Tag Archive: Google Analytics

Professional Development: Learn to Leverage Targeted Content

Jim Eustace spoke this past weekend at the AT&T Executive Education and Conference Center on how targeted content can be used by communication professionals as they try to engage a broad audience online but know that individual preferences and interests are what motivate people to take action. Some highlights: Define what action you want your site visitors to take. You can then use your existing analytics to create simple profiles of your website visitors. Write some basic calls to action and get started by testing. Learn what works and iterate. We received a lot of positive feedback on Twitter andContinue Reading »

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Great Targeted Content Post for Marketers

I’ve not seen a better explanation of the value of targeted content to marketers than Wesley Picotte of the interactive firm White Horse offers in this post entitled The untapped potential of dynamic landing pages. He focuses specifically on landing pages, where you should know more about your visitors because you drove them to that page, but the value in the post is the clearly explained value of providing the right content and call to action to the right visitor and his guidelines that any experienced marketer can benefit from. Since I said I could not say it any better…checkContinue Reading »

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Google Intelligence Alerts You of An Opportunity

Have you experimented with the Google Intelligence functionality that has been added to your Google Analytics account? If not, you should. It’s simple to set up and it’s a good exercise in getting you think and hopefully act more strategically about your website analytics. Below the image of the Intelligence interface I outline two common traits that we see with brand marketers who use analytics and how Google Intelligence addresses one of them. Two Common Traits Whether they engage in commerce online or not, all marketers know that they need a website that communicates about their services and products. MostContinue Reading »

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“Content Management Systems are the new Ad Network Systems”

“In a recent speech, Tim Armstrong, CEO of AOL declared “Content Management Systems are the new Ad Network Systems”. What he meant was the ability to deliver targeted content to small but receptive audiences was far more compelling to a business than using an ad network and hoping to hit your niche market. Content rules everything these days and if your business isn’t offering compelling content then you’ve got issues.” Excerpt from http://frombogotawithlove.com/?p=2500

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Taking Advantage of the Competition through Smart Content

Wouldn’t it be nice to segment your visitors by what competing products they are considering or using and talk to them specifically about the benefits of your products? Well, we can. We focused a Smart Content campaign for a client in the HL7 health care software industry around their competition and served messages unique to each competitor. The outcome of the campaign was great resulting in a 45.73% increase of click through rate (CTR) in the first two weeks of launch in comparison to the static links that previously occupied the space. The client uses Google Analytics and Smart ContentContinue Reading »

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