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FutureNow Article
Wednesday, Feb. 9, 2011

Addressing Problems of/with Social Media: Start with Tracking

February 9th, 2011
Benefits of Social Media Marketing Campaigns

By the close of 2010, it was clear that social media had become a strong presence in the online marketing world. And why shouldn’t it be? Social media has some obvious benefits that have drawn companies to it:

it is free to create an account and begin building content; your online presence is live in an instant; the inter-connectivity of the space facilitates exponential growth of a customer base; features of the space are…

...continue to read "Addressing Problems of/with Social Media: Start with Tracking"

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…

...continue to read "Lead Value: What It Is, How to Calculate, and Why"

FutureNow Post
Wednesday, Sep. 1, 2010 at 5:59 pm

Your New BFF: Weighted Sort in Google Analytics

September 1st, 2010

Today’s post is about a new, easy-to-use feature in Google Analytics called “Weighted Sort.” If you’re unfamiliar with it, watch the video, and after the break, I’ll go into why and how it’s useful, as well as what to do in situations where you can’t use weighted sort.

YouTube Preview Image

After watching that brief video, you now understand that you can sort using the usual metrics, OR you can let GA use visit or pageview metrics to “weight” the significance of the sort. The…

...continue to read "Your New BFF: Weighted Sort in Google Analytics"

FutureNow Post
Monday, Aug. 9, 2010 at 1:41 pm

Analytics How-To: Segment for Sticky Content

August 9th, 2010

I’m going to share a custom segment that I came up with that has been both fun and useful to apply to our clients’ web analytics data.

One of the best reasons to segment web analytics data is to answer a business question, so let’s start with a few business questions that this segmenting trick might help answer:

I want to optimize the conversion rate for my segment of engaged, return visitors. Where should I focus my optimization budget?

I’m redesigning my Information Architecture.…

...continue to read "Analytics How-To: Segment for Sticky Content"

FutureNow Post
Monday, Dec. 28, 2009 at 9:38 am

How To Assess Why Some Affiliates Outperform Others

December 28th, 2009

Recently, I wrote a blog post about looking at the data in your analytics to understand not only what is happening in the most important areas of your site, but also why these things are happening.  I chose to focus on “Search” as the traffic source and used that as my main example when beginning to look at your data. The following was a question that a reader left as a comment on the post;

“If I’m doing affiliate marketing and notice…

...continue to read "How To Assess Why Some Affiliates Outperform Others"

FutureNow Post
Friday, Dec. 18, 2009 at 8:07 am

Content Targeting: Helpful Tool or Money Pit?

December 18th, 2009

throwing-away-money1.jpg (JPEG Image, 400x400 pixels)_1260892139315 Yesterday, Brendan Regan and myself were looking into a client’s marketing efforts in Google Analytics and found something extremely disturbing–they were using Google’s AdWords content targeting as their primary means of paid traffic. Nearly half of their traffic was coming through paid search, and of that half, around 80% was content targeting. In comparison to the rest of the site, page visits were down 37%, time on site was down 20%, and their bounce rate was up 40% .  There’s no…

...continue to read "Content Targeting: Helpful Tool or Money Pit?"

FutureNow Post
Friday, Dec. 11, 2009 at 9:41 am

Data Diving – What’s In Your Dumpster?

December 11th, 2009

Picture 1In my earlier days with FutureNow, I  was a part of a team that was responsible for transitioning clients from signing the contract to getting work from the analyst. Essentially what I did was “take their temperature” to see what they’ve done so far, what resources they have available internally and externally to implement, and understand what different tools they were already using to aid them in their optimization efforts.

One thing to note is that many, perhaps even most,…

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FutureNow Post
Monday, Dec. 7, 2009 at 9:00 am

Increase ROI On Your Marketing Efforts this Holiday Season

December 7th, 2009

christmas_4Perhaps you’re investing in affiliate marketing and have created some really captivating holiday banners for your affiliates, or maybe you’re investing a lot in PPC this holiday season.

Are you simply looking at whether a marketing effort is converting and bringing in sales? Are you ignoring the step-by-step process visitors are going through from the marketing effort, to final conversion point, and making some assumptions for why one marketing effort might be converting more effectively than another?

Don’t just look at conversion…

...continue to read "Increase ROI On Your Marketing Efforts this Holiday Season"

FutureNow Post
Monday, Nov. 23, 2009 at 9:02 am

Un-sexy Trend Lines Turn This Analyst On

November 23rd, 2009

Given that my chosen profession is a Persuasion Analyst, you would expect that I’m a bit of a data-geek, and that staring at web analytics screens and Excel spreadsheets is my idea of fun.  Guilty as charged.

Ultimately, seeing our clients get positive results is what gets me out of bed in the morning.  Once in a while, I get to see a conversion rate trend line that takes a sudden turn for the better, and heads up towards the…

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FutureNow Post
Wednesday, Nov. 4, 2009 at 9:30 am

A Clicks-to-Bricks Site Optimization Checklist

November 4th, 2009

checklistBecause I live in the optimization world, I sometimes assume that certain web site strategies are common sense and obvious. I sometimes forget that the only reason why they are common sense and obvious to me: Because I analyze and optimize web sites all day, every day. That’s a bit of an unfair advantage!

At FutureNow, we work with clients in a variety of industries and business models: e-commerce, lead generation and catalog. Lately, I’ve had the pleasure of working with some…

...continue to read "A Clicks-to-Bricks Site Optimization Checklist"

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