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.

In this presentation, from Avinash Kaushik, we learn about what he calls 'Non-Line Analytics'. As he defines it, there is no more online and offline marketing, we all live in the non-line world. He shows ways to measure the impact of offline in online marketing, and the impact of online in offline marketing.
Online Behavior -
Behavioral Targeting (BT) has gotten a lot of attention as one of the best ways to optimize online advertising. First of all, BT delivers results: a recent NAI study showed that BT is more than twice as effective as non-targeted ads. Second, according to eMarketer, companies are spending money on BT ads: BT ad spend will represent 25% of total US display ad spend in two years [...]
Phillip Klien -