I attended a great webinar called The Path to Conversion and ROI by AMA Marketing. The guest speakers were from Quantcast and RKG, both very knowledgeable about the science of multi-touch attribution.
I was intrigued by how much we as marketers miss out on by not attributing conversions to the right touch points with the right weightage. Jerome Crochat, the Quantcast speaker, likened last-touch attribution to a very interesting real-life analogy: if someone gets from San Francisco to New York by taking a car, then a train, then a plane, then a bus and then by foot, last-touch attribution will tell you he/she got to New York by foot.
Here’s a great diagram on the different models of attribution that Quantcast outlined:
In an ideal world, we would define and use one of the complex models to account for erratic, non-standard user behavior. However, most marketers are not even using simple models yet. And the reason for is that there exist many hurdles in implementing an attribution strategy- technical, financial as well as related to securing management buy-in. Digital marketing programs are still executed, measured and evaluated in silos.
It was also clear from the webinar that the way Quantcast looks at a user flow is essentially in two segments: prospecting (pre-click) and retargeting (post-click). A lot of digital marketers are enjoying the fruits of retargeting, but ignoring prospecting means losing out on upper funnel activity.
Here’s another great diagram on the questions marketers should be asking during the prospecting and retargeting phases:
If analytics tools are set up to truly answer these questions, marketing programs can become far more integrated and optimized. We still have a long way to go, but I’m sure getting there will be fun too :)
Results of a survey conducted by Moz.com on where marketers spent their ad dollars in 2012.
By the end of 2013, there will be more mobile devices on Earth than people. — http://mashable.com/2013/02/06/mobile-growth/
This eMarketer graphic shows results of a survey conducted among B2B marketing professionals on SEO tactics. As a B2B marketer myself, I have to agree updating website content is the most effective tactic, but I’d also say it’s one of the easier ones. In the survey, it ranks in the middle in terms of difficulty level.
It’s also interesting that repurposing existing content was on the other end of the spectrum in terms of SEO effectiveness. There’s a fine line between truly updating and just repurposing content, and marketers typically do a mix of both. It’s near impossible to think of those as completely two separate tactics.
Another thing that stood out was blogging was seen as less effective than optimizing meta tags. A blog post, because of its freshness content, is favored by search engines albeit for a shorter period of time. Still, a blog as a collection of regularly posted articles, would be ranked high in the search results provided the content is relevant, original and optimized. It was interesting to see blogging being ranked as 7 percentage points lower than optimizing meta tags, which is much easier. Google’s quest is to reward original, quality content- as opposed to mediocre content that’s heavily optimized on the back-end. Meta tags are still very important, but I’d definitely place higher priority on content.
What do you mean by responsive design? -
Great post summarizing the nuances behind building a responsive website, and explaining why it’s not so black-and-white.
Finally writing after a long hiatus. Tomorrow is my third month anniversary with Responsys, a San Bruno-based company providing a cloud platform for digital marketing. As Marketing Manager, I am responsible for conceiving and driving B2B digital marketing programs to generate interest and demand for our product. Here are some reasons why I’ve taken to this exciting role:
That’s pretty much it, for now. I could write more, particularly about the culture of Responsys, but it’s self-explanatory. I consider myself very fortunate to be at the cutting-edge of the industry, working in the heart of the fine city of San Francisco. :)
A great diagram on the different stages of the customer life cycle.
After two years at Red Bricks Media as a Senior Account Manager, I recently decided to change the course of my career. Just a week ago, I joined Responsys, a cross-channel marketing software provider as their Demand Generation Marketing Manager. I am stoked about this opportunity!
Going from an agency to an in-house position is a significant change. The biggest draw for me was that I’d now be closer to the brand, product and key decision makers rather than being an outsider. Being the business owner (as opposed to just an outside consultant / agent) although rewarding, is no bed of roses. There is still a need to gain buy-in from several internal stakeholders for new initiatives. I’m embracing these challenges with open arms and am looking forward to a client-free engagement.
As the Demand Generation Marketing Manager, I will be focusing on driving new leads as well as pushing existing leads further down the funnel. The combination of lead generation and lead nurturing is exciting to me, as I would be able to analyze and influence a larger chunk of the user journey. I’ll be working very closely with the social media, PR, field marketing and sales teams to ensure our efforts are aligned and driving maximum synergy.
One of my first and ongoing projects will be website optimization. I look forward to tapping into my past experience, especially that with a financial services website re-design project, to constantly improve our website and its engagement and conversion rates.
Stay tuned for updates!