Omniture

Navigating the Marketing 'Stack'
May 1, 2015

Marketing technology has evolved in multiple ways, originating in spreadsheets, databases, contact management tools, graphic design software and word processing. The Internet accelerated the process, turning an evolution into a revolution. And the result was a jumble of tools and systems, each seemingly dedicated to solving a section or two of the marketing process. Some of these tools are known in the tech world as “point solutions” and focus on a single activity or segment of what marketers do. Email, for example, or lead scoring. Others attempt to automate large swaths of the process.

Will Google Own Retargeting on Its Network?
January 20, 2015

Google may be positioning itself to both sell its Google Display Network ads to marketers and be the only entity that can tell those marketers how well the ads are performing. In the meantime, the vendors that now fill that measurement space in the data management platform (DMP) industry, such as Oracle Data Cloud, may be pushed out by Google's new rules within three months. Digiday talked to marketers and agency representatives who are very worried that a Google monopoly would be biased about its ad effectiveness reporting.

Why Google Cut Off SEO Keyword Data
November 18, 2013

Google confirmed a few weeks ago that moving forward, all keywords from organic search will be encrypted, or secured through the HTTPS protocol. From an SEO perspective, this means site owners and marketers will no longer benefit from organic referral keyword data. "Not provided" is a term that SEOs have been familiar with for the past couple of years now. For those unfamiliar with "not provided," this is how a referral keyword is listed in Google Analytics as a result of an encrypted search

8 Content Marketing KPIs You Can’t Afford to Neglect
October 7, 2013

Gone are the days when key performance indicators (KPIs) were limited to just measuring the number of "hits" on a website. Web analytics and KPIs have evolved over the years, and digital marketing has become more accessible with tools like Google Analytics, Omniture and other content management systems. The very general KPIs for content marketing include visitors’ engagement and conversion rates, which form the foundation of the KPI monitoring.

8 Content Marketing KPIs You Can’t Afford to Neglect
October 4, 2013

Gone are the days when key performance indicators (KPIs) were limited to just measuring the number of "hits" on a website. Web analytics and KPIs have evolved over the years, and digital marketing has become more accessible with tools like Google Analytics, Omniture and other content management systems. The very general KPIs for content marketing include visitors’ engagement and conversion rates, which form the foundation of the KPI monitoring.

Marketing Analytics Drives the 'New Four Ps'
June 25, 2013

The era that favored marketing creativity over analytics has flown away like the Pan Am brand. Some see this move—from right-brained creativity to left-brain, data-driven actionability—as development of two distinct and separate disciplines. They are not. Nor does technology replace creativity. Although much technology has been brought to the challenge, analytics solutions for marketers are often shallow, like one-size-fit-all business-intelligence solutions, or incomplete digital-analytics applications. The new marketer needs to be multi-talented, using both left- and right-brain functions with cross-channel marketing. Data has to inform creative in that process

Drip Marketing: 3 Essentials to Increasing Leads and Sales
June 10, 2013

Do you know the Direct Marketing Association says a prospect needs to see/hear your message three times to recognize you and a minimum of nine times to make a purchase from you? Do you also know an estimated 70 percent to 90 percent of leads generated by marketing never receive follow-up from sales, according to MarketingSherpa? It's no surprise, then, that companies are continuing to understand and embrace the importance of drip marketing.

The Problem With Big Data: I Can Tell You Everything, But You Will Learn Nothing
April 16, 2013

Thanks to a media blitz in everything from The Financial Times and The Wall Street Journal to Wired and Forbes, pretty much everybody has heard about big data by now and developed an opinion on the subject. Ever since the expression’s meteoric rise about two years ago, the business world has been clamoring for more data. It doesn’t matter if you’re the marketing manager or CEO; it’s all-aboard the big data ship in order to become more “data driven.” However, as mentioned in an interesting article by TechCrunch, big data is not the new

Track This: Web Tags Surged 53% in 2012
February 18, 2013

The labyrinthine maze of data-collecting technologies that makes the Web hum became even more complex in 2012. A Global Tracker report by privacy-services firm Evidon measured sites across the internet and found 987 Web-tracking tags from ad servers, analytics companies, audience-segmenting firms, social networks and sharing tools. That's up 53 percent from the 645 unique trackers found in first quarter. The 10 most-prevalent technologies come from some of the biggest online players

Finding 'Definitive Insights'
January 1, 2013

"It was 24 months ago that Facebook was the social darling and Google was search marketing, right? Google was the quintessential paid media and Facebook was the quintessential earned media," says Shawn Burns, worldwide head of digital marketing for SAP. "Now, Facebook's all paid and Google's social. How do you make media investment decisions in that environment if you're not doing high-end analytics to contribute to attribution modeling?"