Testing & Optimization Part 1

This issue will begin a series of two articles taking an in-depth look at online testing and optimization. The second issue we will continue the discussion with a detailed examination of some of the underlying technologies that are required to implement a successful testing program. We will also address the intricacies of experimental design and assist in the identification of what variables to test. What is Testing & Optimization?  Scientifically and statistically rigorous tests desig...
By Bill Bruno
About the Author:

Bill Bruno is the CEO - North America, Ebiquity.

Free Your Mind: Email Analytics

Email Analytics Overview Tracking an email marketing campaign is one of the fundamental applications of web analytics; yet, many companies fail to fully utilize the techniques and data available. Effectively tracking email campaigns not only leads to improved future email campaigns but also a familiarity and understanding of a customer not achieved by any other means. As in any web analytics reporting, the available email tracking reports range from basic and rudimentary to rich and indispens...
By Bill Bruno
About the Author:

Bill Bruno is the CEO - North America, Ebiquity.

The Challenge of Measuring Across Multiple Channels

I recently worked with a client who was trying to compare her website and Facebook page. The metric she wanted to look at was visits but that caused several problems because people interact with these two channels very differently. Exposure to content occurs very differently on these two channels. A person has to “visit” a website to be exposed to the content but a person can be exposed to content from a Facebook post or feed and not actually “visit” the Facebook page. When comparing two...
By Admin
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Testing & Optimization Part 2

In the last newsletter, we presented an overview of testing and optimization practices. This month we'd like to focus on the experimental design and technology options available for implementing those techniques. Experimental Design Overview There are some basic principles to follow as you design the experiment. Experience will guide you going forward but, in the beginning, the following tips may prove useful. Be specific and document. Before beginning any experiment be sure to be spe...
By Bill Bruno
About the Author:

Bill Bruno is the CEO - North America, Ebiquity.

Onsite Behavioral Targeting

When leveraged correctly, onsite behavioral targeting can greatly benefit an organization’s online marketing program by allowing them to reach visitors in a more effective manner. Due to the growth of this industry, I’d like to take this opportunity to answer some of the most frequently asked questions about behavioral targeting including: What is Behavioral Targeting? Behavioral targeting is a largely automated means of creating a more personalized web site experience by observing t...
By Bill Bruno
About the Author:

Bill Bruno is the CEO - North America, Ebiquity.

Creating an Effective Campaign Naming Taxonomy

For any organization trying to understand the effectiveness of their marketing initiatives, one of biggest challenges they face is having the ability to segment campaign data, making it relevant to each level in the organization. This includes high level information for the CMO that wants to see conversions/revenue by all channels (not just online), Director-level information such as online channels (paid search, social media, direct traffic) and detailed information for the creative designer...
By Kevin Wysocki
About the Author:

Kevin Wysocki is the Tag Management Practice Lead at Stratigent.

Tracking Onsite Search

Onsite search is a topic that has been slowly gaining attention in the web analytics community over the last few years. However, I believe this is one of the most often overlooked areas of rapid and immediate improvement (low hanging fruit) possible for many sites. First, many visitors leverage onsite search as their preferred method of navigating the site. Additionally, the data discovered from analysis of onsite search activity can often provide valuable insights into the motivations of your s...
By Bill Bruno
About the Author:

Bill Bruno is the CEO - North America, Ebiquity.

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