Jim Newbill provides background on his experience in digital marketing and web analytics. He has over 13 years experience in response and digital marketing. He has managed budgets ranging from $18 million to $50k and has experience optimizing websites, pay-per-click campaigns, search engine optimization, and more for clients across various industries. Jim provides details on two case studies where he used data analysis to solve complex problems for clients, including increasing traffic while decreasing spend for The Apartmentfinder.com and increasing SEO traffic with a limited budget for The Real Estate Book.
The Digital Marketing Agency market is moving towards offering more integrated services and bundling services into more integrated packages that will fit their prospective clients. This presentation delves into the topic of how marketing agencies transform to offer more integrated digital marketing services.
View this presentation to learn about:
- the convergence of paid, earned and owned media
- mergers & acquisitions in the agency industry
- evolution of ‘traditional’ channel services
- how digital marketing services transform into integrated marketing services
- pricing models for B2B agency services
- how to add new services to your agency offerings
Read more and watch the recorded webinar here http://www.optify.net/webinars/upcoming-webinar-the-future-of-digital-marketing-services-where-will-agencies-be-in-2014
[Webinar] Driving The Ultimate Customer Experience With Predictive Marketing ...Mintigo1
To view the full webinar, please visit:
http://www.mintigo.com/webinar-driving-the-ultimate-customer-experience-with-predictive-marketing-personalization/
Description:
How Predictive Marketing Powers Real Time Web Personalization
Many B2B marketers have heard the term “predictive analytics,” but when asked to describe how this is used to improve their marketing efforts, very few have an answer. Or, they only think of it as applied to predictive lead scoring built with black box algorithms, leaving them with an arbitrary number that’s meant to reflect how valuable a lead is, but with no explanation as to how it was derived.
Savvy marketers understand that the data and insights that predictive analytics uncover can be used to not only drive the discovery of the most likely buyers, but also be used to create effective, relevant customer experiences.
The result is greater engagement with prospects and customers by offering the right messages to the right audiences in real time.
In this webinar, we explain:
- Why it’s critical to know your ideal customer profile, aka your CustomerDNA(TM)
- How to identify key customer attributes to create targeted customer experiences
- How to develop and launch a data-driven personalization strategy in less than 30 days
About The Speakers:
Tony Yang, Sr. Director of Demand Generation at Mintigo
Tony is the Sr. Director of Demand Generation at Mintigo. As a data-driven marketer with deep experience in the B2B, SaaS, and enterprise 2.0 space, Tony’s career includes marketing leadership roles at several early stage SaaS startups as well as at large enterprises such as IBM. Tony holds an MBA from the Marshall School of Business at University of Southern California, a Masters in Information Systems Management from Keller Graduate School of Management, and BA degrees in both Economics and Chinese Studies from the University of California, San Diego. He is fluent in both English and Chinese. His interests include all things related to inbound marketing, growth hacking, and USC Trojans Football.
Ashley Chavez, Director of Marketing at Get Smart Content
Ashley is the Director of Marketing at Get Smart Content, where she leads the strategy and execution of demand generation and product marketing. She joins the team with more than 8 years of hands-on experience in managing digital marketing and revenue-generating campaigns for industry-leading B2B and B2C organizations. Before joining Get Smart Content, Ashley oversaw marketing operations and demand generation at Revinate, where she managed efforts that made up more than 40% of monthly revenue contribution. Ashley received her BS in Marketing and Database Management at CSU Monterey Bay.
[Webinar] Data, Predictive Analytics & Marketing Clouds: The Platform For The...Mintigo1
To view the full webinar, please visit:
http://www.mintigo.com/webinar-data-predictive-analytics-marketing-clouds-platform-modern-marketer/
Description:
In today’s B2B marketing world, there’s an increase in marketing complexity and an explosion in the quantity and types of data. Left unmanaged, complexity and data overload could prevent marketers from finding and developing their ideal customers.
Enterprise software companies including Oracle are offering an expanding marketing platform to the CMO under the category of marketing clouds. It’s no secret that many are expecting CMOs to outspend CIOs on technology purchases within the next several years, and marketing clouds and data tools will be front and center for marketers.
Check out this webinar to learn how predictive analytics combined with marketing clouds will bring silos of data and customer experiences together by enabling marketers to understand who their most likely buyers are and centrally manage and orchestrate campaigns.
The topics covered will include:
- The rise of the marketing cloud as the centerpiece in customer-centric marketing
- How data and predictive analytics uncovers the insights to power the marketing cloud
- Where marketing clouds are headed and what marketers need to understand to succeed in their organization
PPC and SEO: How to Invest in Both with SEOMoz and TradaTrada
PPC and SEO: How to Invest in Both
You're an overwhelmed marketing department. How should you allocate time and budget?
Invest in both PPC and SEO. During this webinar, Head SEO Ruth Burr from SEOMoz and Account Director Matt Hessler from Trada will give you detailed, step-by-step instructions for dividing your time profitably between PPC and SEO - and getting the best possible return on investment.
Optimize for Quality Score: how to maximize your SEO investment and drive down click costs.
Keyword generation for the lazy and smart: build and referesh your SEO keyword list without all the rigamarole.
Three-martini lunch: overhaul your dashboards and take back your workweek with these time-saving tips.
The Digital Marketing Agency market is moving towards offering more integrated services and bundling services into more integrated packages that will fit their prospective clients. This presentation delves into the topic of how marketing agencies transform to offer more integrated digital marketing services.
View this presentation to learn about:
- the convergence of paid, earned and owned media
- mergers & acquisitions in the agency industry
- evolution of ‘traditional’ channel services
- how digital marketing services transform into integrated marketing services
- pricing models for B2B agency services
- how to add new services to your agency offerings
Read more and watch the recorded webinar here http://www.optify.net/webinars/upcoming-webinar-the-future-of-digital-marketing-services-where-will-agencies-be-in-2014
[Webinar] Driving The Ultimate Customer Experience With Predictive Marketing ...Mintigo1
To view the full webinar, please visit:
http://www.mintigo.com/webinar-driving-the-ultimate-customer-experience-with-predictive-marketing-personalization/
Description:
How Predictive Marketing Powers Real Time Web Personalization
Many B2B marketers have heard the term “predictive analytics,” but when asked to describe how this is used to improve their marketing efforts, very few have an answer. Or, they only think of it as applied to predictive lead scoring built with black box algorithms, leaving them with an arbitrary number that’s meant to reflect how valuable a lead is, but with no explanation as to how it was derived.
