January 20th, 2012
Filed Under: Marketing Optimization
I’ve written in the past how important it is to measure success. You don’t know if your campaign/search/ad/etc. is working unless you measure if your visitors are doing what you want. Initial traffic volume doesn’t matter if none of the visitors buy your products. One variation of this is looking at your organic search report
Read moreOctober 10th, 2011
Filed Under: Perspectives
The various reflections concerning the passing of Steve Jobs cover all the things that he created. But did he create new items or just enable them in their time to be? One phrase that has been used to describe a type of invention is “Steam Engine Time”. James Watt is credited with inventing the steam
Read moreJune 22nd, 2011
Filed Under: Digital Marketing
Scenario reports are useful to measure sequential processes. If you have a check-out process that requires four steps, you can see the step with the highest conversion and dropout rates. It is a very useful report for determining interface and process issues that impact moving customers from interest to purchase. Scenario reports are designed to
Read moreApril 8th, 2011
Filed Under: Digital Marketing, Testing
Failures can be funny. They can be also be educational. Harvard Business Review (HBR) has been running a series on business failures along with a special failure issue. The HBR message is don’t ignore failures – that is where you learn some of the best lessons but only if you analyze the failure. Harvard has
Read moreFebruary 3rd, 2011
Filed Under: Digital Marketing, Methodology, Perspectives
In my day-to-day activities, I set up a lot of tagging and reporting for Webtrends users. Many conversations start and end with, “We’ve got a new site launching this week and need reports.” Period. Webtrends can generate a lot of data about your business or campaign. You can get everything, from the summary (total site
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