Web Analytics: How-to articles covering the latest marketing tactics, tips, and strategies.

• Helpful Conversion Optimization Advice From Rich Page: Get Started, Get ResultsHunter Boyle
  Conversion-rate optimization can be intimidating, especially since marketers don't have many sources of clear advice on how to avoid common pitfalls, generate strong ideas, and run tests that get real ...
  Customer Acquisition, E-Commerce, Measurement, Segmentation, Testing, Web Analytics, Web Content, Website Design, Websites
• Real-Time Bidding Ushers in the Era of Lean Marketing for Display AdvertisingRatko Vidakovic
  The rise of real-time bidding (RTB) for online display advertising now allows marketing departments and agencies to build lean display ad campaigns. That's because RTB allows marketers new ways to ...
  Advertising, Digital Marketing, Digital Theory, Management, Marketing Operations, Marketing Smarter, Measurement, Metrics, Web Analytics
• Five Common Errors in Marketing-Performance Evaluation and MeasurementJonathan Lewis
  Although the exponential increase in the availability of customer and business data has enhanced our ability to measure success, it has also increased our chances of misunderstanding and misinterpreting it. ...
  Benchmarking, Customer Behavior, Customer Insight, Data, Digital Theory, Marketing Dashboards, Measurement, Metrics, Web Analytics
• What Big Data and Your Kids Have in Common [Infographic]Verónica Maria Jarski
  If Big Data were personified, it'd be a kid. As anyone who has children or works with them knows, kids love to ask questions. Likewise, Big Data seems to be ...
  Branding, Data, Digital Marketing, Lead Generation, Links, Web Analytics
• Seven Tips for Creating a Mobile-Aware Marketing CultureJoe Wozny
  The next cultural shift your organization must pay attention to is mobile marketing—at the strategic planning level and at the tactical level. As a marketer, are you ready to ease ...
  Advertising, Digital Marketing, Marketing Strategy, Marketing Tips, Mobile Marketing, Smart Phones, Web Analytics, Website Design, Websites
• Building a Website Testing and Optimization Program: Measurement (Part 3)Kim Ann King
  Learn how to measure and communicate the results of your website testing and optimization efforts in this third article of a three-part series on the steps you need to take ...
  Marketing Analytics, Measurement, Metrics, ROI, Testing, Web Analytics, Websites
• Building a Culture of Testing and Optimization: Planning (Part 1)Kim Ann King
  Whether you've been testing for years or you're just getting started, your optimization program's success depends on careful planning, implementation, and measurement. This is the first in a three-part series ...
  Customer Behavior, Lead Generation, Management, Measurement, Testing, Web Analytics, Website Design, Websites
• A Three-Step Approach for Linking Content and Behavior: Measuring RelevancyLaura Patterson
  Almost everyone would agree that content must be relevant. But what is the best way to measure relevancy? Many of the ways are complex, but here's a simpler, three-step process ...
  Content, Content Marketing, Lead Generation, Marketing Analytics, Measurement, Metrics, Social Business, Social Media, Web Analytics
• Get More Green on Black Friday, Compliments of RemarketingAngel Morales
  Every year, retailers employ the same strategy: churn and burn through their email list in an attempt to cash in on subscribers over Black Friday/Cyber Monday. But remarketing can produce ...
  Advertising, Customer Acquisition, Customer Engagement, Email, Email Marketing, Personalization, Sales and Advertising, Targeting, Web Analytics
• Six Tips for Creating an Analytics-Driven Marketing CultureAdele Sweetwood
  These days, if a marketing organization is to deliver value and show tangible results, it must build an analytical culture. If yours is like most marketing organizations, you already pack ...
  Career Management, Collaboration, Forecasts, Lead Generation, Marketing Analytics, Marketing Operations, Measurement, Web Analytics

Web Analytics: Podcasts containing in-depth interviews with smart marketers from all walks of life.

• Don't Let Data Drive, Let It Inform: Beth Kanter and KD Paine on Marketing Smarts [Podcast]by Matthew Grant
  Beth Kanter and Katie Delahaye (KD) Paine, authors of Measuring the Networked Nonprofit: Using Data to Change the World, discuss performance metrics and nonprofits.
  Marketing Analytics, Marketing Smarts, Measurement, Metrics, Non Profits, ROI, Social Media, Web Analytics
• Did You See That? EyeTrackShop's Jeff Bander Talks Eye Tracking on Marketing Smarts [Podcast]by Matthew Grant
  Before we can effectively communicate with our customers, we need to get their attention. According to Jeff Bander of EyeTrackShop, this means that when evaluating the effectiveness of our ads or calls-to-action or emails or whatever, we need to answer ...
  Benchmarking, Customer Behavior, Digital Marketing, E-Commerce, Marketing Analytics, Marketing Smarts, Measurement, Online Marketing, Research, Web Analytics
• Every Message Must Be Relevant: IBM's Yuchun Lee on Marketing Smarts [Podcast]by Matthew Grant
  According to IBM's Yuchun Lee, "every communication has to be relevant. That has to be the bar." So how do you make sure that the messages you send out, the offers you make, and the content you create are relevant?
  Customer Behavior, Marketing Analytics, Marketing Smarts, Personalization, Social Media, Technology, Web Analytics

