Comments on: Marketing ROI Workshop Reflections: Onsite Resourcing & Behavior Variables

By: Web Analytics, Business Optimization, Conversion Rate & Segmentation - Praveen Kodur » Praveen:SEO,SEM,PPC,India

Tue, 15 Jan 2008 14:53:48 +0000

[...] 2) Provide required information to Marketing Team, and other teams before finalizing strategies. This would help them assess the amount of effort required on external advertising and internal optimization. Read more about Marketing ROI on Avinash’s Blog. If you would like to grow your visitors by 100%, then push marketing can do it by 20% & pull marketing can get you remaining 80%. [...]

By: Tim Peter

Tim Peter — Mon, 27 Aug 2007 06:07:19 +0000

Great post, as ever, Avinash. I wrote a post some time ago about why brand awareness isn't a goal, I wish that post was as eloquent and effective as yours. It's amazing how many companies still have no issue spending vast sums offline to grow awareness – awareness that has little chance of increasing "visitor task completion rate." Knowing how frequently marketing budgets get hit when the economy struggles, you'd think more companies would increase their emphasis on driving these "task completion rates." Even if they call those rates "conversion."

By: User First Web » links for 2007-08-19

User First Web » links for 2007-08-19 — Sun, 19 Aug 2007 07:20:07 +0000

[...] Marketing ROI Workshop Reflections: Onsite Resourcing Nice slides showing the path of visitors to conversion depending on source (tags: analytics metrics conversion) [...]

By: Avinash Kaushik

Avinash Kaushik — Mon, 13 Aug 2007 23:00:18 +0000

Hugh : You have hit the nail on the head. I'll add more more important factor.

The "easy" mindset, that you mention, is compounded by the fact that most companies (atleast in corporate America) structure acquisition and on-site customer experience in different organization silos, with goals and compensation structures that reward meeting silo metrics/goals and not necessarily "end to end" metrics.

This results in someone delivering a visitor and claiming success and someone else now responsible for taking it rest of the way. You can see how that would be problem.

In comment 14, I think, Sulakshana alluded to this in her own sweet and cryptic way as well. :)

Put the "easy mindset" and "silo structure" together and you have a rather sub optimal soup.

Overall BT tools or not on-site customer experience needs a lot more love if you/me/they want to move the dial on "conversion" or "satisfaction".

Thanks so much for the excellent observation.

-Avinash.

By: Hugh Gage

Hugh Gage — Mon, 13 Aug 2007 16:54:30 +0000

Hi Avinash,

I was wondering if for some clients there is a cost issue.

In so many cases traffic generation (acquisition) already has a budget attached to it; spending money to convert traffic less so as demonstrated in your slides.

Do you think there is sometimes a bit of inertia here because it’s often seen as easier, and at least on the face of it less costly and perhaps quicker, to reallocate budget to the most efficient traffic generation sources than spending money on BT tools as mentioned in your post.

Not saying that makes it right….

By: Sulakshana Gopal

Sulakshana Gopal — Sun, 12 Aug 2007 15:19:59 +0000

And I count on you to have the answers :)

I've worked with BlackFoot earlier; the multi-channel analysis piece has intrigued me since. Part of it is a whole other challenging aspect – changing organizational mindset.

Thanks for the response, Avinash.