Category Archives: analytics

What Liberty Mutual learned through A/B testing

A/B testing is a traditional technique in direct marketing, and it’s common in digital marketing, too. People test alternate versions of landing pages, images, email subject lines, colors, offers, creative, and on and on. (In some cases when they have large volumes they may do multi-variate testing, too.)

But don’t necessarily assume that just because one option won that it’s always better. Continue reading

When it comes to digital marketing, forget industry benchmarks and focus on ROI

money1Often when I’m talking to a potential new client they’ll ask about industry benchmarks (“Our CTR is two percent, how does that compare to others?” or “Our CPA is $50, how does that stack up to X competitor?”). Continue reading

Random! How’d my Facebook post get over 200,000 Likes?

“Talking About” is one of Facebook’s most important brand page metrics; they consider it so important that they place it at the top of each page, right next to its name and the number of page Likes.

Recently a small “vanity” page I created had more people talking about it than the Best Buy, Southwest Airlines, and Microsoft pages – combined. Continue reading