Vol. 3 , No. 47     November 30, 2004


In this Newsletter:

  1. Keys to Measuring Web Site Success (Part 2)
  2. Five Serious Considerations (and a Checklist) for Your Next Marketing Plan
  3. Do You Manage a Web Site or a Warehouse?
  4. Pulling the Plug on Profits: Avoid Premature Termination of Good Programs
  5. SWOT Team: Marketing Complex Products
  6. Do All Good Leads Become Sales?
  7. Reversing the Curse and Advancing the Brand

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Jim Sterne
Keys to Measuring Web Site Success (Part 2)

Last week, we shared key findings from the 2004 Emetrics Summits. Today, we continue with the details of lessons learned by organizations seeking to measure their success online.

Like Amazon, for example. Amazon's philosophy for Web site success: Data Trumps Intuition.

Cool ideas that fail to show significant improvement in conversion aren't worth pursuing. Instead, the company now finds it is easier to build and test a prototype than build a mathematical model to predict user response.

Amazon stopped guessing, started testing, and met with incredible success.

Get the full story.


Web Analytics Resource Center
Take advantage of this free, educational resource center, featuring articles, white papers, and other web analytics resources. From search engine marketing to conversion to customer retention, you'll find information that you need now.
Visit the Resource Center

Laura Patterson
Five Serious Considerations (and a Checklist) for Your Next Marketing Plan

Most businesspeople intuitively know that the key to successful marketing is having a marketing plan—a blueprint for action. But many companies operate without one, focusing instead on the issues of the moment without committing to a long-term strategy.

A marketing plan does not need to be complex, but it does require several elements to be effective.

Get the full story.

Gerry McGovern
Do You Manage a Web Site or a Warehouse?

If you're running a Web site, you are an accidental publisher. And publishing is as much about what you don't publish as what you do.

Resist the call of the warehouse and the illusory promise that technology will solve all your problems. Content is your asset. The less of it you publish, the more it grows in value.

Get the full story.


A Note to Readers

Missing Newsletters?

Greetings, discerning readers!

As Queen of Content as well as Keeper of Kudos and Compiler of Complaints, I receive tons of mail each week. Last week, unusually, things were a little heavy on the Complaint side. It appears that many of you did not receive Tuesday's newsletter. Were we taking a Thanksgiving break, some of you wondered?

No, indeed. MarketingProfs published as usual. But if you were one of those whose week was marred by the absence of MarketingProfs in your inbox, then read what my friend and colleague Val Frazee penned about the topic of missing newsletters.

Prescient as always, Val wrote this in last week's edition of the MarketingProfs Know-How News:

"In the good old days, members requested our newsletter, we sent it to them, and they received it. But lately, we're hearing back from more and more of you who are having trouble receiving this newsletter, or more likely, our MarketingProfs Today newsletter.

"In 90% of the cases, it turns out to be a spam filter on the member's side that has blocked our newsletter from reaching its destination. There are all kinds of different filters that trigger on different things, so we're having a hard time avoiding them all. We're playing around with some ideas that should help. But there's a lot you can do on your side, too.

"First, try checking your Spam/Junk/Bulk folder for our newsletters, if you have access to it. If you find it there, you should be able to select the message for delivery. (This is called "white-listing.") If you don't find the newsletter there, take the FROM and SUBJECT lines from an old newsletter and forward them to your corporate IT or ISP guys. See if they can white-list us for you. (Write me if you need the header info.)

"If that doesn't work, write me (val@marketingprofs.com). I can check to make sure you haven't been dropped from our newsletter broadcaster's list for excessive bouncing (fairly rare occurrence). Also, keep in mind you can always access our newsletters via the Web archives until we sort out a solution."

The MarketingProfs newsletter archives are located here

If Val's suggestions help, please let us know. Of course, continue to let us know if they don't help, as well. As much as I prefer the Kudos, I wouldn't give up Complaints!

Until next week,

Ann Handley


Last Issue's Top 5

  1. Keys to Measuring the Success of a Web Site (Part 1)
  2. 10 Ways to Create Brand Value
  3. If You Don't Measure, You Can't Manage: The Best Marketing Metrics
  4. The Branding Paradox
  5. How to Build Credibility Through Bylined Articles
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Karl Meszaros
Pulling the Plug on Profits: Avoid Premature Termination of Good Programs

Over a period of six years, an established high-tech company has seen five reincarnations of its global marketing organization. With each new senior marketing executive has come a new interpretation of the company's mission and vision, followed by new attempts to tune market positioning and overhaul sales tools.

Such organizational instability sabotages the company's market messaging. The company expends inordinate amounts of time and money on repeatedly reinventing itself—while confusing its industry, customers and employees.

Sound uncomfortably familiar? Get the full story.

Meryl K. Evans and Hank Stroll
SWOT Team: Marketing Complex Products

Marketing complex products and services is a challenge. This week, add your two cents to: What methods work well for marketing technical services and solutions?

Also this week, read your answers to last week's dilemma: What do you do when you are stuck with a no-name moniker and no brand?

Get the full story.

Pepper and Rogers

What Are the Keys to Driving ROI?

Register today to receive the latest white paper from Peppers & Rogers Group. Unlocking the Value of Your CRM Initiative offers our latest thinking on how strategy, process and technology combine to maximize the value of customer relationships.

Mal Watlington
Do All Good Leads Become Sales?

It's the fourth quarter of the fiscal year. Let the finger-pointing begin!

In truth, the key to accurate lead-conversion ROI calculations is "self-honesty." While every company has the right to create its own definition of "R" to compare with "I," it is critical to look back at the justification that was used to support lead-generation activities prior to funding.

Get the full story.

Ellen Weiss
Reversing the Curse and Advancing the Brand

Endorsements can prove to be excellent ways to create a genial relationship between your product and the person or team being endorsed.

Just be wary of capitalizing too quickly on a media event that may not be advantageous for the brand!

Get the full story.


Publisher:Allen Weiss

Content: Ann Handley

Strategy and Development:
Roy Young

Director of Premium Services
Val Frazee

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