• Archived Lectures *These may not cover the latest advances in the field
• 27 min
  1. An introduction to digital marketing tools and techniques

  • Mr. Danny Meadows-Klue
• 27 min
  2. Building brand websites

  • Mr. Jon Bains
• 51 min
  3. How do you measure the performance and effectiveness of web marketing?

  • Mr. Jim Sterne
• 40 min
  4. How search engine optimization works

  • Mr. Danny Meadows-Klue
• 26 min
  5. How does search engine advertising work and why is it so important to get it right?

  • Mr. Jim Brigden
• 51 min
  6. Online media

  • Mr. Danny Meadows-Klue
• 26 min
  7. Online media planning: getting the strategy and targeting right

  • Mr. Nigel Sheldon
• 65 min
  8. From the 4Ps to the 4Es and a few other thoughts for the digital-age marketer

  • Mr. Rory Sutherland
• 20 min
  9. Online advertising formats: a creatives viewpoint

  • Mr. Dave Bedwood
• 49 min
  10. Online video advertising

  • Mr. Tom Bowman
• 37 min
  11. Facebook - a platform for social connection

  • Mr. Trevor Johnson
• 22 min
  12. UK advertising and the law: where regulation meets new challenges

  • Mr. Mark Haftke

Printable Handouts

PDF

Navigable Slide Index

1. Introduction
2. On-line marketing books
3. eMetrics marketing optimization summit
4. Web analytics association
5. Measuring the effectiveness of web marketing
6. Legacy metrics (1)
7. Legacy metrics (2)
8. Online data deluge
9. A short history of web analytics
10. How did it all begin?
11. Server capacity
12. The marketing department
13. Log files
14. Server logs - Transaction records for recovery
15. Server logs: what pages were served?
16. Putting it into numbers
17. Marketing's questions and IT's answers
18. Referrer data
19. Referrer data - where did they come from?
20. Asking more specific questions
21. Stages of visitor understanding
22. Data, data everywhere (1)
23. Tracking the eyeball movement
24. Where do visitors look?
25. Data, data everywhere (2)
26. Wide variety of tools and reports
27. Organization/customer communications
28. Web analytics on MY website
29. The big five marketing optimization metrics
30. Behavior
31. Behavior - Online
32. Hitwise example (1)
33. Behavior on your website
34. Where is web analytics located?
35. Attitude
36. Attitude - Online
37. Measuring what you don't control
38. Reputation management
39. Attitude - Online metrics
40. Attitude - On your website
41. World's best survey
42. Competition
43. Competitive analysis
44. Hitwise example (2)
45. How much traffic and by which means?
46. Competition - Online
47. Process
48. How well are you managing?
49. How well are you measuring you?
50. Outcomes
51. Variety of potential outcomes
52. Every page has ROI
53. Marketing optimization by customer segment
54. Relevancy
55. Behavioral pattern and potential customers
56. Web metrics potential
57. Customer data potential
58. Web metrics maturity model
59. Marketing optimization
60. Extending web analytics to marketing optimization
61. The sixth element
62. The toughest marketing optimization metric
63. Income, cost and profit per segment
64. Web analytics maturity model
65. Using web data to manage the business
66. Resources
67. Thank you

Topics Covered

• Legacy metrics
• A short history of web analytics
• Server capacity
• Server logs
• Data
• Marketing optimization metrics
• Measuring what you don't control
• Reputation management
• Competitive analysis
• Web metrics potential
• Customer data potential
• Extending web analytics to marketing optimization
• Using web data to manage the business

Links

Series:

• Online Advertising

Categories:

• Marketing & Sales
• Technology & Operations

Talk Citation

Publication History

• Published on September 30, 2009
• Archived on April 11, 2022