Online Marketing for Marketers

With the volatility in the economy these days, marketers are being held more accountable for the dollars being spent online. Quality has replaced quantity, and getting your arms around the ROI from each campaign is a much more pressing issue. Fortunately, given a proper strategy, marketers can obtain the tools needed to help them spend wiser.

Developing a campaign tracking strategy is a common challenge for organizations. However, this strategy is fundamental to the success of your campaign analysis. A campaign that is tagged improperly will yield incomplete data which negates a marketer’s ability to track ROI and often leaves marketers with unanswered questions about their campaigns. Educated guesses need to be replaced with data-driven decisions as it pertains to what works and what doesn’t as you embark down the path of campaign optimization. Read more

I’ve had the honor of presenting in Milwaukee and Boston, and both shows had a fantastic turnout. I enjoyed all of the conversations I had in both cities, and was glad I had the chance to sit in on the other presentations. I could go on and on for both cities, but I came across two consistent themes at the OMS that I thought were worthy of note. First of all, it was very interesting to see how many people are using more than one analytics tool on their site for the same pages. Read more

I am a firm believer in building on concepts, so let’s pretend that you already read my blog about confidence and that you are completely confident in the data you are collecting.

So, what now? Where should you be looking next?

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Without reading further you may think I’ve jumped into the role of being your life coach.  However, the concept of “Confidence” is one that Stratigent values in very high regard as it pertains to marketing optimization.  First and foremost, if we are going to be talking about the “Top Five Areas Every Company Should Be Measuring,” the end goal is to use this data to optimize the existing processes, campaigns, etc.   If you’re going to do that, shouldn’t you be confident in the data you are collecting?   Read more

Hi!  I’m Bill Bruno, Principal at Stratigent, LLC.  Stratigent is a web analytics consultancy and marketing optimization firm.  Needless to say, web analytics is something I work with on an everyday basis.  I’m honored to be your resident expert for this topic, and look forward to the many discussions that hopefully will spawn off from the posts during the week.

So, why is analytics important?  Well, the data contained within your analytics platform is going to show you where the underperforming areas of your site or campaigns are.  The insights that you derive from the datasets you are collecting will ultimately empower you with the ability to optimize your web presence and the effectiveness of your campaigns.   Read more

When I was presented with the “Social Media” topic, I was having a difficult time selecting an area to blog about.  There is just so much out there.  Everyone has a blog these days, and that whole freedom of speech (err…type) concept really makes things interesting.  Add in sites such as Facebook, MySpace, and YouTube and you have an entire universe of interaction occurring away from your website. 

I’m coming at this topic from the analytics perspective.  Why am I coming at it from this angle, you ask?  Well, for one, it’s what my company does.  However, the real reason can be found by going to sites such as compete.com, quantcast.com, hitwise.com, etc. and take a look at the data for the Social Media sites you go to.  One common trend across many of them is the steady increase in activity over the last year.  Read more