& Multichannel Metrics
It is often said that building (or proving) the business case for (site-side) behavioral targeting has been a lot harder than justifying an investment in more straightforward site optimization techniques such as A/B testing. As a result, you can read …
Building the Business Case for Behavioral Targeting Read more »
You might be squandering a huge opportunity if you aren’t using web analytics as a rich source of behavioral insights on individual prospects and customers. Read the full article published on the brilliant new online-behavior site. There you’ll also see …
Behavioral Analysis for Driving Targeted Marketing Read more »
The team at Online Marketing with RSS Ray kindly invited me to present on BrightTALK yesterday on five ways to increase returns from SEM. This was a welcome opportunity for me to detail my recommendations for how to optimize search …
5 Ways to Increase Returns from Search Marketing (SEM) Read more »
Last Wednesday (March 31st) Eric Siegel presented on 5 Ways of leveraging predictive analysis using web analytics data. Registrations and attendance were very strong which isn’t surprising because the WAA”s yearly survey had recently shown that predictive analysis is a …
Q&A with Eric Siegel on Predictive Analysis using Web Analytics Data Read more »
In part 1 of this series I summarized the crossroads at which digital marketing has arrived in 2010. Then part 2 explored the surprising advances that turned database marketing into a digital marketing discipline. Now it is time to look …
Multichannel Marketing, 2 years later: The multi-online channel revolution (part 3/3) Read more »
So much has been written about our little world of web analytics, that it is getting increasingly difficult to come up with useful new contributions. But the Beyond Web Analytics trio, Adam Greco, James Dutton, and Rudi Shumpert, managed to …
Web Analytics Wizards go on Beyond Web Analytics – Podcast Read more »
In a recent post readers and I mulled over the fact whether Amazon really is that cool with their customer analytics and interactive marketing as we keep saying in our industry. Or whether their real secret to success is that …
For all that buzz around Amazon’s sophisticated analytics and its targeted book recommendations, it is worth asking in Kevin Hillstrom’s priceless, heretic style: Is it just hype or does it really make the big difference for their business? Do we …
(This post is part of a series on the state of multichannel metrics today, one year after the book came out.) In a subscription based business model, e.g. mobile phone service, you have two ways to make a customer: gain …
Online-Offline Integration for Retention Marketing Read more »
Other than “How about cookie deletion?” the second biggest question that I have received in the past year when discussing the topic of online-offline integration is the question about privacy. Will it be OK with privacy regulations if I integrate …