Savvy marketers understand that the data and insights that predictive analytics uncover can be used to not only drive the discovery of the most likely buyers, but also be used to create effective, relevant customer experiences.
The result is greater engagement with prospects and customers by offering the right messages to the right audiences in real time.
In this webinar, we explain:
- Why it’s critical to know your ideal customer profile, aka your CustomerDNA(TM)
- How to identify key customer attributes to create targeted customer experiences
- How to develop and launch a data-driven personalization strategy in less than 30 days
About The Speakers:
Tony Yang, Sr. Director of Demand Generation at Mintigo
Tony is the Sr. Director of Demand Generation at Mintigo. As a data-driven marketer with deep experience in the B2B, SaaS, and enterprise 2.0 space, Tony’s career includes marketing leadership roles at several early stage SaaS startups as well as at large enterprises such as IBM. Tony holds an MBA from the Marshall School of Business at University of Southern California, a Masters in Information Systems Management from Keller Graduate School of Management, and BA degrees in both Economics and Chinese Studies from the University of California, San Diego. He is fluent in both English and Chinese. His interests include all things related to inbound marketing, growth hacking, and USC Trojans Football.
Ashley Chavez, Director of Marketing at Get Smart Content
Ashley is the Director of Marketing at Get Smart Content, where she leads the strategy and execution of demand generation and product marketing. She joins the team with more than 8 years of hands-on experience in managing digital marketing and revenue-generating campaigns for industry-leading B2B and B2C organizations. Before joining Get Smart Content, Ashley oversaw marketing operations and demand generation at Revinate, where she managed efforts that made up more than 40% of monthly revenue contribution. Ashley received her BS in Marketing and Database Management at CSU Monterey Bay.
[Webinar] Data, Predictive Analytics & Marketing Clouds: The Platform For The...Mintigo1
To view the full webinar, please visit:
http://www.mintigo.com/webinar-data-predictive-analytics-marketing-clouds-platform-modern-marketer/
Description:
In today’s B2B marketing world, there’s an increase in marketing complexity and an explosion in the quantity and types of data. Left unmanaged, complexity and data overload could prevent marketers from finding and developing their ideal customers.
Enterprise software companies including Oracle are offering an expanding marketing platform to the CMO under the category of marketing clouds. It’s no secret that many are expecting CMOs to outspend CIOs on technology purchases within the next several years, and marketing clouds and data tools will be front and center for marketers.
Check out this webinar to learn how predictive analytics combined with marketing clouds will bring silos of data and customer experiences together by enabling marketers to understand who their most likely buyers are and centrally manage and orchestrate campaigns.
The topics covered will include:
- The rise of the marketing cloud as the centerpiece in customer-centric marketing
- How data and predictive analytics uncovers the insights to power the marketing cloud
- Where marketing clouds are headed and what marketers need to understand to succeed in their organization
PPC and SEO: How to Invest in Both with SEOMoz and TradaTrada
PPC and SEO: How to Invest in Both
You're an overwhelmed marketing department. How should you allocate time and budget?
Invest in both PPC and SEO. During this webinar, Head SEO Ruth Burr from SEOMoz and Account Director Matt Hessler from Trada will give you detailed, step-by-step instructions for dividing your time profitably between PPC and SEO - and getting the best possible return on investment.
Optimize for Quality Score: how to maximize your SEO investment and drive down click costs.
Keyword generation for the lazy and smart: build and referesh your SEO keyword list without all the rigamarole.
Three-martini lunch: overhaul your dashboards and take back your workweek with these time-saving tips.
I gave a new talk on the Digital Marketing stage at Dublin Web Summit this week. It was called Enabling and Celebrating The Doers.
It was only a 15 minute slot, but the theme was to take a quick peak at the developer community; its size, make up, and what it produces. Then dip into the playbook of some of the companies doing a good job of engaging with it. Finally wrapping up with some ideas on how to celebrate the individuals that create awesome things with your tools.
Hope you enjoy it, let me know what you think, and thanks for all the kind comments received on Twitter afterwards.
Optify: how to price your digital marketing servicesOptify
We brought together a combined experience of more than 50 years in business, marketing and pricing to address some of the main questions and challenges of pricing your digital marketing services. Since pricing is a topic that is always top-of-mind for all business owners, especially agencies and services firms, in this webinar we tried to address some of the more pressing questions. Read this presentation to learn:
- Pricing prerequisites
- Four (4) methods of pricing
- The service model and how to use it for pricing
- Tips for pricing
Read more and watch the recorded webinar here http://www.optify.net/webinars/how-to-price-your-digital-marketing-services
PPC Landing Page Makeover Secrets: Simple Changes Will Increase ROITrada
Are you searching for ways to increase lead and customer conversion rates—and reduce customer acquisition costs? During this free webinar, you'll learn best practices for building integrated PPC and landing page campaigns. Ideal for marketing and eCommerce managers, directors and digital marketing professionals.
Join PPC veteran Matt Hessler, Director of Account Management at Trada and landing page expert Carlos del Rio, Director of Conversion Analysis & Digital Strategy at Unbounce as they share industry secrets and essential practices for optimizing landing pages to increase your PPC ROI. You'll learn:
How to architect a profitable PPC campaign by working backwards between landing pages and ads
Ways to optimize conversion, including five essential design and copy elements guaranteed to increase conversion rates
How to beat the competitors by using PPC testing to differentiate yourself and snag their customers
Check out Trada Reviews here: http://www.trada.com/trada-reviews/
Driving Conversions Through B2B PersonalizationDemandbase
Many marketers spend time and money building personas so they can “speak” to B2B buyers. But too often they use generic content that doesn’t get personal enough. But, there is a way to tap your top targets with a personalized message that drives engagement and convert leads.
