Online Marketing Blog

I was recently taking a survey from Jupiter or ClickZ (I don’t recall which) and one of the questions asked about measurement of success for search marketing. While a lot of what you hear from search marketers involves talk about fundamentals ranging from links to rankings to visitors and conversions, the answers offered in this survey included a pretty interesting mix:

• Increasing brand awareness
• Building buzz
• Search share of voice
• Improving brand favorability
• Increasing intent to purchase
• Maintaining brand exposure alongside competitors
• Engagement with rich media (i.e. video, animation)
• Engagement with photo galleries, social features, interactive calendars, local or destination information
• Maximizing value of sponsorships, celebrity endorsements
• Online purchase
• Lifetime revenue per user
• Profit per user

Chris Sherman is doing another Search Marketing Now Webcast tomorrow at 1PM EST on “Measuring Search Success“. This is a free event sponsored by our friends at ClickTracks.

You’ll learn:

• How to recognize a successful search strategy
• How to fine tune your current marketing efforts
• Which analytics tools can save you time and money

Chris is without question, one of the most knowledgeable people in the search marketing industry, so sitting in on this webinar is a no-brainer.

Early this morning I received an email from John Marshall (as did other bloggers and pubs) announcing the merger of ClickTracks into a group of companies owned by J.L. Halsey that includes: Lyris, EmailLabs, and Hot Banana in a deal worth about $10 million.

I must say, congratulations to John, he’s a great guy, entertaining speaker, smart and very passionate about web analytics. The combined resources of the J.L. Halsey companies is sure to help ClickTracks offer a very valuable set of services to each group of customers as well as attract a new set of clients.

I am posting about this a little late because I wanted to make sure I had a chance to get some additional questions answered first.

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.

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.”

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