Tuesday, May 19, 2009 12:00 PM EDT/ 9:00 am PDT Register: online with the Webcast Group Brought to you by our Corporate sponsor Unica! As a web analyst you face a chaotic multichannel world that includes your website(s), SEM, display…
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We are pleased to announce the newly elected directors for 2009-2010. The following candidates were elected by the WAA membership to serve for a two-year term beginning at the Member Meeting in San Jose, California on Monday, May 4, 2009:…
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I have always heard people saying that a picture is worth a thousand words; but who care about words? As I once saw in a Hitwise sticker: “Data is the new black”. For us, web analysts, a chart can be…
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A month ago we put out the Call for Nominations to the WAA Board of Directors – seeking candidates to fill the expiring seats on the Board. We received a tremendous response from members throughout the world and are pleased…
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In order to bridge the gap between industry research and the research conducted within the academic communities, the WAA Research Committee has secured access to online journals that may be of interest to many of our members. Subscriptions have been…
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By WTL Photos – http://www.flickr.com/photos/wtlphotos/

I’m happy to report that I no longer work at Commerce360.  I had a good time while it lasted, but it was time for something different.

And that something different is ClickEquations.  We’ve re-branded Commerce360 as ClickEquations to focus on our advanced pay per click software.  (Sorry, it was a little late for April Fool’s but I needed a dramatic intro )

This is a bit of a personal post, which I almost never do, but worth reading if you care about paid search.

A Trip Down Memory Lane

Back in 2007, I left Refinery (now G2 Philly, a division of Grey Interactive) to join Commerce360.  At the time, I was still a full time web analyst with strategic aspirations.

Commerce360 was then focused on being the next generation of agency: a team of smart people optimizing across channels based with data driven decisions.  I joined the team as an analyst on a course toward full time strategy.But, as I soon learned is the norm for startups (this is my first), we shifted focus entirely on paid search and SEO.

The Birth of ClickEquations

The vision of the company was always to have smart people supported by killer technology.  Search is among the most data intensive channels out there, so it was the obvious place to start looking for a tool that could do the heavy lifting while we focused on strategy and optimization.

After surveying the market, we just couldn’t find anything good enough, including Omniture Search Center.  Too much money had been spent building tools focused on a search engine-centric view of managing paid search instead of a customer and practitioner centric view.  It was a completely flawed way of attacking the problem and even the “best” of what was on the market was an expensive and clumsy solution at best.  So we hired a development team and began building our own tool: ClickEquations.

A Slight Career Detour

Search marketing is strategic, but it’s not the same as developing cross-channel strategy. Without a pure strategist role, I ended becoming a strange hybrid: part Strategic Account Manager (client relations), part multivariate tester, part guy-who-does-random-things.

When people ask why I got into advertising and marketing, I give them the same answer: Bewitched.  I used to watch the show as a kid and was strangely fascinated with the ad lifestyle (portrayed as a sanitized and more kitsch version of today’s Mad Men). I figured it was 3 martini lunches and everyone got to do fun pitches all of the time, right?

Without nose twitching magic powers, Account Management is a fairly high pressure job.  You’re the middle man between clients with high expectations (sometimes disproportionate to what they’re paying) and limited budgets and a services team with limited time and all of the pressure for results.

On the plus side, it’s a great way to learn a lot of businesses quickly, master contracts (write 20 contracts in 6 months and you pick up a few things) and practice the fine art of expectations management:  “Yes, we can do that, but we’ll have to push this off and cut that down by 20%”.

I worked on SEO and paid search engagements with clients from startups to large corporations.  Perhaps the most rewarding project for me was a multivariate testing engagement with Comcast.net, one of the most visited sites on the Internet in the US. It was my first opportunity to dive deeply into testing on a site with both large enough traffic to get statistically significant results from large, full factorial multivariate tests and with a client who trusted us to take most of our recommendations and make all of the pieces line up.  More on this in a future post…

Back Home Again

The truth is, I never wanted to be an Account Manager.  Every place I’ve worked has, at one time or another, positioned me in the role.  While I took to it naturally, my heart wasn’t in it.  I resumed the push for something broader and more strategic.

