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Marketing Power Processes: Tracking Email To The Dollars

mobile-email-featured This is another article in a series I'm calling "Power Processes." Power Processes not only make marketers better, they demonstrate their contribution to the bottom line visibly and measurably . Ignore Open Rates & Click-Through Rates If there is one theme in our Power Process series it is this: Measure results to the dollars. Open rates and click-through rates don't give you the true performance of your emails. They also don't let your team take credit for keeping the accountants busy. We recently did an analysis of one of our e-commerce client's email campaigns. They had been tes [...]


Comprehensive Guide To Creating Branded Templates In Excel

Webmaster Developer Tools color picker Wrapping up my series on dashboards, I want to address an issue I see in just about every spreadsheet I've seen in my career as a marketer: using Excel's (hideous) default formatting for visualizations. You've seen them … the blue and red charts are particularly unforgivable. Worst of all, sticking with Excel's default formatted table and pivot table styles can also be discordant, especially if you are a brand with your own panoply of branded colors. So, let's see if we can remedy that with this post and make the digital world more beautiful. Customizing Chart Formats If you haven't [...]


No, Really, You Should Test That

You Should Test That by Chris Goward "You should test that." It's a phrase that Chris Goward, founder and CEO of marketing optimization agency WiderFunnel, has probably uttered at least a thousand times. Having participated on a number of conference panels with Chris over the years -- a real treat, by the way, if you ever have the opportunity to hear him present -- I've personally heard him give that answer to a number of great questions from the audience. Should I use complementary colors for my call-to-action buttons? Should I have site navigation on my landing page? Should I use a product image or a photo of a person [...]


What Happens After The Conversion

Somebody visited my website! Now what? Woohoo! Someone filled out a form for your whitepaper or webinar! You've given them what they asked for, but now what? This one conversion probably doesn't make them a customer. Should you rush to have a sales person call them to schedule a demo? What do you really know about this person, and should you spend your time trying to turn them into a new customer? In my last article, Rethinking The Lowly Thank You Page, I talked about things you need to do to create a better conversion experience with your audience. But, as you can imagine, there is much more to it if you really want to exce [...]


Is Not Provided A Good Thing?

content-marketing-featured It’s been a few weeks since Google rocked our worlds and stripped keyword-level data from the referrer, so it’s time to examine the fallout and see what’s changed in the world of search marketing. Surprisingly, not much. Keywords were beacons of insight – fantastic beacons – but keywords were a double-edged sword leading us to create content that unnecessarily repeated specific terms for an ideal keyword density. Writing for a bot rather than for the user is not optimizing for user experience, so Google did something about it. Google head spam-fighter Matt Cutts said it himself: [...]


Quantifying The Reach-Efficiency Tradeoff In Facebook Advertising

Any marketer that has tried running paid advertising campaigns on Facebook knows it is one of the most complex auction-based ad marketplaces that exist today. Constantly moving targets, rapid ad fatigue, and lack of transparency around the effects of bids and budgets on performance make it difficult to optimize these campaigns. However, sophisticated optimization strategies are impossible without understanding the mechanics of how ads are served on Facebook. To this extent, we examined performance of over 500 Facebook ads over a 3-month period in order to shed some light on how the Facebook [...]


The Future Of SEO Reporting: A Call To The Industry

Follow Hashtags and Keywords Want to measure organic traffic? Just take the number of Google Webmaster Tools clicks, average out the CTR by position across all of them, then take the broad match volume of all those terms (because that’s the only volume Google will give you), and then take your position and divide it by CTR and volume. And viola! There’s your traffic by keyword. Sound kinda crazy? It is. But it doesn’t have to be that way. A Growing Darkness If the above “crazy math” sounds a bit familiar, you aren’t alone. Many digital marketers are using similar methods as an SEO reporting solution now t [...]


How To Use Site Search To Get Keyword Insights In A (Not Provided) World

ML 10-2013 3 Not Provided is all anyone is talking about these days -- with good reason. Holding data hostage and forcing users to buy ads to see it is pretty dirty pool, in my opinion. Most of my clients cannot lay out the money just to grab data, so we've had to come up with some creative ways to see information at a keyword level. I've shared previously how using a "Not Provided Filter" can give you insights into landing pages that are triggered by a keyword search. If you know the landing page, you can extrapolate and "guess" what the keywords might be. This is great if you have time to really look [...]


Marketing Power Processes: The Lord Of The Rings

telephone-ch As marketers, we are dealing with a power crisis. We have more channels than ever to get our message out, and yet have fewer resources with which to utilize these channels. We must be proficient in a variety of skills to even manage our teams. This is a huge challenge when change occurs faster than we can get up our learning curves. To become an indispensable marketer, it is important to choose some things that have a visible impact on the business and that we can master within a reasonable time. I call these Power Processes, and I'll be presenting several over the next few months. To [...]


How To Update An Entire Dashboard In Excel With One Radio Button [VIDEO]

How to create an interactive dashboard in Excel I've been writing a series on how to create dashboards in Excel that started with this post on Search Engine Land and carried over to Marketing Land. Now, I'm going to show you a trick that will give you the ability to control an entire dashboard with one menu -- in this example, a radio button menu. In the sample file I'm including, I've put months in the menu at the top of the dashboard, but you could put anything in there to segment your charts and tables: countries marketing channels departments in a company sales staff traffic source affiliates etc. Just as I mention [...]


