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  • The Future of Analytics: Transforming (some) Organizations What can we say about the future of analytics? Let’s start with what we know: Moving our activities online has caused us to produce mountains of data to analyze. Too much data many would say. Much of this data is imperfect. Many online activitie...
  • Web Analytics Accuracy vs. Precision: Which to Choose? We use measurements in many different situations. The cook in the kitchen with measuring cups and spoons to make a cake. The carpenter with tape and t-square to build a house. The crew of the fishing boat looking for fish in the ocean with son...
  • Google Analytics Interface Map The interface to Google Analytics crams a lot into one screen. This makes it possible to go to many places in the application with just one click. But the interface has so many components that even experienced analysts can miss a useful feature. A...
  • Group Decision-Making: Pitfalls to Avoid David Raab posted an article on what current brain research says about decision-making and software selection (his specialty). It made me think about some of the additional pitfalls that B2B marketers face in group decision-making. I don’t mean th...
  • Take Action on Your Web Analytics Results Yesterday I mentioned the top challenges in the Bienalto annual survey of web analytics. In yesterday's article the topic was analytics staffing challenges. Today it is the challenge of how to take action based on web analytics results. It’s unrea...
  • Overcome the Analytics Staffing Challenge Companies in Australia report that a top web analytics challenge is analytics staffing. U.S. Companies would likely report a similar challenge. This conclusion comes from Bienalto, an Australian marketing services company that conducts an annual surve...
  • How to Measure Content Marketing Results B2B companies know they must measure the results of their content marketing. They want to tie their results to conversions, leads, and revenue. But it's not easy when you have multiple buyers participating in a long buying cycle with many stages. ...
  • Traffic Source Diversity for Healthy Customer Acquisition Cultivate traffic source diversity to your website like a money manager who allocates assets to create a balanced portfolio of investments. Investors want to own a mix of securities in different asset classes like stocks, bonds, and cash. A mixed port...
  • Web Analytics Process: Kaushik plus Whitmore It’s tempting. Google Analytics is free and it looks so easy to get started. Just install a java tag on your website pages and start start collecting data. You can use Google’s standard reports to very quickly look at who visits your site and what they do...
  • Increase Customer Lifetime Value Matt Trifiro (VP Marketing at Desk.com) gave a terrific keynote at the recent GAUGE conference. My experience with keynotes is that typically they are not that memorable. This was not one of those keynotes. Matt used the fundamental economics of a ...
  • Gauge Conference SF 2012 - Trip Report What makes an industry conference interesting or valuable? Meeting new people. Catching up with old friends. Learning new techniques. But the best part happens when I take away a few insights. You know, the kind that you couldn’t have gotten any o...
  • Hubspot on How to Generate Sales Leads When Mark Roberge accepted a position at newly-formed Hubspot, he had a goal in mind. He planned to combine science and process with the art of selling to generate sales leads. His methods helped propel Hubspot's growth of 6000% in four years. Mar...
  • Improve your Sales Forecast with the Demand Metrics Waterfall Meeting your sales forecast and revenue goals — it's the lifeblood of a B2B company. Yet, many companies report that their sales forecast is unreliable. They routinely fall short of their revenue goals. And worse, they say marketing and sales have...
  • Scope your Marketing Framework We know that B2B buyers today are empowered to control the business relationship. We know that business-to-business buyers are on a journey. They go through stages to solve their problems — from awareness of the problem to information gathering to deci...
  • How Scott Painter Takes Charge of Metrics His first company at age fourteen — a car-washing business so he could drive other people’s fancy cars. He’s personally started 34 businesses and run 17 of them. He’s led 50 financing rounds. Scott Painter is the definition of the serial entrepren...
  • The Simon Sinek Guide to the Data-Driven Organization The meeting starts in an hour. You were up late last night. Had to make sure you've got all the numbers to support your proposal. You feel armed and ready. But a little nervous too. What if your manager (or your client or the creative director or ...