Fortunately, I work with a very supportive management team (thanks Lu!) and I’ve fully transitioned into the role of Marketing Manager for ClickEquations.  Since December of last year, I’ve been in charge of all strategy and execution for online and offline marketing of the product.

Thought I couldn’t have planned it that way, my strange detour was probably the perfect training ground for my current position, because:

• I learned paid and organic search
• I proved myself to the executive team with our largest and most demanding clients (the kind we like as ClickEquations customers)
• I got a broad exposure to more business types (lead gen, international, etc.)

It’s the generalist role I was meant to be in: constantly changing, ridiculously demanding and highly competitive. I like to have my grubby hands on everything, which you can already see in our Learn section (free paid search resources) and the Reporting page (it’s my numbers nerd side leaking out).

What’s In It For You?

Well, the truth is I’ve been holding back on some of my better tips and tricks.  I mean, I can’t give it all away for free, right?

Actually, no.  Now that I’m no longer on the agency side and we’re focusing on the software, I’m now totally free to write about all of my favorite tricks and share some of the proprietary training and materials clients once had to pay for.  So, you can look forward to that   Subscribe so you don’t miss any.

I’ve also got an exclusive, limited time offer for Digital Alex readers for ClickEquations.

ClickEquations: Paid Search Management Platform

I was recently up at Search Engine Strategies (SES) New York manning the ClickEquations booth.  Let me tell you, if you ever need to master your elevator pitch, work at a trade show.  When you have to explain your product to hundreds of people a day, you figure it out pretty quickly.

So here’s ClickEquations in a nutshell:

ClickEquations is a paid search management platform for large advertisers and agencies.

Who It’s Really For

If you’re spending $5,000 per month, ClickEquations is probably not for you.  If you’re spending $500,000 month, you’re definitely in need of something better than AdWords Editor.

The difference is that the higher your spend, the more likely you’re:

• Really feeling the pain of having to manage campaigns through the engine interfaces.  Yahoo, in particular, is very cumbersome and not intuitively designed
• Wasting money or leaving it on the table at an inhibitive rate, because you get a clear enough view of what’s really happening and where the opportunity lies
• Having trouble scaling your business or that of your clients because of the sheer logistics of managing large, complex campaigns

Google Analytics is not going to solve this problem.  You need better reporting, intuitive cross-engine campaign management and ppc bid management that you can control and review.

Stop Yapping: What’s The Offer?

Since this is my blog and I’m the Marketing Manager, I can make my own exclusive offer:

I will give anyone who spends $100K+/month on paid search and purchases ClickEquations 4 hours of personal consulting time (to talk about any aspect of online marketing you want) and help create a custom dashboard using ClickEquations Analyst, our unique Excel plugin.

So, check out ClickEquations and see if you like it.  To start, just request a demo and enter “Alex Rocks” in the comments field (yes, I read them ). If you have questions, you can email me directly: marketing@clickequations.com.

Thanks for indulging me on this one very personal post.  I’ll resume my regular “how to” style posts moving forward.  Also, I microblog quite a bit over on Twitter, so follow me as DigitalAlex.

Cheers,

-Alex

I No Longer Work at Commerce360

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Photo by photomequickbooth – http://www.flickr.com/photos/22897538@N04/

You could be losing visitors and business due to site issues that never register in your web analytics tool.

If you’re anything like me, you tend to look at your site’s performance mostly through web analytics data (maybe with some voice of the customer/survey data included). The problem is that web analytics tools don’t have all of the information you need.

Error Logs: Hidden Data You Need

This hidden data can be found in your website’s error log (aka apache error log). An error log is a simple file that lists all the errors your visitors encountered when trying to access your site. Errors are logged by IP address, date and time.

You can get them from your webmaster. If that’s you, the location varies but log into your host and look for the “logs” section.  Mine were at /logs/error_log.

After I got a “status 500 internal server error” screen when I tried to get to my own blog, I knew it was time to dig a little.

I found three common errors in my log:

1. Directory index forbidden by rule
2. WordPress database error Lost connection to MySQL server during query
3. Premature end of script headers: php4

One of my blog’s plugins was the source of many of the issues.  That was an easy enough solution — I just deactivated and uninstalled it.  The MySQL connection was lost.  It’s a relatively simple fix for Wordpress users, detailed right here.

