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