Instead, we’d like to present our brief “Best Of” List so you can get some quick highlights from our (somewhat biased) perspective:

Here we go…

• Best Presentation: “How to Turn Your Web Analytics into a Money Making Machine.” Bryan Eisenberg, Avinash Kaushik, Jim Sterne, and moderated by Mike Grehan. I thought this presentation was great because it brought together a few of the industry’s uber-minds, and the subject matter was absolutely crucial: What’s the point of investing in search if you aren’t making money? How can you figure out how to make money off of search marketing if you aren’t properly leveraging data to drive decisions, experiments, and investments?  Great job, Bryan, Avinash, and Jim! The presentations were wonderful, but it was the Q&A that gave the session a life of its own.
• Best Booth: A 2-way tie between iProspect’s “gold mine” and Facebook’s sexy white couches and shag carpeting.
• Best Giveaway: OrangeSoda gave away a sweet orange cruiser bike. We even gave the winner some unsolicited advice on how to get it back home via car!
• Best Schwag/Tchotchkes: NO ONE.  We thought the schwag was pretty weak in general.  If you saw some great schwag that we missed, add it to the comments. One notable mention was PeoplePond’s fill in the blanks t-shirt (check out Jim Sterne and Bryan Eisenberg getting their t-shirts).
• Best Booth Outfits: SuperPages.com’s gold capes cracked us up and helped them market their new “superguarantee” concept.
• Best Announcement: Sandra Cheng’s announcement of the YouTube mega-test using Google Website Optimizer: 1,024 variations in a multivariate test on YouTube’s homepage! Not sure if they’ll be blogging about it, but stay tuned.
• Best Marketing Mantra: Another 2-way tie between People must be at the center of your search strategy–not keywords. by Charlene Li and Turn opinions into hypotheses. by Avinash Kaushik.  Both great phrases to market by; we couldn’t agree more

And to those folks we met at SES, it was nice meeting you, and keep in touch!

The description of this final project–a live panel review gauntlet–reads like a wild fusion between American Idol, a PhD dissertation defense, and a lightning-round news roundtable show.  Candidates will vie for faculty endorsements under the scrutiny of a live audience and a few surprise marketing critics like George Michie, Mary Huffman & Mark Evans.

Taking their concept a step further, Market Motive has opened up the event to the public for free—and not just for passive onlookers.  You may choose to absorb the dissertation on the latest standards or opt to have your website evaluated by the graduating consultants.  For event information and free registration, visit http://www.marketmotive.com/master-certification-graduation.php .

The endorsing faculty panel is truly a who’s who of Internet marketing and includes:

* Bryan Eisenberg on Conversion Optimization
* Greg Jarboe & Jamie O’Donnell on Online PR
* George Michie, Mark Evans on Paid Search / PPC
* Matt Bailey on Social Media
* Avinash Kaushik & John Marshall on Web Analytics
* Todd Malicoat on SEO
* Michael Stebbins on Email Marketing

Candidates who pass the final challenge will receive certification status for one year from graduation and a listing on the Market Motive site.

Registration Is Open for the Next Master Certification

Market Motive is accepting applications for the next round of Master Certifications, slated for a February 2009 start, at http://www.marketmotive.com/internet-marketing-certification.php.

Bryan and I want to make sure that you not only survive but thrive. FutureNow has lots of testimonials but one from Matt Coffin hasn’t been published in years and is appropriate to share. We trained Lower My Bills to optimize by increasing conversion rates during those dark days and we want to think that as least in small part it’s why they flourished.

In 2002 FutureNow asked Matt Coffin, then CEO of LowerMyBills.com about a training we conducted in 2001:

Q: Was the Introduction to Conversion Rate Marketing course worthwhile?
A: Absolutely

Q: What was good about it?
A:  Actionable, logical, boost to morale – everyone excited about increasing conversion rate.  Presentation and recommendations based on experience – “which most consultants don’t have enough of”

You are always welcome to avail yourselves of our regular services by filling out any of our contact forms or calling us. However, if you need special attention then please contact me directly to discuss what we can do now to help you improve your results. You can reach me directly at 877-643-7244 ext 3307 or email jeff (at) futurenowinc.com.

* To learn more about the photo read What I Learned from the Dot Bomb Revolution.

