As lifelong students of marketing, we’ve subscribed to Steve Jobs’ advice from his 2005 Stanford commencement speech: “Stay hungry. Stay foolish.” Because we’ve done our due diligence, we know that achieving organic search rankings comes only from hard work and persistence. We know that a winning search strategy involves more than just compelling content in combination with an earned [...]
You’ve come up with an incredible, innovative social media campaign. That’s great. But without the right Web apps, your idea won’t make it past the drawing board.
The key to proper A-B testing lies in complicated statistical processes that are a foreign language to many marketers. Statisticians know that raw conversion rates alone are not enough to claim victory for one landing page over another, but many marketers don’t.
Much has been written about how to maximize follower growth, interaction and click-through rates on Twitter; what days of the week to tweet and what time of day, as well as the structure and content of tweets themselves. However, few studies exists on the optimum volume and frequency of tweets. Assuming that best practices and etiquette are [...]
Google Analytics (GA) recently announced the creation of a new feature called the Cost Data Import Tool. The idea behind this tool is pretty easy to understand: you manually import costs related to the online advertising channels that you track through GA, and then you’ll be able to subtract this cost from the revenue that’s [...]
While attending SES San Francisco this year, I was able to watch an incredible keynote by none other than the Google Analytics creator himself, Avinash Kaushik. During his presentation, he drew an in interesting analogy in website data analysis called “the one-night stand.”
Google has enabled Google Analytics users to apply to a whitelist to gain access to the attribution modeling tool that was previously only available to the enterprise GA package ($150k per year!). This is awesome news since current attribution modeling methods require quite a bit of spreadsheet work.
The linear attribution model is a balanced way of attributing online sales and goal achievement to specific online marketing channels. In this post, I will discuss the strengths and weaknesses of the linear attribution model. Please download our Multi-touch Attribution eBook if you want to know more about multi-touch attribution and the various data models.
It’s been said that what gets measured gets done, and improved upon. For the Social Media Manager engaging with communities across multiple channels, analytics are critical to proving ROI and honing future campaigns. Many social network have built in analytics tools, but if you’re looking to include more complex data-points, it may be appropriate to [...]
On the first Friday in May, I had the pleasure of joining Jeff Jordan, the Social Media Product Manager at Adobe, and Beth Perell, VP of Communications & Information Management at Goodwill Industries International for a panel discussion – Feeling Socially Awkward: A Strategy for Measuring this Hip New World – at the inaugural Infinitive [...]