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Measuring and Analyzing Persuasion Scenarios
Posted By Bryan Eisenberg On March 17, 2006 @ 2:04 pm In Persuasion Architecture,Persuasive Scenarios,ROI Marketing | 1 Comment
Marketers are venturing into new, unfamiliar territories, juggling multichannel strategies, allocating ad dollars among media, and trying to maximize new technologies, all at a time when consumers seem to find it easier than ever to bypass and ignore those efforts. These are just a few of the challenges.
Though marketing choices have increased, ad budget dollars haven’t. The answer can’t be to A/B test everything and see what sticks. Even with an infinite budget, do you really want to just throw anything up against the wall?
Great marketing has always been tough, though never as complex as it is now. In a world of thousands of marketing allocation and messaging choices, businesses require a methodology for modeling customer behavior if they’re to maintain a lead. Persuasion architecture  methodology will guide them in planning and prioritizing marketing tactics and leave no customer modality behind . Still, that’s not enough.
As traffic costs inflate, accountability increases too. Persuasion scenarios, what used to be called “marketing plans,” must be accountable. Just as planning a robust scenario requires a willful, thorough execution, we must move beyond reporting metrics to actually analyzing data . The goal isn’t to simply jockey reports but to determine why behaviors occur.
Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com
URL to article: http://www.grokdotcom.com/2006/03/17/measuring-and-analyzing-persuasion-scenarios/
URLs in this post:
 last column: http://www.clickz.com/experts/crm/traffic/article.php/3588626
 today’s overly simple conversion funnel: http://www.clickz.com/experts/crm/analyze_data/article.php/3581396
 Persuasion architecture: http://www.clickz.com/experts/crm/traffic/article.php/1482961
 leave no customer modality behind: http://www.clickz.com/experts/crm/traffic/article.php/3454911
 actually analyzing data: http://www.clickz.com/experts/crm/traffic/article.php/3585516
 Continue reading my column at ClickZ… : http://www.clickz.com/showPage.html?page=3591836
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