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Segmentation

FutureNow Post
Monday, Nov. 2, 2009 at 9:00 am

All Aces: Overlapping your Marketing Efforts for Better Results

November 2nd, 2009

acesGenerating targeted traffic and conducting website optimization are critical to increasing online sales. Ok, yeah, you already know that ;)

But did you know that traffic generation and website optimization aren’t mutually exclusive? There are tactics that will help you accomplish both goals at the same time, and one FutureNow Partner recently spoke to me about a tactic that’s working well.

Our Partner is a software development firm that specializes in web-based applications and good old web development and design. They are currently gaining leads…

...continue to read "All Aces: Overlapping your Marketing Efforts for Better Results"

FutureNow Post
Friday, Jul. 31, 2009 at 9:21 am

Segment Your Way Out of Sadness

July 31st, 2009

shutterstock_market_analysisLast week, my team of analysts and I were discussing a client that wasn’t getting the types of results we had expected. This particular client was implementing changes well and clearly should have seen the conversion rate needle move based on those efforts. Instead, the numbers were flat. Something was clearly wrong.

We began to dig deeper. We learned that the client, an online software service, was pushing current customers through a key selling page we were optimizing. Because these customers…

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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…

...continue to read "Beware Marketing Automation Without Data Clarification"

FutureNow Post
Thursday, Feb. 26, 2009 at 9:53 am

Are Your Existing customers Messing Up Your Analytics?

February 26th, 2009

If you offer a subscription based product or service, you may find that your “direct traffic” is above average. This could be an indication that your existing customers/members are coming back to your site for additional information they need.

If these customers aren’t tagged somehow and you don’t have in depth analytics in place, you probably aren’t effectively separating their behavior from the behavior of new visitors to your site. This makes it difficult for you to point out stumbling blocks…

...continue to read "Are Your Existing customers Messing Up Your Analytics?"

FutureNow Post
Wednesday, Feb. 18, 2009 at 9:25 am

The Diagnosis? Buying Stage Schizophrenia

February 18th, 2009

Every visitor comes to your site in their own personal “buying stage.”  The buying stage is a wide spectrum, but we generally break it into Early, Middle, and Late stages:

Early means that the visitor has a problem, and is looking for a solution.  They may not know who you are, or that your product/service solves their problem. Middle means that they have an intention to buy a product or service that solves their problem, but not necessarily from you. Late means…

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FutureNow Post
Friday, Feb. 13, 2009 at 7:22 am

The Power of Persona-lization

February 13th, 2009

Personalization, done effectively, is a lot more than making product recommendations or using technology to welcome a visitor by name. Smart personalization is the process of providing more relevant content and offers to your visitors based on their preferences and behavior.

I call it persona-lization.

Thankfully, today’s technologies have come a long way from those that would recommend “customers who bought my book ‘Call to Action‘ should also buy clean underwear.”

Moving Beyond Demographics

For over a decade, I’ve been railing about demographics’ limited…

...continue to read "The Power of Persona-lization"

FutureNow Post
Friday, Jan. 30, 2009 at 6:05 am

The Power of RFM

January 30th, 2009

By now, many online retailers should be familiar with the abbreviation “RFM,” which stands for recency, frequency, and monetary value. For a refresher, here’s my explanation from 2002.

Over the past several columns, I’ve examined conversion rate basics. This week, we continue our study of the basics with an updated look at RFM.

Recency represents the number of days since the customer last completed the action you’re profiling. Frequency represents the number of times the customer has completed this action since the…

...continue to read "The Power of RFM"

FutureNow Post
Friday, Dec. 12, 2008 at 10:00 am

#1 Pay Per Click Marketing Lie

December 12th, 2008

My name is Bryan and I am a screenshot addict.

When I fall off the wagon, every so often, I’ll go ahead and pick a keyphrase and start clicking through PPC ads and their landing pages and take screenshots of the whole entire experience. You can’t imagine how often the experience from keyword to ad to landing page is broken. I want to call them and yell at them to subscribe to OnTarget. I don’t do it. Instead a few weeks…

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FutureNow Post
Thursday, Nov. 13, 2008 at 11:44 am

33 Free Tools to Make Your Website Better

November 13th, 2008

free toolbox1. Site-Perf – get an accurate, realistic, and helpful estimation of your site’s loading speed. The script fully emulates natural browser behavior downloading your page with all the images, CSS, JS and other files – just like a regular user. A unique feature is that site-perf.com allows to measure packet loss ratio with reasonable precision.

2. Customer Focus Calculator – will analyze the words on your page and determine if your copy is more about yourself or your customer. This tool will measure…

...continue to read "33 Free Tools to Make Your Website Better"

FutureNow Post
Thursday, Oct. 30, 2008 at 12:16 pm

Presidential Candidates, Temperament & Website Copy?

October 30th, 2008

I knew I had to buy a copy as soon as I saw it on the magazine stand: the issue of Time Magazine with Presidential temperament as the front cover story.  They even had four presidential faces on the cover, which, before examining them, made me think of previous explanations of temperament using the Four Presidents on Mt Rushmore:

Dutiful George Washington for Sensing-Judging / Methodicals Philosophical Thomas Jefferson for iNtuitive-Thinking / Competitives Rambunctious Teddy Roosevelt for Sensing-Perceiving / Spontaneous…

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