The first opportunity to see it is at the Direct Marketing Association’s Flagship Event, DMA08 Conference & exhibition – being held October 11 – 16 at the Las Vegas Convention Center in Las Vegas.

There is even a $150 discount to pass on to you to use for Conference Only registration and higher level registration packages. (Sorry, but the discount cannot be used for Pre/Post-Conference Only sessions, Exhibit Hall Only or Daily Passes).

To register for the conference, visit www.dma08.org. Please use discount code AN302 so you can get your $150 discount.

The second opportunity to see it in NYC on October 14th at the Search Engine Strategies 2008 Training. Sorry, no coupons at this time, but you can register here.

During this session they’ll discuss optimizing headlines and calls to action and illustrate how to use these principles as they look at several case studies as well. Can’t make it at that time? If you register then you will also be notified when the recording of the webinar is available as well.

One lucky registrant will win a signed copy of Bryan and John’s new book “Always Be Testing.”

Have you registered yet? Know anyone else who should, please forward on this post.

• Persuasive Online Copywriting seminar & workshop — Led by two of our most popular writers, Holly Buchanan and Jeff Sexton. Learn how to write persuasive that speaks to each of your market segments. Not only for copywriters, past attendees in this class include C-level execs, marketing directors, entrepreneurs, and others who just want to improve their online communication skills.
• Call to Action seminar — Based on his 2005 bestseller, Call to Action: Secret Formulas to Improve Online Results, Bryan Eisenberg, co-author of the book and co-founder of Future Now teaches you the principles of Persuasion Architecture™ and the tactics of conversion rate marketing optimization. This seminar helps you understand the roles of web analytics, design, usability, social media, information architecture, and search engine optimization in order to boost conversion by improving the customer experience.

For those who’ve wanted to attend these seminars in the past, but couldn’t make it to NYC, here are two great excuses to spend a day or two with us in a much warmer climate. (Not bad!) These seminars are designed to give you tailored advice on how to boost your organization’s online performance. The goal is for you to leave with specific ideas for improving your business. So, talk your family, boss, or co-workers into it — or just take a couple days by yourself — and learn about the freshest marketing optimization techniques from the pros, with Disney World, Universal Studios, and everything else Orlando has to offer at arm’s reach.

To ensure that you get all of your questions answered, only 30 seats are available for each seminar.

P.S. — As an additional gift for the holidays, we’re taking $100 off the admission price for those who register by December 15th ($350 off if you register for both seminars).

Last year we drew 142 people, standing room only, to the seminar. The money we raised helped complete the construction of Engelbrecht House.

Would you like your website to be one of those 12? We haven’t done any promotion yet. Nevertheless, mostly by word of mouth, seven spots are already taken and Roy Williams scooped us in today’s memo where he is not too loudly promoting the course by giving away an 8-page paper “The 7 Big Questions of Highly Effective Online Marketing“.

Have you read Roy Williams’ Monday Morning Memo today?

Location: New York, Marriott Hotel @ Brooklyn Bridge

About: Hosted by Bryan & Jeffrey Eisenberg, the Call to Action Seminar focuses on what you need to know to achieve dramatic results from your online efforts. Are you planning for top performance? Are you accurately evaluating that performance? Are you setting the best benchmarks for measuring success? How well are you communicating your value proposition? Are you structured for change? Can you achieve the momentum you need to get the results you want? If you have the desire and commitment to create phenomenal online results, this seminar is your Call to Action.

After the seminar walk across the Brooklyn Bridge in to the city.

For More Info: Read all about the seminar here, or register before July 15th to save $100 off the full price!

If you work at a non-profit and have some — ANY — control over its web strategy, tell us below why you should join us for next week’s Call to Action seminar.

Non-Profits contact us all the time to see about fixing their online strategy, but it’s usually tough for them to get the support of board members, web developers, or any combination of people, places and things that get in the way of making a difference online.

Your site is always up. It’s not just a brochure; it tells your story. Besides, why should business folk always have the best websites? You do good work! Tell us about it….

If you’re in New York next week and wish to learn directly from bestselling authors Bryan & Jeffrey Eisenberg, you should enter.

