Seasonality Considerations in Planning

In this article we’re discussing the impact of seasonality in your online marketing strategy. Not all industries enjoy an endless stream of online traffic, so making provision for the spikes and troughs lows applies to online traffic, as well as offline sales.

Whilst an organisation is hard pressed to forecast them absolutely, predicting seasonal variations as distinct from a normal trend is part of strategic planning. A seasonal variation may be anticipated because of social custom (e.g. Christmas) but closing the accuracy gap between the expected variation and actual becomes the challenge.

How can we leverage the positive and minimise the negative aspects of online seasonality?

AMI Webinar held: Mon 27 Feb with HCF and Panalysis

The AMI Webinar: Leveraging Customer Data for Business Strategy in 2012, featuring HCF and Panalysis was held Mon 27 February 2012.  Many thanks to the Australian Marketing Institute, and HCF for their contribution to the success of the event.

Web Analytics Frameworks - Who Needs Them?

We all do.

Why? For starters few of us have the time to spend performing in-depth analysis of our marketing activities. However quick reviews of the data result in shallow insights.

A web analytics framework combines set performance indicators for your marketing and website, a sound measurement methodology and processes to assess and diagnose fluctuations in performance.

A well-designed web analytics framework removes a lot of the guesswork from you analysis. It helps your organisation standardise its approach to tracking, analysing and optimising its digital marketing. It also importantly ensures that your organisation agrees on naming conventions and metrics.

In this article I have outlined the five key reasons why you need a web analytics framework.

8 Tips to Avoid Costly Mistakes When Managing Your AdWords Account

"Simplicity is the ultimate sophistication" - Leonardo da Vinci
In this article we explore a few pitfalls to avoid when planning online marketing campaigns.

What We Can Learn about Customers' Online Behaviour

The fundamental things marketing professionals want to learn about customers online are similar to what we want to learn offline. For example, we would like to understand and refine our target segments. We would like to better understand the customer journey, demographics, psychographics, consumer behaviour and decision making process, how best to differentiate, propensity to buy, seasonality factors etc. Similarly to direct mail, the web can provide you with timely data to demonstrate and quantify the effectiveness of campaigns.

The Rising Cost of Customer Acquisition - III

In our last article, we visited the importance of Ad positions in managing customer acquisition costs. This time we discuss the relevance of your website content; it is an element which you can control tightly and its importance is frequently underestimated by many advertisers.

The Rising Cost of Customer Acquisition - II

In our last article, we touched on the impact of unmonitored competitor activity. This article looks at another possible contributor to the rising cost of customer acquisition.