Best Practice Guides

Authors
Chris Cunnane, Senior Research Associate, Aberdeen Group

Summary
Customer loyalty is increasingly important for retailers as consumers continue to tighten their purse strings in a struggling economy. Customer loyalty begins with consumer insights, offer creation, and customer experience management. In the cross-channel retail environment, customer experience management, loyalty execution, and the consumer shopping experience must be consistent across all channels. Unfortunately many marketers cannot measure and communicate with their customers across multiple channels.

Summary
Aberdeen Research recently conducted a study on the web analytics landscape with the purpose of trying to understand what "best-in-class" companies are doing right. Their findings are included in this new webinar about unlocking insight from web analytics. Topics covered include: the analytics marketplace, analysis of paid vs. free solutions, how segmentation helps find greater insight, and a blueprint for success. Download the webinar and research paper today.

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!

Authors
John Lovett, Senior Analyst, Forrester

Summary
Relevance is the gold that marketers seek and the means by which customer intelligence professional secure their tenure. Marketers require relevance to reach customers in our increasingly cluttered and information-overloaded environment. The recipe for relevance includes three key ingredients: data, insight, and technology. More sophisticated marketers will sprinkle in some automation for good measure, but ultimately some ratio of these ingredients along with calculated timing results in satisfying returns.

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?

Authors
Rebecca Jennings, Analyst, Forrester

Summary
In a recent Forrester report, Rebecca Jennings noted that with interactive marketing forecast to grow 32% in the US and 17% in Europe, the reliance of marketers on these channels becomes increasingly obvious. But with increased spend comes increased expectations; tracking results through basic measures such as click-throughs won’t be sufficient.

Authors
Brent Hieggelke, Vice President of Strategic Marketing, Omniture

Summary
Join our Omniture experts as they discuss the basics of behavioral targeting, how to engage more customers and how to measure the uplift. See real world case studies of how companies have increased revenue and conversion.

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.

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.

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.