[Editor's note: If you'd like to be discreet, leave out your homepage address and just enter your name, email, and story below. We'll email you directly if you've won. There's only one free pass available, so don't sleep on it!]

Date: August 10, 2007

Location: New York, Marriott Hotel @ Brooklyn Bridge

About: Hosted by Bryan & Jeffrey Eisenberg, the Call to Action Seminar focuses on what you need to know to achieve dramatic results from your online efforts. Are you planning for top performance? Are you accurately evaluating that performance? Are you setting the best benchmarks for measuring success? How well are you communicating your value proposition? Are you structured for change? Can you achieve the momentum you need to get the results you want? If you have the desire and commitment to create phenomenal online results, this seminar is your Call to Action.

Here’s what past attendees are saying…

“Join the movement to rid the world of bad web sites. You will walk always with more action items than any meeting – but with a willingness to get started. The results are clear and the value is real.”
-Sindy Braun

“I thought I knew everything about capturing visitor traffic and funneling from calls to action … I was wrong. I recommend this class to anyone who wants to take a fresh approach .. common sense at its best.”
- John Harned

“From click to conversion… A must have course for any online developer, designer, or just plain enthusiast. You’ll never look at another website the same – in fact, you may just runaway laughing!”
-Tony Dunn

“Problems with conversion rates? Fuggedaboudit! In this class you can immediately apply to convert site visits to sales. I highly recommend it.”
-David Bergen

For More Info: Read all about the seminar here, or register before July 15th to save $100 off the full price!

Location: New York, Marriott Hotel @ Brooklyn Bridge

About: Hosted by Persuasion Architects Holly Buchanan & Jeff Sexton, this one-day Writing for the Web workshop is packed with practical examples and exercises. The focus is on giving you simple but effective techniques that will significantly improve your persuasive web writing skills. Our goal is to make sure you have the ability to implement these techniques the very next day at work.

For More Info: Read all about the seminar or register today to join us for this exciting event. (For discounted pricing, register before August 22nd.)

Here’s what people are saying about the Call to Action Seminar:

“The Call to Action Seminar is a kick to the head [with] common sense, real-world examples and hilarious business anecdotes. Bryan’s down-to-earth presentation style keeps the depth of information easy to understand. We covered everything from pig sperm to friggin’ tanks!”
-Scott McClintock

“It is a real Call to Action! Join the movement to rid the world of bad websites. You will walk always with more action items than any meeting – but with a willingness to get started. The results are clear and the value is real.”
-Sindy Braun

“Whether you think your website is about as good as it can be, or that it is as good as a pile of rocks, you will walk away with valuable tools to improve your site.

“I thought I knew everything about capturing visitor traffic and funneling from calls to action … I was wrong. I recommend this class to anyone who wants to take a fresh approach .. common sense at its best.”
-John Harned

“From click to conversion… A must have course for any online developer, designer or just plain enthusiast. You’ll never look at another web site the same; in fact, you may just run away laughing!”
-Tony Dunn

“I went from ‘Hmmm…’ to ‘Oh, I got it!’ Everyone that is in web marketing should take this course.”
-Christine Buk

“Problems with conversion rates? Fuggedaboudit! In this class you can immediately apply to convert site visits to sales. I highly recommend it.”
-David Bergen

“It’s all about the brilliance! From how to pick a diamond, to bad Burberry Jackets, I learned how to pick apart any website, just so I can make mine better. From Future Now, Inc. the Call to Action Seminar gave me the insight I need to never look at websites the same way again.”
-Karri Chamberlain

“This was a great seminar that compliments the book, Call To Action. If you haven’t read it, go and buy it now!”
-Andrew Chan

“Although Web Analytics is Coremetrics’ business, Bryan Eisenberg taught us how to Drive Persuasive Momentum through our clients sites and our own!! Using his ideas and coupling that with Web Analytics will help you to drive a lot of success in 2007 and beyond.”
-Tim Schaeffer

We can’t wait to see responses from the next ones. Will one of them be yours?

You will be primed and ready to absorb everything the Emetrics Summit has to offer.

Following its great success with the online courses given through the University of British Columbia and the WAA Training Day last October at Emetrics Summit in Washington D.C., the WAA is bringing four new half-day workshops to this year’s Emetrics Summit in San Francisco.