Web Analytics: Online seminar broadcasts from the best minds in marketing

• Shopping Made Smarter: Employing Smart Marketing in E-CommerceBroadcast on 3/19/2013 with Doug Broujos, Tim Brechlin
  Join us to explore strategies and tactics you can use today to improve your e-commerce efforts. You'll learn the elements of a smart online commerce program, from planning and deployment to evaluation and refinement. Sponsored by WhatCounts.
  B2C, Customer Behavior, Data, Digital Marketing, E-Commerce, Marketing Strategy, Online Marketing, Web Analytics
• The Next Generation of Landing Pages: What's New, What's Hot, What's PerformingBroadcast on 11/10/2011 with Scott Brinker
  Take a whirlwind tour of state-of-the-art landing page strategies and tactics, and update your Web marketing repertoire with a new set of best practices that you can put into action.
  Advertising, B2B Marketing, Inbound Marketing, Landing Pages, Lead Generation, Measurement, Metrics, Online Marketing, PPC Campaigns, Social Media
• Don't Be a Report Monkey: Three Steps to Optimizing Online MarketingBroadcast on 9/16/2010 with Jim Sterne
  Discover what it takes to make the most of the tools and data you have to become an indispensable source of business insight for your organization.
  Marketing Tips, Measurement, Metrics, Online Marketing, Web Analytics
• Multi-Channel Analytics: Tackling the Toughest Measurement ChallengeBroadcast on 6/3/2010 with Avinash Kaushik
  Learn how to run multi-channel analytics to measure your non-line impact. You'll get practical tips that will help you identify how to measure your campaigns (and hence claim as much of the credit as possible for your hard work!).
  Channel Marketing, Marketing Analytics, Marketing Strategy, Marketing Tips, Measurement, Online Marketing, Web Analytics
• Cracking the Code: Web Analytics for Paid Search AdvertisingBroadcast on 6/25/2009 with Avinash Kaushik
  Are you measuring the right things in your Pay-Per-Click campaigns? It's time to find out—and easily improve your ROI.
  Marketing Smarter, PPC Campaigns, Search Engine Marketing, Testing, Web Analytics
• How to Make Your B-to-B Website a Lead Generation MachineBroadcast on 2/26/2009 with Bob DeStefano
  What's your website done for you lately? Bet it could be doing MORE...
  B2B Marketing, Keywords, Landing Pages, Lead Generation, Marketing Tips, Public Relations, Search Engine Marketing, SEO, Web Analytics, Websites
• Actionable Web Analytics: Unleash the Marketing Power of Your Web DataBroadcast on 8/28/2008 with Avinash Kaushik
  You don't necessarily need MORE data about your online visitors' behavior... you need to pinpoint the data that will help you make better marketing and design decisions. Getting it might not be as painful as you think.
  Customer-Centric, Marketing Tips, Metrics, Segmentation, Testing, Web Analytics, Websites
• Using e-Metrics to Optimize Your All-Around Marketing StrategyBroadcast on 4/3/2008 with Jim Sterne
  Online marketing professionals have been monitoring the success of their websites for a little over ten years now. They have been using the Internet to test alternatives in marketing strategy, messaging, positioning, offers, promotions and more. Today, these techniques can be directed at the offline world as well.
  Customer Behavior, Marketing Strategy, Online Marketing, Positioning, ROI, Segmentation, Web Analytics, Websites
• Search Engine Optimization (SEO) for Really Big WebsitesBroadcast on 6/28/2007 with Stephan Spencer, Chris Smith
  Got a large, complex, database-driven website? Then you're in luck, because such a site represents the best opportunity for capturing visitors from search engines such as Google. That's because a large site has so much of what the engines love—content!Want to know the "magic" that turns that content into an abundance of high rankings? It's all in how you present that content to the engines and link it internally within your site.
  Keywords, Search Engines, SEO, Web Analytics, Web Content, Website Design, Websites
• Crash Course #5: The Wide World of Direct Marketing on the WebBroadcast on 1/18/2007 with Jane Weber
  This information-packed session will be a fast-paced scan of major online marketing trends and best practices. This session will offer examples from top marketers, including a successful magazine publisher.
  Advertising, Channel Marketing, Copywriting, Direct Marketing, Landing Pages, Online Marketing, Web Analytics, Website Design

Web Analytics: Tutorials — tactical marketing know-how in just 10 minutes from subject matter experts

• Take 10: How to Use Predictive Analytics to Better Your BusinessReleased on 11/23/2012 with Laura Patterson
  In just 10 minutes, you'll learn how to successfully use predictive analytics to optimize your campaigns and improve customer experience.
  Customer Behavior, Marketing Strategy, Measurement, Metrics, Take 10, Web Analytics
• Take 10: How to Easily Measure Social Media Campaigns on a Small BudgetReleased on 2/17/2012 with Nichole Kelly
  In just 10 minutes, learn how to integrate free (or inexpensive) tools like Google Analytics and HootSuite Pro into your website and social media campaigns to help track social media performance and report on social media results.
  Marketing Analytics, Measurement, Metrics, Social Media, Take 10, Web Analytics
• Take 10: How to Set Up a Multivariate Experiment in Google Website OptimizerReleased on 4/8/2011 with Janet Driscoll Miller
  In just 10 minutes, SEO expert Janet Driscoll Miller guides you through the process of setting up a multivariate test using Google Website Optimizer.
  Google, Landing Pages, SEO, Take 10, Testing, Web Analytics, Website Design
• Take 10: Google Tools the Pros Use for Advanced Competitive ResearchReleased on 12/10/2010 with Sean Campbell
  Take a quick tour of the advanced Google tools the pros use to guide their online research, gather insight on competitors, and get a solid read on the state of the industry in this Take 10 presentation by market research specialist Sean Campbell.
  Google, Keywords, Market Research, Measurement, Metrics, Take 10, Web Analytics