How to do real analytics work with your Google Analytics Account
How to do real analytics work with your Google Analytics Account *This article assumes that your website is already using Google Analytics (GA) as well as Google Tag Manager (GTM). If you do not already have a Google Analytics account you can find resources here on...
How to Win with Google Search (and the game of Monopoly)
In case you don’t remember, there are 28 properties on the monopoly board (22 streets, four railroads, and two utility spaces). The formula for winning at SEO (Search Engine Optimization) AND Monopoly is simple... Winners don’t rent, they OWN. As we all know, you can...
Using Paid Search in an Omni Channel Marketing Strategy
Originally posted on BuyerGenomics. What follows is a deep dive by the Head of Strategy for Endai, Damian Bergamaschi, on how to use paid search in an omni channel marketing strategy. Key Takeaways: Don't look at the...
Drive Your Buyer’s Lifecycle, Increase Revenue and Retention
The process of acquiring and sifting traffic into engaged, and ultimately people that buy from you is critical to your customer acquisition efforts. Managing your “audience” is often referred to as the early stages of the “Customer Journey.” In this column, we’ll...
Customer Value: Narrowcasting vs. Broadcasting
Virtually every brand we’ve met with in the last few months is hungry for new customers, the war for the customer is on. For more on growing your customer base, consider reading “Bigger is Better, How to Scale Up Customer Acquisition Smarter” an article we published...
The Most Important CRM Metric You Might Be Missing
Virtually every organization we have worked with in the past year is working on managing, improving, or optimizing their relationships with customers. This work falls under the umbrella term “Customer Relationship Management” or “CRM.” It is, of course, the oldest...
Bigger is Better — How to Scale Up Customer Acquisition Smarter
While we’re all focused on delivering our holiday plan, every CMO I’ve spoken with in the last 3 months is focused on the same things. In 2016 “we need to achieve greater scale” --in other words, to get bigger. It would seem for sure, bigger is better. Bigger is the...
Marketing Machines — Possible or Pipedream?
True data-driven marketing is still “just a dream” for many marketers, rather than a reality. Under this vision, systems data mine autonomously, and present fresh actionable insights at your desktop in the morning. For about 99% of marketers, this may sound too good...
Analytics Isn’t Reporting
Working with multi-channel retail organizations, we’ve experienced the frequent concern that online is competing with, or “cannibalizing” retail sales. It seems like a reasonable problem for those responsible for the P&L of the retail business to consider, same...
Channel Collaboration or Web Cannibalization?
Working with multi-channel retail organizations, we’ve experienced the frequent concern that online is competing with, or “cannibalizing” retail sales. It seems like a reasonable problem for those responsible for the P&L of the retail business to consider, same...