Performics: Talking to the CEO about SEO strategy

How does a performance marketing company stay one step ahead of the game? MarketingTech spoke to Daina Middleton, Performics CEO, and Matt Miller, Performics SVP strategy and analytics, about SEO, semantics and social CRM.

The algorithms change, but the principles remain

According to Performics, if you’ve got a healthy attitude to SERPs and have the right strategies in place, all the bluff and bluster about avoiding SEO traps is irrelevant.

“It’s really funny, the algorithms do change and we...

By James Bourne, 05 December 2012, 1 comment. Categories: Data-driven marketing, Organic Search.

How do you measure your social media ROI?

Social media is great for many things. It can help deal with your client’s queries, their issues and you can monitor what is going on in your industry.
However, social media takes an awful amount of effort to create a social buzz and get people interested. You need to build your likes and followers carefully and slowly, gaining good quality people that are ready to interact with you and are confident in your brand and your social presence. 
But all that time that it takes to get to this point, when done professionally is under the eye of management, wondering what the tweets about #FF are, considering, in this tight economy what the person is actually doing.
You need to be able to prove the return on investment of the exercise, and quickly.
And this is the problem. Ultimately, the social media needs to have a bearing on the business. Fortunately you can quantify this in varying...

By Gareth Crew, 28 November 2012, 0 comments. Categories: Data-driven marketing, Social Media Marketing.

Should you be focusing on local SEO?

Should your online marketing campaign be focusing on local SEO? Here, Liberty’s new recruit Ben Magee offers some helpful hints and tips.With so many facets of online marketing out there, it can be hard to know whether to use local, organic or PPC optimisation to bring traffic to your website.

Ultimately the importance of local SEO depends on the size and type of your business, but it’s hard to dispute that it has a huge role to play in any optimisation campaign and...

By Gareth Morgan, 27 November 2012, 0 comments. Categories: Data-driven marketing, Organic Search.

How to convert big data into big returns

Does this scenario ring any bells?

A senior level, multi-channel marketer is asked by the board to tell them about ‘Big Data’. The typical response would be “It’s a good concept, one which has huge potential benefits – but it is extremely costly and would require a complete overhaul of marketing processes and IT infrastructure – put simply it is not realistic.”

A few years ago that particular statement would have been true, but nowadays many of the technical obstacles...

By Katharine Hulls, 23 November 2012, 0 comments. Categories: Data-driven marketing.

Topology: The critical forgotten factor in digital analytics

The Problem with Statistical Analysis in Web Analytics

The practice of Digital Analytics is built on a few simple, largely unquestioned assumptions. The first of these assumptions is “intentionality”. When a visitor looks at a page about a topic or product, we assume they have an interest in the product or topic – that the behavior was intentional.

The second key assumption is “influence”. When a visitor views a page and then subsequently does something we consider a success, we...

By Gary Angel, 21 November 2012, 1 comment. Categories: Data-driven marketing, Web Analytics.

Email marketing: Why do female senders perform better that males?

Not only do women have neater handwriting than their male colleagues, new research suggests that automated email campaigns perform significantly better when the sender is female, according to a study involving over 13 million email recipients.

The report, from CleverTouch marketing, showed that, on average, emails sent from women achieved an 18% click through, as opposed to just 10% where the sender was a man. Emails sent from a generic address achieved even better results, averaging over 23% click...

By Matt Henkes, 11 October 2012, 0 comments. Categories: Advertising, Data-driven marketing, Email marketing.

Analytics: How to untangle the data deluge

When did web analytics officially die? Perhaps earlier this year when the Web Analytics Association renamed itself to the Digital Analytics Association in recognition that there is a lot more to the digital world than fixed web, and that social and mobile channels need to be added to the mix.

Phil Kemelor, Vice President of Strategic Analytics at Semphonic, highlights that from a measurement perspective, even this was a bit of old news. There has always been multiple ways to gauge the effectiveness of online initiatives...

By Gary Angel, 04 October 2012, 0 comments. Categories: Data-driven marketing, Data Science, Web Analytics.

E-commerce: The move beyond page-based to product-based analytics

The limitations of page-based analysis

Perhaps the most striking development in the growing sophistication of e-commerce sites and shoppers has been the dramatic increase in the importance of product aisle and product search pages.

These pages now do most of the heavy lifting when it comes to merchandising and often contain a rich mix of products, merchandising drives, and customer offers.

Remarkably, almost nothing interesting from a merchandising perspective is captured in the view of the page itself. The effectiveness of...

By Gary Angel, 27 September 2012, 0 comments. Categories: Data-driven marketing, E-Commerce.

Visitor segmentation: A data model for the digital world

The most sophisticated of today's enterprise marketing organisations should have the basic infrastructure in place to effectively measure the customer journey.

As customer information is assembled across multiple communication channels, organisations have discovered that having the full customer journey and understanding it are two entirely different things. However an organisation's data is ultimately structured, to use it effectively it must be modelled to be understood.

What organisations need to create is a data...

By Gary Angel, 10 August 2012, 0 comments. Categories: Data-driven marketing, Programmatic.