Monthly Archives: October 2014


31
Oct 2014

Digital Analytics / Business Alignment is Getting Better I recently attended eMetrics Boston and was encouraged to hear a lot of presentations hitting on the idea of tying digital analytics reporting more directly to business outcomes, a topic we cover extensively in the Applying Digital Analytics class I taught after the show. This same kind of idea is also more popular lately in streams coming out of the eMetrics conferences in London and other conferences.  A good thing, given the most frequent C-Level complaint about digital analytics is not having a clear understanding of bottom-line digital impact (for......

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31
Oct 2014

Offering free shipping will improve your conversion rate. Guaranteed! But, it also can kill your profit margins if you’re not careful. So, how do you make free shipping profitable? In this article, I’ll review four simple tests that any e-commerce store owner can run to maximize profits on a free shipping offer. If you do this right, you can see 15-30% improvement in net profit (not just conversion). The steps are: Establish a Baseline: Compare conversion with and without a free shipping offer. Create Thresholds: Increase the minimum order value required for......

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30
Oct 2014

In the spirit of Halloween, we’re posting an infographic on the death of Web Log. It’s based off this Copyblogger post. Thanks to Barry Feldman at Feldman Creative and the team at ClearVoice for providing today’s infographic. Enjoy!...

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30
Oct 2014

 In a quarter that has seen a mixed set of results for social networks Twitter and Facebook, LinkedIn today reported its quarterly results, handily beating analyst estimates on sales of $568 million, up 45% compared to a year ago and sales of $393 million and non-GAAP earnings per share of $0.52. But it also posted a wider net loss of $4.3 million, versus to net loss of $3.4 in Q3 2013. Read More...

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30
Oct 2014

 Still pushing hard on its strategy to be more than just a site for daily deals, e-commerce powerhouse Groupon reported its quarterly earnings today, reporting revenues of $757.1 million on non-GAAP earnings per share of $0.03, but a negative EPS of $0.03 on a GAAP basis. Analysts were expecting an EPS of $0.01 on revenues of $748.76 million. Groupon managed to best expectations, but not by… Read More...

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30
Oct 2014

There are few things that impact a brand’s reputation more than the way it responds to complaints and unhappy customers. Customer service has always been an important part of developing brand loyalty, in fact it was the center of the business model that allowed companies like Nordstrom’s and Zappos to thrive. And now that the internet and social media give individuals their own platform to publish information about their daily lives, it’s becoming even more critical for companies to provide great customer service. Image credit: http://simpliflying.com/2013/three-ways-airline-marketing-changed-promoted-tweet-british-airways/ It’s easier than ever for customers......

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30
Oct 2014

Semantic Search. I imagine saying it five times into a mirror conjures an effect similar to horror classic Candyman. It’s all anyone in the Search world is talking about on blogs, at conferences, and in hushed whispers in the break rooms of agencies. Yes, the future is coming, and it is semantic. Some of it is already here. Let’s take advantage of it! Many posts just like this one focus solely on the how, but today I’m going to switch it up and give you the why. Google’s Hummingbird release, as documented by our......

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29
Oct 2014

Stephen R. Covey was a brilliant author and self-help visionary, but he never worked in online marketing. So, what can he teach us about managing overlay (pop-up) marketing campaigns? Apparently, quite a bit. It just so happens that Mr. Covey’s famed “7 Habits” apply directly to what makes an effective pop-up. But first, I fully understand the reservations many SaaS and e-commerce site owners have about pop-ups. In 2004, pop-ups were the most hated online advertising technique, and much of that residual hate lingers today. That said, today’s pop-ups are very different......

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29
Oct 2014

 Two more executives have left Twitter: Jeremy Gordon, the vice president of engineering, and Adam Kinney, a senior manager who led the company’s analytics team. The news was first reported in CNBC. That report also cited an unnamed source who claimed that some of the company’s engineers are concerned about a lack of clarity in the Twitter’s product vision. (The… Read More...

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29
Oct 2014

 Twitter and IBM announced a significant partnership today that will involve Twitter sharing its data with IBM for integration into IBM’s enterprise solutions, including the Watson cloud platform. The deal means IBM will gain access to the Twitter “firehose,” allowing businesses to incorporate insights gained from the social network into their decision-making… Read More...

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28
Oct 2014

While Google Tag Manager touts itself as a code free alternative to website development, sometimes a knowledge of basic web mechanics (and a little bit of code!) can help make your setup go much easier! Whether or not you’ve started using the new version of GTM, this post will help explain how to target clicks on specific html elements like links, images, or buttons. 1. Background – HTML Elements Before getting into Google Tag Manager, it helps to understand what we’re dealing with. In the briefest of descriptions, websites as they appear......

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28
Oct 2014

 If you told a random member of the tech media a year ago that one of the biggest names interviewed by Kara Swisher at her own conference in 2014 would be Kim Kardashian West, you’d probably receive a dumb look and a quick dismissal. Yet that’s exactly what happened at today’s Code/Mobile conference, where the reality TV and social media star reflected on the role of mobile… Read More...

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27
Oct 2014

When you start your Conversion Rate Optimization (CRO) journey you most probably do it chaotically. Unfortunately, the absence of regular processes results in poor results and in longer optimization cycles. A good methodology guides you through crucial steps, which eventually lead to more successes or allow you to do more with less. In this article I would like to share a few tips on how to run a CRO program more smoothly and with better results. It may help you to overcome your bottlenecks or just inspire you to add some new......

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27
Oct 2014

 Twitter reported 284 million average monthly active users in its Q3 earnings today, but with growth down over the last month, the company diverted attention away from MAUs during its call by focusing on another, much bigger number: that of Twitter visitors who are either “logged out” or not registered at all. “Are they monetiseable?” CTO Anthony Noto rhetorically asked. Read More...

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