Archives - Bryan Eisenberg & Jeffrey Eisenberg

Geo-Personalization: Your Opportunity

It was in the mid-1990s when I had my first taste of actionable web analytics. I was working for a telecommunications company that offered a Voice over IP solution (VoIP) and I was part of the team that tracked banner placements on websites like Excite, Yahoo, and AltaVista. I will never forget the cartoonish banner that consistently beat out every other banner ever produced. It was counterintuitive, but that alone isn’t what excited me. Here we were in the mid-90s…

Who Contributed the Most to Google’s Earnings in 2011?

Bryan Eisenberg

How to Go From Suck to Unsuck

Bryan Eisenberg

Your website sucks! Your mobile experience sucks! Your competitor’s website and mobile experience suck too! Guess what? My site sucks too! As is often the case when I speak, I tell the audience that their website is like a leaky old bucket with traffic falling out the holes. I let them know we all know their website sucks and mine does too. However, when speaking at ConversionNation (formerly Fusion Marketing Experience) in Antwerp, I was politely shown by my friend Joost de Valk how…

The CEO’s Accountability for Conversion Rates

Bryan Eisenberg

Increasing sales conversion rates offers a greater ROI than what you can get from optimizing your traffic; either from paid or earned media. The math is simple – even if many never do the calculations. Companies with higher conversion rates almost always have better marketing efficiency ratios (net contribution/marketing expenses.) The upside is that these companies make more money and that’s a good thing. The downside is that it’s hard work to accomplish better marketing efficiency ratios. These companies are…

Leadership For The Marketing Optimization Team

Bryan Eisenberg

I rarely get new questions I haven’t written about before in this column – as I approach my 11th year as a ClickZ columnist. Yet, at SES Chicago this week, one of the attendees asked me how you go about building out a marketing optimization team. What kind of people do you need? What kind of backgrounds should they have? I know I’ve discussed this with clients but I haven’t written about it before. First, please notice that, I did…

ROTS: Return on Time Spent

Bryan Eisenberg

Marketer’s are always losing battles to time. Time is all you need to get everything done and to be most effective marketer possible. Marketing operations are more complex than ever before and the demands on our resources are constantly increasing. We need to identify solutions that help us get the most bang for the buck; because we aren’t about to get 25 hour days any time soon. Marketer’s who were lazy and had poor corporate metabolisms were the ones most…