Lies, Damned Lies & Email Best Practices

personalized emails It isn't often that one challenges best practices. They are called best practices because they are apparently the best. In 2008, Return Path conducted a subscriber experience study to see which businesses were following the best practices at the time, like personalizing messages and honoring unsubscribe requests within a reasonable timeframe. Flash forward five years, and we looked at the same businesses to spot any trends with best practices. Thanks to competitive email intelligence, we were able to go one step further and see which best practices should actually be considered "best" anymo [...]


The Artist Formerly Known As The Marketing Funnel

5 Stages of the Buyer's Journey The Egyptians had the pyramid. The Greeks had the circle. Prince had his funky love symbol. And marketers? Well, we have the funnel. [caption id="attachment_61068" align="alignright" width="300"] Stock image used with permission of Shutterstock.[/caption] The marketing funnel is probably the most iconic shape in marketing analytics. A big bucket of prospects are poured into the top of the funnel. It narrows on the way down, as prospects bail or choose competitors. And then, at the very bottom -- plop! -- out pops a subset of those prospects as customers. It looks like (and acts like) [...]


The Future Of Online Analytics: New AdWords Estimated Cross-Device Conversions

google-adwords-square-logo A couple of months after the paid search world had to transition to AdWords Enhanced Campaigns in the name of simplified and more relevant cross-device ad management, we are finally getting some initial food for thought with regard to cross-device performance. I was calling it the "next frontier for online marketers" in a previous post, and we are now officially getting there! A New "Estimated Total Conversion" Column Is Rolling Out In AdWords, a new column called "Est. total conv." was made available for some beta accounts recently. However, this column doesn't seem to be available at the k [...]


Q3 2013 Roundup: Analyzing IOS 7 And The Evolving Mobile Landscape

iPhone5s-iOS7 A recent study published by Chitika Insights found that nearly 32% of North American iOS-based Web Traffic was generated by iOS 7 users just 48 hours following the release of the new OS on Wednesday, September 18. In a subsequent update published on September 25, data showed the iOS 7 adoption rate reaching more than 50% in North America a week after its release. When compared with the adoption rate of Jelly Bean 4.3 in the same time period, the rapid rate of adoption for iOS 7 seems all the more impressive. By most measures, iOS 7 was the fastest software upgrade in history. The success [...]


Rethinking The Lowly Thank You Page

hubspot-thank-you Let's face it, the Landing Page gets all the attention these days. Every marketing blog (including my own) has an opinion on the best landing page and what to do to convert every visitor with its brilliant magnificence. Don't get me wrong, the landing page deserves the huge amount of attention it gets. But if all you're doing is giving visitors a confirmation message when they click Submit, you're missing a big opportunity to engage with your visitors. Can You Convert A Visitor Twice? When you visit most commercial websites, you'll find whitepapers, demos, eBooks, webinars and events -- ty [...]


Thinking Inside The Boxplot

data-analytics-200px In a previous post describing a simple approach to de-seasonalizing your data, I covered how marketers can examine, at a rough level, the impact of seasonality on metrics. Obviously, your data science team would be looking at this data in greater depth and, to be sure, a more precise calculation of seasonality is a far more complex undertaking. The basic thought process, however, is a valuable learning for business people. Today, let's try this approach on another topic: using a boxplot to get a general overview of the spread of your data without using "capital S" Statistics, and, again, at [...]


Using Indices For Digital Analytics: Opportunities And Pitfalls

Print It seems as though indices are everywhere these days as the entry-level insight tool of choice for digital analytics. It's Marketing Analytics 101. But there is still some debate as to what an index is - and often, indices can be misused. But because each individual index can be used by marketers to help understand the effect of particular attributes (for example, age or gender) on a consumer’s propensity to convert, it can be one of the most actionable, effective tools at an analysts’ disposal. So how do you use them? In the context of digital media analytics, an index is the ratio of [...]


The Digital Marketing Analysis Tree: Understanding Root Causes

dmtree_ps I recently read an excellent article in the Harvard Business Review about how data-driven individuals think and act. Some of the key traits described in the article apply not only to researchers, but to anyone involved in analysis and decision making. According to the author, data-driven individuals: Make decisions at the lowest possible level Bring as much diverse data to any situation as they possibly can How do these traits translate for the digital marketer, and how we should think about performance management of campaigns? The Data-Driven Marketer The traits, when applied to [...]


Are Your Local PPC Ads Really “Local”?

local-maps-featured Paid Advertising Platforms are growing exponentially on what seems like a weekly basis. What once was Keywords + Ad + Bid = Money has now become a full-time job. Bid adjustments, rules, remarketing, extensions, day-parting, local or geographic targeting, modified broad match, and more -- the vocabulary alone is a struggle for small business owners who do their own marketing. As I review and overhaul paid advertising campaigns for new clients, I've noticed that there are numerous misunderstandings surrounding local paid search advertising in Google and Bing. Targeting with location exte [...]


Is Your Site Foreign To Visitors? How To Present A Tourist-Friendly Experience

Like visitors to a foreign city, your Web visitors are looking for something familiar. You're being tested. Right now. You're being probed and compared and measured and documented. Would you like to know your results? [caption id="attachment_58698" align="alignright" width="300"] Like visitors to a foreign city, your Web visitors are looking for something familiar.[/caption] Having spent the past week in two foreign (to me, at least) cities -- Frankfurt and Stockholm -- I've tackled the challenges they presented with a mix of science and creative abandon. I've been finding my way through these marvelous cities alone, most of the time. I needed very much the same sorts o [...]


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