Behavioral Targeting
January 1, 2008

Today’s consumer is proving to be increasingly elusive. The multiplication of channels and the fragmentation of audiences have driven two imperatives for marketers online. The first is to better identify potential consumers in the funnel early and attract them at the appropriate time. The second is to ensure that your Web property (site, landing page,…

RAMP Up Your Web Success
November 1, 2007

If you’ve worked in a marketing group for very long, you’re sure to have come across Web analytics reports of some kind produced by vendors like WebTrends, Omniture or Google Analytics. It doesn’t really matter where they come from or how they’re produced, the general gist is to somehow identify which of your online marketing efforts are working and which need help. But if you’re like most people, you might find these reports obtuse, full of archaic language and more confusing than enlightening.

Online A/B Testing
May 1, 2005

By Ken Burke A new world of possibilities for a reliable, old tool. Sometimes old tools are the best tools. Recently, online merchants have been turning to A/B testing to refine their online messaging, increase the effectiveness of their offers, improve usability, and boost sales. Long a staple in the direct marketing industry, A/B testing has become a powerful ally of the online marketer now that it can function in concert with e-commerce marketing and analytics applications. Its simple, logical approach to testing and refining even highly subjective variables is perfectly suited to the Web environment, though it predates the Web and even the