Biznology

Google Analytics (Photo credit: Kansir)

Yesterday, Rob Petersen, Tim Peter and I gave a Webinar on using analytics to make search marketing decisions.  How is your search marketing working? Are you getting the results you want? Maybe you don’t even know how to measure results. Your analytics are essential to your initial search marketing plan and improvement plans. No matter where you are starting from, understanding how to measure where you are and take it to the next level makes all the difference. Do you know how your Web analytics can drive your search improvement plan? Read the remainder of this entry »

Photo credit: Wikipedia

The average tenure of a CMO has increased from 23.6 to 43 months since 2004 according to Spencer Stuart. That’s good news. Perhaps, companies are finally appreciating the business impact a CMO has. After all, if an organization is going to succeed, it’s got to grow its customer base, and nobody’s better at doing that than a strong marketer. Does longer tenure put more or less pressure on CMOs? If you have a longer tenure, you have greater pressure to live with results. With all of the data out there now, many expect greater accountability from CMOs to demonstrate strong analytic skills and the ability to measure return on investment (ROI). How are CMOs doing? Read the remainder of this entry »

Photo credit: Wikipedia

The GPS for a website and any brand’s online effort is Google Analytics. If you have a website and don’t regularly review analytics, it’s the same as getting into a car to drive someplace without knowing where you’re going. When Google Analytics was released in 2005, it was a watershed event for any brand doing business on the internet. Google made available sophisticated analytic software for free. It changed the reason to build a website from “because every business has to have a website” to one where a website can be used to create business and be proven to generate even more. Read the remainder of this entry »

Image by seanmcmenemy via Flickr

ROI or no ROI? The answer depends on which side of the business case you sit at:  asking for the investment or holding the purse. Last month, I covered the subject of personal ROI in the realm of enterprise social networking: how sustained adoption requires individual buy-in similar to long-term commitments to special diets or exercise routines. The topic of Social Media ROI, due to its complexity and scope, would be better discussed in a book than in a blog, so here are some themes to think about, as opposed to being a comprehensive analysis of this somewhat controversial area. Read the remainder of this entry »

Image via CrunchBase

Lots of folks are aware of how much tumult exists in digital marketing techniques.  We know that there is a new social media opportunity every day, that now mobile is “an imperative” (finally), and that even in venerable search marketing, nothing ever stands still. Just look at all the changes in local search over the last few years as evidence. But something that is sometimes overlooked is how frequently search marketers must adjust their tools to cope with changes that have nothing to do with the way users experience search. One area that has been alive with change lately is search metrics. Read the remainder of this entry »