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... |
Twitter Strings Datalogix to Offline Sales
Matt Kapko | Analyzing Customer Data | |  | Twitter is trying to map the path from tweets to offline purchases. By measuring the impact of social engagement on in-store sales, the social network is encouraging major brands like Mondelez International to further engage with promoted and organic tweets for what it calls “offline sales lift.” To help connect the dots between tweets and in-store purchases, Twitter turned to Datalogix, a data-matching firm that’s been making similar connections for Facebook and its advertisers... |
The Basics of CRO and Nurturing Your Leads
Aubrey Beck | Conversion & ROI | |  | As marketers, we spend a great deal of time and effort trying to get people to visit our website. It only makes sense that once we attract these visitors we would have also taken the time to devise the best ways to keep them on-site and offer content that is relevant to what they're seeking in an effort to get them to convert. Here are five basic steps to CRO with a bonus sixth step revolving around the new Google Analytics Content Experiments API. What Is CRO? Conversion rate... |
Whose Neck Should You Choke When Digital Campaigns Underperform?
Charlie Wang | ROI Marketing | |  | In today's complex digital ecosystem, brand marketers are often working with a plethora of agencies. But when campaigns underperform, the different agencies are often quick to point the finger. Leaving the brand marketer unclear as to who is actually responsible for optimizing certain metrics. (i.e., necks to choke) Coming from a media agency, we're usually the "numbers people" compared to our creative and PR counterparts. Hence, the majority of the digital metrics fall directly... |
Complex Sales and the Persona Creation Process
Bryan Eisenberg | ROI Marketing | |  | How do you define a complex sale? Is it a B2B purchase? Is it planning a family vacation for two adults and three kids ranging in age from four to 12? Can it be purchasing new pillows for your bed? How about when deciding on an enterprise testing and targeting solution? As marketers, we use the term frequently, but as I often find, people sort of know what it is when they see it, but don't really define it well. You'll often hear it described as selling into an enterprise where multiple... |
How Much Is Facebook's News Feed Worth to Advertisers?
As Facebook continues to experiment with its news feed, media buyers and brands should actively monitor user comments made to their ads, and react accordingly.
Tessa Wegert | Media Buying | Print version Invite Social Media Influencers to Your Brand's Home
If a brand is serious about actively engaging with its core audience, then social media influencers need to be embraced as part of its holistic marketing strategy.
Russ Fradin | Social Media | Print version Lack of Jobs Is Not the Problem, We Have a Shortage of Skills
And it's about time we did something about it as an industry.
Aaron Kahlow | Strategies | Print version Set the Right Expectation for Your Campaign Results
Managing our expectations in marketing is very important aside from knowledge, technique, and practice. Here's why.
Eddie Choi | Email Marketing Best Practices | Print version Millennial Media Acquires Jumptap as Stocks Decline
Two of the oldest and still independent mobile ad networks plan to become one. Millennial Media has acquired its older and smaller competitor, Jumptap, for as much as $225 million.
Matt Kapko | Strategies | Print version Social Sharing Helps Boost Box Office Results
Consumers who share movie-related content are six times more likely to purchase movie tickets, according to findings from a new study by ShareThis.
Caitlin Rossman | Sports & Entertainment | Print version Revamped Drync App Lets Users Buy Wine Within Seconds
Boston-based Drync has revamped its popular wine-tracking app to lets users who snap photos of the wine they are drinking order it on the spot.
Mary Lisbeth D'Amico | Mobile | Print version American Express Woos Gamers With Riot Games Partnership
The relationship encourages League of Legends players to use American Express Serve prepaid accounts in exchange for in-game rewards.
Lisa Lacy | Strategies | Print version What to Ask of Big Data to Inform Your Marketing Strategy
With so much invested in big data analytics, small business owners and marketers are on the right track when they decide to use a targeted and intentional approach to analyzing their data.
Adria Saracino | Data-Driven Marketing | Print version How to Show ROI of Content and Inbound Marketing to Your CEO
As we move forward in our data-driven business world, the companies that can integrate all their teams, processes, and tools together will be much more efficient and see better results.
Luke Summerfield | Publishing | Print version |
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