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The average website might convert only around 2% of leads, with rates much lower in some industries.
Even though the conversion rates are still such a low percentage of visitors, internet marketers are often still looking at data sets from 100% of visitors when evaluating web performance.
In other words, because 98% of visitors didn’t show themselves to be serious customers or convert, arguably 98% of the data they’re looking at is skewed and possibly incorrect.
I've started rounding up notable posts each month, with aim of ensuring our dear readers never miss a useful article, or a blog post that can make you feel a bit more of a jedi.
Here's the roundup from September, with 10 posts for you to bone up on SEO, analytics and the like, and three posts to sit back and enjoy with coffee.
In my last post, Three reasons why Big Data is a big load of baloney, I threw a stone down the streets of London and New York and wound up hitting a few Big Data advocates.
And it is abundantly clear that Big Data arouses passion in people (or at least, as much passion as one can humanly feel for data.)
The thing about Big Data is that it can be interpreted in many ways. In this post, I take a step back and look at how Big Data is affecting digital marketing as a whole, and how maybe, just maybe, it’s not a cliché but a fundamental shift in how we do business.
As promised, here’s part two in my series. Is Big Data all it’s cracked up to be? Read on to find out more.
Over the last couple of years, Big Data has been unavoidable. It’s not just big, it’s massive. If you throw a stone down the streets of London or New York, you’ve got as much a chance of hitting a big data guru as you do a social media guru.
Undoubtedly, there is great power in data, but is Big Data all it’s cracked up to be?
50% of my brain thinks Big Data is great, and 50% of me thinks it’s a neologism. I’ve found it difficult to reconcile all of the varying information out there about it.
So join me for the first part of a two-part series looking at Big Data. In part one, I’ll look at Three reasons why Big Data is a big load of baloney. And next week in part two, I’ll look at Three reasons why Big Data is awesome.
The marketer’s dream of getting the right message to the right person at the right time is now not only a reality, but for many the right time has become ‘right now’.
In the third post on real time customer intelligence we examine four steps to delight customers in the ’live contact zone’.
Google yesterday released a new paid and organic report in AdWords to 'help you better understand how people searching on Google are connecting with your business'.
According to the Big G, the new report is 'the first to let you see and compare your performance for a query when you have either an ad, an organic listing, or both appearing on the search results page'.
Here’s a pic of what the report looks like..
We all have an intuition as to the relevant merits or otherwise of 'the impression'. If a blog post on Econsultancy gets 5,000+ views, I know it's been relatively popular with our audience, considering we get around 1m views a month.
A lot of page views is generally a broad indicator of quality, at least on this blog. Quality could be defined as great entertainment, or helpful best practice.
Quality doesn't necessarily dictate time spent on page, a great post can still be quick to digest. Nor does quality dictate a low bounce rate, especially as we get lots of views from social referral (of course, if time on page was 30 seconds, and bounce rate 96%, there would be mighty cause for concern).
If a post doesn't get many views, but I receive some good comments from learned readers, I'll generally be happy, and hope the post will bring in more traffic over time.
What am I trying to get at here? Well, measurement is a science and an art. There are trends that cannot be repudiated, as well as intuition that must be followed.
There are many ways to skin a cat, but the worst thing you can do is skin the cat without explaining why the cat was flayed in such a way.
In this post I'm going to look at a possible crisis in some areas of measurement and market research. Please add your comments below.
Facebook has recently begun beta testing updated page analytics with a swanky new look.
I’ve been playing about with the new system over the weekend, and while there’s plenty to be said for the new aesthetic, is there really any more useful insight on offer here?
Let’s take a look...
In our first post 'real time customer intelligence, right here, right now?' we raised the idea that some savvy marketers have been getting the right message to the right person at the right time for years – we call them ‘Shopkeepers’.
But the ‘recent’ explosion of marketing channels has brought about some fairly complex challenges that even our friendly shopkeeper would struggle with.
So how in today’s connected world can we serve and delight thousands of smart customers on different channels and different devices all at the same time?
Twitter rolled out its built-in analytics to all users fairly recently.
If you’re an advertiser with Twitter, you’ll have had access to Twitter analytics for a while, but for everyone just hopping on board, I thought it would be useful to take a spin through the various features and look at the insights you can (and can’t) glean from them.
For decades the mantra of getting the right message, to the right person, at the right time has echoed down the halls of marketing agencies and clients alike. Are we now closer than ever to turning this honourable goal into a reality?
In this series of four posts, we explore the reality behind real time customer intelligence and what it actually means for businesses struggling to keep up with today's ‘Smart Customers’.
Over 100 senior marketers attended our inaugural roundtable event in Hong Kong last month.
They deftly explored and shared nimble ways to utilise the very latest digital marketing ideas and techniques in order to better equip themselves for their future endeavours.
Some were intent on making stronger inroads into mainland China, others were planning on taking full advantage of the small but also highly lucrative local Hong Kong marketplace (a jewel in the China crown), and for a fair number it was to better hone their abilities and skills to market across the whole APAC region.