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Creating a Successful Lead Nurturing Strategy, Part III: When Should I Call?

Digital Marketing · By Mikel Chertudi On August 13, 2008 · 2 Comments

Decid­ing when, and how often, to con­tact leads can be enough to turn a marketer’s hair gray. All too often, decid­ing on a strat­egy can seem ran­dom. You ask: When should I call?  Will I ever actu­ally reach a real per­son?  How often should I try?  This type of call­ing strat­egy is usu­ally deployed when...

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Conversion Variables — Part I [Inside Omniture SiteCatalyst]

Analytics · By Adam Greco On August 13, 2008 · 11 Comments

In the last two posts we have begun to learn about Omni­ture Site­Cat­a­lyst Traf­fic Vari­ables and Con­ver­sion Vari­ables (Suc­cess Events).  As pre­vi­ously dis­cussed, Traf­fic Vari­ables allow you to seg­ment or break­down Page Views, Vis­its and Unique Vis­i­tors, while Suc­cess Events cap­ture met­rics around con­ver­sion actions taken by site vis­i­tors.  In our...

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Conversion (Success Events) [Inside Omniture SiteCatalyst]

Analytics · By Adam Greco On August 8, 2008 · 2 Comments

Site­Cat­a­lyst Con­ver­sion Vari­ables
Omni­ture Site­Cat­a­lyst breaks its vari­ables into two types: Traf­fic and Con­ver­sion.  As dis­cussed in my last post, Traf­fic Vari­ables allow you to seg­ment traf­fic met­rics (i.e. Page Views) and uti­lize Pathing, whereas Con­ver­sion Vari­ables allow you to quan­tify and seg­ment the suc­cess actions taken by your site vis­i­tors. ...

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Traffic Variables (sProps) [Inside Omniture SiteCatalyst]

Analytics · By Adam Greco On August 5, 2008 · 13 Comments

Like any soft­ware prod­uct you use, there are a few key ele­ments that you need to under­stand to be suc­cess­ful.  In work­ing with clients I have found that many do not have a good under­stand­ing of the three fun­da­men­tal build­ing blocks of Site­Cat­a­lyst: sProps, eVars and Suc­cess Events.  When...

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Why Am I Starting This Blog? [Inside Omniture SiteCatalyst]

Analytics · By Adam Greco On August 5, 2008 · 2 Comments

Three years ago, when I joined Omni­ture Con­sult­ing after being one of the early Omni­ture Site­Cat­a­lyst cus­tomers, I thought I knew every­thing there was to know about Site­Cat­a­lyst.  I had used the prod­uct for years, had cre­ated hun­dreds of reports/dashboards and pre­sented data to the high­est lev­els of my orga­ni­za­tion.  Then...

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Creating Successful Lead Nurturing Emails, Part II: B2B

Digital Marketing · By Mikel Chertudi On August 5, 2008 · 3 Comments

As I’ve talked about in recent posts, a suc­cess­ful lead nur­tur­ing strat­egy improves the num­ber and qual­ity of the leads you can gen­er­ate — for a sig­nif­i­cant increase in revenue.

Last time I out­lined some impor­tant ele­ments nec­es­sary for a strong lead nur­tur­ing pro­gram — com­mu­ni­ca­tions should be per­son­al­ized, rel­e­vant, well-timed, thor­ough...

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Avoid “anticipointment”: bridging the gap from ad to site

Digital Marketing · By Brent Hieggelke On July 23, 2008 · 2 Comments

A cou­ple of days ago at the Medi­a­post OMMA Behav­ioral Insider event, I pre­sented to the audi­ence about what should be the best friend of behav­ioral tar­get­ing net­works: site opti­miza­tion and site targeting.

I took the stage imme­di­ately after indus­try leg­end Dave Mor­gan, whom Steve Smith, the host of the...

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Pitching the Value of Organic Search

Search Engine Marketing · By Jordan LeBaron On July 18, 2008 · 18 Comments

It’s a sad real­ity that many well-known orga­ni­za­tions, includ­ing many For­tune 500 com­pa­nies, still don’t under­stand the value of organic search.  Even some busi­nesses with multi-million dol­lar paid search bud­gets have focused lit­tle effort in opti­miz­ing their sites for organic search.  The fact is these orga­ni­za­tions are fail­ing to cap­i­tal­ize on a major acqui­si­tion chan­nel,...

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Creating the Perfect Lead Nurturing Email to Recoup Lost Revenue

Digital Marketing · By Mikel Chertudi On July 17, 2008 · 1 Comment

In my last post I talked about lead nur­tur­ing strate­gies, and how to put one into place for your com­pany. I out­line five key ele­ments.  Com­mu­ni­ca­tions should be:

per­son­al­ized rel­e­vant well-timed thor­ough auto­mated

Auto­mated emails are one of the first, and one of the eas­i­est, areas of com­mu­ni­ca­tion to implement.

Imag­ine some­one goes online...

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Visitor Engagement: Time for a reality check?

Analytics · By Matt Belkin On July 14, 2008 · 13 Comments

One of my con­sul­tants caught me in the hall last week and asked what I thought about vis­i­tor engagement. A cus­tomer of his devel­oped a com­plex for­mula — a mashup of met­rics — to mea­sure “Vis­i­tor Engage­ment” on his site. The idea is that this will fea­ture promi­nently in exec­u­tive dash­boards.  If the num­ber goes up, great. ...

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