If you’ve never seen a server log (I hadn’t, is that terrible?) , I pasted a portion of my own error log after the jump.

You can see how the error messages I listed show up repeatedly.  You may know that site speed is an issue, but you could  still be surprised how many people are encountering errors when they try to get to your site..  I was also shocked to see how much one Wordpress plugin was an issue (if you’re using Wordpress, I’d steer clear of Redirection)

I’m going to report back on how much (or how little) my site traffic increased/errors decreased.  Take a look at yours and comment so we can all see if you found anything interesting.

Portions of My Apache Error Logs

[Thu Jan 08 15:37:42 2009] [error] [client 67.195.37.167] Premature end of script headers: php4
[Thu Jan 08 15:38:04 2009] [error] [client 87.118.124.175] Premature end of script headers: php4
eferer: http://www.google.com/search?hl=en&q=most+popular+blog+&btnG=Search
rection` (
[Thu Jan 08 15:38:27 2009] [error] [client 67.195.37.167] \t\t  `id` int(11) unsigned NOT NULL auto_increment,
[Thu Jan 08 15:38:27 2009] [error] [client 67.195.37.167] \t\t  `url` mediumtext NOT NULL,
[Thu Jan 08 15:38:27 2009] [error] [client 67.195.37.167] \t\t  `type` enum('301','302','307','404','410','pass') NOT NULL default '301',
[Thu Jan 08 15:38:27 2009] [error] [client 67.195.37.167] \t\t  `regex` int(11) unsigned NOT NULL default '0',
[Thu Jan 08 15:38:27 2009] [error] [client 67.195.37.167] \t\t  `position` int(11) unsigned NOT NULL default '0',
[Thu Jan 08 15:38:27 2009] [error] [client 67.195.37.167] \t\t  `redirector` text NOT NULL,
[Thu Jan 08 15:38:27 2009] [error] [client 67.195.37.167] \t\t  `last_count` int(10) unsigned NOT NULL default '0',
[Thu Jan 08 15:38:27 2009] [error] [client 67.195.37.167] \t\t  `last_access` datetime,
[Thu Jan 08 15:38:27 2009] [error] [client 67.195.37.167] \t\t  PRIMARY KEY  (`id`)
[Thu Jan 08 15:38:27 2009] [error] [client 67.195.37.167] \t\t) made by require, require_once, require_once, require_once, do_action, call_user_func_array, redirection->plugins_loaded, redirection->update, re_database->upgrade, re_database->install
[Thu Jan 08 15:38:27 2009] [error] [client 67.195.37.167] WordPress database error Lost connection to MySQL server during query for query CREATE TABLE IF NOT EXISTS `wp_redirection` (
[Thu Jan 08 15:38:27 2009] [error] [client 67.195.37.167] \t\t  `id` int(11) unsigned NOT NULL auto_increment,
[Thu Jan 08 15:38:27 2009] [error] [client 67.195.37.167] \t\t  `url` mediumtext NOT NULL,
[Thu Jan 08 15:38:27 2009] [error] [client 67.195.37.167] \t\t  `type` enum('301','302','307','404','410','pass') NOT NULL default '301',
[Thu Jan 08 15:38:27 2009] [error] [client 67.195.37.167] \t\t  `regex` int(11) unsigned NOT NULL default '0',
[Thu Jan 08 15:38:27 2009] [error] [client 67.195.37.167] \t\t  `position` int(11) unsigned NOT NULL default '0',
[Thu Jan 08 15:38:27 2009] [error] [client 67.195.37.167] \t\t  `redirector` text NOT NULL,
[Thu Jan 08 15:38:27 2009] [error] [client 67.195.37.167] \t\t  `last_count` int(10) unsigned NOT NULL default '0',
[Thu Jan 08 15:38:27 2009] [error] [client 67.195.37.167] \t\t  `last_access` datetime,
