Category Archives: coremetrics

Optimize SEM and SEO Lead Gen Campaigns with Web Analytics (Webinar)

Integrating search engine marketing (SEM) and search engine optimization (SEO) projects and teams is a best practice that can deliver a powerful Virtuous Cycle.  Built on the foundation of an analytics platform such as Coremetrics Continuous Optimization Platform, an integrated approach to SEO and SEO can significantly improve the ROI from your web presence.

Multiple surveys and studies have indicated that SEO projects consistently provide extremely attractive returns on investment.  Yet eCommerce and online marketing teams frequently struggle to quantify SEO ROI: both prior to the project as part of an internal budgeting process, and after the project to evaluate its success.  Using a recent case study of a global powersports company, we will demonstrate how Coremetrics Digital Agency worked with the client to optimize their lead generation engine by integrating Search Engine Marketing with Coremetrics’ Web Analytics. Building on this SEM experience we then targeted keyword phrases with the potential for the highest, measurable SEO ROI.

We will show the virtuous circle at play between SEO and SEM:

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For instance, you can see significant improvements to your SEM campaigns by applying lessons learnt from analyzing your SEO efforts (such as which keywords drive most interactions).

Attend this upcoming seminar with Coremetrics’ John Zoglin, Senior Director, Search Marketing Services to learn more.

Date: Wednesday, December 15, 2010
Time: 1:00 PM EST | 10:00 AM PST 
Register now!

More about Coremetrics


IBM’s marketing automation solutions: a primer

Christopher Hosford over at BtoB Magazine ran an interesting piece on IBM’s foray into the field of marketing automation focusing on the recent spate of acquisitions here at IBM. I thought it would be worth expounding on how each of these acquisitions fits into the notion of a holistic marketing automation solution – using an example that hopefully most of us can relate to: internet retail.

Coremetrics

Internet retailers use web analytics to explore which parts of their site are most effective, which channels are driving most visitors and what are the common paths taken by visitors who buy. Conversely, analytics can also highlight problem areas such as product lines that receive heavy traffic but little conversion to sale, expensive marketing channels that provide little revenue-generating traffic and navigational bottlenecks. You can take this further using a solution such as Intelligent Offer, which exposes the analytics to the visitor: much like the recommendation engine used by Amazon bookstore on their individual listing pages to say ‘if you like this book, you may be interested in these books too’.

Unica

An internet retailer that exploits different marketing channels, eg. email, web, social networks, can use Unica’s Interactive Marketing solution to track responses across the different channels and use this data on past behavior to tailor future messaging. It also allows you to uncover those prospects that have been most responsive and are more likely to cross over and become customers.

Netezza

Netezza can help the internet retailer wherever there are large sets of structured or unstructured business data. For instance you can use Netezza for bid price optimization of search marketing campaigns where you might have 100s or 1000s of keywords covering product inventory, coupled with multiple text ads and landing pages, leading to millions of permutations. Predictive analytics can help you determine what is the optimal paid search campaign structure.

Sterling Commerce

When it comes to order processing, Sterling Commerce can help internet retailers ensure consistency across different channels (eg. keep consistency across different web sites with different experiences). As one example, the system can help dealing with coupons and the correct application of discount codes across all channels.

I should point out that these are only individual examples. Each of these acquisitions have plenty of other offerings, many of which touch on different components of marketing automation.

I’d be remiss not to mention Cognos, SPSS and ILOG, all of whom offer business analytics offerings that can be customized in a marketing automation context.

IBM’s Business Analytics solutions are set to mature as these acquisitions are woven further into the fabric of each other and the expansive IBM quilt of offerings. Early indications are positive however, as IBM’s Business Analytics revenue has grown 12% over the last year to a net income of $3.6 billion. This would suggest we’re in for some interesting times ahead!

BtoB Magazine article on IBM’s marketing automation solutions