Category Archives: marketing analytics
Social Media Update: Adoption is Great, but Accountability Still Stinks
A recent post in Mashable showed some of the results of an August 2009 survey by Mzinga and Babson Executive Education, good news / bad news style: 86% of professionals in a variety fields said that they have adopted social media in some way. While the survey results are great in that they indicate an [...]
How Do You Sell More Hats?
Let’s say you run an online store selling, I don’t know, let’s call it hats. And let’s say that your site gets 100 visitors each and every day. Out of those 100, let’s say 2 of them buy a hat. (For what it’s worth, 2% is a pretty average conversion rate for an un-optimized e-commerce [...]
Spending the Weekend at Social South (aka #SoSo)
We here at [meta]marketer are advocates of recognizing any potentially meaningful tools that may exist in the marketer’s toolbox. But tools, whether a hammer or a broadcast email, have unique characteristics, and so we regard each tool with the following observations: You should measure carefully when using any tool. Each tool is not relevant to [...]
Measuring the Wrong Things?
An Omniture study covered by InternetRetailer.com apparently shows that most search marketing is managed using superficial metrics. Only 18% of respondents use profit per order to manage keywords, says Michael Chertudi, Omniture’s vice president of demand and interactive marketing. Honestly, this comes as no surprise to me. My experience suggests that most online marketing – [...]