Archive

Testing – What’s the Big Idea?

May 20, 2011
Bryan Eisenberg
Continuous Improvement, Optimization, Testing, Uncategorized, web analytics

Is yours the typical company launching 2-5 tests a month, struggling to eke out more from your marketing optimization program, and wasting critical marketing resources of your team and website traffic? That’s the result of not focusing in on the Big Idea! How much should you be testing? A mid-size company can easily handle 30-50 tests a month. The reason most companies never get there is because they waste so many cycles on what I call “slice & dice” optimization…

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Betting on Future Success

May 17, 2011
Bryan Eisenberg
Continuous Improvement, Optimization, Strategy, web analytics

Let’s play a little game of what if… You have the choice in building your organization; you can: A. Recruit and hire some of the world’s best analytics, customer insight, marketing and testing team members. B. Recruit average team members but provide them with superb technology and processes. Many industry pundits would agree (including myself) that you must invest in people before tools. But is it just talent that is required or having the man hours available to get things…

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We Convert Or Else: Are We Still Struggling to Be Creative?

May 9, 2011
Bryan Eisenberg
Advertising, marketing keynote

During March’s Conversion Conference final keynote “Confessions of a Conversion Rate Optimizer” I shared this 7 minute video from advertising legend David Oglivy of a impassioned speech “We Sell or Else” he gave to a group of direct marketers in the 1960s. He was a huge student of Claude Hopkins “Scientific Advertising” first published in 1923 and a huge advocate of “if it doesn’t sell, it isn’t creative.”  It was required reading for David Oglivy’s employees and should be for yours as…

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The Consumer Is Boss: A 10-Year Perspective

May 6, 2011
Bryan Eisenberg
Benchmarks, Mobile, Social Commerce, Social Media

On October 15, 2000, A.G. Lafley, president and CEO of Procter & Gamble Co., delivered a prophetic speech entitled “The Consumer is Boss!” to the Association of National Advertisers. In his presentation he emphasized three main points: “We’re moving away from the current mass marketing model, away from push and toward pull. Consumers will only become more demanding. They want to have a conversation, to dialogue, to participate, to be more in control.” These points may seem obvious to marketers…

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