Morning:
Introduction to Web Analytics
or
Web Analytics for Site Optimization

Afternoon:
Online Marketing Campaign Measurement
or
Creating and Managing the Analytical Business Culture

Your instructors are people who’ve been doing web analytics for years; people who have been involved with the WAA from the beginning, and people who have helped numerous clients understand the fundamentals of tracking click-throughs, page views and revenues.

Today’s organizations know the importance of the Internet for supporting sales and marketing, facilitating orders and supplies across the value chain, and reinforcing the corporate brand and market position. To achieve truly productive results online, business managers need a solid grounding about the strategies and tactics that support web analytics.

Attend one or two of these workshops and be well positioned to get the most from the jam-packed Emetrics Summit that follows. Return to your workplace primed to put everything you’ll have learned into practice, immediately.

Click here to learn about pricing, dates and other registration information.

I had the privilege of spending a few hours catching up with Bert in his hometown of San Francisco. Bert’s been busy. He’s just agreed to be one of the judges of the World’s Best Presentation contest with Guy Kawasaki, Garr Reynolds and Jerry Weisman. He’s coaching quite a few execs and organizations on how to create communications experience. What we do for marketing and websites, Bert and crew do for presentations. The best news is he told me he’s doing one of his Communicate to Influence seminars in New York City on April 23-24th, and has just 4 seats left. (Sorry I didn’t share with you earlier. One of those seats will be going to one of my staff; we’ve sent others in the past.) Don’t miss it if you are going to be in NYC on those days!

Discover how you can better present, persuade and deliver powerful communications.

If you’re in the Bay Area, or willing/able to make the trek, please join Future Now’s Bryan Eisenberg on Friday, March 30th for our Call to Action seminar. If you’ve ever wanted to learn secret formulas for improving online results, directly from the guy who wrote the book, now’s your chance!

Quick corporate update: Analytics firm Coremetrics now has over 1,000 clients, purchased IBM SurfAid last year, almost doubled its staff and introduced some significant value with new marketing applications and services.

Unsurprisingly, wood is the most common building material used in the woods, yet logging is hated by environmentalists. One company has been creative (thinking outside of the wooden box), harvesting timber that is under water is called “triton logging”; easy on the environment and lower cost.

What does this have to do with ecommerce? Look for opportunities that might not be immediately visible. Mass market (high volume) vs. custom niche (high margin). What about in between? In between was just a blank space. Niche strategies require one or more of the following: limited quantities, captive audience, targeted marketing.

Globalization and internet proliferation has led to an explosion of options available to us. More products and services, few geo limitations, and a multitude of customer acquisition vehicles. Chris Anderson and the Long Tail as example; online, scarcity is N/A and we don’t have to worry about limited shelf space anymore. Lots of opportunity from quantities in selling lots of low-level products (and a lot less prices pressure). If someone ignores long tail risks, buyers looking elsewhere for niche products are likelier to buy ‘hits’ in the same place. Abundance is great for consumers as it provides choice, but for retailers it means complexity. Manual processes cannot keep up. Successful online marketing activities will increasingly be driven by automated applications that are driven by customer behavior data.

Most important skills by survey of Coremetrics clients: user behavior, search engine marketing, web analytics. Three goals for new marketer:

1. Maximize reach – Increase, but optimize, your search budget. Buy tail terms. Push to marketplaces and comparison engines

2. Measure every interaction – Develop a marketing system of record. Drive adoption throughout organization. Compare your performance. Data on customer action is crucial. You have to make data-driven decisions, if not flying blind.

3. Engage your customers – is the branding of the online world. reviews, multi-media content, blogs, personalization of recommendations and emails. Make it feel more like a community, not just an online catalog.

However, I have yet to make dinner plans for that evening. Come spend the day at the seminar and maybe you’ll join me for dinner. I’ll treat three people to dinner , we’ll have a lively discussion and a delicious meal. The catch? First, we cannot and will not discuss business. I’m working all day so all I’m looking for some engaging conversation not work. Second, since I’d like to keep the dinner intimate and therefore can’t invite everyone, I’m hoping you will write me a brief note to bryan.eisenberg [at] gmail.com. Once you sign up for the seminar send me a note introducing yourself and letting me know why you think we’d enjoy each others company. I look forward to meeting you