In this “Questions & Answers” session from eMetrics Marketing Optimization Summit San Jose 2010, Bryan Eisenberg and Eric T. Peterson answer to online marketing optimization questions from the audience. Below are some of the insights shared by them.
How do you merge all multiple sources of data?
Many tools integrate data in order to understand our ecosystems and all the places that companies spend money in. But the critical question is: how will it help businesses?
How do you segment website visitors when looking for trends on the website?
Start where the money is! Segment your most profitable traffic in order to understand where you can find changes that will improve the bottom line.
How do you consult 15 years without killing clients?
Clients can be challenging; but it is important to understand potential clients and choose the clients that will ultimately fit your metabolism.
What is the one thing that people forget to set up on Web Analytics?
Goals, most people still overlook the goal setting on their Analytics tool. This shows that businesses still do not have a plan of what will they do with their metrics.
Does campaign attribution matter?
It depends on whether the analyst will be able to use this information to improve campaigns and increase ROI.
Why are companies still not testing enough?
A lot of companies test the wrong things and spend their resources ineffectively; they do not have a testing plan and worst, they do not have the budget and resources allocated to website testing. It is not about the technology, it is about the process. (Eric quotes his presentation: Top Ten Tips for Testing Success)
Bryan Eisenberg is the co-author of the Wall Street Journal, Business Week, USA Today and New York Times bestselling books “Call to Action”, “Waiting For Your Cat to Bark?” and “Always Be Testing”. Bryan is a professional marketing speaker who has been the keynote speaker for corporate events and conferences such as Search Engine Strategies, Shop.org, Direct Marketing Association, MarketingSherpa, E-consultancy, Webcom, SEM Konferansen Norway and the Canadian Marketing Association. He is also the co-founder and Chairman Emeritus of the Web Analytics Association. Bryan serves as an advisory board member of Search Engine Strategies, the eMetrics Marketing Optimization Summit and several venture capital backed startup companies (ie. Bazaarvoice, iPerceptions, UserTesting.com, ClickEquations, etc.) and is on the board of trustees of the Direct Marketing Education Foundation.
Eric T. Peterson
Eric T. Peterson, Senior Partner and Founder of Web Analytics Demystified and author of some of the top books on marketing analysis and creator of the most useful community services and events in the industry, shares his often controversial views of how companies are using analytics to best advantage and where they are failing.