Re-watch the webinar from March 5th where Robert Strohmeyer, Account-Based Marketing Evangelist & Director of Sales Engineering at Demandbase, discusses how account-based marketing can drive personalized content that deliver results, including:
Core principles of account-based marketing
Best practices for on and offsite personalization
And a look inside companies that have driven growth with account-based marketing.
Business, Company and Entrepreneurship Presentation Template
If you want to buy this presentation template, please visit http://punkl.com
Creating a presentation from scratch can be quite labour-intensive. Starting with a presentation template from Punkl is beneficial. It saves time, provides good visual design and means that you can primarily spend your time and attention on the content of your presentation.
Punkl Presentation Templates save you time, as they're a whole lot quicker than trying to design a deck from scratch. Also, starting with a template means that you can primarily spend your time and attention on the content of your presentation, while the visual style is already designed to be engaging.
Typically, the only elements that are changed while working with a presentation template are colors, typography, copy and any visual assets such as photos for example.
Technical Specification:
100 presentation slides in total.
50 unique and editable presentation slides design.
2 options of color themes variation.
16:9 HD widescreen slide format (1920 x 1080 pixels).
Image placeholder with slide master.
No need Adobe Photoshop or any other image editor.
Fully editable text.
Icons variation are included.
RGB color mode.
Drag and drop image to screen mockups.
Additional Note:
Photos in the preview are not included.
Vector Shape Illustrations are included.
Fonts used are not included, they could be dowloaded from the links on the Documentation File.
Prohibited Usage of Items:
Items Incorporated Into End-Products Cannot be Extracted or Used Separately
You cannot allow items incorporated into end-products to be extracted or used separately from the end-product, **including the vector illustrations and any other vector shapes**.
Enjoy and have a great day! :)
Usage:
Advertising Presentation, Architecture Presentation, Activity Presentation, Brand Guidelines Presentation, Business Presentation, Church Presentation, Cool Presentation, Creative Presentation, Education Presentation, Event Presentation, Finance Presentation, Keynote Presentation, Listing Presentation, Marketing Presentation, Medical Presentation, Pitch Deck Presentation, Product Presentation, Professional Presentation, Sales Presentation, Simple Presentation, Technology Presentation, Programs Presentation, Personal Presentation, Fashion Presentation, Promo Presentation, Shop Presentation, Boutique Presentation, Outlet Presentation, etc.
Optify webinar: 5 New Services Every Agency Can Offer TomorrowOptify
Online marketing is growing and more businesses are turning to digital agencies to help them build, run and manage their online marketing campaigns. When the opportunity comes knocking on your door, are you going to be prepared to offer these services? Read this presentation to learn about 5 new services every agency can start offering tomorrow.
Christi Samuelian, Webmaster/Internet Marketing at Windsor Communities, presents a real case study on Windor's online marketing and operations efforts.
“Am I falling behind?” These peer case studies will highlight the marketing efforts made by different-sized companies with differing resources and profiles. Presenters will share the story of how they got where they are, what they do, and where they hope to take their efforts to attract and transact with renters online.
[Webinar] How To Be A Data-Driven Marketing Powerhouse With Predictive Analyt...Mintigo1
To view the full webinar, please visit:
http://www.mintigo.com/how-to-be-a-data-driven-marketing-powerhouse-with-predictive-analytics-big-data/
Description:
How is it that b-to-b marketers have more data sources than ever before, but many are still in the dark about how to reach more of the right prospects? Sometimes the sheer volume of data can seem overwhelming, but it doesn’t have to be. In fact, with the right processes, skills and tools, many companies are transforming their approach to demand creation and letting data do the work for them.
Marketers need to make decisions in a data-rich environment, where vast amounts of customer data are flowing not only from the company’s internal systems such as CRM, marketing automation and web analytics, but also from external sources such as social, mobile, and other sources that can be found all over the web. But how do you separate the good data that signify buying signals from the noise found in the rest of the data? And what new skills and processes bring them to life?
In this dynamic session, we’ll hear from thought leaders from LinkedIn, SiriusDecisions and Mintigo on the best strategies for taking a data-driven approach to marketing. They will address key considerations and best practices to answer essential questions around:
-How the explosion of big data and emerging predictive technologies is transforming the marketing discipline
-Examples of marketers at leading companies are effectively utilizing big data & predictive analytics
-Recommendations for preparing your marketing team to become a data-driven organization
The Speakers:
- Russ Glass, Head of Products at LinkedIn
- Megan Heuer, VP & Group Director, Data-Driven Marketing at SiriusDecisions
- John Bara, President & CMO at Mintigo
Strong Relationships have always been our forte and our corporate culture is deeply ingrained with commitment for our clients.We are Web2byte; a full service marketing agency with focus on new age media.Our client first philosophy is further strengthened when we are treated as an extension of our client's marketing team.
GMN Digital Group Corporate Brochure | GMN Web Solutions | Web Design & Devel...gmnwebsolutions
Established in 2009, GMN Web Solutions is a one-stop web design and website development company where we take satisfaction in delivering creative yet results-oriented solutions. We provide the complete suite of services, from website designs and digital development services such as E-Commerce development to Content Management System (CMS) to Search Engine Optimisation (SEO) services and digital marketing services. Hand in hand, our experienced team of marketing specialists, designers and developers deliver a one-stop holistic service for all of our clients. From domain registration, innovative web designs, E-Commerce sites to custom content management, we build high-converting websites that usually see an increase of 30% conversions after launch.
Visit https://www.gmnwebsolutions.com for more information.
Gary Taylor - OTE Birmingham - Digital advertising – where is it going? Edge Global Media Group
Topic: Digital advertising – where is it going? The changes and new trends on digital marketing and what they mean to businesses
Key takeaways:
Identifying and monitoring trends
Managing data effectively
The next big things for digital advertising
Technology recommendations
Content-Driven Commerce and its Impact on Digital TransformationPerficient, Inc.
