B2B Marketing Unplugged

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5 Ways to Uncover Powerful Website Analytics

Modern B2B Marketing

Author: Jamie Lewis If you’re not tracking your website analytics, it’s time to step it up. Contrary to more traditional marketing channels, your website and web analytics are direct, specific, and measurable. So what exactly is website analytics? Website analytics tools typically only help you answer the “ What ”: What are the top 10 pages visited?

More Traffic? Or More Conversions? No Contest.

Buzz Marketing for Technology

Slice and dice your site traffic analytics all you want. But only through continuous A/B and multivariate testing, can you actually begin to understand your visitors and place content decisions in their hands. Or doubling your conversion rate? Many marketers get this wrong. To be sure, driving traffic is a critical mission for any e-commerce site. After all, no visitors, no sales.

Implementing a Content Experiment from Google Analytics with a WordPress Website; Conversion Testing


Google recently introduced Content Experiment on Google Analytics as a replacement for the old Google Website Optimizer that was part of the Adwords platform. FYI if you’d rather watch a video, here it is: Step 1:  On Google Analytics click on the Experiments word under the Content section. Proper conversion rate optimization requires testing of landing pages. Excellent!

Implementing a Content Experiment from Google Analytics with a WordPress Website; Conversion Testing


Google recently introduced Content Experiment on Google Analytics as a replacement for the old Google Website Optimizer that was part of the Adwords platform. FYI if you’d rather watch a video, here it is: Step 1:  On Google Analytics click on the Experiments word under the Content section. Proper conversion rate optimization requires testing of landing pages. Excellent!

The 24 Best Email Marketing Tools


23) A/B Split and Multivariate Test Duration Calculator. While email is the most mature (that sounds better than “old,” right?) form of digital marketing, there’s no shortage of marketing technology innovation in this area. The typical business user receives well over 100 emails each day. Google Review Count:  446. Google Review Count:  349. Google Review Count:  332.

5 Takeaways from Search Marketing Expo Advanced 2014

Vertical Response

Whether it’s a simple A/B split test or multivariate testing, make sure to look at the data in more ways than one. Additionally, there is a wealth of information available to website owners from various paid and free tools and sources that can be used to make valuable business decisions as well including: Google Analytics. Embrace Mobile. Challenge Best Practices. Supermetrics.

Reinventing the Fathom Website with Creative Conversion


PRIORITY NUMBER ONE: RECOGNIZE THE ISSUE.   As the Fathom marketing team began digging into the analytics of the website, we were incredibly disappointed in the conversion rate, audience engagement, and overall user interaction. It did not accurately reflect our approach, our services, our areas of expertise, or our brand identity. However, this should not have come as a surprise.

Getting Started with A/B Testing: What, Why and How


To answer that question, you’ll need to move beyond the A/B testing model and into the multivariate testing space. The difference between A/B testing and multivariate testing is the number of test versions in play. multivariate testing model changes several different variables to look at the interactions among them and their overall combined impact on the end objective (e.g.

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The A/B Testing Checklist You'll Want to Bookmark


This is a process called multivariate testing. If you're wondering whether you should run an A/B test versus a multivariate test, here's a helpful article from Optimizely that compares the two. 2) Choose your goal. Inbound Marketing Email Marketing Analytics Content Marketing Daily CanonicalBut basing marketing decisions off of a "feeling" can be pretty detrimental to results.

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People-Centric Landing Page Conversion: Don’t Make Me Think or Puke


Conversion Customer experience Web Analytics A/B testing Avinash Kaushik bounce rate customer experience landing page conversion multivariate testing people-centric social sharing Steve KrugMost companies still use conventional landing pages, mostly with a form, to acquire leads or achieve another desired outcome. Obviously, landing pages are important in most forms of online marketing where you want to develop a relationship that goes beyond a connection or social relationship.  Therefore, it’s sad to see how many people, despite decennia [.].

When The Boss Has A Crazy Idea, It’s Time To Start Testing – An Interview with a Chief Data Officer

Modern B2B Marketing

When I have more time and the luxury of automating analytics, I’ll move forward with a multivariate test. B2B Marketing Modern B2B Marketing Testing Thought Leader Interviews A/B testing b2b marketing Multivariate Testingby Josh Aberant Many marketers have been in a situation where their boss comes up with a crazy idea they would like to have implemented.  Remembering Ms.

7 Skills To Look For When Hiring A Content Marketing Strategist

B2B Marketing Insider

Analytics:  Content marketing requires a deep knowledge of common analytic tools (Google Analytics, Omniture, etc.) and optimization approaches (A/B testing, multivariate tools). When people ask me this question, I also refer to Hubspot’s hiring practice of looking for DARC skills: Digital, Analytic people who can Reach an audience with Content. agree!

