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Accountable Marketing

FutureNow Post
Monday, Dec. 19, 2011 at 8:00 am

Determining, Tracking, and Calculating Your Site Goals

December 19th, 2011

Here at FutureNow, one of the first things that we do when we start our relationship with a new client is to conduct a kick-off call.   We ask our client some uncovery questions so we can get an understanding of our clients’ site and goals before we dig in and get dirty with our analysis and recommendations.  Oftentimes, the client is somewhat unclear on what the goals of their site actually are.  If you…

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FutureNow Post
Thursday, Nov. 3, 2011 at 7:30 am

The Measurement Yardstick of Web Data Accuracy

November 3rd, 2011

Since Halloween just past us by, I thought I would write about perhaps one of the scariest topics in web analysis, web data accuracy.  In the marketing world, we are fortunate to live in the day and age of the internet for many reasons. Perhaps the most important, is that we can track the success of marketing campaigns so precisely.

We now have the ability to track and measure how successful an adwords campaign is at persuading prospects to visit…

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FutureNow Post
Friday, Sep. 16, 2011 at 3:14 pm

Google Analytics Multi-Channel Funnels: What, where, how & why!

September 16th, 2011

Last month, Google Analytics rolled out a new toy for all of us data lovers: Multi-Channel Funnels! Now we can save gobs of time and effort trying to figure out what paths our customers use to make a purchase because GA has given us a few new tools to do it for us. Long gone are the days of crediting the most recent ad or click; we now have the power to see what campaign first brought a visitor to us,…

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FutureNow Post
Tuesday, Jun. 7, 2011 at 11:50 am

Why Doesn’t My Google Analytics Data Match My XYZ Data?

June 7th, 2011

A common question among many of our clients and Grok readers is, “Why doesn’t my GA data match the data from my other sources?” I must applaud these clients for not only collecting data from more than one source, but for taking the time to double check data! But let me reassure you: this is not necessarily something to panic about. Rather, focus your energy on understanding why this can happen, and knowing how to handle it.

The simple answer to this…

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FutureNow Post
Friday, Jun. 3, 2011 at 12:09 pm

Avinash Kaushik Says, Tell Your Analytics to Grow Up!

June 3rd, 2011

A few weeks ago, I had the opportunity to attend Avinash Kaushik’s webinar. It dealt with using your analytics to gain insight into acquisition cost, revenue, net profit, micro-conversions, and economic value. The webinar is finally available to the general public. If you can spare the time, I strongly recommend you set aside an hour today to watch it, as you will learn how analytics can increase marketing accountability. However, just in case you can’t squeeze that kind of time…

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FutureNow Post
Tuesday, Mar. 22, 2011 at 11:09 am

Making More Money is Easier if You Keep It Simple Stupid :)

March 22nd, 2011

We’ve mentioned the K.I.S.S. approach to conversion rate optimization before.  But isn’t this the underlying message we should be reminding ourselves of with each and every step we take in developing our online presence and our plan to continuously make our websites and marketing better?

Plan for success in advance

If you’re in the midst of a redesign or are starting a new website/experience, plan your sales process to match the way your customers want to buy.  Your customers want…

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FutureNow Post
Wednesday, Feb. 23, 2011 at 8:36 am

Use Google Custom Segments to Know Potential Buyers

February 23rd, 2011

The other day, FutureNow’s Natalie Hart posted on the topic of seeing visitors through the metrics, and it was a good reminder that behind all those dashboards, charts, and trend lines is a gold mine of insight about the real people that you’re marketing to and trying to convert.

Today’s post is about how to use one of Google Analytics’s (GA) advanced features to see through the metrics and know approximately how many potential buyers your marketing initiatives are bringing to your…

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FutureNow Post
Monday, Feb. 7, 2011 at 10:35 am

Got Personas? Three Ways to Leverage Them in 2011

February 7th, 2011

We’ve written plenty of posts over the years about what marketing personas are, how to create them, and why they’re useful. This post assumes you’ve already done the hard work of creating marketing personas. You’ve got them, and boy, do they look pretty! But they’re essentially gathering dust on your Marketing Shelf, when you should be leveraging them to make your marketing more customer-centric.

Note: This is “Personas 201″ so, if you need “Personas 101″ first, we suggest you start with our free…

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FutureNow Post
Thursday, Dec. 2, 2010 at 9:09 am

Why the Holidays Are the Perfect Time To Tweak Your Site

December 2nd, 2010

I’ve seen it time and again with my clients: as soon as the holiday season (sometimes even the beginning of the 3rd quarter) arrives, they begin to discuss putting a hold on their optimization efforts. I always ask WHY? I have at least three reasons why you should optimize during the holidays:

Getting a large influx of traffic is perfect for testing, especially if you know you have problems in lower traffic areas of your site!  And tests reach their…

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FutureNow Post
Thursday, Nov. 25, 2010 at 9:11 am

Conversion Rate is Great But AOV Can Be Better

November 25th, 2010

Today’s post may sound odd coming from a bunch of conversion rate optimization experts, but it’s a reminder that there are other KPIs that deserve our attention as marketers. We tend to have laser focus on conversion rate, and that’s for good reason. It’s a crucial metric for any online business, and it has gained wide acceptance in “The Board Room.”

There’s no reason not to be laser-focused on your website’s conversion rate. But, it’s wise to keep your eyes on…

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