E-consultancy - Web Measurement and Analytics - News and Blog

Drucker applied to digital marketing

Thu, 3 Jul 2008 07:45:00 UT

Peter Drucker is widely considered to be the father of modern management theory.

Many of his papers and books are required reading for management students and I think it'd be hard to find a top CEO who isn't familiar with his work.

Testing for profit

Wed, 2 Jul 2008 07:45:00 UT

Testing the content on your website is one of the most significant opportunities to drive more conversions.

Landing pages, product pages and pages in the funnel that don�t convert well can be improved for profit.

comScore: Facebook surpasses MySpace

Wed, 25 Jun 2008 07:45:00 UT

According to comScore, Facebook has overtaken MySpace as the world's most visited social network.

Q&A: Lovefilm's Craig Sullivan on A/B and multi-variate testing

Tue, 24 Jun 2008 13:16:00 UT

Here, we speak to Lovefilm's digital and usability product manager Craig Sullivan about the work the DVD rental company has been doing in multi-variate testing (MVT).

Craig is a bit of an evangelist on MVT - a hot topic right now - and has some great insights into when and how best to use it, the differences�with A/B testing and how to intepret results.�

Closing the loop on web analytics

Tue, 17 Jun 2008 08:30:00 UT

Combining content optimisation with web analytics allows online marketers to take optimisation to the next level by creating solutions that will improve online performance.

Q&A: Jeff Molander on affiliate marketing

Wed, 28 May 2008 11:33:00 UT

Jeff Molander is the CEO of Molander & Associates,�which provides�strategic guidance to entrepreneurs, private and institutional investors, agencies, multi-channel retailers and service marketers.

We asked him a few questions about the thorny issue of�cannibalisation of sales by affiliate marketing and what retailers can do to solve it.

Companies under invest in web data analysis - new report

Wed, 21 May 2008 13:58:00 UT

Many companies are failing to invest in the brain power which can help them get�maximum value from their web analytics packages, according to new research.

Of Mice and HIPPOS

Tue, 20 May 2008 08:28:00 UT

I�ve been talking to clients a lot recently about the problem of heavy mice on websites, i.e., the lack of incentives - or cheese trails if you�ll let me extend the metaphor � to motivate customers to click through to the next page and the next page after that.

Something as simple as telling them what they might find on the next page will help click-through tremendously and we all know that increased click-through ultimately means higher conversion and revenue.

The Analytics Gap - how free tools affect the industry and company strategy

Mon, 12 May 2008 15:43:00 UT

The trend�towards free analytics technology, accelerated by�Yahoo's acquisition of IndexTools and plan to make it a free service , raises interesting questions both for vendors and for organisational planning, writes Lynchpin's Andrew Hood .�

Q&A: Brian Clifton on Google and web analytics

Mon, 12 May 2008 11:43:00 UT

Brian Clifton is a search and web analytics expert. From 2005, Brian was Google's Head of Web Analytics for Europe, Middle East and Africa.

He recently left Google to become Senior Strategist for Omega Digital Media. We caught up with Brian to ask him about his experiences at Google, his views on web analytics and his new book.

Q&A: GE Money�s John Wyllie on Web Analytics

Tue, 29 Apr 2008 10:14:00 UT

John Wyllie is the global web analytics manager at GE Money � a role in which he advises and directs the analytics activities of the company�s numerous international businesses.

We asked him a few questions about�how�analytics can best be managed within organisations, and how the financial services industry stacks up against other sectors.

Beyond opens and clicks: why it�s time for new email metrics

Mon, 28 Apr 2008 07:30:00 UT

Dela Quist explains how new ways of measuring email performance can boost ROI and give you a new perspective on your email strategy. Find out how customer-based metrics could transform your campaigns.

The Web Week in Review

Fri, 25 Apr 2008 08:09:00 UT

Most of the news that caught Drama 2.0's attention this week was primarily filled with drama in one form or another.

The Web Week in Review

Fri, 18 Apr 2008 08:24:00 UT

This week's The Web Week in Review is a hodgepodge of news.

Q&A: Channel 4�s Matt Locke on cross-platform commissioning

Tue, 15 Apr 2008 10:31:00 UT

Last year, Channel 4 Education announced it was ditching much of its TV output and devoting its �6m budget to �high risk� cross-platform projects that could more effectively engage youngsters.

With more and more teenagers spurning traditional media, we asked the broadcaster�s commissioning editor Matt Locke about how it�is planning to�reach them through digital services.

He tells us if production houses are ready to fulfill its objectives and how Channel 4 is rethinking its focus towards metrics and measurement. Amen to that.

Optimising e-tail for all sorts

Tue, 15 Apr 2008 08:52:00 UT

Whether you are a new entrant to e-tail or an old hand with large sales volumes, the right content optimisation strategy is vital in order to effectively leverage multivariate testing tools within your organisation.

A social media marketing campaign deconstructed

Mon, 14 Apr 2008 07:58:00 UT

It was painful to watch, but Shel Israel, host of the Global Neighbourhoods �show,� recently dedicated an "episode" to a social media marketing campaign SeaWorld San Antonio engaged in last year as part of its launch of a new ride, 'Journey to Atlantis'.

EDF Energy's Rob Merrington on advertising

Tue, 8 Apr 2008 11:23:00 UT

EDF Energy recently scored a YouTube hit with its �recycled film footage� ads � the first integrated campaign the firm had created.

One of its clips reached the site�s list of Top 20 most clicked on videos in its category, attracting more than 40,000 views. But although�it helped generate awareness and feedback, it did not�drive many referrals.

Here, head of brand advertising Rob Merrington tells us�about what EDF learned from the campaign and the role digital will play as�in the run up to its�Olympics sponsorship in 2012.

What drives your strategy for web design?

Mon, 7 Apr 2008 12:51:00 UT

I read an interesting article on usability and user experience posted recently on this site by Tom Stewart, the Chair of the sub-committee of the International Standards Organisation (ISO), which is responsible for the revision of ISO 13407, the international standard for Human Centred Design.

We are in the process of redesigning our site for a new platform being developed for release later this year, and the aforementioned article got me thinking about the planning for the design of a website.

Avinash Kaushik on visitor experience optimisation

Tue, 1 Apr 2008 11:37:00 UT

Here, we talk to web analytics expert Avinash Kaushik about the future of web measurement, online surveys and 'visitor experience optimisation' - something he�predicts will be a life or death thing for websites to adopt�in the next couple of years.