What You Missed If You Didn’t Attend OMMA RTB (Real-Time Buying)

Posted on Covario’s Blog today (3/26/2013): I recently had the opportunity to attend OMMA RTB in San Francisco. Though I’ve been familiar with RTB (Real-Time Buying) since 2010, the industry is growing so fast, it’s hard to keep up with latest trends and developments. (It seems to change by the Continue reading

How I helped the NYPL increase newsletter sign-ups by 52.8%

I recently completed Market Motive’s “Conversion Optimization Master Certification” program led by Bryan Eisenberg (@thegrok).  As part of the program, I volunteered to perform a comprehensive conversion optimization analysis and provide testing recommendations (100+ A/B test recommendations) for The New York Public Library.   Furthermore, I also had to run Continue reading

Why You Should be Testing

…because “continuous improvement comes from continuous testing and optimization, not one-time research” (from Greg Burningham, President of MarketingExperiments).  What other reasons do you need?  How else do you think you’ll improve if not through trial and error?  Bottom line, you won’t know what works and what doesn’t, unless you test.

Real-time Bidding and Optimization in Display Advertising

Some buzz these days on real-time bidding in display advertising.  New York Times: Instant Ads Set the Pace on the Web by Stephanie Clifford ClickZ: Real-Time Bidding: What It Is and Why It Matters by Mike Baker ClickZ: A 10-Step Guide to Evaluating Demand-Side Platforms by Mike Baker Bottom line:  With real-time bidding Continue reading

Behavioral Targeting: How to Increase ROI

It’s stunning that only 25% of interactive marketers use behavioral targeting.  Consumers are not one-size-fits-all and expect an experience relevant to their needs.  For instance, this evening I searched for a flight to Munich, Germany.  After reviewing the flights results page, I decided to click on “Vacation Packages” in the top navigation Continue reading

How to Measure Engagement

You’re tracking engagements on your website, but are your analytics giving you the insights you need? Avinash Kaushik has some interesting thoughts on measuring Engagement in his latest book, Web Analytics 2.0.  Here are the highlights: Do ‘time on site’ and ‘repeat visits’ really measure engagement? Fact is, measuring engagement with only Continue reading

How to assess the maturity of your digital marketing

It can be quite challenging to get your management’s buy-in on measurement strategy, analytics resources, and the need for optimization.  Though it’s almost 2010, we still have Avinash Kaushik evangelizing web analytics and Bryan Eisenberg advocating for the need to test and optimize (and rightfully so!), not to mention the many Continue reading

Site Optimization: No More Guesses

Site Optimization: No More Guesses – ClickZ. Oldie (January 2009), but goodie.   Obviously… I’m a big advocate for testing and optimization.   I don’t get why companies, in this day and age are still basing decisions and changes on someone’s gut-feel, opinion or guess (especially when you have free options available like Continue reading

There Is No One-Size-Fits-All Conversion Rate | FutureNow’s GrokDotCom / Marketing Optimization Blog

There Is No One-Size-Fits-All Conversion Rate | FutureNow’s GrokDotCom / Marketing Optimization Blog. Amen! I’ve always been saying that there are no one-size-fits all average conversion rates. Your goal should be to increase your current rates and do so by optimizing your efforts. And you need to take a look Continue reading