SearchIgnite in the US and UK – Optimising Everything January 23, 2010
Posted by andrewbetts in Cool Stuff, Digital Agencies, Search, Search Agencies, Web Analytics.comments closed
I read a great US article, from MediaPost, last week from SearchIgnite about Search marketing in the US.
In the article, Roger Barnette, the CEO explains;
” Understanding the click path helps marketers maximize investments in paid and organic search. Barnette notes there are CPA-based visual ads within Google’s normal paid search listings beginning to attract attention. Google is finding a way to monetize the clicks, as well as what’s in organic search results.
Barnette says advertisers are more upbeat and providing longer outlooks for campaigns. He expects the first quarter to come in down-to-slightly flat, sequentially, which remains typical.Based on recent trends, Barnette expects travel marketers to make more investments in paid search during the first quarter 2010. Investments in local paid search are increasing, too, but the investment isn’t appropriate for all, he says. “
And where does mobile come in? “Marketers in the U.S. will test mobile in 2010, but [they're] about a year away from any substantial media spend,” he says. “Mobile is big in Japan, but that has to do with the advanced capabilities on smartphone. User behavior in Japan is more advanced, but over time in the next few years, mobile in China and the United States will growSearchIgnite is growing rapidly in the UK, having launched in the USA over 5 years ago. They offer a level of unique features that, from what I have seen in the marketplace, no other technology is currently providing with so much success.
The company launched in the States about five years ago, and as you can see, offer more than just tools to manage online campaigns. The company optimises over £300 million in search spend for clients such as American Express, Avis, and agencies such as LBi, I-level, and Havas/Media Contacts.
They are also releasing come really innovative features in in February, around integrated bid platform decision making (PPC, SEO, Email, Affiliates, Display) as well the integration of behavioral targeting into the paid search model (Netmining).
I would recomend any Agency, SEM provider or large Search advertiser give them a call for a demo at:
covert@searchignite.com | 10 Margaret Street, London | 0203 178 2429
Online Conversion ‘Dont look back in anger’ September 15, 2009
Posted by andrewbetts in Web Analytics.comments closed
Online Spend and Conversion Analytics
Why waste money?
The intricate relationship between all forms on online media is constantly changing. For example, the relationship between PPC and SEO has seen some reversal and debate, and you may have seen all the reports of synergies of how search and display work together. Email is re-evolving as a tool that can be used at various stages of the purchase funnel. Social media and mobile marketing are now vital elements of the marketing mix. Mobile and Video tracking will now become even more so. I could go on…..
Each of these online marketing discipline can lead, generate, assist, and link together at multiple and at various stages of the purchase cycle to convert business.
Things change, quickly, and the reality is that that new lines of conversion attribution are evolving all the time. For a marketer with a keen eye on budget this can cause some real confusion as to where best to allocate budget now, and in the future.
Depending upon the agency or vendor you speak to, the products they offer, and the margin they make most clients will get a different answer on the best channel to use and how best to attribute spend.
Analytics is key to understanding what is working best
Below are a few, starter pointers, on how to get quantifiable data to ensure you are spending your money wisely. To do this you need to analyse, attribute conversion and;
1. Ensure that your agencies/s understands your business model in-depth.
Depending upon your site, business model, and online audience your lead generation channel may differ to what an agency is telling you. Ensure you capture and monitor KPIs to date. Work with your agency so they understand your site, architecture and how this aligns to your business KPI’s. Do this now! Make sure how users have interacted with your sight and you don’t lead with the wrong product.
2. Doing this will ensure that key target audiences are engaged via the right digital medium, at the right time and in the right place. This could be as simple as an SEO led project and could be as advanced as using Display, Email, PPC and SEO to target different messages at different times, for different segments of your consumer audience.
3. Understand what is happening onsite by reviewing your site architecture, landing pages, and utilising usability studies. There is no point spending all this time working out what are the best channels to market and then not converting them.
4, Work with your agency and partners such as Coremetrics, Omniture (Site Catalyst) and Google (well …free Google Analytics!) to look at activity on your website. Look into cross channel attribution using tools such as Omniture Genesis, Atlas engagement mapping, and Kenshoo.
5. Test and Track – Now ensure that every channel is optimized – especially landing page optimization and make the most of A/B and multi variant testing
6. When looking at analytics packages remember – ‘shiny is not always the best’ Make sure you, or your agency, understands your tool/s of choice and it is set up correctly. Make sure you get out of it what you need. Shiny graphs may not be the way forward. Every tool varies and finding a balance between functionality, aesthetics, and productivity depends upon your business needs and, you, the user. The role of web analytics is to ensure clients get the most from the marketing investments. Hence ensure you allocate budget and balance what you can get for free and what needs to be paid for.
7. Remember – Any tools you use to look into attribution and web analytics are only as good as the people that use it
I am no conversion guru or web analytics technician but I know 3 things;
1. Spend more time with web analytics NOW if you are looking to get the most out of your online marketing spending.
2. Speak directly to the experts such as Coremetrics, Omniture, Unica, Atlas and Kenshoos of this world to look into cross channel attribution. Utilize free tools such as Google web optimiser to optimise and improve conversions
3. If in doubt, speak to an agency or Yahoo Web Analytics consultant (according to forester research this has 77% of the functionality of Omniture SiteCatalyst!) or a GAAC (Google Analytics Authorized Consultant)
Really think about how your marketing spend is allocated and how each online channel assists and converts.
Make sure you are using the appropriate channels applicable to YOUR business and YOUR target audience and….
‘Don’t look back in anger’
Relentless Marketing and Coremetrics September 13, 2009
Posted by andrewbetts in Uncategorized, Web Analytics.Tags: Consultancy
comments closed
Short, sharp, and to the point….
Last week, Joe Davis, the CEO of Coremetrics spoke about ‘Relentless marketing’
Taking it a step further. Agencies;
1. need to understand the customer – look at site stats and web analytics first to build your offer around your client needs.
2 automate and put offers in front of their clients through various media channels
3. syndicate these offers – make sure you clients ad’s goes everywhere – from emails to add networks
As always, for digital and generic marketers, research is key. Research your client indepth – give their customers the right ad, via the right format, and at the right time.
The next step …. now go back to your analytics package, measure and look at conversions for each channel and map out some attribution paths… That’s a whole other post
