Programmatic explained
Everything you need to know about programmatic but where afraid to ask ;)
What is it
Programmatic is a more focused way of purchasing online display. Instead of doing manual work on establishing which websites are relevant to reach your target audience and buying separately from each website or a selection through a display network. You can use one single provider and rather then buying banner space on websites you can buy a target audience i.e people. Key benefits- Increased precision in terms of reaching your target audience
- Increased ROI
- More efficient use of media budgets
- Increased insights from campaigns
A beginners guide to web analytics, online business and website performance review
This article is for anyone taking the first step to understand how website analytics can be helpful for your company to improve sales or leads though actively working with your website. It's a list of initial and very simple questions you can use to evaluate performance and get insight for what actions you need to take in order to improve conversions and engagement.
The purpose of this article is to help someone who is an absolute beginner to connect the dots between analytics data and your website.
Defining the Customer Journey to Online Purchase (Path to Purchase)
A user journey/path to purchase is useful to help you develop communication, content and marketing strategies that are from your customers or potential customers point of view (i.e need based).
I like to simplify, so I have abandoned the classic AIDA model (attention, intention, desire and action) which was used in school way, way back then for: See, think, do and care - which from my perspective is more straightforward and easy to use in the work I do with my clients and more applicable in our current context (remember the AIDA model originated around 1898).
How to create a KPi framework
The key to knowing if you are investing in the right marketing activities and have a website that works for your business is to set your purpose and goals and have your customers pain points/needs and journey (as in path to purchase and beyond it) well defined.