Suggested Actions from Eight Speakers

Speakers generously shared their advice with participants at Internet Marketing Conference (IMC) in Stockholm on November 29–30. You missed many great presentations if you weren’t able to attend, but here is a brief recap of what the speakers had to say (I’ve tried not to edit what they wrote too much).

Predictive Analytics
by John McConnell, Applied Insights

Track visitor behavior over multiple visits.

Identify the key drivers of first visit buyers.

Identify the main factors influencing purchases over multiple visits.

Web Analytics Adoption
by Aurélie Pols, OX2

Use web analytics to influence your business strategy and company’s bottom line.

Evangelize the use of web analytics internally (invite people to lunch, connect to bonuses, etc.).

Define a strategy of data communication.

Find and support your champions.

Plan carefully, stepwise.

Prioritize your opportunities.

Sell internally.

Web Mining and Data Integration
by Dag P. Svendsen, Komplett

Anchor the project in the senior management group.

Assign the appropriate budget and team members.

Choose a data mining solution that can handle large amounts of data from several data sources.

Emphasize process from the very beginning.

Optimization
by Brian Clifton, Google

Check the Funnel Visualization report.

Check $Index values.

Check landing page bounce rates.

Check your website’s uptime, speed, and compatibility with browsers.

Make a test purchase.

Search Marketing and Web Analytics
by Henry Morales, Satama

Develop your own REAN model (reach, engage, activate, and nurture).

Pre-test audiences based on keyword queries and messages.

Work smarter by listening to your customers’ interests.

Find engaging keywords.

Online Communities
by Jack Fairhall, Kwiqq

Define the objectives of your community.

Measure success by activity, topic, and economic performance.

Use metrics from the community to improve the community.

Web Analytics
by Vicky Brock, Highland Business Research

Think hard about what may constitute as a conversion for your site. You may have multiple conversions.

Once you have a firm sense of what constitutes your success outcomes, start thinking of the various meaningful measures/factors that might be used to judge that success.

Consider terms and measures that people in your organization are already familiar with (such as net promoter score or cost per sale).

Think about how you can creatively use the various data sources you have in order to deliver those key measures of success that you’re interested in.

E-mail Marketing
by Lars Nordström, L-Soft

Find out if your e-mail marketing tool has the ability to perform A/B Split tests; if it does, then find out how to use it.

If your tool doesn’t include A/B Split testing functionality, then extract a list of subscribers and manually split it using a spreadsheet program (such as Excel) before importing it to the e-mail marketing tool again.

When you see which message and landing page combination was most successful, upload the remaining members of your subscriber list and send the better message to them. Compare the results of that campaign to previous ones, and do it again the next time you send. Keep experimenting and testing.

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The rest of the advice is only available to those who participated.

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