SiteCore Adds Analytics and Marketing To Web Content Management

Customer Experience Matrix

Summary: SiteCore has added extensive analytical and marketing features to its Web content management system. The integrated analytics should save considerable effort for marketers. SiteCore describes this as closing an “actionability chasm” between analytics and execution. The chasm is created by the traditional approach of using analytical systems (often sold as externally hosted services) that are separate from the underlying content management system. Companies running several separate analytical systems may need several sets of tags.

Unveiling The Pipeline Marketing Technology Stack


However, because you’ve dropped a tracking cookie or two (Facebook, Google Analytics, third-party vendors, and more use cookies to track conversions and for retargeting) on their first visit, you now have more tools to bring them back, mainly through paid retargeting campaigns on social, search, and display. Each marketing channel also comes with its own channel analytics.

How to Transform Yourself into a Marketing Technologist


As the marketing function is increasingly influenced by digital technologies, it is becoming more complex, multivariate and integrated. I am writing this post as a call to action for marketers of all ages and professional dispositions. Here’s the crux of my argument. Fair or not, marketers are now viewed as the digital transformation change agents in many organizations. Make it Happen.

The Danger of Not Having the Right Testing and Optimization Technology

It's All About Revenue

By running A/B or multivariate tests —the two most popular forms of optimization testing—businesses obtain data results that reveal valuable patterns in customer behavior so they can make better decisions about what content to show to which customers, at what time, and in what way. " Decide for yourself if you think the following statistic calls for danger or grave danger.

Five Signs Your Online Customers May Be Cheating on You

Buzz Marketing for Technology

But Marketers can use online behavior and web analytics to reveal patterns and warning signs indicative of the type of customer retention issues that lead to “online cheating.” Multivariate testing can help marketers discover which combinations work best for their target audience. 4. Posted in Behavioral Targeting Conversion Optimization Customer Experience eCommerce.

24 Favorite Inbound Marketing & Digital Media Buying Tools That Don’t Include Google


For this post, I decided to avoid Google properties, because obviously Google Adwords and Google Analytics would be at the top of the list. Acquisio has robust automated bid management tools, and does include integrations with Google Analytics, Trade Desk (for display), and Doubleclick. found this free and useful social media analytics tool to measure some social media KPIs like conversation rate, amplification rate, and applause rate. Visual Website Optimizer is another landing page A/B and multivariate testing tool. Analytics. Need a radio station in Miami?-

Agencies Under Pressure to be More Digital


Digital disciplines require those foundations to be in place in order to build effective, integrated campaigns for the multi-channel, multi-touch, multivariate world we work in. The economy continues to dig its way of the recession, and businesses that hunkered down for years are beginning to market themselves again. Marketing has changed more in the past five years than in the past 50.

10 Requirements to Deploy Successful Online Content Marketing

Savvy B2B Marketing

It is also recommended to test these pages with multivariate or A/B testing. Analytics – Tracking data overtime will provide lots of feedback as to what works well on the blog and what doesn’t. Content marketing is a really hot topic these days and is considered the foundation of any good inbound marketing strategy. It is also recommended to test CTAs with A/B testing.

ABM Vendor Guide: Special Features to Deliver ABM Messages

Customer Experience Matrix

channels supported directly vs. via integration with external systems targeting at account and/or individual levels targeting based on external data assembled by the vendor maintain central content library present externally-hosted content without losing control over the visitor experience integrated a/b and multivariate testing vendor provides content creation and program management services capture detailed content engagement data across multiple content types and deliver to external systems (e.g. Our tour of sub-functions from the Raab Guide to ABM Vendors has now reached Execution.

Operational Systems Should Be Designed with Testing in Mind

Customer Experience Matrix

This naturally led me to wonder what an operational system would look like if it had been designed from the start with testing in mind. A bit more reflection led me to the multivariate testing systems I have been looking at recently— Optimost , Offermatica , Memetrics , SiteSpect , Vertster. reporting and analysis, so users can easily read test results, understand their implications, and use the knowledge effectively. I don’t mean to suggest that existing multivariate testing systems should replace operational systems. There is no small irony in this. But his point was well taken.

Follow The Money To The CMO


Tech companies woke up and saw the growing role of technology in the marketing department – web analytics, marketing automation, social media, digital advertising and digital creation. And follow they did.  It started with Adobe’s purchase of web analytics company Omniture in 2009. They bring necessary technical skills in: marketing automation, A/B and multivariate testing, search engine optimization (SEO), web and social analytics, pay per click (PPC) and bid management, behavioral targeting, content management, video, HTML, and the list goes on. It began in 2009. 

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Why Digital Marketers Need to Get More Personal

Buzz Marketing for Technology

Furthermore, when it comes to their websites, mobile sites, apps and CRM platforms, major e-commerce players need to realize that only through a customized combination of multivariate testing, optimization and personalization best practices can they truly begin to reach consumers with personalization that is effective and full of impact. Posted in behavioral targeting Personalization.

