What is conversion rate optimization? Conversion rate optimization (CRO) is a methodology that increases the chance a user will convert into a lead, resulting in increased profitability of investments across digital touchpoints. When most people think of CRO, A/B testing comes to mind. Although testing is the most widely-used, fundamental activity of every CRO program, […]
Key Performance Indicator. Sounds fancy. It is. Key Performance Indicators are valuable measurement tools for digital marketers (and their clients) to use in determining how paid and organic efforts are performing against quantifiable goals. KPIs in digital marketing vary widely, depending on the client’s goal: advertisers may want to focus on site-based KPIs such as […]
The word heuristic simply refers to a methodology that is inexact and based on learning through experience. A heuristic evaluation is a report in which a user experience expert reviews a system or interface against a predefined set of usability principles, also referred to as heuristic principles. Personally, I don’t like the term. I find […]
Millions of millennials The millennial generation – also known as Generation Y – includes people born between 1980 and 2000. Most are now adults and in the workforce. There are about 81m millennials in the US – more than a quarter of the total population, and they now out number Baby Boomers, their parents’ generation. […]
Personalization: more than a trend The dictionary defines personalization as having something marked with one’s name or initials, or to have something customized to meet an individual’s needs or preferences. To marketers, though, personalization doesn’t need to be confined to a name, nor to an individual. It can cover a limitless variety of demographics, psychographics, […]
Cleaning up your data can help your organization succeed.
Signs of poor data hygiene, and what causes them.
Branding and direct response are better together.
The sales funnel—AIDA is the oldest and best known of its many incarnations (Awareness, Interest, Desire, Action)—will live forever, unless it doesn’t.
Google Analytics 360 Suite promises to be a powerful suite of tools for digital marketers.