Web Analytics an Integrated Service

According to the US Web Analytics Forecast, 73% of businesses are currently using or piloting Web Analytics technologies. Not all businesses are effectively utilizing the information and employing actionable feedback. The data has and will continue to be the commodity. Web analytics is just the tool that has the potential to improve marketing effectiveness, elevate customer satisfaction and identify new revenue opportunities. The fact is that businesses either fail to recognize the ROI or do not apply the data.

DaBrian Marketing Group has identified 4 elements that organizations must have to successfully leverage web analytics: money (investment), human resources, communication, and action. For the most part, businesses can implement Google Analytics so the cost of the investment has been minimized. The biggest issue is human resources that require analyzing the data and translating the information into business action. It requires a will, desire, and talent to understand the business, web analytics, and the variable that can impact measurement or analysis. Communication is critical because the business must effectively communicate to understand the value of web analytics as well as recognize the impact that the information has on marketing effectiveness, customer satisfaction, and revenue growth in order to fund the department or web analytics technology. This will also help to get people to act on the information and deliver it in order to see results.

As technology improves there will be increase in complex marketing challenges. Many marketers struggle to uncover the insight within their web analytics and to keep up with new measurement issues. The existing expertise will continue to be needed by web analytics agencies and the importance of integration will more to the forefront.

Search Engine Optimization (SEO) Myths & Misconceptions that the Best SEOs Rank at the Top of a Google Search for SEO

While it's very hard to convince some people otherwise, with the exception of top level SEO consultants, the results for "SEO" at Google are substandard. Even SEOToday was ironically not listed on the first page of Google on October 16, 2010, and several of the United States Top SEOs were not listed within the first 3 pages of Google. Why not? SEO considers the company, branding, messaging, and positioning statements. SEO consultants look to identify keywords and phrases that not only increase visibility, but also increase the probability of conversions (leads or sales). This request intensive keyword researches both quantitative and qualitative data usually in the form of web analytics, keyword tools and customer feedback. SEO starts with keyword research, which leads to an understanding of your client’s goals, objectives, strategies, and target audience.

This is a job for an SEO or SEM agency, not for a web design firm. In some cases, web design firms can provide most businesses with a title, keywords, and descriptions; however, the lack of expertise or human resources to allocate time and applied knowledge to keyword research, conversion optimization, keyword ranking monitoring, crawling issues, continuous on-page optimization and link building for a campaign can be detrimental. In general, their area of expertise is in creativity, user experience, and developing great user interfaces, not developing or enhancing a site for search engines. There is an evident difference, one is more creative and one is more research-oriented or analytical. You would not ask an artist to analyze and diagnose your businesses financial statements, would you?

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Is Your Interactive Agency Delivering Results?

Many clients are too busy to evaluate whether or not their interactive agency is delivering results, but it could cost you in the long run. If your agency is not testing, measuring, refining, and reacting to your marketing tactics, then they are not delivering results. The ability to improve your marketing results requires continuous evaluation and communication with your agency.

1. Do you discuss your marketing results? This may give your agency quantitative and qualitative results to leverage.
2. Does your agency provide specific information when discussing the progress of your interactive marketing campaign? In general, specificity signals ownership, intention, and a plan of action to drive results.
3. Have you or your agency learned from the marketing and reporting? You and your agency should have details on what works and what does not work. Going forward, this should reduce marketing cost and lead to actions that drive results.
4. Does your agency push for deeper web analytics, continuously test banners and ad copy, and work to integrate interactive and traditional marketing for optimum results?

The only time your interactive agency should cruise or stop seeking better results is when you discontinue the relationship!

Yahoo/Microsoft Search Alliance Update

In late August, Yahoo! completed the transition of the back-end technology for English-language Yahoo! organic search results in the U.S. and Canada. There is now consistency of the organic search results between Yahoo! and Bing. In our opinion, there is still a gap in relevant search results when compared to Google. It’s our assumption that Yahoo! and Bing will make additional modifications to the search algorithm after the holiday season. As for the paid search results, advertisers can start transitioning their paid Yahoo! Search Marketing account to Bing now. The Yahoo! ad serving transition is expected to start mid-October. For additional tips on how to prepare for the search alliance, check out our recent search engine marketing article.

Google AdWords Update

Over the past few weeks, Google has made several enhancements to AdWords or tools used to manage PPC campaigns. Below are a few of these enhancements and brief descriptions.

YouTube Enhancements: YouTube launched features that give select advertisers the ability to voluntarily age-restrict their videos and exclude individuals and channels from your Pay per Click campaigns that advertisers are running.

Free AdWords Webinar: Google recently announced the launch of Enhanced CPC, a new automatic bidding feature designed to increase your conversions and return on investment in your Max CPC campaigns. This webinar will provide detailed information on the features and benefits of Enhanced CPC bidding for your search engine marketing campaigns.

AdWords Editor 8.0.1 Update: AdWords Editor is a free Google application that can help search engine marketers, PPC managers, and advertisers manage their AdWords Campaigns. AdWords Editor has been updated to support locations extensions and some additional panel features.

For additional information on Google AdWords features and benefits, contact your PPC manager. If you need PPC management services, contact a Google AdWords Certified Partner for opportunities to increase your ROI on your AdWords campaigns.

Progress Ramps Up for the Yahoo/Microsoft Search Alliance

Yahoo has currently started to move their back end technology over to the Bing platform. This transition is being made to give users more relevant organic search results by combining the Yahoo and Microsoft reach. The alliance encourages users to stay current with this progress and to be prepared for the eventual finished product.

Yahoo is also making strides in the realm of Paid Search Marketing. In the weeks ahead, MS Advertisers with Yahoo search marketing accounts will be able to import existing campaigns into the Microsoft ad Center via a “transition portal”. Yahoo will notify all search advertisers by e-mail when their current accounts will be eligible to transition over to the Microsoft ad Center.

The complete transition for the Yahoo/Microsoft Search Alliance could be complete for the 2010 Holiday season; however parties from both sides agree that they will not rush the transition, so do not be surprised if the finished product is not ready until 2011.

Here at DaBrian Marketing, we are excited to see how the complete transition will affect the Search landscape!

Google Analytics Flash Tracking Tip

We recently received questions regarding how to track flash banner advertising with Google Analytics from one of our current clients. The process uses the Google Analytics Component for Flash.

For instructions on how to download and install this feature, refer to the link below:

http://code.google.com/apis/analytics/docs/tracking/flashTrackingSetupFlash.html#getComponent

We highly recommend that you create a duplicate profile, filter the profile to track only these pageviews related to the specific banner, and use the URL builder to track the clicks for the banner ads.

You can also test landing pages by implementing Google Webiste Optimizer.

Check Out Web Analytics TV for more information!