Some­times the daily grind of mea­sur­ing mar­ket­ing suc­cesses is just too over­whelm­ing to deal with.  I recently read an arti­cle about the Olympics and it reminded me that this mar­ket­ing loaded event is com­ing up again.  It seems like a good time to high­light the oppor­tu­nity to iden­tify crit­i­cal mar­ket­ing moments for an all out attack on web­site mea­sure­ment and opti­miza­tion.  It could be around the Olympics or the Christ­mas shop­ping sea­son or any other mar­ket­ing moment appro­pri­ate for your indus­try.  Clearly ongo­ing bench­mark­ing and KPIs are crit­i­cal to any busi­ness, but inflec­tion points are also a great way to under­stand how the var­i­ous online mea­sure­ment and opti­miza­tion oppor­tu­ni­ties con­tribute to the orga­ni­za­tional bot­tom line.  Often times in indus­tries like Media/Entertainment, these mar­ket­ing moments are used to direct strate­gic change for a period of one or more years based on the busi­ness returns mea­sured at moments in time.

And by the way, if you do take an oppor­tu­nity to mea­sure a mar­ket­ing moment, let us know.  We’d love to high­light it at a café, sym­po­sium, Sum­mit or webi­nar event.  After all you deserve to show off how fan­tas­tic your busi­ness is at map­ping dig­i­tal mar­ket­ing activ­i­ties to busi­ness results.