Segment Articles

Web 2.0 Expo: Avinash Kaushik and Testing

One of the most interesting sessions to me at Web 2.0 Expo was fellow analytics blogger Avinash Kaushik’s session called “Click the Big Red Button : Tips & Techniques for Optimizing Conversion and A/B Testing”. I was looking forward to it because even though I’ve been big into testing for years, I still feel like the majority of the web world is so far away from embracing testing to improve web results.

Social Media, Blogs and Online PR: Their Power

When you attend conferences, read blogs or popular search marketing sites you’ll find plenty of subject matter experts in search marketing tactics ranging from search engine optimization to pay per click to local marketing and social media. It’s great to get those specific perspectives, but I get a lot of feedback from businesses that appreciate a more holistic approach to marketing online.

Web Analytics Tool Evaluation

Tracking People not Behaviors

Web Analytic Tools

Step 1. Destroy your Checklist… Check.

What Matters in Behavioral Ad Targeting?

Size of Your Segment and Network Reach.

Net Neutrality, Meet Jon Stewart

What does it take to for Net Neutrality to get national television coverage? It takes an asinine explanation of the Internet by the chairman of the Senate Commerce Committee. Was this picked up on NBC, Fox, CNN or another major news network? Nope. Comedy Central.

Podcast: Selling to BIG Companies

If you’re involved in complex sale, you’ll want to listen to the recording of my live interview with Jill Konrath, Chief Sales Officer and author of Selling to Companies.

More Infringing Google Videos

Because it never ends, Brad Hill has some more copyrighted Google Videos, sure to dissapear as soon as someone from Google reads one of these blogs.

Do You Have an Exclusive Market Segment?

You do if you’re a business, non-profit or association manager with important external stakeholders whose behaviors affect your department, division or subsidiary the most.

Segmenting Your Target Audience Through Your Copywriting

Ask any copywriter what the first commandment of copywriting is and they’ll quickly tell you “Know Thy Target Audience.” In order to write effectively you have to know this one group of people and know them well. I guess that’s why many people get so frustrated when it seems they have more than one preferred customer base. One of the most frequent questions I get asked is, “What if I have more than one target audience?” In all actuality, you probably don’t. You just have different segments of the same audience.

Rethinking The Product Life Cycle: Brand And Segment Maturity For The Next Century

The product life cycle has been part of marketing strategy since the late 50’s. All of us are either intuitively or intellectually aware of its five stages of introduction, growth, maturity, saturation and decline. Yet, this classic model now faces the same inevitability it predicted for brands and market segments. We all face a new reality wherein everyone knows the model, emulates it, then with alarming regularity…fails. Failure comes from the predictability of the strategies that we all believed were dictated by the model. Over the past five years we’ve seen mature core brands suffocate under their own weight like lost, beached whales on the shores of EDLP (every day low price) Beach.