What we do
We are your partners in better business — armed with nothing but a few good brains and a lot of data.
A typical client hires us to help them make sense of their Google Analytics or Omniture data; for many clients we also mine back-end customer (transactional) data. We will identify and quantify the missing opportunities in your acquisition, conversion and retention online marketing programs, turning data-driven insights into actionable tactics to help you acquire, convert and retain more profitable customers.>
Our services
Web Analytics
Data is not a means to an end — it’s the answer to everything. Trust in data is the #1 objective for any analytics project. Step One: we audit your Google Analytics or Omniture implementation: are all the sources coded correctly? Is page-naming taxonomy appropriate? Are all events coded? Is revenue correctly tracked in the cart? Step Two: we generate reports that will help you monitor your business and understand what levers you can push to grow sales. We’ll tell you what happened, why it happened and how to make it better; focusing on the relationship between visits, conversion, and average order value will equal more sales. Now doesn’t that sound like fun?
Website Optimization
Research has shown that for every $97 spent on Acquisition, only $1 is spent on optimization of the website conversion funnel. Do you know how much more in sales you would record if your e-commerce conversion rate went up by 10%? We do. As Omniture Test & Target and Google Website Optimizer experts, we start with a “Web Analytics Deep Dive” that will help us uncover opportunities: Is your website persuasive? Are you targeting offers? Is the content appropriate? We then generate a “Test Roadmap” and together with you we’ll design, execute, measure and analyze each test on the road to higher conversion or AOV. Easy!
Search Engine Optimization
Many clients ask us to help them with organic search. Everybody does SEO, but we uniquely combine SEO with paid search and website analytics, which allows us to get maximum value with a fixed budget and focus our time on the highest ROI activities.
Paid Search Management
Sometimes we’re your clean-up crew (we don’t mind), hired to help find deficiencies in paid search campaigns, looking over your SEM agency’s shoulder and kicking ass. In other cases, we take over the SEM account (and kick ass).
Customer (Transactional) Data Mining
Analysis of your Google Analytics or Omniture data provides a specific perspective. If you are an e-commerce business, we will also mine your transactional data to help you understand one-time customers vs. super shoppers, what makes a high value customer, what are the obvious affinities between products, and more. We then come up with insights for website and e-mail targeting programs that aim to increase customer life time value.
E-mail Analytics
Love it or hate it, e-mails can get you to sales nirvana. We will give you campaign solutions for converting one-time shoppers to busy buyers, and we will help you understand when to send e-mails, to whom, who should be upsold to product A vs. product B, and all those other quandaries you’ve been dying to figure out. Naturally, our #1 success metric is more dollars per e-mail sent.
Forecasting
We base our forecasts on the all-knowing Visit * Conversion * AOV formula. Once we get a sense for the seasonality and relationship between what you do and how your business reacts, we give you the crystal ball (report, rather) to future sales — a bit of science and art can go a long way.
We don’t have to be experts in website, e-mail, or usability research. There are numerous tools in the market that do a great job of getting the same answers that an extremely expensive research firm would burn a hole in your pocket to give. We use these typically inexpensive tools to get you insights on the human side of “what” and “why”. We like KissInsights.com, iPerceptions 4Q and FluidSurveys.com.
Marketing Business Intelligence
This is the Holy Grail. When we do Marketing BI, magic happens. We combine website data with primary research and transactional data insights. We look at how your TV budget impacts website visits and call center calls at a DMA level. We analyze impact from a catalog drop on traffic and sales. We measure how design or offer changes on the home page increase website conversion. In other words, we pull the bunny out of a hat and then some.
