How to Audit Banner Advertising Campaigns and Negotiate Better Pricing

March 20th, 2011

Campaign AuditJust a few months ago, a client of mine entered in an agreement to serve banner ads on a technology social network. It is a reputable and popular network- the target audience was a great match and they had tons of traffic. The banners ads are served on the publishers own ad server platform and priced by CPM.

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Start Building Your Analytics Toolkit and Put it to Good Use

February 27th, 2011

analytics-toolboxOver the last few months, I have received emails asking for advice on how to get started in Web Analytics.

I’m honored that I am getting asked that, but I am by no means even close to an expert like Avinash Kaushik or John Marshall.  BTW – I have to say that they are tough instructors! I highly recommend the 3 month Analytics Certificate that they offer through MarketMotive.

It’s hard to give advice to someone on where to start, because their past experiences may or may not be related.  But I try to give context to the paths I have taken and to what training, resources and tools I use.

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Understanding Your Online Lead Generation Efforts & Spend with Key Performance Indicators

December 9th, 2010

key performance indicatorsThree weeks ago I presented on a panel at a BCTIA event (”Getting More Leads, More Revenue from your Website”) and I talked about “Understanding Your Online Lead Generation Efforts & Spend with Key Performance Indicators”.

I shared with the group to ignore stand alone metrics and to invest more time in defining and understanding your companies key performance indicators with graphs. By doing so, it will give you more confidence to benchmark and allocate funds and resources in the right places. You will also be able to optimize your efforts and online advertising spend later on by doing deeper dives to get the most out of your return on investment.

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Not Understanding Your Attribution in Google Analytics is Like Shooting Yourself in The Foot

November 8th, 2010

Don't shoot yourself in the footLet’s just say…

You are the marketing person or agency responsible for lead generation to a site (maybe it is a mix of blogging, social media, pay-per-click, SEO and email marketing) and you are using Google Analytics to track sales and/or customer acquisitions. You know for a fact that all campaign initiatives compliment each other to increase the revenue. You also know from traditional marketing theory that a “halo” effect (1+1+1 equals 5) is a huge contributor for growing a business.

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15 Reasons Why You Should Take the Certified Web Analyst Test

August 16th, 2010

web analyst certificate testAs of August 2, 2010, the Web Analytics Association (WAA) has launched it’s formal Web Analyst Certification Program™. It is a voluntary certification program that is offered worldwide at 60 testing centers. The purpose of the program is to provide a mechanism for individuals to obtain professional recognition after demonstrating their knowledge of and competency within the web analytics industry. Certification will be issued to each qualified person upon meeting WAA’s required education, experience, and examination requirements.

I am a huge fan of the certification test and just registered myself. I am waiting for confirmation back to when my test date will be (I’m hoping in September).

Update Sept 9th, 2010 - I have officially passed the exam and now a Certified Web Analyst (The very first person in Western Canada – how sweet is that!). View the list of Web Certified Analyst here.

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