This blog is about everything I encounter in my life - both work and private - that I consider worth sharing. My work related posts will be about online marketing and the media industry. The posts concerning my private life will focus around my interests, such as literature, music, politics and video games.
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I gave a talk on ROI oriented Online Marketing recently at the first German Google Analytics Conference. If you would like to have the charts, give me a heads up.
Es ist gar nicht so einfach, tieferes Google Analytics Wissen zu ergattern. Zwar gibt es jede Menge Blogs, Bücher, Konferenzbeiträge - aber sie machen fast alle dort Schluss, wo man einen Beratungstag verkaufen kann.
Der Analytics Summit in Hamburg Ende November soll hier auch gehobene Ansprüche erfüllen. In meinem Vortrag zum Thema ROI-Messung versuche ich das natürlich auch…
Weinkauf im Internet – das war lange kein Genuss. Navinos ist angetreten, das Schritt für Schritt zu ändern. Statt dröger Listen mit tausenden Weinen geben wir nachvollziehbare Empfehlungen zu jeder Gelegenheit. Statt Abverkauf von Restposten bieten wir schon bald personalisierte Empfehlungen für jeden Geschmack.
![Exchange your old [WHATEVER] for a new [WHATEVER] have been popular offline retail promotion tools. Amazon.de is pushing that now towards the web: Just send in a photo of your old razor - and get a voucher for a new one…](http://25.media.tumblr.com/tumblr_m7nnsxiOxv1qc58s1o1_400.png)
Exchange your old [WHATEVER] for a new [WHATEVER] have been popular offline retail promotion tools. Amazon.de is pushing that now towards the web: Just send in a photo of your old razor - and get a voucher for a new one…
Gautam Kaul is one of the finance professors at the University of Michigan. And he is teaching his introduction to finance course for free on Coursera. A good summer class on your balcony, if you feel like learning while tanning.
Upcoming Essay in Online Marketing Book
I’m currently working on an essay for the upcoming “100 Experts” book on cross device attribution.
One of the biggest issues in a multi-device world is that all classic ROI measurements and all classic customer journey calculations (Or multi-channel attributions) are off.
Why? Because they are device (or even browser/application) centric. But if I’m a performance based marketer and I see traffic acquired through mobile campaigns and people convert later on their home PC, then I have a really hard time understanding if my traffic acquisition costs on the mobile channel are justified.
The essay will suggest some quick wins towards solving this issue for marketers.
If you want to be notified, when the book becomes available, just ‘like’ the 100 Experten Facebook Fanpage.
Watercolor the world with Stamen Maps
Macht uns das Internet dumm?
“Achtung, Computer! Macht uns das Internet dumm?”, ist der Titel der Sendung, und mit ähnlicher Schlichtheit und gleicher Logik könnte man auch fragen “Achtung, Herd! Macht uns das Kochen dick?” Ernsthafte Antworten auf solch dumme Fragen sollten eigentlich überflüssig sein. Günther Jauch macht daraus eine Talksendung im Ersten
Das schreibt SPIEGEL-Autor Ole Reißmann heute über die gestrige Jauch-Sendung. Der Kollege scheint in seiner Empörung vergessen zu haben: Der SPIEGEL macht aus so einer Frage auch gerne mal ein ganzes Titelthema:
Datadriven sports journalism done right. The New York Times plots Usain Bolt against all other 100m sprinters in olympics history.
Every analytics user knows about the significance of event tracking - it adds a welcome additional perspective of insight to the traditional visits and pageviews. And it avoids blowing up view records with virtual pageviews as a hack in Google Analytics.
Often we use events to measure clicks on certain site elements - e.g. a button. The fascinating detail is now how to trigger that event. Of course “onClick” is the most plausible solution. But since that can trigger a race between the Google Analytics code execution and the user navgation away towards wherever the button is guiding him - OnMouseDown might be the much more accurate way to go. Jose from CardinalPath is investigating this.
Spamgourmet is still one of my most favorite services nobody really knows about. I’ve been using it for years - and I just discovered that it prevented almost 57.000 mails from reaching my inbox! That is Fifty-Seven-Thousand emails!
Axe creates a beautiful commercial based on the customer insight that every man had a woman he didn’t dare to talk to in his life…
One of the typical challenges that subscription models face is cash-flow. A good way around it is to incentivize annual up-front payments. This is usually done on the payment page. But wouldn’t it be nice to upsell satisfied users into an annual plan? Here is a great example by Atlassian doing this for its OnDemand clients.
This is a video of a talk I gave at the Online Marketing Rockstars Conference in Hamburg in January. The big question: What if profitable Google Traffic is maxed out? How can you scale beyond?
The talk is in German, but here are some key take aways:
- Watch out for the upcoming search retargeting options. You can already leverage them on your own users by generating 1st party search query data and leveraging that for real time bidding.
- Use the placement report to scale beyond the GDN. I gave a talk about it in January on the online marketing rockstars conference. As most websites use AdSense as one of several ad platforms, you can get more of high converting traffic by analyzing the top placements in the placement report and then review these sites for other ad networks that they leverage to earn ad revenue. Then scale on these networks, as well.
- Understand how http headers can tell you what placements are marketed by which ad networks. This is fairly easy to do with a http header analyzer like Fiddler
