Creating Segmented Heatmap Tracking With ClickTale and Google Tag Manager Mark Ryan | Analyzing Customer Data | | | Heatmaps and session recordings are excellent tools for understanding how visitors interact with complicated web pages. These reports can uncover user behaviors that typical web analytic tracking tools cannot see. For instance, these reports can demonstrate when visitors get confused by complicated navigation panels as they hover from one link to the next without knowing where to click. But for sites with a wide variety of audiences, sometimes the aggregate heatmap reports make it... | Advice to All Marketers: This One Simple Truth Will Help Get You Promoted Breanne Maliniak | ROI Marketing | | | Before you read this article, please be aware that I'm not sharing a secret you don't already know. I decided to write this as a simple reminder to all marketers of a point we forget too often and how it continues to turn our industry into a playing field of guesswork that wastes both time and money. A few weeks ago a colleague asked if I had read "Scientific Advertising" by Claude C. Hopkins. Written in 1923 and hailed as a must-read by advertising and marketing greats alike, the... | Ashton Kutcher and Digital Analytics Robert Miller | Actionable Analysis | | | This may be a little odd, but this post is actually influenced by Ashton Kutcher (yes, the same man who gave us the amazing film "Dude, Where's My Car?"). After being given an award at a recent award show, Kutcher didn't use his time slot to give the acceptance speech that we're accustomed to hearing. No, instead he used his celebrity influence to give some great life advice to millions of teens. However, his advice doesn't apply just to teens who are still finding their way through... | Usability vs. Design Jack Aaronson | ROI Marketing | | | While the conflict between usability and design has long been fought and discussed, every now and again a healthy reminder is necessary to keep the balance in check. Simply put, designers typically want to make things look pretty. Usability experts want to make things intuitive and easy to understand. Somewhere in the middle exists the right formula for designing websites, applications, and advertisements. All too often, however, designers (especially young designers proving their... | Conversion Optimization Prioritization Jim Sterne | Verifying Business Value | | | Can we increase click-throughs? Yes. Can we increase product comparisons? Yes. Can we increase sales? Yes. Can we increase customer satisfaction? Yes. Which should we do first? Excellent question. How do you prioritize optimization? It hardly seems worthwhile to engage in, say, an A/B split test if you can only realize a half a percent improvement in conversion. But if you are Walmart with projected online sales this year of $9 billion, that would make your measly... | The Right and Wrong Ways to Measure Content Marketing To understand the value of a given piece of content, we have to look at each stage separately. Ben Plomion | Data-Driven Marketing | Print version Understanding Mobile Expertise Today Why database and direct marketing provide important clues on what makes an expert. Shannon E. Denison | Mobile | Print version The Value of Internal Site Search: Looking for Alternative Data If it feels like there's a need to tap new sources of data, then harness the power of internal site search as an additional search intelligence resource. Crispin Sheridan | SEO | Print version 4 Easy Questions: Understanding Engagement to Survive and Thrive in Email and Beyond Mastering engagement will determine whether your email program ultimately succeeds or fails. Margaret Farmakis | Email Marketing Optimization | Print version Google Brings Skippable In-Stream Video Ads to Online Games Calling the TrueView ad format among its most successful to date, Google is now supporting the in-stream video ads for game publishers on the DoubleClick Ad Exchange, AdSense for games and select publishers on AdMob. Matt Kapko | Video | Print version ComScore: Consumers Watched Over 48 Billion Online Videos in July A new report from comScore revealed that 187 million Americans watched over 48 billion online content videos in July. Caitlin Rossman | Audience/Traffic | Print version Groupon Launches Affiliate Marketing Platform The Groupon Partner Network provides dozens of trackable text and banner ads as well as a variety of widgets, which enable affiliate partners to make money by promoting Groupon deals. Lisa Lacy | Marketing | Print version Most Facebook Users Access Top Social Network via Mobile Marketers in Hong Kong are investing more in Facebook marketing and now they have to consider Facebook campaigns that are accessible via mobile devices. Adaline Lau | Social Media | Print version Renaissance Hotels Creates Discovery Game to Boost Brand Discovery Renaissance Hotels creates an interactive film- based game called Discovery Doors. The game plays on the hotel’s discovery theme, saying: “There is something inspiring to be discovered every time you walk through a Renaissance Hotel door.” Lisa Lacy | Strategies | Print version Changing the Way You Think of Reaching Consumers in Social Streams From this moment forward, you must plan to integrate all of your amazing creative and media resources with the potential power of social networks to reach and engage key audiences. Marko Muellner | Social Commerce | Print version |
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