Online Marketing

Second Dates

If you saw a meme with stages of a relationship that said, “Research, Attraction, Uncertainly, Commitment,” would you assume it was about making a purchasing decision or about finding a mate? In this case, it’s about the latter (see the article here). I think about one of my own committed relationships: Nordstrom. It’s the only […]

Being There: Leveraging Marketplaces and Maximizing Performance

For those of us who have been around long enough to remember the birth of eBay, when you could only buy books from Amazon, when MySpace was a popular hangout for virtual exhibitionists and when having dial-up internet service at home made you a technology geek (unless you were using AOL), you may, like me, […]

Compelling vs. Creepy: Do Your Clients Feel Understood or Stalked?

A good friend of mine used to say, “there’s no recovering from creepy” in reference to bad dates. It was her rule of first dates—if a guy creeped her out on the first date, there was no second chance. It’s become quite clear to me as a consumer that this rule also applies to online […]

Fundamentals of Digital Marketing and Analytics Strategy For 2014 – Part 1

Last year, I posted my take on the digital marketing strategy on the Rackspace blog while leading their digital marketing organization. This post is one of a two-part blog series, which extends the discussion further for 2014 and beyond. Digital marketing has evolved and the purchase cycle has become more complex, as marketers struggle to […]

Email Marketing – The Ride Is About To Get Bumpier.

A few years ago, in a different life, I was privileged to work with the folks that first developed reputation engines for spam filtering. I spent 2 years before we rolled it out banging on the drum, warning marketers that Reputation Was Coming And It Would Change Everything. When it did finally arrive, it did […]

The Case for Radical Simplicity in a Complex World

When did it all get so complicated?  That’s what I asked myself over the weekend as I was thinking about the current state of online marketing. Think about it: how many times have you, a marketing expert, found yourself shaking  your head (or your fist) in frustration as you tried to make sense of your […]

Geeks vs Nerds – Or – A Good Analyst is Hard to Find

At the end of a long day during Unica’s marketing conference in 2008 one of our customers and I were discussing whether it is better to be a nerd or a geek. Tough question it seemed. But luckily, in Sept. 2009 the brilliant Venn diagram below started zipping all over blogs on the Internet. The […]

Williams-Sonoma: Why Online Marketing Is Math and How Analytics Powers Profits

I had the pleasure of spending the evening with John Koryl, SVP, eCommerce Marketing & Analytics, Williams-Sonoma (and by the way, if you haven’t tried Williams-Sonoma’s amazing stuffed pancakes yet, do yourself a favor and order some today. They’re amazing and virtually guaranteed to “wow” your guests). John Koryl’s an interesting guy with a strong […]

Five Ways to Increase Returns from Search Marketing (SEM)

The team at Online Marketing with RSS Ray kindly invited me to present on BrightTALK yesterday on five ways to increase returns from SEM. This was a welcome opportunity for me to detail my recommendations for how to optimize search engine marketing from end-to-end rather than focusing only on search bid management and SEO. If […]

Multichannel Marketing – 2 years later: Direct is becoming highly digital, real-time, in- and outbound (part 2/3)

In part 1 of this series I summarized the crossroads at which digital marketing has arrived in 2010. In this part we will look at the surprising advances that direct marketing has made in the past two years. The old-new direct marketing: Outbound What web marketers don’t realize is that the new direct marketing (since […]

Multichannel Marketing – Two years later: Digital is at a Crossroads

In the two years since publishing the Multichannel Metrics book, the face of marketing has changed drastically. We are entering a critical crossroads in 2010. By 2013, will we look back and find that this was the year when marketers from online and other marketing teams first realized how similar their goals have become and […]

Online-marketing optimization is a team sport!

I have to say, I am growing increasingly annoyed with the silo’d nature of the discussion that seems to still be dominating our web analytics industry. We have been so silo’d that, for example, even something as adjacent to web analytics as audience measurement and its vendors (i.e. the comScore, Hitwise, Compete of the world) […]