Continuous Improvement

Data Rich, Optimization Poor

Building an optimization culture is hard and it seems that it might be getting harder. My friend Avinash Kaushik, the analytics evangelist at Google, recently shared an important stat and his observation on Google+: Only 22% of companies have a strategy that ties data collection and analysis to business objectives. Down from 25% last year. [Source: Econsultancy Online Measurement & Strategy report http://goo.gl/OGscu] The problem is not the tool. The problem is you and me and our management. Think of it…

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5 Reasons Your Competitors May Be Kicking Your B&^(

There are a finite number of ways to stand out and capture significant market share in any marketing category. You can be lowest price driven (a dangerous path), operationally excellent, channel dominant, or focused on customer intimacy. Many companies excel at two or three but it is nearly impossible to excel at all of them. Can you name the company that does? Here are 5 strategies companies use to become market leaders. They have efficient operations – Operations that let…

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The Conversion Trinity: The 3 Step Magic Formula to Increase Click Throughs & Conversions

Being able to share a great success you have is a nice thing, but it is even better when you have the opportunity to share your students’ successes. Over the last couple of years I have seen my students shine writing for publications such as ClickZ, speaking at conferences, generating and publishing interesting research about personas, and of course getting remarkable results for themselves or for clients. I am sure you would love to know the secret to their success? I went back…

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Landing Page Testing: Testing for Impact Not Variations

Last column I shared the following test, which I found “in the wild” and asked readers to identify the variables. Hoping that instead of testing all the variables you could narrow it down to the most meaningful variables so that you minimize the time and resources needed to complete the test.   Depending on how you want to define your variables, these two pages have around a dozen changes. Here is my list: Layout orientation. As I mentioned last time,…

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Testing – What’s the Big Idea?

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

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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A Tale of Two Publishers: And What Every Business Needs to Know

It is the best of times and the worst of times for some businesses. Many look at the world and see the opportunities of being data rich, customer centric, and nimble while others imagine they can bring their old school thinking to the new media, always-on connected customer. They sit cross-fingered hoping that putting lipstick on their pig will improve their results. Let’s explore two publishers making news recently and learn how one is failing while the other has become…

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A Marketing Optimization Fitness Plan

Is your corporate metabolism a bit sluggish? Are you dragged down by the weight of meeting-itis? Do you need more energy and resources to respond to the ever-increasing demands of your customers? Well I wish I could tell you about the next magical black box, with the persuasive infomercial that promises you miraculous gains without any of the hard work required. If you bought any of these gimmicks before and are tired of their sugar-coated promises and lackluster results, then maybe…

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