Martha Coakley’s failed Senate run has led many to review the key differences in strategy between her campaign and Scott Brown’s. It’s pretty clear that Brown took the web seriously and Coakley seemed to largely ignore many of the social media and web analytics strategies and tactics that swept Obama into office.
Ad Age and Social Media Today have taken a look at (and criticized) Coakley’s overall digital and social media’s approaches. This post narrows in and serves as a reminder of web analytics best practices which can mean the difference between coming in first or a distant second.
The Obama campaign tracked digital metrics obsessively yet ingeniously with great success. The techniques they used are just as applicable today as they were over a year ago.
Interactive Industry News & Events, Internet Marketing, Social Media, Uncategorized, Web Analytics, Web Strategy Consulting
Website testing and optimization involves the utilization of software to compare the performance of two or more versions of a page or process to determine which version is the most effective in driving desired user behavior. Tools such as Google Website Optimizer and more robust options geared toward the sophisticated enterprise such as SiteSpect, are available to automate (as much as possible) the process of conducting A/B or multivariate online tests.
Web analytics expert, Eric T. Peterson of Web Analytics Demystified and website optimization software creator, SiteSpect, recently teamed up to release a white paper entitled, “Successful Web Site Testing Practices.” This must-read document provides a road map for setting up and leading a web testing team within an organization and leveraging it to yield definitive and dramatic results. Below is our take on some of the highlights of their recommendations. However, we strongly recommend you read the document in its entirety and take full advantage of case studies, testimonials, and direct examples including a sample test plan approval form (highly useful)! Read more…
Interactive Industry News & Events, Internet Marketing, User Interface Design, Web Analytics, Web Project Management, Web Strategy Consulting