Category: Relevance
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RAMP Digital’s First Steps
The first two months of RAMP have been glorious insanity. Besides continued success with Landing Page Optimization and testing I’m focused on a few core digital marketing areas where RAMP will change the world and define next-gen digital agency services. Most of these changes and leadership will revolve around optimized marketing solutions RAMP is creating…
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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…
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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…
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Why CPM Should Die
According to TRUSTe 90% of consumers report that less than 25% of ads they see online are relevant. 58% said 0-10% of the ads were relevant. Display + Irrelevance = Banner Blindness Think of all those wasted millions. We’re moving forward with new companies like Lotame but clearly we have a long, long way to…
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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…
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The $130 Billion Dollar Landing Page
Google is a fully digital company. Everything Google has done and is today revolves around the web. Google is also by every account one of the top 3 brands in the world. Until billboards this past year Google has never spent a dollar on advertising. No TV, no print, no radio, No banners, no search…
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Chris Anderson on the Two Dimensions of Quality
There have been a few occasions where clients have taken my page layout and messaging work in powerpoint, skipped the design stage altogether and converted these glorified wireframes to HTML. One time it was spite, another time it was money (isn’t this an Eagles song) and another time it was time. In all three events…
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RAMP is Born to Run
Two and a half weeks. That’s all it’s been since I left to start my own company for the third time in the past decade. In that brief period I’ve signed four clients including leaders in Social Media, B2B Services, Politics and Auto. Every day is filled with talking to prospects, potential investors, potential employees,…
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Behavioral Targeting Standards – RIP BT 1.0
At last Monday’s OMMA Behavioral event sponsor Revenue Science launched the day by declaring the need for industry self preservation, err, regulation with the establishment of the Revenue Science Behavioral Targeting Standards Consortium. Actually, it’s officially just called the Behavioral Targeting Standards Consortium though there is no consortium yet and the group’s domain is owned…
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Speaking at OMMA Behavioral
Monday I’ll be moderating a panel at OMMA Behavioral in New York City. It’s an important day for those of us that work in onsite optimization since this is the first time we’ve been represented with our own session at OMMA Behavioral. It will not be the last. This session has a stellar group and…
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Presentation on Branding & Strategy
SlideShare is a site I’ve used and enjoyed since it was launched. In fact, since SlideShare launched I’ve uploaded every conference presentation I’ve given. It’s also a great way to get a pulse of thoughts and opinions pertaining to many subjects, especially digital. Yesterday I came across this deck below. Take 10 minutes out of…
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Google: Landing Page Quality & CTR
Some interesting data last week from Efficient Frontier on Search Advertising click-thru rates (CTR). EF quantifies the disparity between CTR on contextual and search advertising (search is 31x greater). Most interesting to me however was the chart below on Search CTR. Take a look at Google. You can see there was a CTR decline on…
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The Brand Optimization Revolution – The Metrics are Coming! The Metrics are Coming!
A common trait I find among many “red-coat” marketers is a lack of respect for the collective intelligence of consumers. This expresses itself in many ways. One is the “we know what our users want” mindset. Another is the Boston/NY-SF/LA view that folks in Middle America are unsophisticated and stupid. These attitudes are constantly reflected…
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Can Google Make You Notice Ads?
128 million unique people a month use Google. 53 million uniques a month use YouTube (an amazing 92% increase since Google’s acquisition a year ago). With millions of page views a day from people across these two properties you work that to your advantage. There has been conjecture about the cross-property strategies that Google may…
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Convenience Always Drives Online Results, Not Just at Holiday Season
Despite lots of negative predictions online shopping increased this holiday season by 22.4% according to Visa. That follows a 26% holiday lift in 2006 and 25% increase in 2005. This rise is attributable to <a href="http://www.optimizeandprophesize.com/jonathan_mendezs_blog/2007/05/convenience_mar.html “>the convenience of online that I blogged about back in May. The holiday season amplifies this but it is…
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Top 10 Multivariate & A/B Testing Results from 2007
This list compiles the most counterintuitive and therefore most interesting test results from multivariate and A/B (or split) tests I was involved in over the past year. I thought that this would be more valuable, a better read and more modest than just a rank list of tests that had the highest lift in conversion…
Optimize & Prophesize 