Category: Analytics
-
WTF? IAB Says Performance is a Bad Thing for Online Ads
I was really interested this morning when I saw that the IAB is making an effort to combat "creative shabbiness" in display. Unfortunately it was not what I expected to read. As someone who has spent a decade building and optimizing creative for the web and has worked with six of the top eleven brands…
-
Capturing the Gorilla: New Ways to Quantify the Value of Search
There is an ever-growing delta between the metrics that are commonly used to gauge search success and the true underlying value search marketing delivers. There is a ton of ROI being left on the table – not because it isn’t being delivered but because it isn’t being measured and marketed. There are a few metrics…
-
Speaking, Moderating and Hosting a Clinic at SES Chicago
Chicago is my favorite SES because it's such a great town and the show always has a heavy conversion rate focus. This year I’ll be quite involved on Tuesday, Wednesday and Thursday (December 9th-11th) at Search Engine Strategies Chicago so if you are going to be there and would like to connect please contact me.…
-
McCain Wins Landslide Over Obama in Search Engine Marketing Election
During the pre-primary season I took a look at how the candidates were doing with SEM. The results were not pretty. Today, more than a year later, after both party conventions are over and the race is on I decided to revisit the SEM landscape of the Presidential election. Once again the results surprised me.…
-
September Speaking Gigs: OMMA Global and AdMonsters Keynote
At OMMA Global I’m excited and honored to be moderating and speaking on the first Ad industry conference panel ever on Semantic Advertising. Joining me are the two leaders of this emerging technology. Why Semantic Ads Will Save Display Friday 9/19 4:15pm – 5:00pm Session Description: Semantic technology is quickly redefining display advertising by creating…
-
Macy’s Magical Online Disappearing Act
In today’s Wall Street Journal Macy’s CMO and Chairman of the Online Division Peter Sachse talks about Search Marketing. It’s rare to hear a CMO of a major retailer discuss search marketing so it was with great interest that I read his comments. WSJ: How do you measure the effectiveness of search marketing? Mr. Sachse:…
-
Expert Guide to Multivariate Testing Success
I’ve been doing MVT for three years across landing pages and websites with over 40 clients like Citibank, Disney, Esurance, H&R Block, Inuit, Microsoft and T-Mobile. As the Founder & former Chief Strategy Officer of OTTO Digital, the services division of the market-leading MVT tool, Offermatica (now Omniture Test&Target) I’ve authored many case studies on…
-
Multivariate Test Results: Confidence, Stability & Determining a Winner
Getting your MVT tests designed, developing your creative and implementing code are all just precursors to getting your test live. However, once your tests are live success will be determined by how well you did all those things. At this point you are just monitoring results – so relax and kick your feet up…if only…
-
Setting Up a Great Multivariate Test
Part 5 in my MVT series will focus on the key considerations and decisions for setting up your multivariate test so that you get the most learning and best results possible. I’m not going to get too technical here since I am not a developer however I want to share what I feel will ensure…
-
On-Site Targeting: Crawl, Walk, Run Strategy
This is the presentation I gave at the Web Analytics Wednesday last month in Cambridge, MA. I had a great time there and was lucky enough to be in Boston again so I could catch this month’s WAW held at Monster.com. There are some pretty cool things happening in Boston around analytics. One company to…
-
Multivariate Element Test Variations
Part 4 of my MVT testing series follows up element selection with element variation. Element variation is the most creative aspect to MVT. It requires a mix of marketing acumen, an understanding of creative and some jigsaw puzzle skills. Marketing: The marketing aspect to element variation presents itself in the themes that you create to…
-
MVT Element Selection – Strategy & Tactics
In part 2 of this series we discussed the first part of multivariate test design — determining your test array — how many elements and how many variations of each you you should test. In parts 3 & 4 we will cover the rest of MVT test design, element selection and element variation. Successful testing…
-
Multivariate Testing – Test Design
Part 2: Choosing a MVT Test Array Also see Part 1: Introduction to Factorial Designs The results of your tests are often pre-determined by your test designs. Good designs will provide measurable increases in performance and learning about what tested elements are most important in driving that lift. Good test designs will also provide learning…
-
The Power of Brand to Influence Outcomes or Why Brands Will Always Rule Digital
We all know power has shifted in the marketplace to consumers. Consumers have a more active and faster growing voice than ever before in the ultimate success of products and services. We wield this power through reviews, recommendations, social networks, message boards, blogs and most importantly our digital actions – quantified and delivered to marketers…
Optimize & Prophesize 