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Metrics

FutureNow Post
Thursday, Aug. 16, 2012 at 12:39 pm

The Power Of Continuous Improvement

August 16th, 2012

woman painting a picture of a dollar signIt is easy to get disheartened with testing after a while.  You start a project with a few big wins: triple-digit increase in conversion rate, 20% Reduction in PPC spend, organic traffic to your site doubles.  It is easy to get addicted to these types of increases-why work every day when you can win the lottery instead, right?  The truth is that real conversion rate optimization starts after you get all the big wins.  99% of…

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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
Monday, Oct. 10, 2011 at 9:00 am

Regular Expressions: A Powerful Tool for the Analyst’s Tool Kit

October 10th, 2011

Regular expressions can seem pretty intimidating at first, especially if you have little to no software development experience like myself. Your first glance at a regular expression string might even make you want to curl up into the fetal position and cry for your mama.  After facing your fears, you’ll soon realize that regular expressions aren’t as bad as they seem. In fact, using regular expressions in your analysis can be an extremely powerful tool to add to…

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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…

...continue to read "Avinash Kaushik Says, Tell Your Analytics to Grow Up!"

FutureNow Post
Friday, Feb. 25, 2011 at 10:43 am

Calculate Micro-Conversions; Tie Them to Dollars

February 25th, 2011

I am sure you have heard the philosophical riddle, “If a tree falls in the forest and no one is around to hear it, does it make a sound?” Likewise, we can say, if an optimization effort improves the performance of your site, and you don’t tie the improvement to dollars, has your site really improved? We can’t emphasize the importance of tying wins to dollars enough. Calculating a dollar value for an improvement is the final step in every…

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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, Dec. 28, 2009 at 9:38 am

How To Assess Why Some Affiliates Outperform Others

December 28th, 2009

Recently, I wrote a blog post about looking at the data in your analytics to understand not only what is happening in the most important areas of your site, but also why these things are happening.  I chose to focus on “Search” as the traffic source and used that as my main example when beginning to look at your data. The following was a question that a reader left as a comment on the post;

“If I’m doing affiliate marketing and notice…

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FutureNow Post
Wednesday, Dec. 9, 2009 at 8:07 am

B2B Marketing Book Review and Commentary, Part 2

December 9th, 2009

digbodlangLast week, I posted Part 1 of my book review of Steven Wood’s Digital Body Language book.  It covered how the landscape of B2B, complex sales, and marketing has changed because of rapid developments in the Online world, and what the Digital Body Language (DBL) concept is.

In this post, I’ll wrap up by covering some of the benefits you can get if you learn to observe and leverage DBL, as well as some of the author’s ideas about the future of…

...continue to read "B2B Marketing Book Review and Commentary, Part 2"

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