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Testing and Targeting: Website Optimization Best Practices

Recorded Nov 15 2011 44 mins
Presented by
Jennifer Wilson, Sr. Product Marketing Manager at Webtrends
Presentation preview: Testing and Targeting: Website Optimization Best Practices
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  • Most marketing campaigns are developed around guesswork. The brand or agency in question makes broad assumptions about audiences and their behaviors because qualitative market research is often cost prohibitive. But thanks to social technologies, every marketer now has access to cost effective consumer research - that of online conversations - that can uncover the important insights that drive your customers to engage and even purchase.

    In this exploration of social listening and monitoring techniques, Jason Falls will explain the difference in monitoring versus listening, show examples of insights gained by analyzing online conversations and illustrate how you, too, can take the guesswork out of digital and even broad scale marketing campaigns.
  • While the appointment of a CMO sends the right signal, the credentials, character and capability of this emerging C-level executive member are of critical importance to internal acceptance and permanency. Combined with title inflation in the C-suite with multiplying turfs and sub-divisions of responsibility, including “chiefs” of revenue, digital, data, customer experience, relationships, insights and innovation, chief marketing officers are constantly being challenged to fortify their positions, expand authority and assert ownership of critical leadership roles in their organizations.

    Along with trying to establish themselves in the C-Suite, global marketers are also facing an increasingly complex, distributed and digitally driven marketing ecosystem. With unmeasured pressure to better integrate and manage data, best of breed solutions, creative resources, brand assets and go-to-market functions, they are also called on to collaborate on an unprecedented level with CFOs, CIOs and COOs as well.

    A true CMO must be the CEO-in-waiting, groomed in all aspects of the business and a true leader and value-setter for the organization. Many CMOs aspire to this role, but few make it to the corner office and even less serve on corporate boards. As the realities and requirements for a CMO are reflected in the selection and appointment process, this is likely to transform.

    Please join the Chief Marketing Officer (CMO) Council in a live, one-hour, interactive webinar as we discuss our upcoming CMO Summit in Napa and how the role of the CMO must be reshaped in order for the CMO to rise as a true business leader.

    Some of the broad areas we will explore include:

    •The biggest shifts in the CMO role during the past five years
    •What has most impacted the CMO role: talent, technology or transformation of the business and the customer?
  • According to Econsultancy’s 2014 email marketing census, 36 per cent of marketers cite poor measurement and analytics as barriers to effective email marketing. They know that the right metrics will drive the right business results but while the essential metrics (delivered, opened, clicked or click to open) have served us well, they are not necessarily the ultimate measure over a period of time.

    In this webinar Skip Fidura of dotmailer takes a look at:

    How marketers can measure engagement though 'click and open reach' and 'dwell (or read) time'.
    The term 'the halo effect', how it can be measured and how it's in line with multichannel marketing measurement.
    The 'post click funnel' metric and making sure your campaign assessment isn't incomplete.
    How to examine your 'time of action' which will drive tests and improvements.
  • In this modern world of marketing the continued diversification and proliferation of channels and information available to the consumer have led to a change in the attitude of business as they compete for customers. Retailers, telecommunications, financial services and technology companies are all changing the way in which they approach the customer and in turn the customer has changed their expectations of the Organisation. In this webinar we look at the drivers behind this and share some of the changes that are taking place as a result of it. Most importantly we will share our view of what will successful organisations need to change to win the battle for consumers
  • Econsultancy’s social media manager David Moth will give an insight into the company’s social and content strategy, including planning, measurement and reporting. Find out why social media isn’t rocket science and discover some free tools that will make your life a lot easier.
  • B2B marketing and sales teams are on a constant quest to improve upon their revenue-generating efforts, and the tasks involved — seeking out new business, creating a seamless buyer experience, building and tracking campaign efforts — all require significant time and effort.

    What if there was a way marketers and sales teams could save time and effort and increase revenue generation at the same time?

    Enter, your technology solution. With Pardot, B2B Marketing Automation by Salesforce, marketing and sales teams can maximize campaign efforts, boost productivity, and shorten sales cycles — yielding consequential benefits both marketing and sales teams. Join us for a quick 30-minute look at how Pardot can:

    - Provide the insight sales needs to lead the conversation
    - Allow marketing to effortlessly nurture leads to a sales-ready state
    - Identify target buyers and key stakeholders, and more.
  • Working with limited marketing resources? Well, you’re not alone! Juggling what often feels like hundreds of marketing responsibilities on a high-growth team can make it difficult to focus on your day-to-day lead- and revenue-driving efforts.

    Fortunately, with the the perfect blend of marketing technology and strategy, you help optimize your marketing efforts and get more out of your programs! In this upcoming webinar, we will share best practices and let you in on the secrets of some of the most successful tactics to boost pipeline!

    We’ll take a look at how to:
    - Maximize lead management efforts
    - Keep your content strategy optimized
    - Identify and use your team’s skills for revenue-generating results
  • Join Tori as she walks through how to take a video campaign strategy from conception to completion! She'll start with the campaign concept that was developed by the Marketing team at Moz and what you need to take into account before implementation like scope, man power, and more. Tori will also cover how to schedule and release a campaign to increase goals and how to get buy-in for future campaigns by displaying valuable metrics.
  • As expected, on a journey to revenue optimization, there are bound to be bumps and potholes to be battled along the way. According to a new study from the CMO Council in partnership with Pegasystems, marketers admit that compared to five years ago, it is far easier to connect with customers through new digital channels and campaigns, be it through social or even mobile experiences.

    Join the CMO Council and Pegasystems as we delve into detailed findings from our latest study entitled “Predicting Routes to Revenue: Identifying Real-Time Decisions for Business-Driving Engagement”. This webcast will share detailed findings and insights from a survey aggregating thinking from over 150 senior corporate marketing leaders. Among the key findings, we will review:

    •Marketing’s rating of how well organizations are delivering on brand promises to customers
    •Measures and metrics that define customer experience success
    •The current state of analytics from predictive analytics to the ever-elusive 360-degree view of the customer
    •Plans for optimizing revenue and maximizing engagement value over the next 12 months

    The webcast will also touch on best practices of industry leaders breaking through these data, analytics and experiences challenges to make the most of every engagement and relationship by feeding the always-on marketing brain.
  • A referral program is a consistent channel for demand generation. Josh Beach, CTO of Amplifinity, walks through what marketers need to think about when planning to launch a referral program. You'll learn the key decision points in designing your program and best practices from the many customers Josh has helped to architect their referral success.

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  • Title: Testing and Targeting: Website Optimization Best Practices
  • Live at: Nov 15 2011 6:00 pm
  • Presented by: Jennifer Wilson, Sr. Product Marketing Manager at Webtrends
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