Online Marketing for Marketers

Last week at OMS in San Diego I spoke about some of the challenges of measuring results from online campaigns.  In last week’s post, I wrote about the shortcomings of cookie-based tracking. This week, I’ll address the issue of measuring engagment through multiple touchpoints.  I call it the Wingman effect. Read more

When I talk to people at OMS and other events, one of the most frequently cited needs I hear about is the ability to measure (and make sense of) results from online campaigns. More specifically, the gap is most organizations is their ability to trace results (e.g. engagement, leads or sales) back those individual ads, email blasts or search phrases that drove the desired results. They have data but it often doesn’t make sense. While many have figured out how to use tools such as Google Analytics for measuring conversions and attributing those to the ad unit (e.g. search phrase) that preceded the conversion, the results often do not make sense, or are contradictory to what their media plan said should happen.  Read more

At last week’s OMS shows I spoke about measuring ROI and building a business case to support your investment.  In the presentation I went through a case study showing how we calculated ROI (from in-store purchases) for a online marketing campaign.  For those seeking to better understand this subject, here’s a much simpler methodology for quantifying value.   Read more