[Thu Jan 08 15:38:27 2009] [error] [client 67.195.37.167] \t\t  PRIMARY KEY  (`id`)
[Thu Jan 08 15:38:27 2009] [error] [client 67.195.37.167] \t\t) made by require, require_once, require_once, require_once, do_action, call_user_func_array, redirection->plugins_loaded, redirection->update, re_database->upgrade, re_database->install
[Thu Jan 08 15:39:09 2009] [error] [client 64.157.224.138] Premature end of script headers: php4, referer: http://blogs.omniture.com/
[Thu Jan 08 15:39:38 2009] [error] [client 64.157.224.138] WordPress database error Lost connection to MySQL server during query for query CREATE TABLE IF NOT EXISTS `wp_redirection` (, referer: http://blogs.omniture.com/
[Thu Jan 08 15:39:38 2009] [error] [client 64.157.224.138] \t\t  `id` int(11) unsigned NOT NULL auto_increment,, referer: http://blogs.omniture.com/
[Thu Jan 08 15:39:38 2009] [error] [client 64.157.224.138] \t\t  `url` mediumtext NOT NULL,, referer: http://blogs.omniture.com/
[Thu Jan 08 15:39:38 2009] [error] [client 64.157.224.138] \t\t  `type` enum('301','302','307','404','410','pass') NOT NULL default '301',, referer: http://blogs.omniture.com/
[Thu Jan 08 15:39:38 2009] [error] [client 64.157.224.138] \t\t  `regex` int(11) unsigned NOT NULL default '0',, referer: http://blogs.omniture.com/
[Thu Jan 08 15:39:38 2009] [error] [client 64.157.224.138] \t\t  `position` int(11) unsigned NOT NULL default '0',, referer: http://blogs.omniture.com/
[Thu Jan 08 15:39:38 2009] [error] [client 64.157.224.138] \t\t  `redirector` text NOT NULL,, referer: http://blogs.omniture.com/
[Thu Jan 08 15:39:38 2009] [error] [client 64.157.224.138] \t\t  `last_count` int(10) unsigned NOT NULL default '0',, referer: http://blogs.omniture.com/
[Thu Jan 08 15:39:38 2009] [error] [client 64.157.224.138] \t\t  `last_access` datetime,, referer: http://blogs.omniture.com/
[Thu Jan 08 15:39:38 2009] [error] [client 64.157.224.138] \t\t  PRIMARY KEY  (`id`), referer: http://blogs.omniture.com/
[Thu Jan 08 15:39:38 2009] [error] [client 64.157.224.138] \t\t) made by require, require_once, require_once, require_once, do_action, call_user_func_array, redirection->plugins_loaded, redirection->update, re_database->upgrade, re_database->install, referer: http://blogs.omniture.com/
[Thu Jan 08 15:39:29 2009] [error] [client 67.195.37.167] WordPress database error Lost connection to MySQL server during query for query CREATE TABLE IF NOT EXISTS `wp_redirection` (
[Thu Jan 08 15:39:29 2009] [error] [client 67.195.37.167] \t\t  `id` int(11) unsigned NOT NULL auto_increment,
[Thu Jan 08 15:39:29 2009] [error] [client 67.195.37.167] \t\t  `url` mediumtext NOT NULL,
[Thu Jan 08 15:39:29 2009] [error] [client 67.195.37.167] \t\t  `type` enum('301','302','307','404','410','pass') NOT NULL default '301',
[Thu Jan 08 15:39:29 2009] [error] [client 67.195.37.167] WordPress database error Lost connection to MySQL server during query for query CREATE TABLE IF NOT EXISTS `wp_redirection` (
[Thu Jan 08 15:39:29 2009] [error] [client 67.195.37.167] \t\t  `regex` int(11) unsigned NOT NULL default '0',
[Thu Jan 08 15:39:29 2009] [error] [client 67.195.37.167] \t\t  `position` int(11) unsigned NOT NULL default '0',
