Measure & Analyze / videos
It’s not just how you measure, it’s what you measure. Deciding which metrics matter most, to both marketers and their clients, is an ongoing test for marketing professionals.
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A Short Guide to Online to Store
A Short Guide to Online to Store
That the vast majority of purchases still take place offline, more than nine out of 10, but that four out of 10 people prefer to ROPO – research online, purchase offline. Find out more about the customer journey from online ...
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A Short Guide to Attribution
A Short Guide to Attribution
When a customer buys or converts on your site, most conversion tracking tools credit the most recent link or ad clicked. In reality though, customers research, compare and make purchase decisions via multiple touch points across multiple channels. So marketers ...
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Re-think Mobile Marketing & Analytics with Avinash Kaushik
Webinar
Re-think Mobile Marketing & Analytics with Avinash Kaushik
Mobile devices present an incredible opportunity for companies to create truly delightful brand accretive marketing and digital existences. And it can all be supremely accountable. In this webinar playback video, Avinash Kaushik (http://www.kaushik.net/avinash) shares the best of breed mobiles marketing ...
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Display Ad Experiments
Research
Display Ad Experiments
Do users convert more after being exposed to display ads? We ran 25 DoubleClick for Advertisers (DFA) experiments to find out. Test groups were exposed to display ads in 25 experiments and compared to control groups not exposed. On average, ...
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Mobile Site Redesign Drives Results for 1-800-FLOWERS.COM
Case Study
Mobile Site Redesign Drives Results for 1-800-FLOWERS.COM
By thoughtfully analyzing user behavior on their mobile site, and building enhancements to make the browsing and purchase experience even more robust, 1-800-FLOWERS.COM saw immediate lift in the performance of their mobile website.
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Target the Lifetime Value of Customers
Highlights
Target the Lifetime Value of Customers
Peter Fader: Frances and Pei-Yuan Chia Professor, Professor of Marketing, The Wharton School, University of Pennsylvania, Co-Director - Wharton Customer Analytics Initiative. As more financial services firms get to know their customers better, questions arise about how this will improve ...
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Tracking Across Multiple Screens
Interview
Tracking Across Multiple Screens
In an interview, Avinash Kaushik, Digital Marketing Evangelist at Google, discusses the importance of utilizing multiple screens when marketing to consumers and the ability to track to the final conversion.
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Multiple Screens & Tracking
Multiple Screens & Tracking
In an interview, Avinash Kaushik, Digital Marketing Evangelist at Google, talks about how the ability to track across multiple devices will only improve over time.
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Metrics & Tracking
Interview
Metrics & Tracking
Avinash Kaushik, Digital Marketing Evangelist at Google, describes the three key metrics he believes it's critical for all business to track online. They are task completion rate, economic value and bounce rate.
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Right / Left Brain
Interview
Right / Left Brain
Andy Berndt, VP of Google's Creative Lab, suggests that marketing may look like the new finance because quantitatively skilled analysts have traditionally been drawn to numbers. Now, with the emphasis on analytics, marketing is drawing the same talent as finance. ...
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Marketing & Sales
Interview
Marketing & Sales
Maureen McGuire, CMO of Bloomberg L.P., believes that marketing has value when it increases market share. Marketers must improve sales productivity more scientifically than ever before. In an organization where marketing is a new function, build credibility one project at ...
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Marketing Tactics
Interview
Marketing Tactics
Shruti Joshi, Executive Director of Consumer Marketing at Verizon Communications, talks about taking risks with new marketing tactics. It is less about taking risks, and more about trying different ways to reach the consumer and thinking about how to reach ...