Monday, March 5, 2012

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?

Friday, February 10, 2012

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.

Tuesday, January 24, 2012

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.

Tuesday, January 10, 2012

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.