I’m old enough to remember when all you needed to do to persuade an executive about an issue was to show him some data in a spreadsheet. “The computer is…
Read MoreWeb Metrics
Can search marketing lower my conversion rate?
I got just that question from someone the other day, and it made me realize what a lousy job we marketing “gurus” are doing in explaining what is important to…
Read MoreDoes experimental marketing require lots of customers?
Everyone knows what a great job the big boys do. Amazon, eBay–you can go down the list. All of these “born on the web” companies have massive feedback loops that…
Read MoreWhat if your boss only wants to measure brand awareness?
We’ve all seen that look on the face of the boss. It says, “What on earth are you talking about?” Sometimes that look is something we deserve to see, because…
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What are you optimizing your pages for?
SEO, as you know, stands for Search Engine Optimization, and you might rightly expect that SEO is about optimizing pages to appeal to search engines. And you’d be right. Increasingly,…
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IBM buys Coremetrics as the analytics battle heats up
IBM doesn’t make too many mistakes, but I thought it made a big one four years ago when it sold off its SurfAid Web analytics business to Coremetrics. Today, IBM…
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How can small businesses measure offline sales?
Big companies use big systems to track their Web marketing activity all the way through to a sale. But what do small businesses do? E-commerce companies have it easy, but…
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How do I calculate the ROI of TV advertising?
Sometimes it perplexes me that we spend so much time questioning the return on investment on Internet marketing spending, but we spend almost no time asking about the ROI of…
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Are you undervaluing your web site?
I spend a lot of time with clients and one thing keeps coming up again and again. Most of my clients sell offline, but they have no idea how to…
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Are search metrics optional?
Some of you read this blog every day. Others of you have read my books. I realize that this is an odd title for a post coming from me, because…
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