Digital transformation requires evolution across all areas of the business in order to effectively engage customers at every touch point in the customer experience life cycle. Creating a great customer experience means focusing on all aspects of that experience from first touch through purchase and beyond.
eCommerce platforms continue to evolve and adapt as customers demand a more personalized buying experience. Join us as we highlight how the evolution of commerce solutions helps your digital transformation as you bridge the gap between digital marketing and the commerce experience.
In our webinar, our experts covered:
-The opportunities and benefits of blending content and commerce to optimize the customer experience
-How eCommerce platforms are evolving to enhance customer experience
-How to position your company to provide a compelling and integrated marketing and transactional customer experience
What the hell are my ads doing? A look into Multi-Touch Attribution - Present...Ian Cruickshank
Many dealers have heard that it’s important to have a good “digital advertising mix” in order to be the most successful. However, SEM, organic and direct sources seem to be consistently at the top of the list when they look at their Google Analytics conversion source reports.
If this is the case, then many dealers may be asking themselves “why do I need to have other marketing channels in my marketing mix?” and, more importantly, “what the hell are my other ads doing?”
Join this session to learn how your marketing mix works as a whole, how to measure its impact, and how to get digital multi-touch attribution without spending additional funds by using your existing Google Analytics.
Primary Learning Objectives:
* Learn how to get multi-touch attribution for FREE using your existing Google Analytics account.
* Learn how your digital advertising works together to help you convert.
* Finally find out what your other ads are doing.
Read our B2B marketing credentials. We show the clients we've worked with on each slide. You can see individual results on the right slide panel.
Your success story can be next!
I gave a new talk on the Digital Marketing stage at Dublin Web Summit this week. It was called Enabling and Celebrating The Doers.
It was only a 15 minute slot, but the theme was to take a quick peak at the developer community; its size, make up, and what it produces. Then dip into the playbook of some of the companies doing a good job of engaging with it. Finally wrapping up with some ideas on how to celebrate the individuals that create awesome things with your tools.
Hope you enjoy it, let me know what you think, and thanks for all the kind comments received on Twitter afterwards.
Optify: how to price your digital marketing servicesOptify
We brought together a combined experience of more than 50 years in business, marketing and pricing to address some of the main questions and challenges of pricing your digital marketing services. Since pricing is a topic that is always top-of-mind for all business owners, especially agencies and services firms, in this webinar we tried to address some of the more pressing questions. Read this presentation to learn:
- Pricing prerequisites
- Four (4) methods of pricing
- The service model and how to use it for pricing
- Tips for pricing
Read more and watch the recorded webinar here http://www.optify.net/webinars/how-to-price-your-digital-marketing-services
PPC Landing Page Makeover Secrets: Simple Changes Will Increase ROITrada
Are you searching for ways to increase lead and customer conversion rates—and reduce customer acquisition costs? During this free webinar, you'll learn best practices for building integrated PPC and landing page campaigns. Ideal for marketing and eCommerce managers, directors and digital marketing professionals.
Join PPC veteran Matt Hessler, Director of Account Management at Trada and landing page expert Carlos del Rio, Director of Conversion Analysis & Digital Strategy at Unbounce as they share industry secrets and essential practices for optimizing landing pages to increase your PPC ROI. You'll learn:
How to architect a profitable PPC campaign by working backwards between landing pages and ads
Ways to optimize conversion, including five essential design and copy elements guaranteed to increase conversion rates
How to beat the competitors by using PPC testing to differentiate yourself and snag their customers
Check out Trada Reviews here: http://www.trada.com/trada-reviews/
Driving Conversions Through B2B PersonalizationDemandbase
Many marketers spend time and money building personas so they can “speak” to B2B buyers. But too often they use generic content that doesn’t get personal enough. But, there is a way to tap your top targets with a personalized message that drives engagement and convert leads.
Re-watch the webinar from March 5th where Robert Strohmeyer, Account-Based Marketing Evangelist & Director of Sales Engineering at Demandbase, discusses how account-based marketing can drive personalized content that deliver results, including:
Core principles of account-based marketing
Best practices for on and offsite personalization
And a look inside companies that have driven growth with account-based marketing.
Business, Company and Entrepreneurship Presentation Template
If you want to buy this presentation template, please visit http://punkl.com
Creating a presentation from scratch can be quite labour-intensive. Starting with a presentation template from Punkl is beneficial. It saves time, provides good visual design and means that you can primarily spend your time and attention on the content of your presentation.
Punkl Presentation Templates save you time, as they're a whole lot quicker than trying to design a deck from scratch. Also, starting with a template means that you can primarily spend your time and attention on the content of your presentation, while the visual style is already designed to be engaging.
Typically, the only elements that are changed while working with a presentation template are colors, typography, copy and any visual assets such as photos for example.
Technical Specification:
100 presentation slides in total.
50 unique and editable presentation slides design.
2 options of color themes variation.
16:9 HD widescreen slide format (1920 x 1080 pixels).
Image placeholder with slide master.
No need Adobe Photoshop or any other image editor.
Fully editable text.
Icons variation are included.
RGB color mode.
Drag and drop image to screen mockups.
Additional Note:
Photos in the preview are not included.
Vector Shape Illustrations are included.
Fonts used are not included, they could be dowloaded from the links on the Documentation File.
Prohibited Usage of Items:
Items Incorporated Into End-Products Cannot be Extracted or Used Separately
You cannot allow items incorporated into end-products to be extracted or used separately from the end-product, **including the vector illustrations and any other vector shapes**.
Enjoy and have a great day! :)
Usage:
Advertising Presentation, Architecture Presentation, Activity Presentation, Brand Guidelines Presentation, Business Presentation, Church Presentation, Cool Presentation, Creative Presentation, Education Presentation, Event Presentation, Finance Presentation, Keynote Presentation, Listing Presentation, Marketing Presentation, Medical Presentation, Pitch Deck Presentation, Product Presentation, Professional Presentation, Sales Presentation, Simple Presentation, Technology Presentation, Programs Presentation, Personal Presentation, Fashion Presentation, Promo Presentation, Shop Presentation, Boutique Presentation, Outlet Presentation, etc.
