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39 tips from London Conversion Conference

Website owners are spending 9x as much money getting people to their website than they do converting them, however most websites still have a conversion problem! At this year’s Conversion Conference in London, Gareth Davies from Marketing Pilgrim was on hand to listen to some of the world’s leading conversion experts share some of their top tips.

CONVERSION

Conversion graphic london

1. Every conversion rate is an average of many conversion rates, such as new visitors, return visitors, mobile etcí – Matt Althauser, Optimizely

2. Incentivize people in the company to come up with new testing ideas, you can even make it a game – Matt Althauser

3. Orbit presented higher priced items to Mac users when they arrived at their website and saw an increase in conversion – Matt Althauser

Google Analytics Academy Open

Being aware of everything that needs to be done in the Internet space is one thing. Knowing greater detail and actually being able to do many of these things is what helps you have a career.

One element of the Internet space that is getting more and more critical is analytics of all kinds. One that most of our readers are quite familiar with is Google Analytics.

Google is offering a chance to get training in the basics for those who are not comfortable yet with the tool and the training starts today. Of course, you can do this at your own pace but like they say “there’s no time better than the present!”.

Here is a video introducing the course.

Google Analytics Earns Certification

Google Analytics LogoAs the worlds of IT and marketing come crashing together, it is likely that compliance and certifications normally reserved for infrastructure solutions are going to become mission critical to marketers as well.

A perfect example is anyone gathering data in healthcare. It’s not just about protecting data anymore. Instead HIPAA HITECH compliance may be required. It’s a different world.

That’s why the news that Google Analytics has earned ISO 27001 certification may seem dry by Internet marketing standards it doesn’t make it any less important.

The Google Analytics blog tells us

With infrastructure and services that include robust data protections for all customers, enterprises like Google are able to invest in security measures that might be challenging for businesses to attain on their own.

Google Analytics Premium Rolls Out Expanded Data Attribution Feature

Before we get started, it needs to be clear that this enhancement to Google Analytics is only on the Premium version. You know, the one that runs over $150k / year so unless you are an Enterprise player this is only something to be jealous of and pray it will trickle down someday to the commoners who use the free version.

Google Analytics Premium has been around since 2011. If you need a refresher take a look at this video:

I recommend you read the post on the Google Analytics blog to get the details regarding attribution in this version. I personally jumped to the end because I’m a sucker for a good ending.

How it works:

Infographic: CIOs, CMOs and Big Data

CIO CMO Untangle PeviewWe talk about the changes in the world of marketing here at Marketing Pilgrim. Kind of makes sense considering our name and all.

What is happening now in the world of marketing still has to do with demographics, psychographics, targeting, retargeting, paid search, organic search, email marketing etc etc. Until this time, though, most of these practices have occurred in a vacuum or in silos. As a result, the true effectiveness of these tactics and techniques has been held back to an extent. All that means is that there is so much more to the amount of data that is being produced by marketers today but the trouble lies in unlocking the true value of that data.

That’s why today is different. We live in the beginning days of the big data era. Anytime one lives in the early stages of a new paradigm there are gaps to be filled. The largest gap that is now presenting itself to marketers exists at the C-suite level. It’s between the CIO / CTO and the CMO. Marketers have a lot of data but there is, more often than not, no way to truly capitalize on it.

An article from CIO.com addresses this

Marketers overwhelmingly agree that big data analytics will become a major component of their business over the next several years—71 percent say they plan to implement big data analytics within the next two years—but most have a long way to go before they’re ready to untangle the “data hairball” they’re holding.

“The concept of marketing being data-driven is not new,” says Wes Moore, vice president at Teradata Applications. “That’s probably existed since the beginning of marketing. But the channels and the expectations of the consumer are changing. The need for marketers to be more data-driven is bubbling to the top.”

The following infographic shares the findings from the Teradata Data Driven marketing Survey 2013 and is an eye opener for marketers and technology professionals alike.

AdWords’ Display Planner Updated

Today the Inside Google AdWords blog posted about an update to their Display Planner. The post tells us:

For some time now we’ve been working to unify all our helpful AdWords display tools in one easy and streamlined location. Today we’re taking another big step in that direction by integrating three of our classic tools — The Contextual Targeting Tool, the Placement Tool and the Google Ad Planner — into the new Google Display Planner. As we mentioned in an earlier blog post, Display Planner is our new unified research and planning tool, bringing you targeting ideas and estimates that can help you build better display campaigns.

Here is a video to help familiarize yourself with the tool.

Some more data that might help you.

For more information on transitioning to Display Planner please check out the Guide to Display Planner for AdPlanner users and make sure to sign up here for our Display Planner Webinar on September 18th, 2013 1pm EST!

Event: Accelerate Your Analytics Knowledge

Acclererate LogoOne thing we are going to be doing a bit more moving forward is helping our readers become aware of some of the great events that can be found most months of the year that will help advance your knowledge of a rapidly growing space.

The latest one to catch our eye was actually being ‘promoted’ in the Google Analytics blog. Hey, if you want to give your conference a little boost, getting Google to pimp it is pretty strong. The conference is called Accelerate and it will be in Columbus, OH September 26, 2013. Here’s some more from the blog post