[Thu Jan 08 15:39:29 2009] [error] [client 67.195.37.167] \t\t  `redirector` text NOT NULL,
[Thu Jan 08 15:39:29 2009] [error] [client 67.195.37.167] \t\t  `last_count` int(10) unsigned NOT NULL default '0',
[Thu Jan 08 15:39:29 2009] [error] [client 67.195.37.167] \t\t  `last_access` datetime,
[Thu Jan 08 15:39:29 2009] [error] [client 67.195.37.167] \t\t  PRIMARY KEY  (`id`)
[Thu Jan 08 15:39:29 2009] [error] [client 67.195.37.167] \t\t) made by require, require_once, require_once, require_once, do_action, call_user_func_array, redirection->plugins_loaded, redirection->update, re_database->upgrade, re_database->install
[Thu Jan 08 15:39:29 2009] [error] [client 67.195.37.167] \t\t  `id` int(11) unsigned NOT NULL auto_increment,
[Thu Jan 08 15:39:29 2009] [error] [client 67.195.37.167] \t\t  `url` mediumtext NOT NULL,
[Thu Jan 08 15:39:29 2009] [error] [client 67.195.37.167] \t\t  `type` enum('301','302','307','404','410','pass') NOT NULL default '301',
[Thu Jan 08 15:39:29 2009] [error] [client 67.195.37.167] \t\t  `regex` int(11) unsigned NOT NULL default '0',
[Thu Jan 08 15:39:29 2009] [error] [client 67.195.37.167] \t\t  `position` int(11) unsigned NOT NULL default '0',
[Thu Jan 08 15:39:29 2009] [error] [client 67.195.37.167] \t\t  `redirector` text NOT NULL,
[Thu Jan 08 15:39:29 2009] [error] [client 67.195.37.167] \t\t  `last_count` int(10) unsigned NOT NULL default '0',
[Thu Jan 08 15:39:29 2009] [error] [client 67.195.37.167] \t\t  `last_access` datetime,
[Thu Jan 08 15:39:29 2009] [error] [client 67.195.37.167] \t\t  PRIMARY KEY  (`id`)
[Thu Jan 08 15:39:29 2009] [error] [client 67.195.37.167] \t\t) made by require, require_once, require_once, require_once, do_action, call_user_func_array, redirection->plugins_loaded, redirection->update, re_database->upgrade, re_database->install
[Thu Jan 08 15:39:40 2009] [error] [client 193.65.75.85] WordPress database error Lost connection to MySQL server during query for query CREATE TABLE IF NOT EXISTS `wp_redirection` (
[Thu Jan 08 15:39:40 2009] [error] [client 193.65.75.85] \t\t  `id` int(11) unsigned NOT NULL auto_increment,
[Thu Jan 08 15:39:40 2009] [error] [client 193.65.75.85] \t\t  `url` mediumtext NOT NULL,
[Thu Jan 08 15:39:40 2009] [error] [client 193.65.75.85] \t\t  `type` enum('301','302','307','404','410','pass') NOT NULL default '301',
[Thu Jan 08 15:39:40 2009] [error] [client 193.65.75.85] \t\t  `regex` int(11) unsigned NOT NULL default '0',
[Thu Jan 08 15:39:40 2009] [error] [client 193.65.75.85] \t\t  `position` int(11) unsigned NOT NULL default '0',
[Thu Jan 08 15:39:40 2009] [error] [client 193.65.75.85] \t\t  `redirector` text NOT NULL,
[Thu Jan 08 15:39:40 2009] [error] [client 193.65.75.85] \t\t  `last_count` int(10) unsigned NOT NULL default '0',
[Thu Jan 08 15:39:40 2009] [error] [client 193.65.75.85] \t\t  `last_access` datetime,
[Thu Jan 08 15:39:40 2009] [error] [client 193.65.75.85] \t\t  PRIMARY KEY  (`id`)
[Thu Jan 08 15:39:40 2009] [error] [client 193.65.75.85] \t\t) made by require, require_once, require_once, require_once, do_action, call_user_func_array, redirection->plugins_loaded, redirection->update, re_database->upgrade, re_database->install
