As marketers, we are constantly trying to learn about our customers and how to best meet their needs. Luckily, as a company with a website, you have a huge advantage into understanding your customers’ behavior and purchase habits: your site’s data capture. Analyzing customers’ actions…

You’ve no doubt heard the phrase “the buck stops here.” And that’s what many people may think when they have successfully completed a marketing campaign. They look over the metrics and say things like “this campaign garnered 40% more clicks than last year’s” or “there…

Last week we covered improvements you can make to your paid search ads themselves. As promised, this week we will focus on bidding and optimization. Learning the fundamentals here is paramount to your success, especially as you dive deeper into analytics and complex data.

Blaring on the homepage of Forbes.com yesterday was this intriguing headline: Here’s an overview of Mr. Savitz’s three points: 1. “The burden of numbers!” 2. “ROI has its roots in project finance – where the return was based on the cumulative cost of production – not just…

For a CEO, determining return on investment is crucial. It’s not enough to make decisions based on gut feelings or to continue doing something just because that’s how it’s always been done in the past. That’s where ROI analysis comes in. Because CEOs understand where…