Best Practice Guides

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The Best and Worst of Paid Search in 2009DETAILS

Summary
Looking back on 2009, many companies suffered from similar problems with their paid search ads. Join Forrester Research as they review "The Best and Worst Paid Search for 2009", to point out tips and strategies so you can make sure that your paid search ads are "winners" in 2010.

From Web Analytics to Online Business OptimizationDETAILS

Summary
An organizations web presence is a critical component of doing business today. Marketers are facing a growing number of channels in which customers can access their company, and customers expect a personalized, knowledgeable experience no matter what channel they use. As a result, companies need to transform from simply measuring behavioral activities on their web site to pursuing an online optimization strategy across all online interactions.

Forrester's Interactive Marketing Forecast, 2009-2014DETAILS

Summary
Interactive marketing spend will near $55 billion and represent 21% of all marketing spend in 2014 as marketers shift dollars away from traditional media and toward search marketing, display advertising, email marketing, social media, and mobile marketing. This cannibalization of traditional media will bring about a decline in overall advertising budgets, death to obsolete agencies, a publisher awakening, and a new identity for Yahoo!

11 Advanced SEM StrategiesDETAILS
Sharpening Web Site Relevance: Tactics For Delivering Meaningful Online ExperiencesDETAILS
How Much is ‘Free’ Costing You? DaveRamsey.com’s 567% ROI With Enterprise AnalyticsDETAILS

Summary
Are you struggling to convince your boss of the need for enterprise-grade analytics? Or do you currently have analytics and need to justify your budget? Join Tony Bradshaw (DaveRamsey.com) and John Lovett (Forrester) as they discuss the benefits of using an advanced measurement application and look at the opportunity costs associated with using a free tool.

Where is Interactive Marketing Heading in 2010? How You Can Prepare Today for the Marketing of TomorrowDETAILS

Summary
In June 2009, Omniture commissioned Forrester Consulting to research the current state of online marketing and its measurement. The study evaluated how well marketers were maturing their approach to online marketing. It answered such questions as: What is their approach to online programs? What skills are marketing executives prioritizing now and in five years? What challenges inhibit further advancement? And what technologies, if any, do they rely on to help with online marketing management?

Library

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Is 15% of Your Online Budget Allocated to Optimization?DETAILS
The Interactive Marketing Metrics You NeedDETAILS
Forrester: Small Web Site Investments That Pay OffDETAILS
Overcoming Random Relevance: Using 1:1 Behavioral Targeting to Serve the Right ContentDETAILS
Using Personas to Skyrocket ConversionDETAILS

Summary
This white paper discusses the importance of personas and segmentation for today’s marketers. It reviews how persona creation can help marketers better communicate to their audience and increase conversion.

Ten Targeting Questions to Ask Your Best MarketersDETAILS

Summary
If you are like most online marketers, many of your campaigns are less relevant and engaging than you had envisioned. With that in mind, Omniture has put together 10 simple tips that marketers can implement to dramatically impact relevance.

Do Your Landing Pages Smell Like Your Keywords?DETAILS

Summary
Joel and Jason discuss how the current search landscape is changing. Search campaign costs are rising, and marketers are expected to be more accountable for their marketing spend. This guide discusses how to make search campaigns and landing pages work in concert to achieve greater relevance for consumers..

Becoming a Data Driven MarketerDETAILS

Summary
Today’s metric-driven marketer can be overloaded by data. So what is the secret that allows some data managers to become effective analytical strategists? See the 5 strategies that separate the strategists from the managers.

Measure and Optimize Marketing's Contribution to Sales and RevenueDETAILS

Summary
This guide provides industry best practices for measuring and optimizing marketing's impact on revenue for B2B companies. It covers three critical strategies needed to break down traditional walls so marketers can report on and analyze each stage of the marketing and sales cycle, from the first interaction to revenue.

Industry
Business Services

How to Exponentially Increase Conversion from SearchDETAILS

Summary
Joel and Jason discuss how the current search landscape is changing. Search campaign costs are rising, and marketers are expected to be more accountable for their marketing spend. This guide discusses how to make search campaigns and landing pages work in concert to achieve greater relevance for consumers.

Web 2.0 Retail TechnologiesDETAILS

Summary
The online retail is marketplace maturing, so fewer new customers will be entering the marketplace. Web 2.0 technologies present new ways to poach and retain customers.

Industry
Retail

Forrester: Optimizing the Web 2.0 User ExperienceDETAILS

Summary
Much of the buzz about Web 2.0 is around the proliferation of rich Internet applications (RIAs), which promise numerous user experience benefits. But building a Web application using fancy technology doesn’t ensure a better user experience. As firms rush to incorporate RIAs into their site designs, they should create a solid understanding of users’ needs and implement structured testing techniques to understand and validate appropriate use and design of RIAs.

Forrester: The Marketing Technology BackboneDETAILS

Summary
Forrester’s Independent Research Report on “The Marketing Technology Backbone” is very relevant in today’s online environment stating that marketers are struggling to measure new consumer behaviors, integrate interactive marketing channels/applications, and are pressured to measure and improve marketing ROI.

Industry Guide: Financial ServicesDETAILS

Summary
The Omniture experts have put together a best practice guide for financial service web sites to better understand how web analytics can improve marketing effectiveness.

Industry
Financial Services

Industry Guide: Lead Generation & B2BDETAILS

Summary
The Omniture experts have put together a best practice guide for lead generation and B2B web sites to better understand how web analytics can improve marketing effectiveness.

Industry
Business Services

Industry Guide: MediaDETAILS

Summary
The Omniture experts have put together a best practice guide for media and content web sites to better understand how web analytics can improve marketing effectiveness.

Industry
Media

Industry Guide: TravelDETAILS

Summary
The Omniture experts have put together a best practice guide for travel web sites to better understand how web analytics can improve marketing effectiveness.

Industry
Travel & Hospitality

Overcoming the Challenges of B2B MarketingDETAILS

Summary
B-to-B marketers traditionally focus on improving metrics like return on investment (ROI), cost per lead, or cost per sale. With increasing pressure to prove the value of marketing activities, it is crucial to understand the trade-offs between different web marketing strategies.

Industry
Business Services

Top 10 Optimization Tricks to Boost Holiday SalesDETAILS

Summary
Don’t miss this chance to learn more about how you can optimize your online marketing campaigns for increased revenue this holiday season—across all channels, from paid search to email.

Industry
Retail

Industry Guide: Retail & Commerce SitesDETAILS

Summary
The Omniture experts have put together a best practice guide for retail and commerce web sites to better understand how web analytics can improve marketing effectiveness.

Industry
Retail