How to Leverage Video Content

-Jeff Julian

Video is not new. But it’s proving to be a great tool for marketers. As with any marketing tool, there is a right and a wrong way to use video. These tips will help you leverage video content for marketing.

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Read the full blog post at Adobe Digital Marketing Blog

Why Video Measurement Matters

- Marijka Engel

I believe video measurement is foundational to every company’s online data.  I also believe that video has not received the attention and documentation needed for its core role in every brand’s online portfolio.  As the video Subject Matter Expert (SME) for the Adobe Consulting team, I know that clients are struggling to get video measurement right and that it is an area that is moving and changing at a very fast rate.

Over the coming weeks and months I will be writing about video analytics from planning to implementation to analysis.  Through this blog series I plan to share the tips and tricks that will make video measurement easy, valuable and even fun.

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Leading mobile gaming website embraces data from Adobe Marketing Cloud to analyze the mobile web channel, optimize user experiences, and drive revenue.

- Mark Boothe

As one of the largest social gaming communities on the mobile web, Tylted is working to revolutionize the casual mobile game market as a leader in mobile advertising. With the increasing dominance of smartphones, the company turned to analytics from Adobe Marketing Cloud, including Adobe SiteCatalyst, to help the company adjust its business model and maintain its market-leading position.

“Adobe Marketing Cloud delivers the insights that guide the progression of our business—from sales and ad strategies to new game development and adoption,” says Wonny Lee, director of marketing at Tylted. “Every game on our site caters to a different demographic. Adobe SiteCatalyst measures each title’s market so we can optimize experiences and revenue potential for every player across devices.”

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Read the full blog post at Adobe Digital Marketing Blog.

Using SiteCatalyst to Build Media Mix Models

- Trevor Paulsen

Adobe’s Digital Marketing solutions are now opening doors to predictive marketing optimizations that were previously only available to huge companies that spend millions of dollars constructing complex economic models to explain the reach of their marketing spend.  These large models typically include surveys, studies, panels, and hosts of other expensive outside resources to deliver statistical optimization to your marketing budget that will maximize your return on spend.

With Adobe’s recent acquisition of Efficient Frontier and recent advancements in predictive consulting, SiteCatalyst customers are able to unleash the full potential of their web analytics data in ways that have not been possible before.

One particular customer Adobe Consulting recently engaged with wanted to determine how to best allocate their digital marketing budget based on several years of historical performance.  Their digital marketing channels included SEO, SEM, affiliates, media advertising, social media, network partners, and email campaigns.  Because the performance of these channels had been thoroughly recorded across several years, Adobe Consulting was able to use this data to form statistical performance models around each of these marketing channels.

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Read the full blog post at Adobe Digital Marketing Blog.

Adobe Digital Marketing Blog : Digital Optimization

- Dariana Ross

In July, we focused a lot of our social media content around the value of building an internal culture of digital optimization. Adobe experts shared weekly “Quick Tips” about how to lay the foundation internally to create and maintain an optimization program and the value of regularly sharing results with key stakeholders across the business. We also curated related articles from across the web and shared them via our @adobedigmktg Twitter account and Facebook page. We’ve compiled all of July’s great content here in one blog post for easy reference.

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Read the full blog post at Adobe Digital Marketing Blog.

SiteCatalyst Finance Fundamentals: External Campaign Performance (part 2)

- Tucker Christiansen

Welcome back to the SiteCatalyst Finance Fundamentals blog series.  In this series we are discussing the implementation basics and example analysis of each fundamental solution that Financial Services customers should consider leveraging.  Stay tuned and please feel free to contribute your thoughts/experience as we discuss each solution.

In the previous External Campaign Performance post we covered implementation.  In today’s blog post, we will dive into the reporting/analysis side of this fundamental solution.

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Read the full blog post at Adobe Digital Marketing Blog.

