Articles

The articles below focus on Targeting, Testing, Usability and Analytics. They present strategies and techniques that will help website managers and marketing analysts to measure marketing efforts and optimize websites using a data-driven method.

Website Testing is one of the most important conversion optimization techniques. However, it should be used taking into consideration the wider context of online marketing. In this post I will show a case study on how to account for SEO when using AB testing in websites. I will first discuss how A/B test can hurt SEO and then provide a way to solve the issues that might be caused by A/B tests.
Michal Bitton Nassimian -
Do you remember the promise of true 1 to 1 marketing from over 10 years ago where technology would automagically give a unique message to every customer returning to the site or every email subscriber? Well our analytic capabilities have advanced a lot, but many companies are a long way from delivering targeted, relevant emails.
Dave Chaffey -
The Analysis Exchange was created as a means of providing much-sought experience to web analysts through free website analysis for non-profits.  The process can take as little as three weeks and can be a huge bonus to organisations that have no budgetary scope for web analytics. Learn more about how it works and how you can get involved.
Emer Kirrane -
Organizations that dedicate talented resources and give them time and latitude to take chances see the biggest gains from testing and targeting. In addition to adding the right resources, organizations need to evolve their marketing approach to consider integrating testing and targeting into the overall marketing strategy.
Bob Garcia -
In part I of this article, I discussed the unintended consequences of Targeting and how they can decrease the information quality served to consumers and their likelihood to find new products. In this part II, I turn now to a review of some of the approaches that have been advanced to increase these chances.
Isaac Waisberg -
According to a recent New York Times column, the reason why personalized marketing is "being hailed as the latest breakthrough" is that it "tries to show consumers the right ad at the right time." From the standpoint of the advertiser, all this is indeed wonderful. Yet, it is worth asking whether there are reasons for concern. In this article, I discuss one such reason.
Isaac Waisberg -
There are seemingly countless ways to improve your website, but as always, limited time and resources. When done right, the website optimization process can be relatively painless, and bring about significant gains in conversion rates and revenue. Learn more about where to start your journey to a more optimized website.
Andrew Follett -
A/B testing is as simple as designing two versions of a webpage, splitting the traffic amongst those versions and choosing the version that produces maximum conversions. However, in order to truly boost your conversions, you need to know some of the advanced A/B testing tactics that only experienced practitioners currently use. Learn how to do it from this article.
Paras Chopra -
How do you go about optimizing the design of your website? In a nutshell, no one can tell you how to optimize your website better than your own visitors, and they do so in many ways. It’s just a matter of having the right web analytics tools to pick up on what they are trying to tell you. Learn how to ask them here!
Tal Schwartz -
This article goes over a critical aspect of Web Analytics: managing access to data. A few issues are discussed when it comes to user management such as privacy, relevancy, internal competition and hierarchical level. Emer Kirrane also provides tips on how to manage your data access intelligently.
Emer Kirrane -