Optify webinar: 5 New Services Every Agency Can Offer TomorrowOptify
Online marketing is growing and more businesses are turning to digital agencies to help them build, run and manage their online marketing campaigns. When the opportunity comes knocking on your door, are you going to be prepared to offer these services? Read this presentation to learn about 5 new services every agency can start offering tomorrow.
Christi Samuelian, Webmaster/Internet Marketing at Windsor Communities, presents a real case study on Windor's online marketing and operations efforts.
“Am I falling behind?” These peer case studies will highlight the marketing efforts made by different-sized companies with differing resources and profiles. Presenters will share the story of how they got where they are, what they do, and where they hope to take their efforts to attract and transact with renters online.
[Webinar] How To Be A Data-Driven Marketing Powerhouse With Predictive Analyt...Mintigo1
To view the full webinar, please visit:
http://www.mintigo.com/how-to-be-a-data-driven-marketing-powerhouse-with-predictive-analytics-big-data/
Description:
How is it that b-to-b marketers have more data sources than ever before, but many are still in the dark about how to reach more of the right prospects? Sometimes the sheer volume of data can seem overwhelming, but it doesn’t have to be. In fact, with the right processes, skills and tools, many companies are transforming their approach to demand creation and letting data do the work for them.
Marketers need to make decisions in a data-rich environment, where vast amounts of customer data are flowing not only from the company’s internal systems such as CRM, marketing automation and web analytics, but also from external sources such as social, mobile, and other sources that can be found all over the web. But how do you separate the good data that signify buying signals from the noise found in the rest of the data? And what new skills and processes bring them to life?
In this dynamic session, we’ll hear from thought leaders from LinkedIn, SiriusDecisions and Mintigo on the best strategies for taking a data-driven approach to marketing. They will address key considerations and best practices to answer essential questions around:
-How the explosion of big data and emerging predictive technologies is transforming the marketing discipline
-Examples of marketers at leading companies are effectively utilizing big data & predictive analytics
-Recommendations for preparing your marketing team to become a data-driven organization
The Speakers:
- Russ Glass, Head of Products at LinkedIn
- Megan Heuer, VP & Group Director, Data-Driven Marketing at SiriusDecisions
- John Bara, President & CMO at Mintigo
Strong Relationships have always been our forte and our corporate culture is deeply ingrained with commitment for our clients.We are Web2byte; a full service marketing agency with focus on new age media.Our client first philosophy is further strengthened when we are treated as an extension of our client's marketing team.
GMN Digital Group Corporate Brochure | GMN Web Solutions | Web Design & Devel...gmnwebsolutions
Established in 2009, GMN Web Solutions is a one-stop web design and website development company where we take satisfaction in delivering creative yet results-oriented solutions. We provide the complete suite of services, from website designs and digital development services such as E-Commerce development to Content Management System (CMS) to Search Engine Optimisation (SEO) services and digital marketing services. Hand in hand, our experienced team of marketing specialists, designers and developers deliver a one-stop holistic service for all of our clients. From domain registration, innovative web designs, E-Commerce sites to custom content management, we build high-converting websites that usually see an increase of 30% conversions after launch.
Visit https://www.gmnwebsolutions.com for more information.
Gary Taylor - OTE Birmingham - Digital advertising – where is it going? Edge Global Media Group
Topic: Digital advertising – where is it going? The changes and new trends on digital marketing and what they mean to businesses
Key takeaways:
Identifying and monitoring trends
Managing data effectively
The next big things for digital advertising
Technology recommendations
Content-Driven Commerce and its Impact on Digital TransformationPerficient, Inc.
Digital transformation requires evolution across all areas of the business in order to effectively engage customers at every touch point in the customer experience life cycle. Creating a great customer experience means focusing on all aspects of that experience from first touch through purchase and beyond.
eCommerce platforms continue to evolve and adapt as customers demand a more personalized buying experience. Join us as we highlight how the evolution of commerce solutions helps your digital transformation as you bridge the gap between digital marketing and the commerce experience.
In our webinar, our experts covered:
-The opportunities and benefits of blending content and commerce to optimize the customer experience
-How eCommerce platforms are evolving to enhance customer experience
-How to position your company to provide a compelling and integrated marketing and transactional customer experience
What the hell are my ads doing? A look into Multi-Touch Attribution - Present...Ian Cruickshank
Many dealers have heard that it’s important to have a good “digital advertising mix” in order to be the most successful. However, SEM, organic and direct sources seem to be consistently at the top of the list when they look at their Google Analytics conversion source reports.
If this is the case, then many dealers may be asking themselves “why do I need to have other marketing channels in my marketing mix?” and, more importantly, “what the hell are my other ads doing?”
Join this session to learn how your marketing mix works as a whole, how to measure its impact, and how to get digital multi-touch attribution without spending additional funds by using your existing Google Analytics.
Primary Learning Objectives:
* Learn how to get multi-touch attribution for FREE using your existing Google Analytics account.
* Learn how your digital advertising works together to help you convert.
* Finally find out what your other ads are doing.
Read our B2B marketing credentials. We show the clients we've worked with on each slide. You can see individual results on the right slide panel.
Your success story can be next!
ParNets Digital Advertisements Pvt Ltd is a digital agency made of creative technologists and Software Design Developments Advertisements. We help organisations reach their full potential through the intersection of great ideas and technology.
Enigma is a Global Digital Transformation Agency
We build forward thinking bespoke digital business transformation models & solutions where the main competitors can’t deliver.
It’s the synergy of real time strategy and analytics combined to offline data sets that delivers an immersive experience for your needs.In today’s market where our customers have more choices than ever and competition fierce on their heels, they need to know what’s relevant, what interests and what inspires them as best as possible.
Your data might not tell you everything you need to know, but it’s the best place to start.
The rest, that’s all in the approach you take to execute a strategy or communication and how enticing your engagement is. It’s the interpretation of insight that makes
the real difference.
Webinar Recap: Covid-19 CRG - Content and B2B StrategyMilestone Inc
In this webinar, leading experts from Acronym, SEMRush, Invesp, and Milestone
presented the Covid-19 Crisis-Recovery-Growth framework, including key priorities and tactics for medium to large-scale content marketers to use as they manage the impact of the Covid-19 pandemic during April, May, June, and July, and then pave a road to growth. We explained how to make your assets visible and clickable in the Crisis and Recovery stages and how to maximize long-term organic equity.