SiteCatalyst Finance Fundamentals: External Campaign Performance (part 1)

- Tucker Christiansen

Welcome back to the SiteCatalyst Finance Fundamentals blog series.  In this series we are discussing the implementation basics and example analysis of each fundamental solution that Financial Services customers should consider leveraging.  Stay tuned and please feel free to contribute your thoughts/experience as we discuss each solution.

The bread and butter of SiteCatalyst is measuring the effectiveness of campaigns against downstream conversions.  With this fundamental (and applicable downstream conversions) implemented correctly, organizations can understand the effectiveness of external marketing campaigns on driving both traffic and conversions.  Today’s post will focus on implementation best practices and a future post will cover reporting and analysis tips.

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Read the full blog post at Adobe Digital Marketing Blog.

Merchandising variables: Understanding a Retail Fundamental

- David Yoakum

Merchandising variables are fundamental to any successful retail web analytics implementation. Adam Greco has a great post about the technical details of how to set Merchandising variables (with great follow-up comments from our own Kevin Willeitner).

For this post, I wanted to back-up and give an overview of why merchandising variables are so important to retail merchants, and what insights you can get for site optimization.

Merchandising variables can be drive important insights into your customers’ behavior. They can help answer key questions that you cannot get from any other internal reporting tools. For example:

  • How much revenue is being driven by internal search vs. traditional browsing (or other methods)?
  • What web categories are driving the most revenue? Top categories for a given product (if that product is shown in multiple categories)?
  • What site features are customers using (e.g. zoom, alt views, size filters, refinements)?

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Read the full post at The Digital Marketing blog.

Mobile Site Search Optimization

- Francesca Lohman

According to Forrester, more than 50% of companies report that they are just starting to develop their mobile strategy or have no mobile strategy at all.   This is curious to me given that mcommerce is forecasted to grow at a 55% compounded annual rate though 2015 based on recent eMarketer research.  Why the disconnect?  Clearly mobile commerce is exploding and yet somehow it has not yet hit the radar of many businesses.

What this paradox tells me is that NOW is an ideal time to differentiate and rise above your competition.

But how, you might ask?  By optimizing your site search, for starters.

  • When building a mobile site, don’t be swayed to include fancy graphics or elements that take a long time to load – speed is vital.  Even a one second delay in mobile page load time equals a 7% loss in conversion according to the Aberdeen Group.

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Read the complete post at The Adobe Digital Marketing blog.

AutoTrader.com and Adobe Team up to Achieve Business Results

We had the chance to talk with Thomas Gage, senior director of Business Development for AutoTrader.com, and he discussed how they are using Adobe Digital Marketing Suite to deepen insights into multichannel audience behaviors, enhance digital experiences, and expand value for business partners. AutoTrader.com appreciates how Adobe digital marketing solutions empower the company to customize offers and boost engagement. Gage commented, “Adobe enables us to constantly engage our customers with new, relevant content and offers—guiding more people more often down a conversion path.” In fact, with the help of sophisticated testing and analytics capabilities, the company increased landing page conversion by 33% through only one test. AutoTrader.com also improved conversion by as much as 8% through certain pricing adjustments.

For AutoTrader.com, Adobe Digital Marketing Suite solutions enabled the company to transform its relationship with buyers and dealerships from that of an independent vendor to a high-value business partner. Gage said, “Providing data-driven insights and audience management solutions demonstrates the value of doing business with AutoTrader.com and has offered our business partners new sales opportunities.”

The impact Adobe Digital Marketing Suite solutions have already had on AutoTrader.com’s cross-channel marketing efforts is impressive. AutoTrader.com recorded a jump in search traffic from 133% to 1,775% for certain models of vehicles during the Super Bowl. With Adobe solutions, AutoTrader.com not only improved online experiences for visitors, but also created more sales opportunities for its online properties, including its well-known Kelly Blue Book. To learn more AutoTrader.com and it use of Adobe Digital Marketing Suite solutions, click here.

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Read the original post at the Digital Marketing blog.