Tag Archives: Analytics

Jan27

Karl Hourigan

0

Analytics and Reporting: How to define metrics that actually mean something to your bottom line.

We hosted a webinar on January 25, 2011, with presenters Chris Knoch and Kyle Grant. You can view the webinar online now. For the Flash-challenged crowd (iPad, iPhone), you can get the podcast version. Analytics and Reporting Webinar Chris set the stage by describing two main situations for direct marketing: 1. Unlimited Budget: Set target ROI/CPA and maximize order volume or revenue 2. Limited Budget: Spend entire budget at best possible ROI/CPA In both cases, there is a need to determine the “true” ROI. This can be particularly challenging in a situation where, for example, the sale started online but [...]

Jul29

John Yuill

4

Viewing AdWords Search Query Terms: Let Us Count the Ways!

Using Google AdWords reports to track performance of the keywords you are bidding on is one of the fundamentals of search marketing success, and the ease with which this can be done is a source of delight for search marketers, especially when compared to measuring traditional forms of advertising. But most folks also realize the additional value of being able to look behind the scenes to see the actual search queries that users are typing in and using that information to refine campaigns accordingly. Not so very long ago in the short history of search engine marketing, this was data [...]

Jun15

Chris Davies

0

The Secret of High Level Organic KPIs

There’s a huge variety of online marketing metrics for you to chose from. Many of them are either essentially useless (pageviews) or too granular to tell a real story on a site-wide level (bounce-rate). If  you’re the CMO or VP of Marketing, what KPI’s do you really need to see so that you’re reasonably well informed about the performance of your organic search program against the half-dozen other channels you’re responsible for? I had a great question from a client this week wondering if they should move from 2 KPI’s to 3 for their high level dashboards. Hey Chris, quick [...]

Apr27

Kyle Grant

2

PPC Measurability: A Double Edged Sword

In marketing circles, the old adage: "Half my advertising money is wasted. The problem is that I don’t know which half!" is often regarded as marketing fact and has been more or less accepted as fact until now. In a down economy marketers are now heralding this statement no longer as a quote, but as a mission statement to finding where to invest money.  However, the very nature of this quote embodies the challenge that all marketers face: attribution. The famous marketing quote was reportedly said by William Lever, John Wanamaker, and F.W. Woolworth; begging the question: who gets the [...]