Online Ratings Affect User Judgement

In a great study in MIT News, evidence suggests that exposure to online ratings could matter more than you think –and even if you think it doesn’t matter to you. In our Client work optimizing organic search results, we’re finding new connections between Google use of online reviews in SERP results, and our data and experience would suggest that user reviews are driving preference in the organic listing a user chooses when clicking. Here’s a link to the study from MIT. Let us know what your experience is and what you think in your...

New Feature in Google Analytics Premium

For users of Google Analytics Premium, and those considering GA Premium, here’s a quick update on a new feature we like. This new update allows you to customize the columns (metrics) that are displayed, order in which they are displayed and label group they are part of. Report customization works on a per report basis. This gives you the ability to tweak standard reports yet you don’t need to create a custom report. Most users will find this pretty neat and useful. Using it is rather easy. Go to the “Create new group” link to launch the report customization editor, select the metrics you would like to appear, give your new metric group a name and save it. That’s it. Google Analytics Premium reporting notched up a nice little enhancement here. Try it and let us know what you think. Have questions on Google Analytics Premium, please let us know, we’re here to...

Marketing Brief: What is your best lead generation tool?

A recent study published on Marketing Charts showed that 23% of top B2B marketers rate their corporate website as their top lead-generation tool, while 41% cite referrals and personal connections. If you’re in the former group, a strong analytics and tracking system can help you extend customer lifetime value by identifying up-selling opportunities and shortening the buying cycle. If you’re in the latter group, a solid analytics package might just make you change your mind on the value of your web presence. With the use of strong analytics tools, like Google Analytics, you can monitor customer and prospect behaviors to make sure you’re getting the most out of your online marketing...

Does Your Sales Funnel End In A Bigger Bottom Line?

A recent study from MarketingSherpa showed that 68% of B2B companies haven’t yet identified their sales funnel, and 76% of B2B marketers don’t use any type of marketing automation. When studies routinely show that marketing automation consistently increases conversions and decreases cost-per-acquisition, ignoring this channel is a huge lost opportunity for B2B companies. Having a clear understanding of performance and being able to take away actionable insights is key in making sure your online marketing efforts are leading to quantifiable increases in revenue and profitability. Otherwise, you’re letting qualified leads fall through the...

Marketing Brief: Are Your Analytics Increasing Your ROI?

According to a 2012 study by AMR International, annual growth of U.S. B2B online marketing spend is expected to reach 14% by the end of 2012.  Surprisingly though, only 50% of current B2B marketers formally analyze their metrics to judge ROI. That’s unfortunate since the other half of B2B marketers that do analyze metrics see much stronger results from their online marketing. One of the largest benefits to tracking and analyzing metrics is that it allows you to react and respond immediately to what’s working and what isn’t. Having that kind of insight into your marketing campaign is an invaluable tool for B2B companies because it lets you make quick decisions without wasting lots of marketing spend on activities that aren’t...

4 New GA v5 Features That Make a Big Impact on Analytics

Last month, Google updated their analytics suite with a few highly anticipated additions, doing more than simply refining the application’s look and feel with its update to GA version 5. This latest release has finally introduced the public to several features that Google has been testing with select accounts over the last several months, and which provide a large amount of rich and actionable data. Among a bundle of minor tweaks and upgrades, four major new features stand out: Visitor Flow Building upon numerous beta releases and working versions that have been slowly rolled out over the past year, the new, upgraded, and better than ever visitor flow is one of the most powerful tools available for accessing the quality of your website at a quick glance. The visitor flow is a visual representation of how your site visitors use and interact with your website. In its simplest interpretation, it is a map showing where users come in from and then outlining the pages they view until their exit. Google uses the size of the connections between pages to clearly and easily show relative amounts of traffic, and color-codes drop-offs and exits for an at-a-glance view of where potential bottlenecks in your visitor flow are occurring. This feature would be great on its own, but Google has built the full power of their segmentation engine into the visitor flow. That means the view you get can be filtered by any of the custom segments that you have previously set up, as well as standard filters like traffic source, device type or browser. This powerful new tool can tell you...