  • The Surprising Truth about Google Analytics Direct Traffic Search. Referrals. Direct. Google Analytics categorizes visitors arriving at your site primarily into these three buckets. Search: Visitors find you in the search engines, either in the organic listing or your PPC ad. Referrals: Visitors are r...
  • A Marketing and Measurement Model: Take Charge of your Analytics Ever gotten stumped with your web analytics before you got started? You encounter dozens of metrics, even more possible ways to view them, thousands of different configurations for reports. It’s no wonder many marketers and entrepreneurs throw up ...
  • Google Analytics Releases Real Time Many people have wanted real time abilities in Google Analytics. Now they have it. Last week Google Analytics announced it would add real time capture and analytics information to its application. Jason Cutroni, Stephanie Chang at distilled, and D...
  • Marketing Through "Thought Leadership" Not "Look at Me" It's become a running joke in Brad Feld's circle that he "hates marketing." But does he really? Feld published a letter this week from Chris Moody, COO of Grip. Moody's letter captures what he believes Feld's philosophy of marketing to be. It's based o...
  • Exit Rate vs. Bounce Rate All visitors to your web site leave at some point, whether they visit one page or one hundred. The last page they visit is their Exit Page, an event your analytics application records. You might think that your analysis of the Top Exit Pages for your ...
  • What's a "Good" Number? You know the bounce rate on your website. And average time on site. And on and on for many other metrics. Are your numbers low or high? What can you compare them to? How can you know what a 'good' number is? You could compare your metrics to those ...
  • Get Started with Google Analytics Every business wants to know what is happening on their website. But you can't just stroll onto your website like a restaurant owner who leaves the kitchen to visit the dining room. Or a shopkeeper who visits the store floor. It's invisible, th...
  • 5 Steps to a Core Website That Ranks and Converts Like a moth to the light, when technology buyers have a problem they turn to the search engines first. They may have just started to investigate a problem. Or buyers could be at the final stages of vendor selection. At all stages of the buyer’s jo...
  • Improve your Search Rankings with a Lean Website To improve search rankings and conversions, simplify the structure of your website. Break it into two components, the Core Website and the Blog. No one has to tell you that it's important to improve your search rankings in Google and other search engi...
  • How Many Sales Leads Do I Need? Every business wants to grow, and to do that you need to find and win more customers. You have to make it easy for buyers to find you and then nurture them through their buying cycle. But how much website traffic and how many sales leads do you need t...
  • Why Your Sales Force Needs Fewer Leads B2B companies invest tremendous resources in marketing and sales. Yet they struggle to keep their sales funnel full. Marketing produces more and more leads and passes them on to Sales. Despite this, sales reps cannot close enough business to make thei...
  • Get More from Twitter Twitter is flexible and unstructured. It can even appear chaotic and confusing. Posts are asynchronous. You can follow anyone and anyone can follow you. All posts (except Direct Messages) flow into your followers' stream of news. Many people have wri...
  • Five Tips to Start Using Twitter If you are thinking about using Twitter for business purposes, it can be intimidating. Everyone else seems to know what to do � how, when, and with what frequency to tweet. It's like joining a club where you not only don't know anyone, you don't even know...
  • The Profit Multiplier: Sales Productivity In her work teaching her buying facilitation method, Sharon Drew Morgen (author of "Dirty Little Secrets", reviewed here) states that she has worked with groups who have doubled their sales close rate. This doubling is possible because sales people are f...
  • So Many Sales Metrics. Where Do I Start? Seventy metrics. When the speaker told us that's how many Sales Metrics he uses, I thought, maybe for you, but that's too many for most of us. Todd Youngblood (Author of "Think About It...") was the guest at Michael Webb's monthly webinar on sales pro...
  • B2B Sales Qualification: a more reliable method A sales rep for an industrial company is selling a product into a new account. The product is complex. The decision-making cycle is long. A purchase will require the customer to learn new technical skills and to integrate the product into the organization...
  • Dramatically Improve Sales Productivity Sales professionals look at a lead from marketing and ask three questions: Are they willing to buy? Are they willing to buy from me? Are they willing to buy from me now? If the answer to all three of these questions is yes, then Sales has a qua...