2013 articles with this tag
Running controlled experiments on the pages that receive campaign traffic. At a glance Requirement one page, one audience, one action Message match the page sho...
Deciding what user actions to record, what to call them, and what data to attach. What is at stake Event design is a data modeling exercise, and events named ad...
Attribution modeling is the practice of deciding how credit for a conversion is divided between the touchpoints that came before it: the social ad someone saw f...
Buying advertising against search queries, where the auction, the query match and the landing page all affect what you pay. The key figures Auction position and...
Sending marketing email within the consent, identification and unsubscribe rules that apply. Where most projects go wrong The usual mistakes: Purchased or scrap...
Getting email into inboxes rather than spam folders or nowhere at all. Why does it matter? Deliverability is determined by authentication and reputation, both o...
Triggered sequences that respond to what a person does rather than to a calendar. At a glance Triggers behavior, dates or attribute changes Exit conditions stop...
Deciding which platforms a business uses, for what purpose, and what it will actually publish. What is at stake Presence on a platform is a commitment to mainta...
Buying placements in social feeds, where targeting, creative and the landing experience all interact. The key figures Targeting audience based rather than query...
Capturing inquiries and deciding which of them are worth a salesperson's time. Where most projects go wrong The usual mistakes: Optimizing for lead volume alone...
Obtaining, recording and honoring consent for tracking and marketing, and giving people control over it. Why does it matter? Consent requirements are enforced,...
Planning communication across the whole relationship — acquisition, onboarding, retention, expansion and win-back. At a glance Stages acquisition, activation, r...
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