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Archive for March, 2008

FutureNow Article
Tuesday, Mar. 11, 2008

Executives Run Out of Reasons to Fear Google Analytics

March 11th, 2008

For some executives, it sounds crazy: Why should they entrust their business’s metrics to a free tool powered by the search engine that runs most of their pay-per-click ads?

To many others, though, the idea makes both dollars and sense. In fact, 60% of Fortune 100 businesses now use Google Analytics. And after recent updates to both product and privacy, even the skeptical minority are running out of reasons to fear it.

Here’s why…

Last week, Google Analytics released an industry benchmarking feature that…

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Special Announcement
Monday, Mar. 10, 2008

Now Available: “The Soccer Mom Myth” by Holly Buchanan & Michele Miller

March 10th, 2008

We’re very proud to announce that Holly & Michele’s new book, The Soccer Mom Myth — Today’s Female Consumer: Who She Really Is, Why She Really Buys, is now available.

The book addresses the most common mistakes in marketing to women, both online and offline, and shows us how to really understand who our female customers are. The authors then pull back the curtains for a realistic look at what women really want. Or, as they warn on The Soccer Mom…

...continue to read "Now Available: “The Soccer Mom Myth” by Holly Buchanan & Michele Miller"

FutureNow Article
Friday, Mar. 7, 2008

How to Pitch “Value” to Everyone But Paris Hilton

March 7th, 2008

tough choiceConsumer Reports almost never endorses the same products a niche enthusiast magazine would. They rarely pick the same car that, say, Car and Driver might. Likewise, most serious skiers — like those on Ski Magazine’s editorial staff — tend to select different skis as “best buys” than the ones Consumer Reports chooses each winter.

Why is that?

For one thing, Consumer Reports tries to objectively calculate the “sweet spot” on the Quality-to-Price Ratio. Enthusiasts, on the other hand, generally give more weight to…

...continue to read "How to Pitch “Value” to Everyone But Paris Hilton"

FutureNow Article
Thursday, Mar. 6, 2008

The Good, The Bad & The Pay-Per-Click Ugly

March 6th, 2008

A few months ago, I showed how Dell had bought a PPC ad for “bestbuy Sony DSC-W80,” and although they were smart to buy this highly-targeted search term, there was no follow-through on the landing page.

Bryan Eisenberg bought the camera last year and was so happy with its performance that he’s been spreading the word around the office ever since. After doing a routine Google search, we noticed — unsurprisingly — that there are a lot of bidders for the term…

...continue to read "The Good, The Bad & The Pay-Per-Click Ugly"

FutureNow Article
Wednesday, Mar. 5, 2008

The Fight Against Shopping Cart Abandonment

March 5th, 2008

cart_whisperer.jpgLiberty Fillmore is a man with a purpose.

He’s no hero. No, sir. Just an ordinary guy placed in extraordinary circumstances.

His mission: End the plight of abandoned shopping carts everywhere.

Fillmore has a natural talent for saving carts. He was born to do it. He is… The Cart Whisperer.

. . . everywhere I go, I see shopping carts tossed aside. Cast off. Abandoned. In super-value-store parking lots. And, more and more, on the interweb which is online. People say, “I’m all gonna fill…

...continue to read "The Fight Against Shopping Cart Abandonment"

FutureNow Post
Tuesday, Mar. 4, 2008 at 3:33 pm

Persona Models Presentation at SMX West 2008

March 4th, 2008

SMX_west.jpgLast week, I had the privilege of speaking at Search Marketing Expo (SMX West) about using Persona Models in Search Marketing. It was a pleasure to share the dais with Gord Hotchkiss from Enquiro Research and Ian Lurie of Portent Interactive — both outstanding, smart people who gave great presentations.

Our presentations went over the high-level basics of creating personas and planning content that speaks directly to your personas. We had a full house for our session and I’ve received lots of insightful…

...continue to read "Persona Models Presentation at SMX West 2008"

FutureNow Post
Tuesday, Mar. 4, 2008 at 3:04 pm

4 Q’s Your Web Analytics Can’t Answer

March 4th, 2008

Our firm is very skeptical of surveys. They can annoy customers. The questions themselves tend to reflect the bias of the person or company asking them. At best, they offer directionally-correct information, which is often taken out of context and used to replace an old assumption with some shiny new (and equally dangerous) one.

The great thing about Web Analytics is that it allows you to see how people are using your site — without surveying them.

Our motto: “Believe what they…

...continue to read "4 Q’s Your Web Analytics Can’t Answer"

FutureNow Article
Monday, Mar. 3, 2008

If Victoria’s Secret Wants Me Back…

March 3rd, 2008

I used to shop at Victoria’s Secret. They had really great stuff. But lately, when I walk into the store, I feel like I’m at a teenage pajama party, a porn video shoot, or both.

Victoria’s Secret used to be “my” store — a place that catered to sophisticated women. Now it feels like a store catering to teenage girls and creepy guys. Why, I wondered, doesn’t Victoria’s Secret want me as a customer anymore? Could it be because I’m not…

...continue to read "If Victoria’s Secret Wants Me Back…"

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