SiteSpect Does Web Tests without Tags

Customer Experience Matrix

I had a long and interesting talk yesterday with Larry Epstein at SiteSpect , a vendor of Web site multivariate testing and targeting software. But I think this applies more to site analytics than testing. Tags: web analytics multivariate testing behavioral targeting SiteSpect’s primary claim to fame is they manage such tests without inserting any page tags, unlike pretty much all other vendors in this space. Their trick, as I understand it, is to use a proxy server that inserts test changes and captures results between site visitors and a client’s Web server.

The Next Era of Marketing: Aditya Joshi of Bain on Strategists, Technologists and Analysts

Modern B2B Marketing

Second, the ways big data and advanced analytics are helping to better target customers, personalize offers, measure how well they’re doing and adapt accordingly. EIU : That’s where the data and analytics come in. That brings up also the fact that even the most sophisticated analytics are still backward-looking. Take analytics. believe that to my core.

The Cross-Channel Customer Experience Must and How to Achieve It


There are various technologies and methods (the simple A/B or multivariate tests, sophisticated software to optimize applications from the user experience perspective and continuous loops of complex and real-life tests) to improve the customer experience. Actually, I don’t like the word customer-centric too much, I prefer the term ‘people-centric’. Customer experience and your brand.

Proving the Value of Site Optimization

Customer Experience Matrix

Tags: web analytics lifetime value multivariate testing customer experience management business intelligence analysis systems customer metrics

5 Tips for Maximizing Your Marketing with Google AdWords

Marketing Action

Test your ads ( AB tests , multivariate tests). Tie your AdWords to your Google Analytics to analyze keyword performance directly within your Analytics dashboard. The answer to your question is “probably yes … and definitely probably.”. The question: “Should my company use Google AdWords?”. The trick, of course, is in the execution. are the truer costs of admission. Here are ….

5 Tips to Get the Most out of Your Pardot Campaigns


Optimize with A/B and Multivariate Tests: Testing your landing pages and emails allow for optimizations based on actual data derived from prospect activity. Using Pardot’s multivariate testing functionality you can test different aspects of your Pardot landing pages and forms. Learn more about multivariate testing here. because of misalignment of goals and disconnected tools.

From Measurement To Optimization: How To Supercharge Your Events


Tools like multivariate testing and out-of-the box analytics have empowered marketers to make data-driven decisions and quickly adapt to changing market and customer dynamics. Opentopic blog >> business2community.com Today’s marketing strategy is predominantly digital. Still, 35% of the average B2B marketing budget is allocated to events, which are inherently offline and, thus, hard to digitize. Fortunately, there are now tools. Marketing ROI Cmo marketing roi

Swyft Offers Low-Cost Interaction Management Software as a Service

Customer Experience Matrix

Indeed, effective interaction management requires a sophisticated mix of predictive modeling, business rules, flow management, response capture, data integration, real-time processing, simulation, and analytics. Web site implementations can present offers, collect data, and run champion/challenger and multivariate tests. You’ll note that both of these are single-channel examples.

Answers to the 19 Most Frequently Asked Questions About A/B Testing


HubSpot's is below, and you can also check out a more detailed excel spreadsheet over on the Occam's Razor blog. 5) What's multivariate testing, and how does it compare to A/B testing? A/B testing is typically used for redesigns to test out the effectiveness of a single design direction or theory against a goal (like driving conversions). So here it is, your FAQ to A/B testing. Our advice?

B2B marketers are stumbling in the dark

delicious b2bmarketing

One section might be on SEO and keyphrases; another might be on offers, promotions or campaigns that have worked or flopped; there would be a section on the state of relationships with the most influential bloggers and analysts; one summarising the results of all the multivariate tests that have been run; one on landing pages; one on email response rates; another on social media. Learn more.

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Tools Of The Trade: Content Marketing 101

Integrated B2B

Google Analytics. Optimizely allows you to perform A/B and multivariate testing on everything from the colour of your page buttons to the copy in your emails. FollowerWonk allows you to access the analytics of your Twitter campaign. Content Marketing. It’s a phrase you’ve heard. It’s a phrase you’ve probably seen in action today. That’s the textbook answer. You become valuable.

How to Measure the ROI of Your Marketing Programs

Modern B2B Marketing

Should you want to test multiple campaigns at one time, you can also use multivariate testing methodologies. More sophisticated and analytical – reveals the true impact of a marketing program. For more on this topic, download Marketo’s free Definitive Guide to Marketing Metrics and Marketing Analytics. Why Measuring Marketing Programs is Hard. Multiple touches. Definition.

A/B Testing E-Marketing Tips

Anything Goes Marketing

As Mark explains it "Changing more than one element in an A/B test makes it impossible to determine which change drove better performance and which did not." If you want to test multiple elements at the same time, you need to conduct multivariate (multivariable) testing. Tags: web analytics email marketing B2B e-marketing Marketing Sherpa Does the word "test" still make you tense up and think of your high school math teacher with the bad comb over? When it comes to e-marketing, testing takes on a whole new meaning. at least a few hundred times. This is a no-no. nightmares?