Marketing News & Expert Advice

Analytics

Experts examine how to better measure and optimize marketing initiatives, including testing what matters, improving conversion rates, and assessing quantitative and qualitative data.

Personas: The Magic Behind the Mirror

Bryan Eisenberg | Analyzing Customer Data

Oct 4, 2013 - Personas are complex creatures, like your customers. Learn to create personas that are truly effective in helping you develop your content marketing and persuasive strategy. Comments

Topics in Analytics:

Crispin Sheridan | Actionable Analysis

Website Analytics for SEO: Introduction for Beginners

Oct 4, 2013 - Marketers new to analytics for SEO must understand which signals and metrics may have the greatest impact on their business. Comments

Neil Mason | Verifying Business Value

Can You Recognise a Customer When You See One?

Oct 3, 2013 - Even the most sophisticated of technologies can be used in the dumbest ways. Get smart in a multi-screen world and learn to recognise customers across devices and platforms. Comments

Tim Ash | Conversion & ROI

4 Must-Have Components of a Successful Conversion Optimization Program

Oct 3, 2013 - Implementing a CRO program is simple. Building one that stands the test of time requires these 4 must-have components. Comments

Pelin Thorogood | Analyzing Customer Data

Will Twittervision Transform US TV Advertising?

Oct 1, 2013 - Twitter stands firmly on the ground between the brands that spend $70 billion in TV advertising annually in the US and the broadcast shows under pressure to drive ratings. Comments

Jim Sterne | Verifying Business Value

What Machines Haven't Learned Yet

Sep 30, 2013 - Machine learning is really, really powerful and it opens up new ways of doing analysis with Big Data. But, it cannot act alone. Comments

Marshall Sponder | Convergence Analytics

Rise of the Chief Convergence Officer

Sep 26, 2013 - While the job of a chief convergence officer might seem hard today, it's about to become even harder due to several upcoming changes. Comments

Mary Lisbeth D'Amico | Analytics

Analytics Help Brands Make Small Changes That Bring Big Social Impact

Sep 24, 2013 - Altering a hashtag or adjusting the timing of a Facebook post may not sound like a big deal, but small changes like these can have a large impact on a brand’s social media efforts - and it certainly did for Golf Channel and Cycle for Survival. Comments

Andrew Edwards | Convergence Analytics

Convergence Analytics 2.0: Everybody is Still Measuring Everything

Sep 23, 2013 - Convergence Analytics 2.0 calls out a number of factors that seemed to be impeding adoption of what really is a good idea - the ability to see more data at once, more quickly and at lower overall cost. Comments

Bryan Eisenberg | ROI Marketing

90% of Content Marketers Suffer From 'The Curse' & How to Remedy It

Sep 20, 2013 - The 'curse of knowledge' hinders the ability to communicate. Bryan Eisenberg teaches content marketers how to remedy the curse and take advantage of not being inside the bottle. Comments

Mark Ryan | Analyzing Customer Data

11 Tips for Preparing Enhanced Site Tracking During a Website Redesign

Sep 19, 2013 - Top tips on what a web team should consider when redesigning a site, in order to prepare for enhanced tracking. Comments

Tim Ash | Conversion & ROI

Kicking Your Stock Photography Habit

Sep 17, 2013 - Five do's and don'ts that could revive your conversion rate. Comments

Robert Miller | Actionable Analysis

Google Just Upped the Digital Analytics Ante, Yet Again

Sep 16, 2013 - A glimpse into the new and updated functionality of Google Analytics' Advanced Segments. Comments

Jack Aaronson | ROI Marketing

Rapid Development for Mobile Apps

Sep 13, 2013 - Maintaining a multi-platform mobile app can quickly become a nightmare, and building/maintaining this app is certainly not "rapid" by any stretch of the imagination. Comments

Jim Sterne | Verifying Business Value

Frequency Capping for the Love of God

Sep 12, 2013 - For now, I just want one thing: the ability to turn off ads for a specific product. Comments

Aubrey Beck | Conversion & ROI

Software Vendor Sees 33% Uptick in Conversion Rate With Landing Page Optimization

Sep 10, 2013 - Many marketers are missing out on the possibility of greatly increasing their site's conversion rate through A/B testing the landing pages on their site. Comments

Bryan Eisenberg | ROI Marketing

Michelle Smith and Persuading Your Potential Customers

Sep 6, 2013 - We must allow for multiple personas to reach many of the same pages or marketing entities, but must separately address their needs. Comments

Neil Mason | Verifying Business Value

Just How Valuable Is Your Big Data?

Sep 5, 2013 - As people get more excited by big data, I get excited by small data. It may be small but it's powerful. Comments

Victoria Edwards | Convergence Analytics

Multi-Channel Analytics: An Interview With SES San Francisco Speaker Andrew Edwards

Sep 4, 2013 - At SES San Francisco, Andrew Edwards will be talking about all things convergence analytics – trends, technologies, and challenges. Here, Edwards offers an introduction to convergence analytics and why it's changing business analytics forever. Comments

Rand Schulman | Convergence Analytics

Real-Time Confessions From an Analytics Executive

Sep 3, 2013 - Convergence analytics companies struggling to differentiate in an evolving market need to verticalize to survive Darwinist twists. Comments

Jim Sterne | Verifying Business Value

Getting People to Buy Less

Aug 29, 2013 - What if you use the analytics generally employed to get people to buy more, to get people to buy less, cutting the cost of processing the original sale and the return handling? Comments