Optimising the Most Profitable Channels – A Guide on Traffic Sources

OPTIMISING THE MOST PROFITABLE CHANNELS – A GUIDE ON GOOGLE ANALYTICS TRAFFIC SOURCES To optimize a firm’s online performance, it is crucial to understand how customers land on the website. This is provided in Google Analytics’ reports on traffic sources and can take several forms, such as “referral”, when users access the website via another, or “organic”, if the website …

Tracking the Trackers

TRACKING THE TRACKERS When you browse online advertisments are shown to you through ad servers. Whether you visit a newssite, shop online or watch a video on YouTube, these activities are being tracked by ad-servers and they create a profile of you. These profiles serve the ad-servers to you with more relevant advertising.  More relevant means also more clicks for …

My McDonalds Experience – A How-To on Optimizing Location-Based Advertising through Measurement

MY MCDONALDS EXPERIENCE – A HOW-TO ON OPTIMIZING LOCATION-BASED ADVERTISING THROUGH MEASUREMENT Location-based advertising is probably one of the most promising evolvements in digital advertising these days. “Now you can actually talk to consumers when they’re near your store, or influence them where your brands are present.” Angelique Krembs, VP of Marketing Activation, PepsiCo North America Beverages Traditionally, location is …

Get New Customers Through Lookalike Audiences!

GET YOUR FAVOURITE CUSTOMERS THROUGH LOOKALIKE AUDIENCES! As a marketeer, acquisition is one of the concepts you have to deal with on a daily basis. You will always need “fresh blood” to grow. So how do marketeers attract brand-new visitors or customers to their website? One of the more popular methods is to perform advertising on specific keywords to attract …