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Ciena's Cory Reed on Improving Lead Generation Through Optimized Site Search and Analytics

June 9, 2010 By Heather Fletcher

TM: What's the site search memory, and how does it tailor the experience?
CR: Well, we are not using it, ... site search, at an individual level ... The thing that drew us to [the software] was its learning feature. Rather than Ciena making the only calls of what results were going to appear first, it's actually using crowdsourcing to see what our users are actually clicking on. So if somebody searches on "100G," and [the software] is seeing that it's the fifth link down that is the most clicked item, that item is actually going to bubble up to the top. In the past, it was up to Ciena to decide exactly what that ranking was, and we'd get things right most of the time. But, as we've seen across the Internet in the last couple years, crowdsourcing tends to provide better results.

 

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(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars. <b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b> First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to: • Choose the right channels for your campaign • Develop creative that works across multiple channels • Revitalize the direct mail component of your multichannel mix • Make sure email plays its increasingly important role perfectly • Seamlessly integrate mobile marketing into the fundraising campaign • Boost your online strategy with social media • Create a multichannel donor renewal campaign • Figure out that you're doing right — via testing and results measurement • Use all the pieces of the multichannel puzzle Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked. About DirectMarketingIQ The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry. <b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

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