Lee Odden

ad:tech Chicago – Waiting for Your Cat to Bark

eisenberg.JPG
The last installment of Online Marketing Blog coverage of the Chicago ad:tech 2006 conference gathered together a good number of Eisenberg fans as well as those interested in learning more about conversions.

This session, “Waiting for Your Cat to Bark – Persuasion Architecture – Persuading Customers When they Ignore Marketing” with Bryan Eisenberg of Future Now is titled after the book of the same name. Basically this session was about marketers getting poor results because they are using old Pavolovian rules of marketing and that consumers buy differently than in the past. Customers are less like compliant dogs and more like finicky cats. Hence the title.

Marketers are concerned customers ignore marketing. Mass market media are under performing. Marketing execs are burning out. Not getting results. They’re using outdated formulas. Current marketing models are simply not working.

Lee Odden

Search News for Thursday

ClickTracks offering a $1000 credit towards ClickTracks Pro, JDC or Agency edition for Google Class Action Lawsuit Members

MSN AdCenter tools – excellent rundown by Aaron Wall

A new and improved Yahoo Video launches

WebAward competition entry deadline is extended

ClickZ.com Hosts First ClickZ Online Video Advertising Forum

3rd Annual Web Analytics Forum, June 26-28, 2006 – Register

Lee Odden

Web Analytics Demystified – Interview with Eric T. Peterson

Spotlight on Search – Interview with Eric T. Peterson

When you think of authorities on web analytics, one person that should be on your list is Eric T. Peterson. Eric is currently Vice President with the Visual Sciences division of web analytics firm, WebSideStory, is the author of several books on web measurement and moderates several popular discussion lists on analytics. He also manages an excellent site on web analytics called Web Analytics Demystified. He previously worked as an analyst with JupiterResearch and has been cited in the Wall Street Journal, Washington Post, New York Times, CNN, Business 2.0 and others as an expert on the topic.
Eric will be speaking at a MIMA event tomorrow evening here in Minneapolis so I thought I would check in with him and do a little interview.

Lee Odden

MIMA Web Analytics Seminar

Members of the Minnesota Interactive Marketing Association and the local interactive community in the Twin Cities will be getting the lowdown on web analytics next week. Eric T. Peterson from the Visual Sciences division of web analytics firm, WebSideStory and author of several books on web measurement will be presenting, “Making Your Web Analytics Work. Hard”.

From the press release:

‚ÄúFew organizations fully realize the potential of their investment in web analytics technology,‚Äù said Peterson. ‚ÄúWeb analytics applications provide truly actionable data that can be used to positively impact an organization‚Äôs bottom-line but companies need to treat web analytics as a business process, not simply an ad hoc endeavor. My work at Visual Sciences, and my MIMA presentation, revolves around how companies can treat web analytics as a business process and dramatically improve the return on investment.”

TopRank Marketing Editor

ClickTracks Appetizer – Free Stats

TopRank Marketing Editor     Marketing Industry News, Online Marketing, Web Analytics

ClickTracks Appetizer

ClickTracks has jumped on board with free stats. ClickTracks Appetizer gives you several of the popular ClickTracks features. Just enough to make you want to buy more, or so they think.

Included is all the general stats information like top keywords and referrers plus a few popular features.

Visitor Labeling – Through a simple mechanism known as visitor labeling, you can color-code visitors from a PPC campaign; visitors who found each page through a certain keyword; visitors who spent a very long or very short time on a page; and much more.

Visual Interface – See where visitors go, how long they stay and from which page they exit. This is superimposed over your site so you can see exactly where people are going.

Lee Odden

Lowdown on Performancing Metrics

Performancing Metrics

Last week, Nick Wilson of Performancing mentioned their new blog metrics service has been in Alpha testing and will be released to public beta soon, as in tomorrow possibly.

I believe there’s a huge opportunity in the blog metrics and analytics space. Many blogs use free programs with limited functionality and some have been able to get into Google Analytics. However, the measurable outcomes for a content publisher, particularly a blog, are different than for an ecommerce site. Therefore Google Analytics and many other stats programs are not the best fit for blog metrics.

What options for blog focused analytics are out there?

Lee Odden

Web Marketing Metrics

Measuring success of your online marketing efforts is a critical, but often underutilized in many web marketing initiatives. Recently I took a survey for Jupiter Research and one of the questions got me thinking about the different metrics that companies use:

  • Brand impact (i.e., increased brand awareness, intent or favorability)
  • Number of impressions
  • Position of paid listing
  • Number of clicks
  • Ratio of new to returning visitors
  • Amount of increased website traffic
  • Duration of website visits
  • Amount of increased traffic to physical store
  • Amount of increased volume to call center
  • Number of leads generated for products sold online
  • Number of leads generated for products sold offline
  • Number of immediate sales generated for products sold online
Lee Odden

DoubleClick Launches DART Search

DoubleClick has announced the launch of their new keyword management, bid management and reporting tools, called DART Search that integrate with the DART Ad Management Platform.

Adding DART Search enables clients the ability to manage their paid search campaigns as well as tracking their display, rich media and search advertising from one location.

There’s quite a few bid management tools out there and I think DART Search is focused mosted on existing DART Ad Management clients. Although, adding the keyword and bid management tools may allow DoubleClick to win over clients that are currently outsourcing those services elsewhere.

At Search Engine Strategies NYC on the Agency & Branding Track, the sessions “Putting Search Into The Ad Mix” on Wednesday and “Getting On Top In Paid Search” (covered by Chris Boggs over at Search Engine Roundtable) on Thursday that will be worth checking out. I will also be covering the “Ad Agencies and Search” session.

Lee Odden

ClickTracks Adds Click Fraud Detection, SEO Tools

Version 6.1 of ClickTracks was released today with several new features:

  • Click fraud reporting technology
  • New Robot View report that allows marketers to see their site as search engine spiders see it
  • Integrated keyword ranking that shows the actual search engine ranking of traffic-producing keywords

From the press release:

ClickTracks’ detection works by comparing a variety of statistical measurements across all campaigns. The Click Fraud report requires no additional setup, and allows marketers to substantiate suspicious campaign behavior by generating a report suitable for submission to the PPC provider.

The other interesting feature lets you see search engine rankings (Google, Yahoo! and MSN) for keyword phrases by the traffic they attract to the site. You can then compare rankings to the number of visitors, time on site, cost, revenue and ROI.

Lee Odden

Google Measures Up Your Blog Stats

Google has announced the acquisition of blog analytics provider, Measure Map. I signed up for a beta at Measure Map a while ago but nada. So instead, I hooked up with Blogbeat. Which is pretty flippin slick if you ask me. I’d love to review Measure Map and now that Google has acquired them, I’m sure Measure Map will be made freely available to the huge number of blogs out there.

Here’s an idea: Measure Map is Google’s way of relieving pressure off of Google Analytics. Imagine the massive server load from all those bloggers signing up for Google Analytics. It wasn’t too long and then GA shut down. Suprising when you think of the resources Google has.

Lee Odden

Online Marketing Resources

I know many companies that want to engage in search or online marketing for the first time and also those that want to step it up a notch are always on the lookout for better resources. You can spend a lot of time lurking in forums, reading blogs and information sites, reading books, attending conferences and networking and still not be sure of what to do next or what’s right for you. There are a few resources that I’ve found to be consistently effective and high quality that I’ll mention here. This is by no means a comprehensive list – it really represents the resources I find myself using often and/or recently:

Books

  • Winning Results with Google AdWords – Andrew Goodman
  • The Virtual Handshake – David Teten & Scott Allen