KPIs give you an indication of your progress. They can be simply described as: “the most important metrics from my web analytics tool”. They are the metrics that have a direct impact on your bottom line. Web analytics provides the means to measure, analyze and optimize these metrics. This process is very important, because KPIs [...]

When you drive a car, the dashboard provides you with key information to properly operate your vehicle. When you work in online marketing, the dashboard should aid you in much the same way. Unfortunately, dashboards often excel in the dazzling graphics department and don’t offer much insight. To build a good dashboard two fundamental questions [...]

Your online marketing strategy is not set in stone. Just as a commander adapts to changes on the battlefield, so should strategy adapt to changes online. It should always be consistent with your overall marketing strategy and the message you are sending out through other channels. The word strategy originates from ancient Greece and refers [...]

More and more consumers are using search engines to help them find what they are looking for. Search engine advertising (also know as ‘pay per click’ or ‘PPC’) gives you the chance to be there when a person is looking for you. This means advertising is moving from push to pull. With the right strategy [...]

Analysis comes from the Greek word analysis, and means as much as “research and break up”. Breaking up is exactly what is necessary to come to grips with massive amount of Marketing intelligence data that online marketing generates. As Web analytics guru Avinash Kaushik said “averages hide the truth”, and only by segmentation can you [...]