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FutureNow Post
Monday, Jan. 5, 2009 at 5:46 am

Too Much Data Vs. Actionable Insight

January 5th, 2009

“There’s no reason to become alarmed, and we hope you’ll enjoy the rest of your flight. By the way, is there anyone on board who knows how to fly a plane?”

- Elaine in the movie Airplane

Does looking at an instrumentation panel like this (picture on the left) create feelings of information overload? It does for most non-pilots I know.

Pilots on the other hand, quickly identify the primary flight gauges and navigation equipment.  They know what’s immediately important for flying…

...continue to read "Too Much Data Vs. Actionable Insight"

FutureNow Post
Wednesday, Dec. 3, 2008 at 11:46 am

Increasing “Qualified” Leads From Your Website

December 3rd, 2008

When you ask salespeople about their biggest gripe about marketing, they complain about not enough qualified leads. You can often tell that this is an issue just by looking at a company’s lead forms. What you’ll typically see is that the the forms ask for too much information and that can hinder conversions from visitor to lead.

Marketers are often measured by the number of leads they generate. Sales people are measured by sales. Marketers don’t want to be held accountable…

...continue to read "Increasing “Qualified” Leads From Your Website"

FutureNow Post
Monday, Nov. 17, 2008 at 2:38 pm

Sword Arms vs. (Semi) Scientific Advertising

November 17th, 2008

While most copywriters have avidly studied Claude Hopkins’ Scientific Advertising, very few have even heard of Theodore MacManus, let alone read his book, The Sword Arm of Business.  And yet MacManus was, in some ways, a more successful ad man, having:

Established his own (very successful) ad agency Launched the Dodge and Chrysler brands Hired and mentored Leo Burnett, creator of the Marlboro Man, Tony the Tiger, Pillsbury Doughboy, and many other advertising icons that made his clients rich Turned positioning…

...continue to read "Sword Arms vs. (Semi) Scientific Advertising"

FutureNow Post
Tuesday, Jul. 29, 2008 at 5:29 am

Beyond the Dashboard: 5 Tips for Data Diving in Google Analytics

July 29th, 2008

Google Analytics Dashboard exampleI used to run websites for a living.

I was responsible for the performance of those sites, and I was the de facto “web analytics guy” within my company.  But I wasn’t a full-time Web Analyst, and I had lots of other strategic and operational things to do.

Sound familiar?

When I did look at my web analytics, I often skimmed the information contained in my default “dashboard,” and rarely dove into the real data unless someone came to me with a…

...continue to read "Beyond the Dashboard: 5 Tips for Data Diving in Google Analytics"

FutureNow Article
Friday, Jul. 18, 2008

How to Use Any Tool to Optimize Better

July 18th, 2008

interactive toolboxAs a self-professed tool junkie, I’m a sucker for shiny new tools. I love tools of any kind — Web tools, software tools, and on a Sunday morning you might even find me in the Brooklyn Home Depot wiping the drool from my mug as admire this fine kosher beef grilling tool.

No doubt, these are exciting times if you love Web tools. For the many folks who are dizzy trying to sort out conversion optimization tool choices, it might be…

...continue to read "How to Use Any Tool to Optimize Better"

FutureNow Post
Thursday, Jul. 3, 2008 at 6:53 am

New Customer Insight Using Oldest Form of Communication

July 3rd, 2008

What’s hot and exciting in customer research? A neurological breakthrough? A fancy new psychological tool? Nope – Analyzing text. That’s right – analyzing what people say.

A recent Advertising Age article, What All That Chatter Is Really Saying, talks about how text analytics can turn customer feedback into more meaningful insight.

Today it is marketers who are increasingly turning to text analytics to mine information from the mountains of customer data they’ve accrued from customer-service surveys, e-mails, online forums, hosted feedback sites…

...continue to read "New Customer Insight Using Oldest Form of Communication"

FutureNow Post
Thursday, Jun. 16, 2005 at 2:14 am

Making Numbers Work for You

June 16th, 2005

Three conversion metrics tips that help you optimize your online efforts

Gone are the rose-colored-glasses days of “Gee Whiz.” Return on investment is the imperative. Your bottom line depends on your ability to market intelligently. And your ability to market intelligently depends on the accountability you design into your online efforts. As Jim Sterne of Target Marketing wrote for us, “There is no such thing as a perfect website, there is only … change. Do not expect to ever reach the final…

...continue to read "Making Numbers Work for You"

FutureNow Article
Thursday, Jul. 1, 2004

Tools of the Trade

July 1st, 2004

Ten business tools we wouldn’t be without!

Let me first swear up and down: nobody bribed me to write this and nobody is planning to pop my picture on their “packaging” (although I am receptive to offers!). We were just sitting around the offices one day feeling really happy. The source of that happiness? Folks out there had developed a particular application that helped us accomplish some task with a minimum of fuss and bother.

And that got us thinking about those…

...continue to read "Tools of the Trade"

FutureNow Article
Tuesday, Jun. 1, 2004

The Nitty Gritty Behind the Glamour

June 1st, 2004

Monitoring your Key Performance Indicators helps you manage your online efforts effectively

It’s time we had a serious talk about numbers. Data. Metrics. Web analytics. Doesn’t matter what you call the stuff, you simply must stay on top of how your Web site is doing. And the only way you can do that is by looking at those digits. Are you making money or losing it hand over fist? Do you know which parts of your site are humming along like…

...continue to read "The Nitty Gritty Behind the Glamour"

FutureNow Article
Sunday, Feb. 1, 2004

How Do You Measure Conversion?

February 1st, 2004

What I’d like conversion to mean to you!

What does a visitor have to do before you consider her “converted”?”Uh, duh, Grok,” I hear someone say. “Like, buy something, dude.”

Bing, bing, bing. Confetti falls. The crowds cheer.

Nobody would get that wrong, right? Well … it’s a good partial answer. But the real answer is that most Web sites have multiple points of conversion. Dozens. Hundreds. Sometimes thousands!

“Say what???”

Come into my parlor.

Here’s what I’d really like to tattoo on the ebusiness lobe…

...continue to read "How Do You Measure Conversion?"

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