Online Business Optimization Resources

Within our resource center below, you will find valuable information that will enable you to enhance your online business with proven concepts and best practices from industry professionals.

Guides

Upgrade your Interactive Measurement Strategy DETAILS 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.
Online testing: a crash course by Forrester Research DETAILS Authors Joseph Stanhope, Senior Analyst, Forrester Summary Online testing is an extremely effective site optimization technique, but few marketers have successfully scaled their testing initiatives to affect customer experience or business performance. Online testing is complex and involves many participants and skills, and for most firms, process remains the missing ingredient. To help, Forrester has identified the goals and objectives that professionals must master to ensure online testing success.
Cutting through inbox clutter with personalized, targeted emails DETAILS 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.

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Webinars

How search marketing will change through 2014 DETAILS 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
Building analytics strength for digital dominance DETAILS Authors Brian McManus, Senior Director of Technology, Under Armour Beau Kemeys, Web Analyst, Under Armour Joseph Stanhope, Senior Analyst, Forrester Summary As customers become more and more sophisticated, marketers must adjust and adapt their marketing game to meet these evolving needs and demands. Having a holistic, centralized “hub” for marketers to store data and campaign assets is the first step in delivering and optimizing the customer experience across channels. Duration 70 minutes
Can you measure the value of a Facebook 'like'?DETAILS 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

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Success Stories

Exercise equipment company uses Adobe® Online Marketing Suite, powered by Omniture®, to rapidly test and optimize online content and increase conversion by 13%DETAILS Summary Nautilus' challenge has been to improve conversion rates across its various web properties. In the past, website performance was limited due to incomplete insights into visitor behaviors and minimal amounts of optimized content served to audiences. With the Adobe Online Marketing Suite, Nautilus has increased conversion by 13%, enabled more frequent testing and optimization of web content, and streamlined the management of product images across sites.
Leading performance apparel company uses the Adobe® Online Marketing Suite to create an engaging online shopping experience and boost conversion rates DETAILS 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.
Professional services firm saves $1.5 million in management costs and reduces complexity of running network of disparate websites by deploying Adobe® Online Marketing Suite DETAILS Summary KPMG needed to create synergies within its network of sites so they could direct visitors to the exact content they were looking for. Leveraging the Adobe Online Marketing Suite, KPMG saved $1.5 million in the first year, improved visitor engagement, reduced bounce rates by 50% and reduced reliance on IT and streamlined workflows.

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