Archives - Bryan Eisenberg & Jeffrey Eisenberg

The Smarter Data Manifesto

June 14, 2013

Continuous Improvement, Customer Experience, Interview, Optimization, Strategy, web analytics

“An organization’s ability to learn, and translate that learning into action rapidly, is the ultimate competitive advantage.” – Jack Welch Fifteen years of working with many organizations (it is an impressive list) has taught us most organizations have not yet achieved a point where marketing analytics is like financial reporting: simplified; fairly universal; with a clear line of sight to business financial statements and tied to specific goals and objectives. If everyone had a simple marketing analytics framework that made reporting simple, then everyone…

The Next Generation of Data Analysis

May 21, 2013

Bryan Eisenberg

Big Data Marketing, Trends, web analytics

In the near future you will use voice commands to ask for actionable stories to be related to you from raw data. It sounds like Star Trek but it’s months away, not years. Today is the start of IBM’s SmarterCommerce Global Summit 2013. As part of the program IBM invited several industry influencers to attend the event. Last night, I spent some time chatting with Sandra Zoratti, author of Precision Marketing, Stratigent‘s Bill Bruno and Triberr‘s Dino Dogan. I shared with…

Choose Not to Confuse

May 17, 2013

Bryan Eisenberg

Customer Experience, Strategy

Every company has to make choices when it comes to how it markets and sells, and, in some cases, who it is and what it sells. In an email exchange, Tom Grimes, the owner of a Culligan dealership in Amarillo, TX and a brilliant friend, shared with me what he’s thinking about in terms of business choices. I thought about it and based on his thoughts, here’s a list of the many high-level choices businesses typically make every day. It…

A 7-Point Spring Cleaning Checklist

May 6, 2013

Bryan Eisenberg

Optimization

People do spend some time tidying up their websites and marketing efforts. Yet, there always seems to be a few things they forget to clean up. Since it’s spring, here is a checklist for you to start getting your site in order: 1. Clean up your lists. This is a great time to send out an email to reactivate emails that have either never purchased from you or haven’t clicked on a link in one of your emails in a while.…

Jeff Bezos’ Secret to High Conversion Rates

April 19, 2013

Bryan Eisenberg

Benchmarks, Brand, conversion rate, Customer Experience, Strategy

If you do business, online or traditional business, I hope you took the time to read Amazon.com CEO Jeff Bezos’ 2013 shareholder letter. In it he shares this tidbit: “Our heavy investments in Prime, AWS, Kindle, digital media, and customer experience in general strike some as too generous, shareholder indifferent, or even at odds with being a for-profit company. ‘Amazon, as far as I can tell, is a charitable organization being run by elements of the investment community for the benefit…

Adopting a Culture of Experimentation

April 5, 2013

Bryan Eisenberg

Continuous Improvement, Optimization, Strategy, Testing

“Almost any question can be answered cheaply, quickly and finally, by a test campaign. And that’s the way to answer them – not by arguments around a table. Go to the court of last resort – buyers of your products.” “Scientific Advertising” was published in 1923 by Claude Hopkins, who began to evangelize the need for testing and experimentation in marketing and advertising. 40 years later David Ogilvy a huge disciple of Hopkins was quoted as saying that “Nobody, at…

Leadership in the Age of Agility & Experimentation

March 22, 2013

Bryan Eisenberg

Continuous Improvement, Optimization, Seminar, Testing, Uncategorized

Here’s the punchline; The role of today’s leadership is to “remove the speed bumps in the experimenters’ way!” ~ Scott Cook, co-founder and Chairman of Intuit Nobody worth arguing with argues whether search, social, and mobile technologies have impacted customers’ minds and changed buying behavior over the last five years. Today while companies worry about keeping ahead of their competition; the truly critical issue is keeping pace with their customers. Technological and social advances are forcing companies to embrace authenticity…

Technology should support your goals, NOT slow you down!

March 21, 2013

Bryan Eisenberg

Optimization, Seminar, Testing, Tools

While the one constant in business is change, the one variable that has greatly accelerated—due to mobile and social—is the velocity of change. This is why we now hear so much about the importance of real-time marketing, agile marketing, or the need for a fast corporate metabolism. The point of good marketing technology is to enable you to do more than you could manually. Consider these two examples: 1) Web analytics vendors replaced the need to analyze log files because using Excel was…