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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
Wednesday, Apr. 30, 2008

Are Your Analytics Reports Breaking News or Listing Facts?

April 30th, 2008

web analytics reportI have a friend who works in the online marketing department for a multi-million-dollar clothing retailer in Canada. Because they’re still stuck in the dark ages and don’t yet have an online store, the company’s web marketing team consists of four people.

A week ago, my friend called me to ask, “What’s the industry average time spent on a site?” Her boss asked her to find out because she was doing a presentation to the marketing team and would be attempting…

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FutureNow Article
Monday, Jan. 7, 2008

Marketing Lessons from Huckabee and Obama

January 7th, 2008

Obama wins the first marathonThey said our sights were set too high,” proclaimed Sen. Barack Obama to a crowd of supporters after winning the Iowa Caucus, the first real test on the road to the White House.

It’s true. Obama was underestimated, as was his Republican counterpart, Mike Huckabee, who beat his closest rival, Mitt Romney, by huge margin despite being outspent on the order of 15-to-1. Although Huckabee, the Christian evangelical former Governor of Arkansas, had risen sharply in the polls headed into the…

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FutureNow Post
Thursday, Nov. 22, 2007 at 10:23 pm

A Commonly Overlooked Metric: “Thankfulness”

November 22nd, 2007

...everyone who enjoys GrokDotCom

Bryan Eisenberg

…marketing in an era when the customer is in greater control than ever. That businesses can ‘Always Be Testing’ (for free!). And, of course, for Hannah, Sammy & Stacey.

Cinde Johnson

…the fact that more e-tailers are coming to the realization that relevance, scent, and my buying process, are more important than their selling processes, and for making their sites more persuasive. (When you live in the “official” middle-of-nowhere, shopping online isn’t just a convenience, it’s a necessity!)

Holly Buchanan

…companies and…

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FutureNow Article
Wednesday, Nov. 14, 2007

Measuring Visitor Engagement: Tools + Tips

November 14th, 2007

The other kind of engagementEngagement” in the web analytics world is about as emotionally-charged a word as it might be with someone you’ve been dating for a week. At best, it’s a conversation-killer. At worst, it’s a nuclear warhead. Marketing and analytics experts have a hard enough time agreeing on what exactly engagement is, let alone finding the metric(s) to illustrate it.

But this confusion among smart people makes sense when you think about it. When was the last time you had a face-to-face conversation with…

...continue to read "Measuring Visitor Engagement: Tools + Tips"

FutureNow Article
Thursday, Nov. 1, 2007

Unlocking Key Performance Indicators: Conversion Rate

November 1st, 2007

After hitting on Take Rate, Bounce Rate, and Order Acquisition Ratio, it’s time to turn our attention to a metric near and dear to our hearts here at Future Now: Conversion Rate.

The Conversion Rate (CR) tracks how well your website is achieving its main objective. This goal will vary depending on the type of site. An e-commerce site’s main objective, of course, is to get people to buy product. Here’s how a commerce site would calculate conversion:

CR = Number of Sales…

...continue to read "Unlocking Key Performance Indicators: Conversion Rate"

FutureNow Article
Tuesday, Oct. 30, 2007

Unlocking Key Performance Indicators: Order Acquisition Ratio

October 30th, 2007

And a side of revenue, please...Now that we’ve taken a look at Take Rate and Bounce Rate, it’s time to look at another very important metric: Order Acquisition Ratio. Simply put, this performance indicator is used to measure the effectiveness of your marketing.You’ll need three numbers to calculate your order acquisition ratio:

1.) Visits to your site

2.) Number of orders placed

3.) Total marketing expenditures (which can include fixed costs associated with maintaining the site, but let’s focus primarily on marketing expenses)*

With these variables in mind, we will…

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FutureNow Post
Thursday, Oct. 25, 2007 at 10:17 am

Unlocking Key Performance Indicators: Bounce Rate

October 25th, 2007

less bounce to the ounceFor the second installment in this series, we’ll cover bounce rate (aka “reject rate”). Simply put, bounce rate measures the amount of visitors that are landing on your site and immediately bouncing off of it.

To qualify as a bounce, analytics tools will typically take all visitors who only see one page and leave. Time may also be used to qualify a bounce (e.g., any visit under 10 seconds as a bounce).*

To calculate bounce rate, take the number of bounces and…

...continue to read "Unlocking Key Performance Indicators: Bounce Rate"

FutureNow Article
Wednesday, Oct. 24, 2007

Unlocking Key Performance Indicators: “Take Rate”

October 24th, 2007

[This series will take an in-depth look at important web metrics, one-by-one. Enjoy!]

every conversion countsKey Performance Indicators or KPI’s (define) are the critical Web metrics you should be monitoring to evaluate the effectiveness of your site. Key performance indicators may differ depending on the business topology (ecommerce/retail, lead generation, content or self-service/support), but understanding them broadly is critical to any organization’s online success.

In this first installment of Unlocking KPI‘s, we’ll discuss the “take rate”; the amount of people taking you up…

...continue to read "Unlocking Key Performance Indicators: “Take Rate”"

FutureNow Post
Tuesday, Oct. 9, 2007 at 6:16 pm

Top “Dot Bomb” Era Websites — Where Are They Now?

October 9th, 2007

compete_logo.jpgEarlier this morning, our team was waxing on about Google’s (GOOG) record share price, and whether the company would maintain its dominance for years to come. We got to talking about big-shot online players of the past, and I mentioned that a lot of the top sites from years ago are now either gone or, worse, forgotten. So, when I came across Max Freiert’s recent post on the Compete blog, “Internet Allstars ’01: Where are they now?“, I felt vindicated.

...continue to read "Top “Dot Bomb” Era Websites — Where Are They Now?"

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