Best Practice Guides

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When did “free” analytics get so expensive?DETAILS Summary Marketing organizations are under increasing pressure, both from internal and external factors, to accomplish more with less in order to sustain and improve the health of their companies. Aberdeen Research surveyed 453 companies to learn about the primary drivers of their marketing efforts for 2011 and beyond and found that users of Omniture technology outperformed their competitors in key areas.
Online testing: a crash course by Forrester Research DETAILS Authors Joseph Stanhope, Senior Analyst, Forrester Summary Online testing is an extremely effective site optimization technique, but few marketers have successfully scaled their testing initiatives to affect customer experience or business performance. Online testing is complex and involves many participants and skills, and for most firms, process remains the missing ingredient. To help, Forrester has identified the goals and objectives that professionals must master to ensure online testing success.
Cutting through inbox clutter with personalized, targeted emails DETAILS Authors Chris Houpis, Sr. Research Analyst, Aberdeen Group Summary The only thing easier than sending an irrelevant email is deleting one. Today, customers expect relevant, personalized emails, so email campaigns that don’t conform are destined for the consumer’s “trash.” To boost the effectiveness and ROI of email campaigns, marketers need analytics, targeting, and automation that help them deliver relevant emails across channels.

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Search Marketing and Analytics: Making Sense of the Data Overload DETAILS Authors Sapna Satagopan, Analyst, Jupiter Research Summary Jupiter’s research findings about SEM and analytics will answer these key questions: • How are search marketers using analytics tools? • What types of metrics are used the most? • What’s happening in the vendor landscape?
Enterprise-Grade Web Analytics and Omniture SiteCatalyst DETAILS Summary Web analytics have quickly become an essential part of any successful e-business strategy. It provides vital decision support to multiple users within an organization, allowing optimization of marketing campaigns and user interfaces, while driving client retention, increased online sales and much more.
Spreading Relevant Insight: Selling Web Analytics Throughout the Organization DETAILS Summary The broader, more powerful destiny of Website analytics is to inform and enrich business intelligence throughout the entire organization. According to a recent survey of Website analytics users conducted by Forrester Research, the single greatest challenge facing companies who implement Website analytics is putting what they learn to good use. Ironically, according to Jupiter Research, the rallying cries for better data have lead to an unfortunate truth: today, less than one third of companies distribute Web data at all to key executive stakeholders. Web executives who promote the use of site analytic insight throughout the rest of the organization—from C-level executives to finance, R&D;, business development and other corporate functions— can drive Website and Website analytics ROI, while promoting better decision making everywhere.
Retail Web Site Real Estate DETAILS Summary Premium real estate is not unlimited, an issue print catalogs and physical retailers have dealt with for decades. Assigning values to screen real estate (e.g., pages and elements) enables methods for leveraging off-line learnings, thus providing retailers with insights into maximizing their online opportunity.
Measure What Matters: Defining KPI's and Driving Business Performance using Dashboards and Alerts DETAILS Summary The beauty of Web analytics—and the promise of the Internet—is the ability to capture nearly unlimited amounts of data about your Web site. That said, without a clear strategy to “measure what matters”—and a powerful analytics tool to help you turn that information into answers—your Web analytics initiatives will quickly drown in a sea of data. So how can you turn these incredible data resources into clear and actionable insights? A good place to start is by defining key performance indicators or KPIs.
The Conversion Funnel & Persuasion Architecture: How to Fine-Tune Your Site to Deliver Superior Results DETAILS Summary If there is one metric that nearly all marketers keep an eye on, it is the conversion rate. While the concept of conversion differs by industry, all companies have a definition of success. For lead generation Web sites, a conversion event may be an information request. For a media publisher, it may be getting a customer to register or subscribe to services. And, of course for a retailer, purchases are the most obvious conversion event, although those listed above may apply as well. Whatever success looks like for your company, you'll need a strategy to benchmark it, measure it, and improve it. In this paper, we'll discuss how you can use SiteCatalyst to help push more traffic through the conversion funnel, and how to infer motive from data.
The Rise of On-site Behavioral Targeting DETAILS Summary The Web is an explosive channel for business today. Online sales now generate a significant percentage of revenue for many businesses. In addition, the Web has a growing influence on other revenue channels. Because of this, marketers now have a responsibility to seek out smarter solutions to optimize their online efforts—including incorporating behavioral targeting. Read seven reasons why smart marketers are making behavioral targeting a top priority on their Web sites.
Best Practices for Web Analytics Governance: How to Structure Internal Resources to Ensure Success DETAILS Summary Who owns Web analytics in your organization? More than one person? No one? Better yet, who “owns” the Web site as a whole? Many companies haven’t designated a single point of contact to oversee the entire Web site, much less the Web analytics program. Find out how important it is for you to establish Web governance and some approaches you can take to improve or implement it.
Automated Uplift—Welcome to the Future of Web Marketing DETAILS Summary Targeting your online customers individually delivers more relevant content which improves their engagement with your Web site in measurable and profitable ways. Turn on the power of on-site behavioral targeting from Omniture Test&Target; and achieve 20-200% uplift in customer engagement which leads directly to improvements in conversion, revenue and customer lifetime value. It pays to be more relevant.
Search Engine Marketing: Maximizing Profit with Web Analytics DETAILS Summary Search Engine Marketing (SEM) has clearly emerged as one of the most powerful and effective marketing strategies available. Back when you only had a list of ten to twenty keywords to manage, it was fairly easy to analyze the data by hand. But if you’re like most of your search marketing peers, you could have as many as 100,000 keywords or more that must be managed daily. At the same time, bidding costs continue to rise. Find out best practices for managing this increasingly complex means of marketing.
Multichannel Measurement:Strategies for Success DETAILS Summary The need to measure, understand, and optimize cross-channel purchasing behavior is becoming a critical business requirement. Whether your customers are shopping at stores, ordering from your catalogs, or visiting your Web site, you need to meet their needs by presenting a unified front, giving them consistent functionality in each channel and recognizing how much their business means to you.
Search Marketing Research Bundle: A Reference Library to Build & Refine Your SEM Business Plan DETAILS Summary 2009 will be the year many marketers are asked to do more with less. If you are in the position of deciding which tactics to focus on, this research bundle will help you understand what is working and where you should focus.

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