Getting People to Buy Less
Jim Sterne | Verifying Business Value |       |  | Spend a few minutes Googling about online clothing sales and you'll discover a general consensus that something like 40 percent of fashion items bought online are returned. Fully 30 percent of returns are caused by first-time, dissatisfied customers. This may simply be the cost of doing business. But what if you use the analytics generally employed to get people to buy more, to get people to buy less instead? Cutting the cost of processing the original sale and the return handling... |
No Death Knell for Newspapers
Pelin Thorogood | Analyzing Customer Data | |  | What better way to talk about the demise of newspapers than to quote Mark Twain? When an enterprising reporter tracked him down in London on rumors of ill health, he set the record straight: "Reports of my death have been greatly exaggerated." Just so with newspapers. We've been hearing news of the industry's grim fate for a number of years. A study by Pew Research Center's Project for Excellence in Journalism in 2012 - "The Search for a New Business Model" - reported that newspapers... |
'Tis the Season to Get Ready for Your Busiest Time of Year
Nathan Richter | Conversion & ROI | |  | Last year around this time, I talked about the importance of auditing your metrics from the prior holiday season. Assuming you took the advice and this year have your shop in order, here are five tactics to focus on now that will help turn holiday browsers into buyers. 1. Define and target seasonal customer segments. Don't get overwhelmed with how much customer data you can get your hands on. Instead, look for customer segments that you can reach immediately. One such segment could... |
Remarketing With Google Analytics: 5 Simple Recipes to Get You Started
Vinoaj Vijeyakumaar | Analyzing Customer Data | |  | In my last article I introduced AdWords Remarketing and how to set it up with Google Analytics. In this follow-up I want to share five of my favorite remarketing list setups for engaging with visitors and improving your conversion rates. With each remarketing list "recipe" we look at why you may want to consider them, how to set them up, and how to tailor your creatives for them. This last part is important as most advertisers make the mistake of serving generic creatives to the... |
3 Digital Practices Brands Need to Master Before It's Too Late
Andrew Edwards | Actionable Analysis | |  | It's August 2013. Do you know where your markets are? In terms of digital analytics, that is. With content focus shifting rapidly to mobile (as if the web was going anywhere!), and multi-channel analytics all the rage, it's important to note that whatever the platform, three principles remain key to brand success. The larger the brand, the more important these items become. And with added layers of measurement complexity, they become that much more difficult to achieve - as well... |
Airbnb’s Hollywood & Vines Crowdsources Short Film
Airbnb has asked its Twitter followers to submit dozens of shots, which it will combine into a movie.
Lisa Lacy | Social Media | Print version To Skip or Not to Skip: The Question of Pre-Roll Ads
If we can deliver all of the information we want the consumer to see before an ad even begins, perhaps we needn't worry so much about the format.
Tessa Wegert | Media Buying | Print version 5 Ways Mobile Marketing Can Help Retailers This Holiday Season
If the 2013 holiday season is a continuation of last year's trends, shoppers will be more likely than ever to turn to their mobile devices to view offers, comparison shop in-store, and purchase goods and services.
Michael Della Penna | Community Management | Print version Don't Let an Email Ruin Your Career (or Weekend)
There's definitely a place for email in the workplace and in our personal affairs, but here are some clear situations where email is not a good option.
Anna Papadopoulos | Strategies | Print version Services Marketing in the Internet Age
Consider these recommendations to improve service and differentiate your business.
Mandar Marathe | Community Management | Print version Yahoo Redesigns Sites to Make Way for More Stream Ads
Yahoo has revealed a new look across seven of its most popular sites. The company-wide redesign effort also makes way for stream ads.
Matt Kapko | Search Marketing | Print version Mercedes Taps Spotify to Seek Corporate Rockstars
The German automaker has taken a personalized approach to engage prolific social media users that are likely to have engaged with many other brands' campaigns and gamification.
Adaline Lau | Automotive | Print version How to Rock Your Customers' World: Interview With #SESSF Speaker Bryan Eisenberg
Bryan Eisenberg shares some insights ahead of SES San Francisco on how to leverage big data, the secrets to great Google rankings, and a few must-have tools and apps.
Victoria Edwards | Data-Driven Marketing | Print version Brands Adopting a Leadership Position on Do Not Track Technology
Brands need to respect consumers' boundaries, and recognize that when it comes to creating a better user experience, less might actually be more.
McNeal Maddox | Strategies | Print version 5 New AdWords Features Open Up New Data Insights and Optimization Potential
Until recently, AdWords managers have not had deeper insights to draw from in making optimizations. Now we can learn more from the past data, search funnels, and even post-click visitor behavior.
Lisa Raehsler | Paid Search | Print version | 
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