[Thu Jan 08 15:39:45 2009] [error] [client 87.118.124.175] WordPress database error Lost connection to MySQL server during query for query CREATE TABLE IF NOT EXISTS `wp_redirection` (
[Thu Jan 08 15:39:45 2009] [error] [client 87.118.124.175] \t\t  `id` int(11) unsigned NOT NULL auto_increment,
[Thu Jan 08 15:39:45 2009] [error] [client 87.118.124.175] \t\t  `url` mediumtext NOT NULL,
[Thu Jan 08 15:39:45 2009] [error] [client 87.118.124.175] \t\t  `type` enum('301','302','307','404','410','pass') NOT NULL default '301',
[Thu Jan 08 15:39:45 2009] [error] [client 87.118.124.175] \t\t  `regex` int(11) unsigned NOT NULL default '0',
[Thu Jan 08 15:39:45 2009] [error] [client 87.118.124.175] \t\t  `position` int(11) unsigned NOT NULL default '0',
[Thu Jan 08 15:39:45 2009] [error] [client 87.118.124.175] \t\t  `redirector` text NOT NULL,
[Thu Jan 08 15:39:45 2009] [error] [client 87.118.124.175] \t\t  `last_count` int(10) unsigned NOT NULL default '0',
[Thu Jan 08 15:39:45 2009] [error] [client 87.118.124.175] \t\t  `last_access` datetime,
[Thu Jan 08 15:39:45 2009] [error] [client 87.118.124.175] \t\t  PRIMARY KEY  (`id`)
[Thu Jan 08 15:39:45 2009] [error] [client 87.118.124.175] \t\t) made by require, require_once, require_once, require_once, do_action, call_user_func_array, redirection->plugins_loaded, redirection->update, re_database->upgrade, re_database->install
hu Jan 08 15:39:40 2009] [error] [client 64.157.224.133] \t\t  PRIMARY KEY  (`id`), referer: http://blogs.omniture.com/
[Thu Jan 08 15:39:40 2009] [error] [client 64.157.224.133] \t\t) made by require, require_once, require_once, require_once, do_action, call_user_func_array, redirection->plugins_loaded, redirection->update, re_database->upgrade, re_database->install, referer: http://blogs.omniture.com/
[Thu Jan 08 15:39:56 2009] [error] [client 75.101.242.96] WordPress database error Lost connection to MySQL server during query for query CREATE TABLE IF NOT EXISTS `wp_redirection` (
[Thu Jan 08 15:39:56 2009] [error] [client 75.101.242.96] \t\t  `id` int(11) unsigned NOT NULL auto_increment,
[Thu Jan 08 15:39:56 2009] [error] [client 75.101.242.96] \t\t  `url` mediumtext NOT NULL,
[Thu Jan 08 15:39:56 2009] [error] [client 75.101.242.96] \t\t  `type` enum('301','302','307','404','410','pass') NOT NULL default '301',
[Thu Jan 08 15:39:56 2009] [error] [client 75.101.242.96] \t\t  `regex` int(11) unsigned NOT NULL default '0',
[Thu Jan 08 15:39:56 2009] [error] [client 75.101.242.96] \t\t  `position` int(11) unsigned NOT NULL default '0',
[Thu Jan 08 15:39:56 2009] [error] [client 75.101.242.96] \t\t  `redirector` text NOT NULL,
[Thu Jan 08 15:39:56 2009] [error] [client 75.101.242.96] \t\t  `last_count` int(10) unsigned NOT NULL default '0',
[Thu Jan 08 15:39:56 2009] [error] [client 75.101.242.96] \t\t  `last_access` datetime,
[Thu Jan 08 15:39:56 2009] [error] [client 75.101.242.96] \t\t  PRIMARY KEY  (`id`)
[Thu Jan 08 15:39:56 2009] [error] [client 75.101.242.96] \t\t) made by require, require_once, require_once, require_once, do_action, call_user_func_array, redirection->plugins_loaded, redirection->update, re_database->upgrade, re_database->install

