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Accountable Marketing

FutureNow Post
Wednesday, May. 20, 2009 at 10:50 am

Why Bother to Collect Data?

May 20th, 2009

According to a recent study, Marketers are more likely to “monitor” than act on or react to Internet data. While 79% of businesses reported capturing Internet traffic information, only 30% of them actually modified their Websites as a result of traffic analysis. It makes me wonder if this move to be accountable by marketers is only important to them when they are measuring vanity metrics versus actionable metrics.

Are they only using metrics to make them feel better about their…

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FutureNow Post
Monday, May. 18, 2009 at 2:51 pm

Can Bad Assumptions Lead to “Gorilla Marketing”?

May 18th, 2009

In the offline world, have you ever been chased by retail staff because you opted not to buy something at their store?

Never?

You mean no one has ever blocked the exit and said something like, “Hey, I saw you put that bottle of wine in your cart, why didn’t you buy it?”

It sounds funny until you realize that most online remarketing services offer to do exactly that to your website visitors.  They’ll pester them with e-mails, pop-ups, and phone calls should…

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FutureNow Post
Monday, May. 11, 2009 at 8:48 am

What Are Your Obsessions?

May 11th, 2009

Obsessions can be useful or harmful.

Thanks to GigaOm I learned about Jeff Bezos’ obsession in a footnote he wrote to Amazon’s 2008 letter to shareholders:

” At a fulfillment center recently, one of our Kaizen (continual improvement) experts asked me, “I’m in favor of a clean fulfillment center, but why are you cleaning? Why don’t you eliminate the source of dirt?” I felt like the Karate Kid.“

Amazon’s obsession with continual improvement has permeated their culture and made them a great company.

Here are…

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FutureNow Post
Tuesday, May. 5, 2009 at 2:12 pm

Google Analytics & OnTarget

May 5th, 2009

We’re working on completely rewriting the content on our website but several people noticed this and have asked about the new OnTarget(TM) for Google Analytics. OnTarget is now using Google Analytics’ Data Export API.

Here are other apps besides OnTarget that are using Google Analytics’ Data Export API.

Here is OnTarget for Google Analytics:

OnTarget provides full optimization, testing, and improvement cycle recommendations on how to improve goals online and increase conversions from marketing campaigns. Clients determine how many resources can be devoted…

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FutureNow Article
Tuesday, Apr. 21, 2009

Can your Website Handle the Complexity of your Sale?

April 21st, 2009

As weird as it sounds, it’s the norm for businesses with sales cycles that might be as long as several months to a year and that might involve multiple decision makers and influencers to utterly fail to take these factors into consideration when constructing their website or selecting an analytics package.

In fact, whenever I work with B2B and complex sales clients it’s a sure bet their website won’t:

1) Adequately address the multiple decision-makers and influencers involved in securing the lead…

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FutureNow Post
Tuesday, Apr. 14, 2009 at 8:31 am

Dirty Diapers, Shame and Web Analytics

April 14th, 2009

Kudos to Omniture for posting “Survey: Search Marketers Underutilizing Sophisticated Metrics.” It takes guts to stop applauding customers and share some tough love.

According to the Omniture survey:

Marketers picked cost per click and click through rate as among their top metrics to optimize search campaigns instead of deeper metrics such as return on ad spend, cost per customer (or sale) or profit per order 43 percent of e-commerce respondents do not know how to accurately measure profit per customer (or order)…

...continue to read "Dirty Diapers, Shame and Web Analytics"

FutureNow Post
Tuesday, Apr. 7, 2009 at 6:56 am

Are You Sending Emails in the Dark?

April 7th, 2009

According to a recent study by eROI, 18% of US e-mail marketers are not tracking the effectiveness of their email campaigns. According to them, the reason most marketers are not tracking site conversions is that did not know how (really?), while lack of time and budget were also listed as concerns.

The problem is larger than that. In another email marketing study in 2007 by Silverpop, it was found that many people’s email marketing sucked, and that there was poor messaging…

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FutureNow Post
Wednesday, Mar. 11, 2009 at 9:48 am

3-Steps for Writing (and testing) Great Headlines

March 11th, 2009

According to copywriting legend Eugene Schwartz, a headline’s main job isn’t to sell; it’s to gain the readers attention and compel them to read the ad.  And this is sound advice, but the Internet also requires one other thing in today’s web 2.0 copy world Step 1. Scent: Web copy adds the requirement of scent.  Your headlines and sub headlines have to assure visitors that they’re in the right place.  A compelling headline that doesn’t orient readers…

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FutureNow Post
Thursday, Mar. 5, 2009 at 10:04 am

Sully Sullenberg’s Secret to Online Success

March 5th, 2009

“The bad news is time flies. The good news is you’re the pilot.” ~ Michael Altshuler

In January, I was sitting with Jack Love publisher of Internet Retailer as he was being interviewed on WebMasterRadio. Jack told my friend Jim Hedger that it didn’t take much to look good over the last 6 or 7 years in the ecommerce space while industry growth was 25% or greater year after year. A rising tide lifted all boats. Most people could just be…

...continue to read "Sully Sullenberg’s Secret to Online Success"

FutureNow Article
Friday, Feb. 27, 2009

Building An Optimization Culture

February 27th, 2009

There has been plenty of hot air blown into the bubble that’s getting ready to burst on Internet marketers again. I watched it happen the first time. With all the financial chaos crashing around us now, the last we need is the blind ignorance of the “new economy” happening again.

Earlier last month some hot air came from Interactive Advertising Bureau CEO Randall Rothenberg, who wants to prevent the Internet advertising economy from becoming “performance based.” This week provided another more…

...continue to read "Building An Optimization Culture"

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