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FutureNow Post
Wednesday, Jun. 24, 2009 at 10:55 am

Beware Marketing Automation Without Data Clarification

June 24th, 2009

We marketers are very busy people. In today’s challenging economy, with its rapid digital pace and customers empowered like never before, the demands are never-ending. So, we love things that make our job easier. Or at least appear to.

The Words ‘Marketing Automation’ are Like Music To Our Ears

According to one definition:

Marketing automation is the use of software to automate marketing processes such as customer segmentation, customer data integration (CDI), and campaign management. The use of marketing automation makes processes…

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FutureNow Article
Tuesday, Jun. 16, 2009

Are Your Analytics Causing You to Lose 30% of Your Sales?

June 16th, 2009

Most companies measure keyword performance – and especially PPC keyword performance – based on one factor: did that word or phrase bring converting visitors to the site on the visit in which they converted.

So the natural thing to do is trim non-performing words and phrases in order to increase the efficiency of your PPC spend.  And that’s exactly what one client did, except rather than increasing his efficiency, he dropped his sales by 30%.

Why?

Because, depending on what you…

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FutureNow Post
Tuesday, Jun. 2, 2009 at 10:49 am

Have You Given Your Website a Mid-Year Check-up?

June 2nd, 2009

We’re now 6 months into 2009, and if you’ve embarked on a program of Website/ Marketing optimization, you’re probably looking for some clear, common-sense benchmarks to measure your progress.  Here’s what you should be looking at:

Cost Per Visitor (CPV) – How many advertising, marketing, SEO, etc. dollars do you need to spend to bring in each Website visitor you’re getting.   Don’t look at conversion just yet – it’s your website’s job to convert the visitors; marketing’s job…

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FutureNow Post
Thursday, May. 14, 2009 at 11:08 am

Make Your Web Analytics Actionable in 5 DIY Steps

May 14th, 2009

I’ve written about this before, but new reports keep reinforcing the point that most organizations don’t know what to make of their Web Analytics, meaning they can’t take action to improve their site based on the information they have.  And while the best bet in these situations is simply to hire an expert guide, that may not be an option for you (or maybe you’re just a hard-core DIY-er when it comes to website improvement).  If that’s the case, here…

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FutureNow Post
Thursday, Apr. 30, 2009 at 8:21 am

On a Scale From 1 to 5 Surveys Stink. Here’s Why!

April 30th, 2009

You know the kind of surveys I’m talking about, the ones that ask you to rate something on a scale of 1-5, they are called Likert surveys.  I doubt if anyone actually likes them, but I truly loath them.  Here’s why:

The rating system is too clunky. Most people get stuck between 3 and 4, usually with 4 sounding too good and 3 too wishy-washy, meaning that the results are often more indicative of a temporary mood than an honest…

...continue to read "On a Scale From 1 to 5 Surveys Stink. Here’s Why!"

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
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…

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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…

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FutureNow Post
Tuesday, Nov. 4, 2008 at 3:18 pm

Texas Tech Tuesday – Website Optimization Secrets from The Most Innovative Offense in Football (part 1)

November 4th, 2008

Tom Peters called it “…the best article on business strategy I’ve ever read,” and advised his blog subscribers to “read every damn word.”

And Tom isn’t alone in considering Michael Lewis’s sports writing to be a hidden treasure; just look at this marketing-based analysis of his book,  Money Ball.  But Tom Peters has been alone in recognizing the business applications of Michael Lewis’s astonishing article on the surprising innovation and success of Texas Tech Football, written no less than three…

...continue to read "Texas Tech Tuesday – Website Optimization Secrets from The Most Innovative Offense in Football (part 1)"

FutureNow Post
Thursday, Oct. 16, 2008 at 7:53 am

The Ultimate Google Analytics Plugins, Hacks & Tricks Collection

October 16th, 2008

ga_icon_med.gifGoogle Analytics provides some great information about what is happening on your website. But what if you want to take it to the next level? Thanks to the many smart people who have created these wonderful hacks and plugins to get you some powerful additions to Google Analytics. Please note most of these need the truly awesome GreaseMonkey FireFox extension.

(*post updated 6/18/09)

1. Social Media Metrics Greasemonkey Plugin For Google Analytics – it pulls the social media metrics right into Google Analytics Content…

...continue to read "The Ultimate Google Analytics Plugins, Hacks & Tricks Collection"

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