The Hidden Web Analytics Data You Should Look At

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This post originally appeared on Corry Prohen’s blog.  You might also enjoy my 10 tips on learning web analytics article and my advice about writing an analytics resume.

Eventually, your web analytics career is going to hit a wall.  Learning interactive marketing as a web analyst, you start with the numbers and then seek context.  When you stop to think about it, it’s really an inside out view, isn’t it?

You can master tags, logs and the many intricacies of implementation and that will get you so far.  If you want to go from good to great, then you’re going to have to stop learning analytics.

Advance Your Career with Action
Measurement craves action.  That’s why site testing (a/b and multivariate) has been such a huge hit.  Your success as a web analyst is defined by the impact of the changes your work inspires: more leads, higher revenue, greater customer satisfaction.

Start your search for by following the money.  In most companies, the budget is often biggest in one of these 4 channels:
1. Paid Search
2. Email Marketing
3. Organic Search / SEO
4. Landing Pages

1. Paid Search

eMarketer predicts that paid search spend will hit $10 Billion by 2010.  Each year, more money migrates from offline advertising to online buys, often starting with paid search (aka pay-per-click or PPC advertising).

Who’s to blame them?  PPC advertising, most often on AdWords and Yahoo Search Marketing, is among the most measurable marketing investments you can make.  That’s exactly why web analysts need to get up to speed… fast.

The basic structure of paid search advertising is simple: you select words, bid on them, write a text ad and send them to a landing page.  The reality is far more complex.  To get started, I recommend you start with a simple 5 point PPC questionnaire:
1. How are we performing against our yearly and monthly goals?
2. Which campaigns are driving 50% of our cost?  Which ones are driving 50% of our revenue (or similar KPI, such as leads)?
3. What are our ad groups and how are they performing?
4. What is our impression share for the top campaigns?
5. How is competition affecting our brand campaigns?

This is a mix of simple questions, but you’d be amazed how eye opening they can be for a web analyst.  I threw in “impression share”, because it’s a metric that few outside of paid search understand.  It once again highlights the need to move outside of just one tool.

You can get a good overview of paid search with this guide.  For free advice on measuring and optimizing paid search, check out the ClickEquations blog.

2. Email Marketing

Email is a rather unsexy channel.  Most people think of it as outdated at best or spam at worst.  The truth is that email is very much a part of online marketing in a basic way (support email, order confirmation) and more advanced uses (personalized offers, abandoned cart recovery).

As an analyst, you can lead the charge to maximize email ROI by asking:
• How does email stack up against other channels?
• What’s the most effective way to grow our subscriber list?
• What have we learned from past tests?  How can we structure future tests to boost results?
• Which segments of our list are most valuable?
• What kind of from and subject lines boost open rates?

I usually turn to the Email Experience Council to find resources for email marketing.  Their Email Stat Center is a really great collection of research and some stats for comparison.  The Email Benchmark Guide is a good starting point.  For more in-depth training, there is an Email Marketing Summit coming up shortly.

3. Organic Search / SEO

Of all the channels on this list, organic search is most likely to frustrate analysts.  Unlike paid search and email marketing, you can’t know or measure many of the aspects that contribute to successful search engine optimization.

Search engines are fundamentally secretive about what drives rankings to a.) keep their competitive advantage and b.) reduce the amount of gaming of the system.  To top it all off, it can take months (or more) before your changes produce results.

Even with those barriers, the value of measuring and analyzing organic search as a web analyst is huge.  A well optimized site can drive significant traffic with no per-click cost, which means more money for your company and more kudos for you.

Start with some basic questions:
• How has our organic search traffic trended year over year?
• Which pages are bringing in the most organic traffic?  Which search queries (aka keywords) drive them there?
• How does organic search drive our bottom line–profit, new customers, etc.?

Next, dig into some more advanced questions:
• What is your keyword share for our targeted search queries?
• How should we balance our organic and paid search efforts for maximum ROI?
• How do our blogging and social media efforts help SEO traffic?

I keep up with the SEO space by reading Search Marketing Gurus, SEOMoz and SEOBook.  Copywriting has a big impact on organic search efforts, which is why I read Copyblogger.  Their SEO Copywriting series is a good intro.  For something more in-depth, try this guide.

4. Landing Pages (aka entry pages)

Every marketing campaign has to point to a page on your site.  What should that page look like to yield maximum profit?  Welcome to the world of landing pages.

The immediate post-click experience has a tremendous impact on the profitability (or viability) of your tactics.  Paid search is getting more competitive and expensive, while display is as pricey as ever.  If you want to wring out the maximum results, then regular testing of your landing pages has to be a standard practice.

The good new is that there’s tremendous upside in testing for any analyst out there.  It’s all about data driven decision making instead of opinions and guesses.  Not sure which headline is best?  Test it!

