Albert Einstein once said “information is not knowledge” and data without context is just organized information.
In essence, data is just people doing stuff.
The true value of data is far beyond obsessions with key performance metrics.
For most businesses, it’s about extracting insights to create value that has the potential to drive innovation to improve products and services.
In fact, more companies are shifting their focus from traditional business intelligence (BI) to predictive analytics – using historical data to predict future events. [...]
Effective Internet marketing strategies are built via insights from web analytics strategies. The goal is to abstract insights from web analytics to improve your campaign continuously. A simple way of looking at is to understand how media (or traffic) flow in and out of your website.
In fact, media can generally be categorized into paid, owned, and earned media concept.
The idea is simple, paid media is anything you pay for to gain reach, traffic, viewership, or awareness via search, display, television, radio, print, or direct mail.
Earned media is basically PR you get when someone mentions your brand in the public arena which includes word-of-mouth that can be stimulated through viral and social media marketing, conversations in social networks, blogs and other communities. However; it still requires [...]
In SEM (Search Engine Marketing) ROI is a safer metric, at the end of the day, than profit.
The pros of going with ROI outweigh profit in the immediacy.
Profit is almost always the primary goal in the long term, but marketers have a lot more control over ROI so programs are designed around this KPI first.
This is a guest post from my good friend David Chung, who used to work with me in Search Marketing and now works for Google in Korea:
Everyone’s getting smarter. Everything’s getting smarter, too.
I recently swapped out my Android mobile device for a traditional flip phone and it took no longer than ten minutes to feel the smart-ness sinking away into a dumb oblivion. [...]
If you’ve been reading this blog for awhile, you might remember a post I wrote recently called Why Attention is the New Currency Online. When I wrote it, I had been working to create a process to audit website conversions.
Ultimately it turned into an article about capturing attention online because without attention there would be nobody looking at your links, images, videos and compelling content.
And without people reading your content, you certainly won’t get any clicks. When people read your content online, links and clicks follow.
However; you don’t want just any click, you want qualified prospects clicking on your links, visiting your website and consuming your content.
Let’s be clear, getting attention is only part of the equation to help you increase conversions but it does not automatically equals to conversion.
For those of you who don’t know why qualified traffic is important, let me just say that if you want to increase conversions of your landing page or your ecommerce store, this is crucial. [...]
It seems as if all the talk in web marketing these days center on algorithm updates, social signals, mobile and display opportunities. Marketers and brands are eager to make adjustments trying new strategies to drive sales and increase profits.
I think it’s important to know the difference between a sales channel and how sales are made.
Search engine marketing (SEM), search engine optimization (SEO) and social media are all channels to engage and carry out your message with prospects and customers.
Simply put, the medium is not the message. It’s a venue for you to generate demand and drive qualified visitors to your conversion funnel.
And we all know what conversion funnel is all about – getting those sale!
This is why it’s important to figure out [...]
In working with many smart business people and analysts in the past few months, I came to appreciate the ease of accessing web analytics.
Who knew that math and data would become a main revenue driving force for businesses big and small?
Every business is fast becoming a data-generating machine.
From upstream to downstream, data rewards us with insights that can enable us to make profitable decisions via control experiments to advance our business models.
And yet, this is just the beginning as the number of people connected to the web continues to grow, so too does the vast amount of information about those individuals. [...]
As the dust begins to settle on the endless possibilities of social media, marketers are gearing up for the next wave of digital growth.
From Google’s report on mobile is finally making an impact on search to how social media is used by 25% of the companies worldwide, I’ve always focused on opportunities that align with business objectives. Especially if there is a win win situation for both consumers and brands.
As the demand for businesses to be more transparent and social media becomes mainstream so has the technology that supports it. [...]
Much has been written about Internet marketing strategies and how marketers can leverage techniques to get the desire outcome. What isn’t discussed enough, at least from my perspective, is the need to go beyond techniques, tools and analysis to get a long-term sustainable ROI (return on investment).
To be success in Internet marketing, you need to have the ability to see the big picture strategically and zoom in to the details tactically with your execution.
It’s what Steven Schussler calls the “helicopter view,” so you gain enough mental altitude to see the overall objectives while still be able to descend, hover, and see the details, too.
Sustainable ROI goes back to the roots of direct marketing and direct marketing focuses on measuring, iterating and never stop testing.
But where do you start and how do you know what you’re doing is right? [...]
Like many digital marketers, I consume and create large amount of content daily. Whether it’s doing research or analyzing data, I’ve come to realize the economic value of attention.
It’s relatively easy to create and publish content nowadays because technology has made it cost-effective and efficient.
This isn’t the case when it comes to consuming content because our attention simply doesn’t scale. Just like our personal values have to be sorted and ranked in order for us to make wise and consistent decisions, so do our values for consuming information. [...]