Convincing the C-Suite: Forecasting for Results
Marketers and corporate communicators often face the same challenge getting new initiatives off the ground: executive buy-in. One way we’ve helped clients gain that support is with search and content marketing forecasting—predicting results that affect your business performance with a time-tested algorithm and baseline data set. With these in one hand and a step-by-step plan in the other, our clients are empowered to secure the resources they need to do their job, whether it’s building awareness or protecting brand reputation. Here’s a shorthand guide to get you started. Keep the Bottom Line in Mind For many digital marketers, tying efforts […]
Getting the Most out of GA Part 3: Reporting Structure
Documenting your data is essential for brand development and growth. In the previous two posts of our three-part series, we discussed the importance of taking inventory of your data, and how important it is to understand your numbers before implementing a strategy. To push forward, let’s talk about devising a well-crafted and understandable reporting structure. Get Organized You understand what data is available and its intended use. Congrats! You’re set up for success. Almost. It’s time to talk reporting… Document all the measurement tools your company has access to in an Excel file. Track down who owns what, and […]
Getting the Most out of GA Part 2: Implementation Strategy
Sharp marketers understand that using data is key to making smart decisions when developing and implementing a digital strategy. In the first post of our three-part series, we discussed the importance of taking inventory of your data. To move forward, it is important to understand your numbers before you develop and implement a strategy. Putting a plan into action helps manage the efficiency of all channels. Compare Channel Performance Now that you’ve taken inventory of your data, you’re able to make a concrete comparison of your site’s channel performance. To do this, size up the intel by measuring site performance, […]
Getting the Most out of GA Part 1: Data Inventory
Data’s used to inform future plans, measure campaign and marketing performance, and shape strategies. For digital marketers, there are few tools as important as Google Analytics. Unfortunately, the sheer amount of data means that sometimes its usefulness gets lost. This topic’s pretty complex, so we’re breaking it up into a three-part series. Our first installment: taking inventory. Explore All Channels Get to know your page traffic and make sure to take note of what channel it comes from too. If your team puts a lot of effort into improving day-to-day page traffic, the following are useful for checking organic […]
New Google Campaign Metrics Attribute In-Store Transactions To Online Clicks
Not only will digital media budgets surpass traditional channels in 2016, they offer more immediate engagement, measurable audience data, and now, enhanced in-store conversion tracking for brick and mortar stores. Often, one of the biggest pain points brands have with digital campaigns is the difficulty tracking offline revenue from online campaigns. Over the last few years, Google and other paid media giants have worked to improve this transparency and attribute digital clicks to in-store sales. This direct correlation helps improve content development, audience insights, and campaign targeting though improved data accuracy. Google recently launched a new Beta program to equip […]
ZOG Digital’s Keyword Revenue Forecasting Tool Certified by Leading Research Firm
Scottsdale, AZ — ZOG Digital announced today that Forrester Consulting has certified its Keyword Revenue Forecasting Tool, which provides search and content marketing performance insights through keyword revenue projections. To achieve this certification, ZOG Digital’s tool was evaluated by Forrester’s TEI methodology, which includes a rigorous cost and benefit analysis framework. Forrester’s review analyzed the ROI models used by ZOG Digital to calculate the potential benefits that can be achieved through improved data accuracy, forecasting value and actionable return on investment. Forrester interviewed numerous ZOG Digital clients and assessed in detail the overall logic, completeness of the model, ease of use, […]
Introducing ZOG Digital’s Proprietary Keyword Revenue Forecasting Tool
In September 2015, ZOG Digital is introducing proprietary technology that forecasts web traffic and revenue from organic keywords used in search. These projections enable brands to confidently develop effective SEO and content marketing strategies. By using Google Keyword Planner’s search volume data, bid value projections, client and competitor information, keyword rankings, and subsequent performance, keyword ROI can be accurately predicted for search campaigns. In addition, this keyword forecasting tool will provide projections of traffic share for the next 12 months alongside competitor projections. The software takes information such as current keyword rankings, expected keyword improvement, and industry keyword positioning to […]
Use Of Responsive Design In Retail Doubles
Smartphones are convenient, social, and the fact that two out of three Americans own one puts an emphasis on brands to be mobile-friendly in 2015. Just as there was a transition from “on your desk” to “in your email,” the “I just texted you” culture shift is upon us. Innovative developers are finding solutions to integrate mobile devices into daily human functions: from navigation to gaming to even dating. Shopping is no exception. Recent studies by Pure Oxygen Labs show that 20 percent of the Internet’s top 500 mobile retail sites now use responsive design, up from 9 percent in […]
The CMO’s Guide to 2015 Mobile Trends and ROI
At the midpoint of 2015, ROI on mobile advertising investments are at an all-time high. According to Google, more searches take place on mobile devices than on computers in 10 countries, including the US and Japan. Consumer behavior changes every day. For many, smartphones are the first and last thing people engage with every day. Mobile devices serve as an inside look into consumers, their friends, and their spending habits. Here are a couple reasons why every dollar spent on mobile advertising gets more valuable in the quickly evolving landscape. Mobile Search Is At Its Strongest According to SmartInsights, 80 […]
Is Your Marketing Budget Generating The Best ROI?
Ignorance is not always bliss. You may think your business is “all set” when it comes to marketing, but what you don’t know might be hindering your growth. More often than not we see brands overlook opportunities to get the most from their marketing dollars. We frequently find that our clients were unaware of what they’re able to achieve with their marketing dollars until the proper strategy is applied. With the addition of each new client, our team leverages data and continuous testing to find the right mix of content and targeting needed to squeeze every last drop of ROI […]