoming the price of entry. Hear from ESPN research and analytics on how they apply their insights and best practices to move "parallel path" conversations to unified and powerful storylines, serving fans and bringing advertisers measurable results.
In Part II of Social Media Optimization, Guy Kawasaki presents additional tools and techniques to find interesting content to share on social media, from ghost writers to automatic feeds. He also talks about marketing a product on Facebook.
Guy Kawasaki shares tips and tricks for Social Media optimization, showing detailed techniques on how he manages his Twitter account to maximize his Followers count and interaction. Guy also describes several ways a company can use Twitter to monitor a brand and its competitors.
In this interview with Geoff Ramsey, CEO and Co-founder, eMarketer, we discuss the current state and future of Digital Marketing, both from customers and companies perspectives. He also shares insights on how to succeed in Digital Marketing for small and large companies.
In Part II of The Web Analyst Tribe and the C-Suite Thornton May, Author of 'The New Know: Innovation Powered by Analytics', talks about making better decisions faster than the adversary. He also discusses the Analytics profession and its progress.
While celebrating the essence of who you are as an analyst, Thornton May offers a cultural anthropologist's perspective on the value of analytics, where analytics live in the enterprise and how the relationship between the deepest data diver and the highest executive is changing.