A nugget from our webinar with Bill Leake from Apogee-Search

February 19, 2009
49 Views

Here is take-away from our webinar with Apogee’s CEO Bill Leake today: Don’t be shortsighted in applying analytics for boosting success from online lead generation, specifically paid search:

  • Don’t just measure conversion rate. It is a tricky metric that can often lead in the wrong direction. Instead be sure to measure further down the funnel, as Bill  emphasized
  • Measuring further down the funnel means getting closer to ROI metrics, e.g. a cost per sale or cost per lead.
  • Ideally you measure even further down the funnel to get to an ROAS or ROI metric.
  • If you are selling offline rather than online then you can do this by adding the data on individual’s keyword referred visits into the CRM system

Continuing on the theme that Bill started, I also recommended using web analytics in more than just shortsighted ways:


Here is take-away from our webinar with Apogee’s CEO Bill Leake today: Don’t be shortsighted in applying analytics for boosting success from online lead generation, specifically paid search:

  • Don’t just measure conversion rate. It is a tricky metric that can often lead in the wrong direction. Instead be sure to measure further down the funnel, as Bill  emphasized
  • Measuring further down the funnel means getting closer to ROI metrics, e.g. a cost per sale or cost per lead.
  • Ideally you measure even further down the funnel to get to an ROAS or ROI metric.
  • If you are selling offline rather than online then you can do this by adding the data on individual’s keyword referred visits into the CRM system

Continuing on the theme that Bill started, I also recommended using web analytics in more than just shortsighted ways:

  • Don’t just stop at reporting results
  • Don’t even stop at improving results by making informed changes to fix funnel leaks indicated by your web analytics
  • But open up the gold mine of making web analytics personal, i.e. behavioral targeting or what we refer to as Interactive Marketing at Unica.
  • For example, if Mary searched for blue shoes coming to your web site then:
    • Of course the web site should take that into account in targeting content to Mary.
    • But your email marketing can leverage the same info to personalize its outreach
    • And there is no need to forget about Mary’s interest in blue shoes when you send her an offline brochure or she calls your call center. Rather, today’s marketing automation solutions enable you to extend the dialog beyond  online to the  offline channels.

A replay link will become available and I will share it here.

Thanks for all the attendees that dialed in. Bill and I will post the question to which we couldn’t get shortly.

Akin

AddThisAddThisAddThis
Link to original post

You may be interested

Education and the Blockchain – Should We be Teaching Blockchain in Schools?
IT
55 shares509 views
IT
55 shares509 views

Education and the Blockchain – Should We be Teaching Blockchain in Schools?

Glen Allard - July 26, 2017

It goes without saying that tech progress is moving at a rapid pace. Futurists point to Moore’s law – the…

5 Effective Strategies for Boosting IoT Security
Internet of Things
79 shares1,468 views
Internet of Things
79 shares1,468 views

5 Effective Strategies for Boosting IoT Security

Ryan Kh - July 25, 2017

With the emergence of IoT devices that are being rolled out from time to time, the serious IoT security issues…

The Future of Healthcare and Big Pharma is in Big Data Analytics
Analytics
774 views
Analytics
774 views

The Future of Healthcare and Big Pharma is in Big Data Analytics

riteshmehta - July 25, 2017

The healthcare industry recognizes that Big Data as and opportunity and a challenge for the whole sector. Nevertheless, systems and…