Occam's Razor

APRIL 13, 2015

Time Lag & Path Length: Pan-Session Ecommerce Analysis. Time Lag & Path Length: Pan-Session Ecommerce Analysis. One hidden gem in an ecommerce context is the Path Length report in the Multi-Channel Funnels folder. In the Ecommerce folder, you will see a report called Time to Purchase. A small word of warning.

Analytics 60

Analytics Web eCommerce Metrics 60

Occam's Razor

AUGUST 12, 2013

The outcome in either scenario is a restructuring of the organization that is exquisitely geared towards taking advantage of portfolio optimization. You can even get great first-step guidance about how to rebalance your portfolio from that last column. Related implications of what you want to do in-house vs. out source to an Agency.

Channel 161

Channel Analytics Campaign Conversion 161

Occam's Razor

JULY 18, 2011

With all the sexiness oozing out of social media it might seem insane to write about email. To not have it as an active part of your marketing portfolio is sub-optimal. I dare say even more than Search (and without a shred of doubt, more than Social Media). Every person in your company. Because you control everything.

Metrics 137

Metrics Campaign Email Marketing 137

Occam's Razor

AUGUST 13, 2012

Yet at the end of all that money and all that love, they struggle to make even a single decision about shifting media spend (from Facebook to Email or Google to Bing or whatever). Roll that out to your entire portfolio (or to a subset as a controlled experiment) and measure conversion improvements. Rinse and repeat.

Analytics 124

Analytics Channel Metrics Web 124

Occam's Razor

SEPTEMBER 29, 2009

For good measure, just to be extra sure you'll segment out the visitors who come by clicking on your campaigns (display/banner, YouTube, rich media, whatever), and see how many of them were truly new. You can measure this at an aggregate level, or you can measure it just for your campaign traffic. Sounds dicey!! :)).

Campaign 128

Campaign Analytics Metrics Search 128

Occam's Razor

APRIL 21, 2014

They have still not embraced the strategy for optimizing for marketing portfolios and still obsess about optimizing silos (they learned this from their TV, Print etc. Typically this will apply to Paid Search, Affiliates, Email Marketing, Social Media, and Display campaigns. If you have a lot of them, aggregate them up.

Analytics 131

Analytics Marketing Campaign Metrics 131

Occam's Razor

FEBRUARY 7, 2022

Another frequent online experimentation strategy is to use matched-market tests to figure out diminishing return curves for the online-offline media-mix in our marketing plans. On average, a human on an ecommerce site will go through 12–28 pages from landing page to order confirmation. Because: All data in aggregate is crap.

Analytics 101

Analytics Programming Global Campaign 101

Occam's Razor

DECEMBER 12, 2011

If your product costs you $15 to make then, in the above scenario, you are shipping a crisp $5 bill along with every Social Media order! Be they Earned, Owned and Paid media – oh and have a marketing strategy that has each of those elements or as a small business owner you are not going to win a lot. Simple enough, right?

Metrics 151

Metrics Web Analytics CPA 151

Occam's Razor

JANUARY 7, 2014

11: Close to zero aggregated analysis exists, everything's segmented. #10: An example is: "We should add these 80 keywords to our PPC portfolio with a max bid of $14." 11: Close to zero aggregated analysis exists, everything's segmented. All data in aggregate is crap. That is worth fighting for.

Analytics 140

Analytics Web Metrics DC 140

Occam's Razor

APRIL 29, 2013

Innocent on the other hand clearly understands Conversational Marketing (they are a small company, not yet corporatized I suspect, and likely deal with a smaller combination of lawyers/PR types/Social Media Gurus/Agencies – a sad likely bane on Tide's existence). Let's say you have a stock portfolio with someone like E-Trade.

Metrics 166

Metrics Marketing Search SEO 166