Performance marketing insights, discussions and expertise

Tracking Offline Campaigns to Online Conversions

By on August 13, 2012

With the many initiatives marketers employ everyday, it’s often difficult to figure out exactly which campaigns are successfully influencing consumer actions. And, in a world where so much of our business is done online, it can be particularly difficult to see the impact of traditional offline marketing efforts in the mix. You know your traditional marketing programs play an important role in online conversions, and you want to know which campaigns are driving that success. So how do you do it? And how do evaluate the results in the end?

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Mobile vs Online Marketing

By on August 7, 2012

My iPhone is pretty much glued to my hand. In fact, I rarely use my laptop outside of work to access the internet. This is fairly typical as a recent study showed that 45% of young adults do most of their internet browsing on their smartphones. I know the mobile experience is different than the laptop–but what’s the difference between mobile and online from a marketing perspective?

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Analytics and Ad Servers Leave You Short

By on August 3, 2012

Many companies rely on their current analytics or ad server solutions to measure the effectiveness of media buys. The challenges of logging into multiple media tracking systems (adwords, affiliate, ad networks, etc.) and pulling disparate metrics into a cohesive and actionable report is challenging. Every system reports impressions, clicks and conversions using different methodologies making it impossible to create “apples to apples” reporting across these media channels. So it is only natural to try and find a single system to capture all of the metrics and report on them.

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SMARTER Proposals

By on July 27, 2012

There’s a well-known formula for effective goal setting that I first learned about in college – and have heard repeated often in professional training sessions. The technique is to establish SMART goals. You can use a similar formula for presenting effective and persuasive proposals: SMARTER plans. In this formula, each letter stands for a key element of your plan.

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What is Tag Management?

By on July 18, 2012

The question today: What’s Tag Management? Originally, I planned to start off researching a question about performance marketing. Except our Santa Barbara office is buzzing about tag management. Since I’m seated between the business teams and product development, I’m perfectly positioned to listen in on all the chatter. Believe me, there’s been a lot of talk about tag management.

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Selling to Internal Decision Makers: Whys that Matter

By on July 12, 2012

Last week, we reviewed the basics for effectively pitching ideas to internal decision makers. To get a Yes, we recommended that every request include two sets of arguments: the “Why we should do this” and a plan for “How.” Today we’ll take a closer look at making the case for Why your manager should approve your request.

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Introducing Phylicia

By on July 3, 2012

Last week, I started drafting an upcoming blog post called “The 5 Most Frequently Asked Questions by Online Marketing Newbies.” The inspiration for the post came from a list of “beginner topics” created by the newest member of our Impact Radius marketing team: Phylicia Clifton.

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