Although marketing creativity is a right-brain activity, in today’s digital realm marketers are also responsible for the left-brain activity of measuring, analyzing and reporting on the effectiveness of their marketing programs. One of the most common web traffic measurement techniques involves…
Despite all the cultural and technology changes in the past ten years, today’s enrollment marketing professionals are still largely relegated to email blasts, while the one-to-one interactions are the domain of their colleagues in recruitment. It is now time for marketing and recruitment teams that previously worked in silo — with separate revenue goals and […]
There’s a lot you can do with Google Analytics, but a lot of it is hidden behind the scenes. Sure, the Google Analytics graphical interface allows you to setup advanced filters, track secondary dimensions, and compare date ranges. That’s all fine and dandy, but if you’re like me, you need some tighter control over how […]
At Elliance we are in the process of overhauling our clients’ monthly SEO reports – an effort which involves sifting through the mountains of data we collect on a regular basis, and identifying which metrics are most interesting and most valuable to our search clients. In this process, I realized that there are really three […]
You’re getting sloppy, SEO people! Let’s talk fundamentals. I’m sick and tired of hearing your excuses, about how the game has changed, and you’re caught standing there flat-footed like a kid who just hit his first tee ball. Shape up! I’m busting out the playbook. The following are inexcusable excuses: 1. “Search has changed dramatically […]
At the last AMA Higher Education Marketing conference, President Mark Putnam of Central College, profoundly claimed that he could know the health of any college by looking at just two metrics: yield and retention rate. This led me to a hunt for other metrics that college presidents consider indispensable. Here is what I have found […]
You’ve probably been through this before. The status reports you prepare (regularly or by request) are well-researched, carefully detailed… and they’re going right over the heads of less SEO-minded people at your company. Your boss, your marketing folks, your IT team: they want the highlights, and they want to know that everything is going ok […]
In 2002, the Oakland Athletics made Major League Baseball history by wining 20 consecutive games and finishing first in the American League West, despite spending only $41 million dollars on player salaries — nearly $100 million less than big market teams like the New York Yankees. Their storybook season was later enshrined in the popular […]
At Elliance, we are extremely proud of the work we do on behalf of our search clients on a daily basis. We help improve their rankings, visibility, and brand awareness through a customized variety of search marketing services. But, it’s sometimes very difficult to value that visibility we’re providing, both for our clients and for […]
Marketers enjoy web analytics, because we like to count things. Naturally we love Google Analytics, because it lets us count our total website visitors, total time spent on our pages, top converting pages, referral sources, top cities, browsers, and more. Counting has never been easier (or more fun). One thing marketers don’t like is guesswork. […]