Are You Suffering From OCT (Obsessive-Compulsive Testing)?
Tim Ash | Conversion & ROI |       |  | Poor Ryan. He is a pay-per-click (PPC) professional who landed a big role managing paid search for a well-known brand. Being in charge of a large budget for PPC with serious performance goals tied to it was a sobering experience for him. He already knew there was more to conversion than just the paid search click, but never was it more apparent than now. Ryan quickly moved beyond driving traffic in order to increase the site's return on investment (ROI). He assembled a small team... |
Automate Dashboard Updates to Focus Your Time on Analysis
Adam Singer | Actionable Analysis | |  | Updating customized dashboards, spreadsheets, and reports manually is a time-consuming process. It's also one no one really enjoys doing. Sure, it's quicker to do it once, but over time automation will save you a lot of effort. Especially if you are an agency or have a lot of sites you want custom dashboards for. While it may come as a surprise to some of you who set up automation ages ago, I know many are still manually updating dashboards both on the agency and the brand side.... |
Multi-Channel Inventory and Customer Loyalty
Jack Aaronson | ROI Marketing | |  | For the last 13 years or so multi-channel user experience and loyalty has been the foundation of my company. Back in the day, it was both scary and revolutionary to tell companies that in-store pickup of web orders was a good idea. People were afraid that one channel would take away customers from another channel. My old columns on this topic, which I termed "Channibalism," seem almost quaint when read 10 years later. Of course, now we have lots of evidence to show that people want... |
What to Measure? Start at the Top
Jim Sterne | Verifying Business Value | |  | You can measure every online thing these days. But should you? Big data says yes: collect it all and decide what questions you wish to ask later. This bottom-up approach is fine if you have the technology and the resources. It's great for discovery and correlation hunting. But what it you just want your business to improve? Then you should start at the top. Metrics Priorities Begin With Philosophy Philosophically, the most important thing an organization can do is make customers... |
Who Cares About Real-Time Data Anyway?
Pelin Thorogood | Analyzing Customer Data | |  | We marketers tend to hijack terms, and use them so often and in so many ways that they lose their intended meaning, quickly joining the ranks of marketing lingo. The term "actionable insights" has unfortunately suffered this fate, which is one reason I dedicated my last column for ClickZ, "Metrics That Matter: A New Framework to Reveal Truly Actionable Insights," to exploring what "actionable" really means, and why the metric-happy marketer doesn't always focus on what's important.... |
5 Times It's Better to Be Silent on Social Media
In the end, a brand's social presence flourishes most when its cadence and content are driven by genuine interests and insights, not mandates or routines.
John Lee | Social Media Smarts | Print version Don't Get Tabbed Out of Existence
How email marketers can respond appropriately to Gmail's new inbox tabs.
Justin Williams | Advanced Email Marketing | Print version Bringing Music Back
Now is the time to reengage your audience or, like a certain artist, reach an entirely new demographic.
David Toner | Video | Print version Unleashing the Latino Entrepreneurial Spirit
There's no doubt that a new breed of entrepreneurs is emerging, and multicultural business owners are catering to the changing tastes and influences of the American consumer.
Gustavo Razzetti | Marketing to Latinos | Print version 10 Secrets to the Perfect Webinar
Position your brand as a thought leader and build your funnel and grow your social footprint with the perfect webinar.
Kristin Kovner | Media Buying | Print version Innovations in Asian Shopper Technology
North American retailers can learn from their counterparts in Asia how best to localize technology for consumer groups' use patterns and the regional landscape.
Guest | Retail | Print version Crowdsourced Campaign Asks Beach Boys Fans to Contribute Solos
Capitol Records and Fender have launched an online campaign asking Beach Boy fans to contribute a unique guitar solo for a track recently uncovered from the California band’s archives.
Mary Lisbeth D'Amico | Strategies | Print version Facebook Attracts Mobile Game Developers With Preferential Marketing
Facebook is expanding its reach and influence in mobile games, one of the highest performing categories among social and mobile apps.
Matt Kapko | Social Media | Print version CA Milk Advisory Board's Cali CowChat App Gives Users Their Own Unique Moo
The app, which targets moms, has been downloaded 81,000 times after a soft launch in May.
Lisa Lacy | Strategies | Print version Twitter Ads Have Come a Long Way, Baby
Twitter's advancements in the ad platform combined with a still growing number of active users means that there's opportunity for any size advertiser for direct response or social media growth.
John A. Lee | Search Marketing | Print version |
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