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Thoughts Blog

15 Mar

GMMAD

by Scott Ellis
in Analytics, Measurement, Paid Media Optimization, Reporting
Comments

How are we supposed to make sense of all the data, the analytics tools, the KPI’s and ROI requirements and actually decide something? Good question… So what’s the answer? Create a decision support framework like GMMAD, of course! This simple tool breaks down your decision process into 5 points: First determine the business Goal Then determine the Media And the specific metric(s) for...

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09 Jul

AaaS and you, perfect together

by Scott Ellis
in Analytics, Analytics as a Service, Optimization Analytics, Paid Media Optimization
Comments

As the ad networks continue to expand the available data and native analytics functionality, marketers, already overwhelmed by the data “state of affairs” are going to turn to analytics specialists and tools outside the company. Enter the world of “Analytics as a Service” where start-ups will provide analytics behind the scenes with dashboards optional and access infrequent. The number one considerations will be an understanding of...

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15 Feb

When STC meets STG

by Alan Hamor
in Paid search terms, Search engine marketing, SEM
Comments

Before you start rebuilding a paid search campaign, it might be helpful to integrate the STC framework into your work plan: structure, targeting and content. Structure so your campaigns are responsive to your business reporting needs and to measure search behavior by time zone. Target your campaigns when and where your brands have been successful but also with new markets and new customers in mind. Finally,...

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28 Dec

A rising video…

by Alan Hamor
in Optimizing video links, SEO, video optimization
Comments

When optimizing video for search engine visibility generally you'll see 5 or 6 of the nearly 20 SEO "checkbox" items covered. What is missing, lost in the shuffle of getting that marketing video published, is site relevance or directory context. You can see the authority 'checkbox' hard at work in the index (link it to G+ for real weight), sometimes the manually uploaded transcript,...

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