Key takeaways included:
• Crisis-Recovery-Growth framework and its importance
• To do topical research regularly, especially in fast-changing CRG environment
• Find the rich snippet opportunities and define the entities with advanced schemas
• Create topics clusters to increase Expertise score in R phase and harvest in G phase
• Improve site performance and user experience to increase trust in R phase, harvest in G phase
• Keep developing new offers to differentiate from competition
• Run experiments, optimize the experience to increase conversions
• Work on ranking listings with schemas to get decorated in the SERPs
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
2. Table of ContentsTable of Contents
Why Turner Broadcasting?Why Turner Broadcasting?
Why Jim?Why Jim?
Relevant High level SynergiesRelevant High level Synergies
Company Website and PhilosophyCompany Website and Philosophy
Company Blog – Integration of MarketingCompany Blog – Integration of Marketing
Through Actionable AnalyticsThrough Actionable Analytics
Web Analytics ExperienceWeb Analytics Experience
Client ProjectsClient Projects
The ToolsThe Tools
Web Analytic PlatformsWeb Analytic Platforms
Web DevWeb Dev
Examples of Web DevExamples of Web Dev
Virtually ThereVirtually There
More Job Requirement alignmentMore Job Requirement alignment
Data Analytic Case StudiesData Analytic Case Studies
Of CourseOf Course
More Job Requirement AlignmentsMore Job Requirement Alignments
Data Analysis Case StudiesData Analysis Case Studies
Next StepsNext Steps
Contact Information and ClosingContact Information and Closing
3. Why Keystone?Why Keystone?
Senior Implementation ConsultantSenior Implementation Consultant
13 years of Response/Digital Marketing13 years of Response/Digital Marketing
Founded a consulting firm focused on veryFounded a consulting firm focused on very
similar strategy.similar strategy.
Check out my vision:Check out my vision:
Passionate about Data Driven Integration ofPassionate about Data Driven Integration of
Marketing ChannelsMarketing Channels
Check out my blog posts:Check out my blog posts:
Direct Marketer at heart, I am ROI driven andDirect Marketer at heart, I am ROI driven and
channel agnostic.channel agnostic.
*Keystone Job Requirements: Seasoned Digital Analysts, Focus on aligning business
strategy with the digital analytic strategy (mobile, web, and social), Passionate, Drive
revenue – customer acquisition – marketing efficiency.
4. Why Jim?Why Jim?
Digital Marketing Veteran skilled at QuickDigital Marketing Veteran skilled at Quick
Discovery and Project Scoping, Project andDiscovery and Project Scoping, Project and
Budget Management across multiple clients.Budget Management across multiple clients.
On-boarded a multitude of clients across a variety ofOn-boarded a multitude of clients across a variety of
industries for digital projects:industries for digital projects: Great American Power, Dayton Power andGreat American Power, Dayton Power and
Light, Fireside Gas, Beazer Homes, iDeviceMD, Digital Sherpa, The Home Depot, Peer1Light, Fireside Gas, Beazer Homes, iDeviceMD, Digital Sherpa, The Home Depot, Peer1
Hosting, EarthLink/EarthLink Business, PeoplePC, Time Warner, TheHosting, EarthLink/EarthLink Business, PeoplePC, Time Warner, The
Apartmentfinder.com, The Real Estate Book, Home Improvement Magazine,Apartmentfinder.com, The Real Estate Book, Home Improvement Magazine,
Livingchoices.com (10 sites), Response Mine Interactive, and TickerAlert. Retail EnergyLivingchoices.com (10 sites), Response Mine Interactive, and TickerAlert. Retail Energy
Advisors Staff Consultant.Advisors Staff Consultant.
Managed Budgets ranging from $18MM to $50K – P&L Responsibility for 6 clients.Managed Budgets ranging from $18MM to $50K – P&L Responsibility for 6 clients.
Client roster had me managing up to 3 clients at a time.Client roster had me managing up to 3 clients at a time.
5. Why Jim?Why Jim?
A “people person” who has perfected the art of being the “tailA “people person” who has perfected the art of being the “tail
wagging the dog”. Skilled at building rapport to motivatewagging the dog”. Skilled at building rapport to motivate
performance without authority.performance without authority.
Comfortable reporting to C-Level –Comfortable reporting to C-Level – Understands the importance ofUnderstands the importance of
stakeholder buy in and uber communication.stakeholder buy in and uber communication.
IdeviceMD, Response Mine Interactive, Great American Power, ServiceMagic,IdeviceMD, Response Mine Interactive, Great American Power, ServiceMagic,
Beazer Homes, NCI, The Apartmentfinder, The Real Estate Book, HomeBeazer Homes, NCI, The Apartmentfinder, The Real Estate Book, Home
Improvement Magazine, PeoplePC, TickerAlert, & Retail Energy Advisors.Improvement Magazine, PeoplePC, TickerAlert, & Retail Energy Advisors.
IT Management for Web Dev/Marcom/CC–IT Management for Web Dev/Marcom/CC–
MIS Liaison for Marketing MindSpringMIS Liaison for Marketing MindSpring
Call Center Integration and Management –Call Center Integration and Management – Infocision, RMI, The HomeInfocision, RMI, The Home
Depot, Peer1, EarthLink, iDeviceMD, Telemarketing on Demand, Time Warner,Depot, Peer1, EarthLink, iDeviceMD, Telemarketing on Demand, Time Warner,
The Real Estate Book, Apartmentfinder, Digital Sherpa, MindSpring.The Real Estate Book, Apartmentfinder, Digital Sherpa, MindSpring.
