Presenting Search Marketing Results for Large Clients

March 20, 2008

A long time ago search marketing was mainly a vehicle for small businesses to compete with the big boys. For the many Fortune 500 companies that now outsource at least some sort of search marketing, presenting results whether it’s through analytics, lead generation, or sales can be tricky yet still highly effective.

When working with smaller clients, often the company’s one or two contacts are also the decision makers. You can build a relationship with them, recommendations made are often implemented quicker, and you can present results directly to them.

For Fortune companies, it can be a different story. They have more processes, contacts are often marketing directors or managers and they need to prove results to their respective bosses who ultimately approve the budgets. It’s important to show value to both.

One thing in common these groups have is they are smart and know how to delegate niches such as search marketing. Sometimes the difference is the amount of info they need.

Presenting or showing results in Excel is pretty common and a good example. They’re both easily imported from different analytics and pay-per-click campaigns.

Excel is obviously powerful, but the complexities can be overwhelming for anyone looking at a specialized report for the first time. The nice part is the ability to take a complex spreadsheet and create very easy-to-read charts with trend lines from them. Including charts like these within a Word document can provide the trusted information that large company decision-makers seek.

Again, these large company decision-makers are smart. They don’t always want the details as they have other things on their plate. They want to see results and delegate as needed.

This isn’t to discount the complex spreadsheets. They can (and should) be presented as well and can serve as incredible tools for marketing managers and directors who want to dig into them and ask questions, and they do. They deserve that opportunity.

Communication is very important as well. Having the ability to physically present documents and results is preferable, although not always possible.

In whichever format, providing both easy-to-read and complex reporting results can only be beneficial. It provides clients the information they need plus the ability to definitively measure success.

The post is also up at Search Engine Guide, their new design is pretty sweet!

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Web Analytics – Omniture Acquiring Visual Sciences

October 27, 2007

Omniture to Acquire Visual Sciences

Omniture Press Release:

Visual Sciences Press Release (same release):

This really raised my eyebrows… and in a good way.

Recently, I was asked to put together analytics recommendations for a FT job client based on a few different criteria. Visual Sciences’ HBX was the main recommendation, along with a couple others depending on the price point.

Omniture was not on the recommendations list, but it had more to do with not knowing their platform as well as I do with Visual Sciences.

I don’t know how this acquisition will change product prices, but I initially like it. There are many upper-end analytics packages out there, and this at least helps narrow down choices and should certainly give Omniture more branding.

Neither Omniture or Visual Sciences are cheap, but they don’t market themselves that way either. They both scored very highly in the latest Forrester analytics reports. Their solutions are very robust and meant for companies who have the budget to justify it.

Any analytics gurus out there that want to share opinions? I’d love to hear feedback regarding the acquisition.

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Lead-Gen Tools – VisitorTrack and Eloqua

August 14, 2007

For those in the search marketing world, analytics tools such as Google Analytics, WebSideStory, and ClickTracks come to mind.

I’ve recently been introduced to a couple lead-gen analytics tools on steroids. They aren’t necessarily built for search marketers, but more for marketing managers, directors, and execs for companies large and small.

VisitorTrack from netFactor – It can be a cool lead-gen tool, but it gives me the creeps. It allows you to track Jigsaw visitors. For those unfamiliar with Jigsaw, it’s an online directory of more than six million business cards.

If you’re a Jigsaw member, VisitorTrack buyers can track your visits down to your physical address, phone number, email, and name. I don’t know much about Jigsaw, but that alone makes me not want to sign up.

I can see VisitorTrack being a good lead-gen tool, but can also see overzealous marketers using it in wrong and unethical ways.

Eloqua – I haven’t looked into this much, but I like it. Here’s an example:

A targeted user comes to your site and fills out a contact form allowing opt-in email. Once they return and follow a certain navigational path, you can set it up to automatically send an email to their interest. If they navigate a different route, you can automatically send a different one. There’s much more to it, but that’s just one example.

I’m still learning on these, and feel free to give input for those who have tried or have thought about trying these.

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