Monthly Archives: December 2014


31
Dec 2014

Ännu ett fantastiskt bra och trevligt år är nu över. Här följer några av höjdpunkterna. • Vi har befäst vår position som Nordens största återförsäljare av Google Analytics Premium, med flera stora internationella varumärken i vår portfölj. Vi hjälper till med Google Analytics Premium för fler än 150 webbplatser som finns i fler än 50 länder. • Vi har utbildat mängder av företag, organisationer och individer i analys i allmänhet, och Google Analytics i synnerhet, genom egna utbildningar samt genom......

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31
Dec 2014

Marketers have dozens of Twitter analytics tools at their disposal. These tools give them the power to test the impact of a tweet with the goal of increasing their social media ROI. Those who say that marketing on social media is just a waste of time and money may just be using it incorrectly or their optimization efforts have left them dry with ideas. If you’re one of them, I’d encourage you to check out the infographic we have below. Today’s infographic comes from Hubspot and it shows us 12 tips you......

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30
Dec 2014

That’s a tall order to fill, but unlike many “best of” articles floating around on the web this time of year, I’m (shockingly!) not looking at “best” in terms of the most page views, tweets or shares. In worst cases, those kinds of indicators can be artificially inflated or misguided. What I’m looking at are the posts that not only give you the best possible tips and techniques to round off this year, but will also keep your marketing momentum going strong well into 2015. To me, “best of” means practical, actionable......

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29
Dec 2014

SaaS marketers have a tough job. Marketing is hard. But what about marketing something that has no physical presence? Or marketing something that is constantly changing? Or marketing something that has some goofy name? Or marketing something that only about 20 B2B companies will be interested in? Or marketing something that doesn’t even make sense to the average person? You get the idea. SaaS marketing is not for the faint of heart. It’s challenging. And it is critically different from virtually every other type of marketing that the world is aware of.......

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26
Dec 2014

Customer churn is a really interesting problem. It appears to be a simple calculation, but the more you explore it the more complex it becomes. Evidence of this complexity appears in the variety of articles written on the subject, such as: For Entrepreneurs uses a very straightforward method of calculation, which is then used as the basis for a number of other important SaaS metrics. Chaotic Flow‘s SaaS metrics archive presents some very interesting questions. HubSpot expands the subject of churn rate into an entire e-book. Shopify has a great article on......

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24
Dec 2014

List building is one of those things that marketers are always looking for ways to do better and faster. Even with the rise of social media and content marketing, email marketing continues to be one of the most effective digital marketing tactics; after all, when a consumer gives you her email address it means you have direct access to one of her most treasured (and nowadays heavily-guarded) possessions: her inbox. Since consumers are increasingly selective about who they give their email to, marketers need to be highly strategic when designing their list......

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24
Dec 2014

As Econsultancy sets its out of office reply to ‘can’t talk, stuffing mince pies in my face’ all that’s left to do is publish one final missive before we disappear into a fog of sherry, then forget to use that Heston Blumenthal turkey brining kit we bought while a bit tipsy in Waitrose last night. Before that happens though, all of us here at Econsultancy would like to say a huge thank you to all of our readers, subscribers, delegates and clients. It’s been an incredible year and it would have been......

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23
Dec 2014

Want to build an online community? When you understand the power of the online community, you’re bound to answer in the affirmative. Vanessa DiMauro, CEO of Leader Networks, will tell you the online community is the most powerful way to connect with prospects today. Well-run online communities advance trust building. In a recent webinar, Vanessa DiMaura pointed to numerous spots on the Edelman Trust Barometer and pointed out how online communities can address the issues. What do you say we check in with Vanessa DiMauro, a top-shelf community builder who’s been at......

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23
Dec 2014

Log in to Google Analytics and have a look at the Acquisition reports, and you’ll find all kinds of data on how people get to your site. Ever wonder where that comes from, and how GA decides what the source, medium, or campaign values are? Wonder no more, because here we’ll de-mystify the rules. The Source/Medium Rules The basic dimensions that GA uses to describe where someone comes from are Medium and Source (along with Campaign, Keyword, and Ad Content where circumstances warrant). GA fills these in based on different sources of information,......

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23
Dec 2014

More than ever, customers are using a variety of ways to interact with your business offline or online.  This multichannel connectivity means it’s difficult to measure the impact of one particular marketing effort on a conversion, particularly if that conversion happens offline.  Just because someone sees an online ad, it doesn’t necessarily mean they’ll click through immediately to your ecommerce site. They might just make a phone call to your helpline later in the day, or walk into your high street shop the following week. The outcome is the same, you’ve driven......

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23
Dec 2014

What’s that? You want one more SEO trends roundup before the end of the year? Well, okay then, but this is your last one. Following on from our posts looking at search predictions for next year and the SEO’s 2015 wishlist, it’s time to take a look back at the major trends from the past 12 months. Here’s what our panel of experts came up with, and while we’re at it I also asked what they think Google might begin clamping down on in 2015. And to learn more on this topic,......

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23
Dec 2014

Black Friday finally took hold in the UK this year thanks largely to a huge marketing push by retailers. Econsultancy has previously rounded up a number of stats from the Black Friday/Cyber Monday weekend, and here’s some new data from Affiliate Window. The company’s affiliates recorded 1m sales in the UK over the four day pre-Christmas peak trading period. For more on this topic, read Econsultancy’s posts on Black Friday email marketing campaigns and the retailers that failed to adequately prepare for the traffic surge. 1. Black Friday was a daytime event,......

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22
Dec 2014

Pricing pages have a huge impact on online sales. Designing the right pricing page is key to increasing checkouts and revenue, but there’s a lot more to a pricing page than its design. Since emotions and psychological triggers influence purchasing behavior, and since consumers depend on products and services to fulfill emotional needs in their lives, pricing pages should meet those needs. The way things are presented to people affects their decision-making. In this post, we’ll take a look at psychological triggers that influence purchasing behavior. We’ll also go over how to......

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22
Dec 2014

As we draw towards the end of the year, it’s always interesting to review what products or services sold well to whom around the world. It’s also a time when we try to foresee opportunities for the next year ahead.  I’m a big believer in learning from the market, in order to be best-placed to deliver according to its demands. For me and my business, the trends that have been of particular interest include: The rise in global tourism and “authentic” holidaymaking. Wearable technology. Mobile technology. API usage and the importance of......

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