6. Web Analytic ExperienceWeb Analytic Experience
iDeviceMD.com –iDeviceMD.com – iPhone, iPad, Ipod Repair and Buyback SpecialistsiPhone, iPad, Ipod Repair and Buyback Specialists
Hired to advise on digital marketing strategyHired to advise on digital marketing strategy
Designed SQL database to integrate online marketing to CRM, WorkflowDesigned SQL database to integrate online marketing to CRM, Workflow
and Call systemsand Call systems
Great American PowerGreat American Power -- A Retail Energy Provider for OH, PA, IL & MDA Retail Energy Provider for OH, PA, IL & MD
Developed a comprehensive 5 year marketing plan. 66% was digitallyDeveloped a comprehensive 5 year marketing plan. 66% was digitally
focusedfocused
Audited website for SEO, moved from HTML to WordPressAudited website for SEO, moved from HTML to WordPress
Digital Sherpa –Digital Sherpa – A custom content marketing services company specializing in social media.A custom content marketing services company specializing in social media.
Designed all custom reporting and dash-boarding for over 12K customersDesigned all custom reporting and dash-boarding for over 12K customers
Response Mine Interactive –Response Mine Interactive – Digital Agency specializing in Performance MarketingDigital Agency specializing in Performance Marketing
Advised on PPC media optimization and SEO for clients such as The HomeAdvised on PPC media optimization and SEO for clients such as The Home
Depot, PeerOne Hosting, Terminix, TruGreen, ProtectAmerica and LibertyDepot, PeerOne Hosting, Terminix, TruGreen, ProtectAmerica and Liberty
Medical.Medical.
7. Web Analytic ExperienceWeb Analytic Experience
Network Communications Inc.Network Communications Inc. –– An Internet-Integrated Media CompanyAn Internet-Integrated Media Company
Director of Online Marketing/Web AnalyticsDirector of Online Marketing/Web Analytics ––
Family of brands Apartmentfinder, The Real Estate Book, Unique Homes, HomeFamily of brands Apartmentfinder, The Real Estate Book, Unique Homes, Home
Improvement Magazine, Atlanta Homes and Lifestyle (15 other brands)Improvement Magazine, Atlanta Homes and Lifestyle (15 other brands)
ImplementedImplemented OmnitureOmniture across all major websites and Google Analytics and smalleracross all major websites and Google Analytics and smaller
brands.brands.
Tracking requirements passed more url data than Amazon.Tracking requirements passed more url data than Amazon.
Integrated across multiple platforms and complex taxonomyIntegrated across multiple platforms and complex taxonomy
architecture (.NET, ASP.NET, WordPress, Drupal)architecture (.NET, ASP.NET, WordPress, Drupal)
Conducted major site designs using clickpath analysis, thirdConducted major site designs using clickpath analysis, third
party tracking software, and focus groups.party tracking software, and focus groups.
Created complex dash-boarding for corporate, departmental,Created complex dash-boarding for corporate, departmental,
and client side reporting drawn from 4 different trackingand client side reporting drawn from 4 different tracking
platforms. (KPI discovery to creation)platforms. (KPI discovery to creation)
Using keyword analysis increased kw pool from 8k to 100KUsing keyword analysis increased kw pool from 8k to 100K
Tied SEO and SEM optimization using propriatery modelTied SEO and SEM optimization using propriatery model
that allowed for optimization by frequency and conversion.that allowed for optimization by frequency and conversion.
8. Web Analytic ExperienceWeb Analytic Experience
Beazer Homes –Beazer Homes – The 2The 2ndnd
Largest Home Builder in the United StatesLargest Home Builder in the United States
Developed entire Internet Strategy as the Director ofDeveloped entire Internet Strategy as the Director of
Internet Marketing.Internet Marketing. (PPC, SEO, Display, Co-Reg, Affiliate,(PPC, SEO, Display, Co-Reg, Affiliate,
Website Optimization for Conversion)Website Optimization for Conversion)
Built custom reporting using WebTrends to optimizeBuilt custom reporting using WebTrends to optimize
website as well as online marketing.website as well as online marketing.
(Sales Funnels, Conversion Strategy, Exit pathing, Radio and TV(Sales Funnels, Conversion Strategy, Exit pathing, Radio and TV
integration with search)integration with search)
Multivariant testing for lead conversionMultivariant testing for lead conversion
Developed custom dashboards for c-Level as well asDeveloped custom dashboards for c-Level as well as
departmental reporting from KPI discovery todepartmental reporting from KPI discovery to
creation (Xcelcius)creation (Xcelcius)
9. ““Where does he get thoseWhere does he get those
wonderful toys”wonderful toys” – The Joker– The Joker
12. Of Course it’s Jim!Of Course it’s Jim!
Seasoned Digital Analytic Practitioner with aSeasoned Digital Analytic Practitioner with a
Entrepreneurial mind.Entrepreneurial mind.
The “Soft Skills” of a ConsultantThe “Soft Skills” of a Consultant
Well Rounded Marketing Experience – can relate to anWell Rounded Marketing Experience – can relate to an
entire marketing strategy and not just digital.entire marketing strategy and not just digital.
Data driven – Direct Marketer a slave to agnostic ROIData driven – Direct Marketer a slave to agnostic ROI
Client Pleasing – One man show who can never burnClient Pleasing – One man show who can never burn
bridges to keep pipeline fullbridges to keep pipeline full
Poly-lingual – IT, Marketing, C-level, Entry level,Poly-lingual – IT, Marketing, C-level, Entry level,
VendorVendor
13. Here are some real worldHere are some real world
examples of how I used dataexamples of how I used data
to find solutions for clientsto find solutions for clients
with complex problems.with complex problems.
Jim Newbill
Digital Marketing Scientist
DATA ANALYSIS CASE STUDY:
The Apartment Finder.com
The Issue: The Apartmentfinder.com had one of the most challenging strategic
directives that I have ever encountered. The challenge was driven by the unique
position of it’s business model. This company started out as a publishing model in
which its monetization was centered on advertiser’s (apartment communities and
management companies) paying for listings. Thus, the company had a sales force
that would travel to these communities and sell based on readership and reach
initially. However, with the advent of the Internet, “readership” was translated into
Unique Visitors and “reach” was interpreted as Search Engine position. To the
average apartment community manager, this made complete sense, but to those of
us in the online community there was not a direct correlation. Also, this vertical
relied on third party tools such as ComScore to prove just how many people visited
the home page. All the competition would walk into an office and show ComScore
Unique View’s and sell that as the gospel truth. The problem was that a third party
data was only as good as the sample size/set and its’ unique algorithmic projections.
