Internet marketers use a variety of online channels to promote their business services and products. Successful practitioners will devote their time and resources to tactics that provide the greatest return on goals. A key tool in any online marketer’s arsenal is the use of tracking parameters to tie the source of each conversion back to its specific marketing initiative.

With exception to direct marketing disciples, the biggest hang up for offline marketers transitioning to internet marketing is creating a process to continually test their assumptions.

This isn’t a post about why you should track goals on your website. I’ll assume you already know. Instead I’d like to talk about a problem I ran into while setting up a goal for my company’s ecommerce website and my solution.
When someone goes through the checkout process on our site the url’s look [...]

Not long ago I spoke with a CEO about his goal of offering a software service through an ecommerce channel. Our conversation focused mainly on the specific market this would serve and the company website. At one point he beamed about regularly checking Alexa, and seeing the site ranking steadily climbing.
In that instant the little [...]

Marketing is tough. We juggle the constant demands of improving value in the customer life cycle while always attempting to legitimize the credibility of our function within the organization. Therefore it is not surprising that strengthening the accountability of the marketing department is a consistent theme in this year’s CMO Council annual Marketing Outlook survey.
According [...]