Akin Arikan

Seeking a Strategic Framework for Digital Marketing

The DigitalMarketingOne founders council is seeking to design and explore a strategic framework for digital marketing. Marketing does so many things though and does them so differently at different companies. How do we put all that into a framework that makes sense to marketing...

To Test or to Target? Where to Start for Best ROI?

The previous post had concrete recommendations for proving the ROI of behavioral targeting. Several smart reader comments brought together a pretty clear picture. However, when I was meeting with a number of experienced online bankers in Europe recently, the question that I received was more...

Building the Business Case for Behavioral Targeting

It is often said that building (or proving) the business case for (site-side) behavioral targeting has been a lot harder than justifying an investment in more straight forward site optimization techniques such as A/B testing. As a result, you can read independent industry analyst reports...

Since when does SEM no longer include SEO???

It used to be that SEM was the umbrella term for paid and organic. Articles on search would begin with a sentence such as “Search engine marketing (SEM) comes in two types: paid (PPC) and organic (SEO).”. I used to abbreviate that as “SEM=PPC+SEO”. But...

Behavioral Analysis for Driving Targeted Marketing

You might be squandering a huge opportunity if you aren’t using web analytics as a rich source of behavioral insights on individual prospects and customers. Read the full article published on the brilliant new online-behavior site. There you’ll also see uses of Venn...

Q&A with Radian6?s Lauren Vargas from our Recent Webinar

Social CRM has just gone from being a buzz word to being an official software solutions category: Gartner has released their Magic Quadrant for Social CRM! On that occasion, let me post the Q&A from our recent webinar with Radian6′s Lauren Vargas below. The replay...

The Nerd-Geek Venn Diagram Applied to Analytics

Ever since the brilliant Nerd-Geek-Dork Venn diagram below started zipping all over blogs in Sept 2009, I have been waiting for genius to strike me so that I might think of ways to apply this to the analytics topic. Sadly, genius never struck. But here…

5 Multichannel Gems from eMetrics San Jose

Like most vendors at the eMetrics marketing optimization conference this year, I only had a chance to attend very few of the sessions. But each of the ones I did attend was awesome. Even more awesome than I remember from past years. Here are five…

5 Ways to Increase Returns from Search Marketing (SEM)

The team at Online Marketing with RSS Ray kindly invited me to present on BrightTALK yesterday on five ways to increase returns from SEM. This was a welcome opportunity for me to detail my recommendations for how to optimize search engine marketing from end-to-end rather...

Web Analytics Wizards go on Beyond Web Analytics – Podcast

So much has been written about our little world of web analytics, that it is getting increasingly difficult to come up with useful new contributions. But the Beyond Web Analytics trio, Adam Greco, James Dutton, and Rudi Shumpert, managed to do just that. Their series...

Web Analytics Wizards go on ColderIce – Podcast

John Lawson who runs ColderICE.com, a blog focused on bringing e-commerce education to the masses was kind enough to invite me for a very fun podcast. In hindsight, the experience reminds me of something my grandfather used to say:  Everybody, once a week, should visit one hospital and one cemetery...

Announcing: Free Optimization Wizard for Organic Search (SEO)

“The best things in life are free”, they say, and organic search traffic might seem free at first glance. But in truth, as you will know, organic search isn’t free at all. It requires hard SEO work upfront before you can rank well for highly...

What’s a web analytics STRATEGY vs. TACTIC?

“Hey, in 2010 let’s be strategic with our web analytics. Let’s not get lost in the tactical weeds” OK, so what’s a web analytics strategy vs. tactic then? The web analytics solution that you use is a tactic. The strategy is in the reports that…

Social Marketing Metrics Must Fit Your (Real) Business Goals

Social Marketing is customer-centric marketing. After all, the company is ideally meant to build its brands by first building support and enthusiasm among its customers. But social media are challenging and humbling. The discussion of how marketers should go about using them is often clouded...

Twitter: Here is a business model for you

I used to doubt the value of Twitter and recently became a cautious convert. But this week, I turned into a Twitter lover. What did it for me? Well, I was watching the tweets come across the ticker in real time on Tuesday while Google…

Online-Offline Integration – Is It Happening?

Just about a year ago, I had the chance to publish my book on mutlichannel marketing metrics. The aim was to create a "how to" book that would enable analytics oriented marketers to integrate online and offline data. Why bother? Because customers interact with our…

Be Humbled by Twitter

When it comes to Twitter, I have been siding with the naysayers who think: I don't care what other people seem to be having for lunch nor what they type into their mobile phones when stuck at the airport I am not important enough -…

New Web Marketing Era: On-Site/Off-Site Integration

While it isn't yet quite the online-offline integration that is my pet peeve, a new era of web marketing and web analytics seems to have begun. I think this will be a very exciting precursor to online-offline integration. This era deserves its own name,...

Would You be a Better Marketer if You Calculated Cost of Unwanted Email?

Let's face it: we just can't handle anything that is free. Whenever something appears to be free, e.g. all-you-can-drink soda, the environment, healthcare, or email, we over-consume and abuse it. Only when consumption has a price do we start to ponder what the optimal amount...

Customer Reviews Are a Great Experience Online. Why Not Apply Them Offline, Too?

Given these lousy economic times, most marketers are eager to make more out of what they already have. And one thing that web marketers have plenty of are clicks and visitor interactions. How could we make more out of those for the business? (other than...

New Posts

CustomerThink