The simplest way to get started is just to launch your own test using the free Google Website Optimizer.  If you’re familiar with page tagging, the setup should be pretty straightforward.  The real trick is understanding test design and measurement.

I recommend you start with Jonathan Mendez’s Expert Guide to Multivariate Testing.  Bryan Eisenberg’s blog often features useful testing tips.  I read Marketing Sherpa’s newsletters for new ideas and they have a handbook.

Conclusion

The fastest way to advance yourself, or your own business, is to focus on action and the bottom line business goals.  The more you can partner with marketing and improve results, the more invaluable you’ll become.  Take some time to expand your horizons beyond web analytics and you’ll be a better analyst for it.

The Secret To A Web Analytics Career: Stop Learning Web Analytics!

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On the topic of web analytics careers, this is a reprint of an article about web analytics training that originally appeared at the WAA.  If you could start your career over, what would you do?

1. You are Not the First Web Analyst – You do not need to invent web analytics. Somebody has encountered the problem you have. Establish a great base of knowledge by buying books like Web Analytics: An Hour A Day, joining the Yahoo Web Analytics Forum and subscribing to every measurement blog you can find

2. Go to Emetrics NOW – Your world view is likely to be very myopic: all about your tool, your website, your business. You need perspective. The eMetrics Marketing Optimization Summit will open your eyes, especially if you’re just starting.

3. Your Tool Can Do More Than You Think – Most people assume that what you get out of the box is the limit of your tool. This is usually wrong 99% of the time. You must not be afraid to ask your vendor about what else it can do.

4. Start a Blog or Business – If you don’t really, really own the numbers you’re responsible for, you’ll never really, really learn the data. Pick some side project, start a blog or a business, and measure the hell out of it. Trust me, you will learn a ton.

5. Automate Your Life – I’m repeating June here, but you simply must automate as much as possible. You will be stuck in Excel hell unless you can use technology better.

6. Test! Survey! – Repeat after me: not everything you need to know is inside of your conventional web analytics tool. Say it again. Now, do it. There is NO excuse not to start gaining experience. If you listened to #4, then you don’t need anyone’s permission.

7. Learn Other Disciplines (like SEO and Paid Search) – You will be better at your job if you understand what you’re measuring. Start dabbling in paid search, SEO, affiliates, email, WHATEVER. Just stop focusing on measuring and start focusing on doing the things you measure.

8. Communication is the #1 Skill You Need – Measurement without action is failure. If you cannot communicate your findings and persuade people to act, you will not be effective. Learn to present. Master the executive summary. Be one with PowerPoint.

9. Be Not Afraid of Technological Terms – I’m not a technically oriented person. But, the very nature of internet marketing requires that you at least grasp the basics. The nature of web measurement requires that you grasp a step above the basics. Like it or not, you need to tackle this sooner rather than later.

10. Teach Early and Often – It is very easy for people to start relying on you to measure. Unfortunately, this can quickly become limiting to your career growth. Measure for manager and he’ll optimize for a day, teach him to measure and he’ll optimize for life!

PS: If you want to learn paid search, check out the ClickEquations Blog.  If you manage large paid search campaigns, check out ClickEquations.

Learning Web Analytics – The Top 10 Things I Wish I Knew When I Started

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I’ve been thinking about attribution recently — how your software decides which channel gets credit for conversion (see my article on campaign analytics).  Attribution is really a question of credit and influence.  Which promotion contributed to that sale?

I believe that previous ad clicks contribute to brand awareness and can drive future searches and response.  But, they place a lesser degree in future sales. Yes, I’m more likely to come back and convert if I previously found your site another way.  They deserve a some assistance credit, but it diminishes over time and with each subsequent click and channel.

Direct traffic is the biggest attribution hole.  All of that traffic originated somewhere, we just can’t directly trace it back and it’s deflating other channel’s performance.

I think this is a religious argument.  There is no obvious and easy answer.  The best answer is the model that ultimately leads a business to invest in the channels that produce more profit, etc.  That said, we are very far off from that state. That’s why I think that software should give people a choice, thus circumventing any nits they could pick with whatever one we forced them into.

What kind of attribution are you using today?  Which kind would you like to be using?

Mulling Over Attribution in Analytics

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