Vol. 3 , No. 50     December 16, 2003


In this Newsletter:

  1. The Ultimate Web Traffic Dashboard
  2. SWOT Team Questions Click Data: Too Much Detail or Not Enough?
  3. Making Marketing Matter: Partnering with R&D at Bristol-Myers Squibb
  4. Can You Really Create Persuasive Sales Copy out of Thin Air?
  5. The Intranet Gets Serious: Publish What You Can Manage (Part 3)
  6. How to Get Your Products Featured in the Mainstream
  7. Content Management Systems: How to Make Sure Yours Is Not the Downfall of Your Web Site


What Every Marketer Needs to Know About Their Web Site

Marketer's are swimming in a sea of data. With your web site alone you see numerous stats on visits, clicks, conversion rates, etc. Do you know which metrics really matter? Watch WebTrends webcast & learn how to effectively analyze your web site

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See below for Advertising, Subscription and Contact information.

Jim Sterne
The Ultimate Web Traffic Dashboard

The most frequent question Jim's clients ask is, “What should we measure on our Web site?”

After he spends a healthy amount of time identifying goals, he spends a healthier amount of time determining which metrics will reveal how well an organization is attaining those goals.

The second most frequently asked question then is, “What does a best-practices Web analytics dashboard look like?”

Get the full story.


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To Learn What You Need to Know Right Now About Anti-Spam Legislation,
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Yvonne Bailey and Hank Stroll
SWOT Team Questions Click Data: Too Much Detail or Not Enough?

This issue’s dilemma questions managing metrics. Weigh in on this issue: How far should we go in capturing the details of our Web site visitors’ behaviors and actions?

Also this week, read your answers to: Should we save money on color copies or print high-quality materials? What's the right approach in the digital versus print issue?

Get the full story.

Roy Young
Making Marketing Matter: Partnering with R&D at Bristol-Myers Squibb

It's not just a Ph.D. in biochemistry from Cambridge University in England that wins Wendy Dixon immediate credibility with research and development staff at Bristol-Myers Squibb. It’s also 20 years in pharmaceutical marketing and her passion for working with scientists to develop and bring new medicines to market.

It’s hard to imagine how the CEO could have made a better choice for a Chief Marketing Officer. Here, Dixon talks frankly about how her team works with scientists to make sure new products are developed with an understanding of the marketplace and customer needs.

Get the full story.


A Note to Readers

Taking Time to Celebrate

Greetings, discerning readers!

Holiday greetings, that is. We’re in a festive mood here at MarketingProfs, since this is our last newsletter of the year.

Yep—we’ve elected to take a few weeks and spend some time catching our breath as well as cleaning up our desks before the fur begins to fly again in January 2004.

I come from the American newspaper business, where a daily paper is churned out no matter what—rain, snow, sleet or holidays be damned. The concept of taking a break from publishing seems entirely foreign to me… and I’m feeling a little sheepish about kicking back.

But I’m slowly coming around to Publisher Allen Weiss’s way of thinking: it’s time to celebrate, rest and rejuvenate—and to acknowledge that we all need some time to do so.

So… happy and safe holidays to all! See you next year.

Until next time,

Ann Handley

P.S. MarketingProfs won’t disappear entirely during our two-week hiatus. Somewhere toward the end of this month we’ll update the Web site with our favorite articles from the past year: The Best Of MarketingProfs 2003. These will be pieces that said something important, and said it well. So look for a brief heads-up in your inbox right around the 29th of December.

Oh—and if there’s an article that stands out in your mind from the past year as a must-read on our “Best Of…” page, I’d love to hear your thoughts. Email me at ann@marketingprofs.com!


Last Issue's Top 5

  1. More on How to Ignore Your Best Customers, the TiVo Way
  2. Top 20 Definitions of Blogging
  3. How to Write With Sizzle When There’s No Sausage
  4. What Can Web Copywriters Learn From Direct Mail?
  5. How to Move from ‘Clandestine’ to Creating Collateral that Counts
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Sean D’Souza
Can You Really Create Persuasive Sales Copy out of Thin Air?

If you’ve been swearing loudly as you try to put your marketing material together, you’ll find this tutorial to be of immense help. Sean will guide you through the process of creating sales copy that really rocks.

Get the full story.

Gerry McGovern
The Intranet Gets Serious: Publish What You Can Manage (Part 3)

Do you have a process whereby every single piece of content on your intranet gets read at least once a year?

Those organizations that can’t do this are admitting that their intranet is unmanageable.

Get the full story.


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Jerry Fireman
How to Get Your Products Featured in the Mainstream

Convincing journalists to cover your products or services isn’t a simple task. Here's how to clear the hurdles in the way of getting product coverage in the major mainstream media.

Get the full story.

Reid Carr
Content Management Systems: How to Make Sure Yours Is Not the Downfall of Your Web Site

Making things easier does not always make the end result better. Such is often the case with the added convenience of Content Management Systems. Manual processes have now lapsed, as changes to the Web site are now being run through one person with administrative capabilities and a CMS at their fingertips.

Here's how marketers can avoid the negative effects of sloppy content management.

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley


Ad/Sponsor Information:
go here or contact jim@MarketingProfs.com

Online Seminars: Roy Young

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