Unfortunately, that sample set was reporting a third of our actual Omniture log
numbers. Lastly, AF had the normal challenges of driving more traffic paying for
keywords that provided the best ROI. So the directive was for me to spend the
budget so as to increase our rankings in ComScore, increase our “actual” traffic,
maintain top three positioning on competitive/expensive keywords, and lastly drive
quality traffic to the site at an acceptable expense. So in a nutshell, AF wanted me to
stay in the top 3 on major keywords for the sales force for credibility and selling
purposes, normalize our traffic for a third party traffic projection tool which I had
no control over, and then finally optimize our keywords buys for traditional
conversion purposes.
The Solution:
Internal Marketing Strategy – One bucket for Sales Collateral, One bucket of UV’s,
One Bucket for traditional conversion and ROI.
Selling terms: I surveyed all of our sales force and allowed them to pick their top 20
keywords that were the most important to them to “close a deal”. I separated this
channel and classified it as a collateral expense, therefore not tying the cost directly
to the investment. If I did that, then I risked skewing my overall line item spend for
keywords and collectively destroying a positive ROI. In other words, I marketed
this channel internally as an investment expenditure.
ComScore: After a in depth site audit with both Omniture and ComScore, I noticed
an interesting trend. A lot of our Unique Visiture as well as our competitions traffic
was coming from domains that I identified as Volume Display Advertisers such as
Value Click. Further research proved that ComScore recruited a lot of their sample
set from delivering cookies through Free Spyware or Anti Virus Software as well as
sweepstakes. Hardly our core demographic since most of our traffic occurred during
14. Really? Prove it! (cont.)Really? Prove it! (cont.)Jim Newbill
Digital Marketing Scientist
business hours and presumably on office computers. I surmised that this was a
poor place to recruit our customers with cookie placements when those customers
would not have the need for Free Spyware tools and wouldn’t risk signing up for
Sweepstakes. Thus, I found how their sample set unfairly penalized our numbers.
To fix this problem, I simply spent our own dollars on the same networks that they
distributed their recruiting cookie. Therefore, I was able to artificially control the
make up of their same set and (at will) could increase the numbers they reported for
UV. I was completely aware that the traffic generated was “poor quality traffic” for
conversion because of the nature of the distribution, but that wasn’t the intent.
Much like the sale collateral traffic for the sales team, I simply isolated this traffic
out of our site reporting so as not to dilute our other legitimate traffic and impair
our analytics.
Lastly (and where I play best), I optimized our keyword spend by increasing the
number of keywords we purchased based more on Long tail keywords identified in
the Omniture logs. In layman terms, people were searching using more descriptive
and more geographically targeted terms. For example, instead of Apartments in
Google, they were typing “Buckhead Apartments with a Pool and Volleyball near
NAVA 30309”. By spreading out the keywords across more inexpensive less
targeted terms, I was able to allow the customer to refine the search for us with less
expense. Adopting the philosophy, “A lot of crumbs still made up a piece of cake”, so
to speak. Also, I optimized paid keywords by looking at the organic search. I looked
at if we should be spending on terms that we were already getting enough traffic
organically. I also made sure that before redirecting that spend, I went keyword by
keyword to assess if frequency or impression in both Paid and Organic increased
click thru as well. (Interestingly, it helped on some terms and not on others.)
Impact:
The sales people immediately sold more listings. 25% more when they could show
someone that we were in the top position in Cleveland for Cleveland Apartments.
ComScore started to show that we were the number one Apartment site in the
nation. Finally, eclipsing the long time rivals of number two Apartment Guide and
number one, Rent.com.
With the broader long tail keyword strategy coupled with optimizing against SEO I
was able to increase traffic by 140% on AF, while decreasing spend by 44%
Jim Newbill
Digital Marketing Scientist
DATA ANALYSIS CASE STUDY:
The Real Estate Book
The Issue: In 2008, the housing market was in a deep tail spend, and what was
normally the flagship brand, The Real Estate Book was following the market trend. I
was asked to plug the hole in the dam so to speak but with a tenth of the budget to
do so. With less money, less demand, and a diminished brand, the request was a
daunting one.
Solution:
The only way that I thought this was possible was to greatly increase our SEO traffic.
Without doing an expensive redesign of an already complicated architected site with
intricate taxonomy, we were limited in how we could optimize the current site for
SEO. So I proposed the following:
My strategy was to cast a big net, then pull them into our fish farm. Then control the
environment in the tank by pushing the fish into our holding tanks and away from
out competition.
In actual terms, I proposed to a very skeptical and worried management that we
introduce 1.6 FREE home listings onto our site that had 600K paid listings! Crazy?
Yes…like a fox. My theory was that if we had more pages indexed by the search
engine then we had a better chance of delivering a free listing to capture a potential
customers attention. When a customer clicks thru to the free listing, we present the
listing in a way that works well within a search engines relevancy standards
However, it is at this point we present paid listings matching the same search
criteria all around the listing. Controlling the viewers click conversion funnel and
pulling them into our paid environment, we could lure them to continue to research
further and deeper in the site. Usability studies and Omniture logs would allow us
to refine and optimize this process along the way. So we negotiated API feeds with
several large free listings vendors such as Oodle.
Results:
Only spending internal web development time, which could be amortized as a
capital expense, we spent ZERO marketing dollars to launch this strategy. Unique
Visitors increased by 200%, and time on site went from 5 to 8 minutes on average.
15. Next StepsNext Steps
CallRomanKatz@CallRomanKatz@
212.384.6522212.384.6522
I hope that I was able to boil down my 20 years of sales and
marketing experience into some hyper relavant topics as it relates
to the Senior Implementations Consultant.
As you can imagine, I have a ton of scenarios that I would love to
explore further with you in person at your earliest convenience.
I am at your disposal to discuss the next steps to solidifying what
seems to be a perfect match for us both.
Jim Newbill
404.788.1017
Skype: jhnewbill