Online Business Optimization Resources

Authors
Joanna O’Connell, Senior Analyst, Forrester

Summary
Marketers measure digital channels in isolation from one another. However, consumers don’t act within isolated silos; they act across channels. Cross-channel measurement, a nice-to-have for most marketers today, will be critical in just a few years as its value in driving tangible benefits to the bottom line become increasingly clear. Marketers can achieve these benefits today by diving into cross-channel measurement full on: creating an analytics center of excellence, working with an agency on a cross-channel measurement strategy, or investing in technology solutions.

Authors
Chris Houpis, Sr. Research Analyst, Aberdeen Group

Summary
The only thing easier than sending an irrelevant email is deleting one. Today, customers expect relevant, personalized emails, so email campaigns that don’t conform are destined for the consumer’s “trash.” To boost the effectiveness and ROI of email campaigns, marketers need analytics, targeting, and automation that help them deliver relevant emails across channels.

Authors
Jimmy Dunn, Online Marketing Manager, Doba
Shar VanBoskirk, Vice President, Forrester

Summary
The search marketing landscape is evolving and increasing in sophistication making search marketers every day tasks increasingly more and more complex. Most marketers are stretched "too thin" and take on too many roles and responsibilities. Smart marketers who use automated technologies and processes are able to overcome these challenges and spend their time on activities that will drive ROI to the bottom line of their organizations.

Duration
60 minutes

Authors
Justin Ramers, Social Media, Active Network
Greg Belkin, Research Analyst, Aberdeen Group

Summary
Many marketers are investing in social media without accurately measuring and monitoring their social media efforts. Unfortunately most marketers cannot measure their social media activities and are blindly jumping into social media without analyzing the impact it has on their overall business objectives. Smart marketers who invest in analytics data can acquire, retain and engage current and potential customers to maximize the ROI of their currrent and future social media fans, pages and applications.

Duration
60 minutes

Summary
AMD wanted to be more proactive and serve its existing audience in more personalized ways. The company also wanted to reduce incoming calls to the call center. With Adobe solutions, AMD can now base decisions about the site on actionable data. Leveraging Adobe solutions, AMD has reduced abandonment for visitors by 56%, slashed support costs, and increased demand generation page views from 30% to 52%.

Summary
Under Armour, a market leader in the multi-billion dollar athletic equipment industry, leverages many Adobe solutions to achieve success. With the Adobe solutions, Under Armour has achieved a 300% lift in conversion by re-engaging customers who abandoned a sale and driven more than $200,000 in revenue from people who've come to the Under Armour website after viewing content on the Facebook fan page.