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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…

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FutureNow Post
Wednesday, Dec. 8, 2010 at 2:04 pm

CRO Deserves Its Own Line in Your 2011 Budget

December 8th, 2010

I’ve got a bone to pick about how a lot of people perceive Conversion Rate Optimization (CRO) relative to all of the other marketing gobbledygook they do. What’s inspired me to pick this bone right now?  Well, it’s the holidays, with the New Year right around the corner, and I am willing to bet that a lot of these people are hovered over their desks, forehead planted firmly in one hand, tapping their pencils on their college-ruled, recycled, legal…

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FutureNow Post
Thursday, Oct. 21, 2010 at 9:06 am

Lead Value: What It Is, How to Calculate, and Why

October 21st, 2010

There’s no denying it: Conversion Rate improvements are great, but at the end of the day, data is nothing more than a bunch of numbers, while cash is something you can take to the bank! And more importantly, if you’re the Marketing Department, dollars are something you can take to the CEO and other decision-makers at your company to maintain buy-in for your Conversion Rate Optimization (CRO) efforts and spending requests. That’s why it’s important to always tie your CR…

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FutureNow Post
Wednesday, Jan. 27, 2010 at 8:03 am

How To Optimize Pay Per Click Advertising & Control Costs

January 27th, 2010

Every client I talk to who’s using Pay Per Click (PPC) as part of their online marketing mix voices some level of concern about cost and ROI, and for good reason.  With PPC, there seems to be a thousand different ways to spend too much money for not enough return.  Have you ever experienced any of these headaches?

Setting the wrong daily budget, only to have it spent within a few short hours Having all your clicks come from the…

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FutureNow Post
Wednesday, Dec. 30, 2009 at 8:04 am

Don’t Optimize First and Ask Questions Later

December 30th, 2009

One of the things I’m looking forward to in 2010 is more and more people getting involved in optimizing their online marketing efforts.  This past year was really exciting in terms of Optimization gaining momentum (and budget) among many, many online marketing organizations.  It is, after all, the business that FutureNow has been in for over ten years.

As we all evolve our optimization approaches, one of the things to watch out for, especially for those who are just getting…

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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…

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FutureNow Article
Wednesday, Dec. 2, 2009

B2B Marketing Book Review and Commentary, Part 1

December 2nd, 2009

digbodlangI recently finished up a darn good book on B2B marketing called Digital Body Language: Deciphering Customer Intentions in an Online World. It was written by Steven Woods, who co-founded the ‘marketing automation platform’ vendor, Eloqua, in 1999.

I’m going to attempt to summarize, review, and add some commentary as it pertains to how we at FutureNow use this concept of ‘digital body language’ to increase the marketing effectiveness of lead generation sites.

First off, I would say that the title of…

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FutureNow Post
Tuesday, Jul. 28, 2009 at 10:19 am

Tests Indicate Ogilvy’s Old-School Layout Still a Winner

July 28th, 2009
Human nature hasn’t changed and neither have the priorities required for successfully conveying your message.

Ogilvy on Advertising-1Contrary to common opinion, David Ogilvy didn’t have a preference for long copy.

What he had was an overwhelming bias towards anything that had been proven to work (which included long copy).  Ogilvy’s real, professed preferences were for consumer testing, research-driven techniques, and performance-based advertising in the truest sense of the term.

Based on those things, the conclusion he came to was that messaging and relevance had…

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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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