Web Analytics Critical to Overall Communications Strategy

Written By: Daniel Cubero on July 28, 2010

One of the truly fascinating tools available for marketers today is web analytics. The effectiveness of a marketing or communications plan can no longer be measured by sales alone. Analytics software allows us to explore many other important, usually deeper, variables such as number of visits, traffic sources, navigation, and popular keywords from which we can construct a meaningful communications plan. Monitoring how people are finding your website using Analytics has several applications with regard to Search Engine Optimization (SEO) and web traffic. We think it is even more valuable to take a step back and look at measuring your overall marketing/communications strategy, rather than to view it as one tactic. Here are some tips:

1. Use the Power of Information, Don’t Just Compile It
Having analytics software and using it are two very different things. Similar to a good solid database, the information garnered from this source can be extremely helpful in discovering trends in your target market. These can be opportunities to find people that are or could potentially be using your products or services. But each of these tools is only useful if they are actually being… well, used. All the information in the world isn’t helpful if there’s an overwhelming amount of it, with no way to filter out what’s relevant and what’s not. You also need the capability to interpret trends accurately. Try to avoid using analytics blindly without regard to how your data correlates with your brand and organization.

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Content has been Dethroned

Dan Cubero September 29, 2010

For years we have been taught that the way to attract people to our products and services — using web, newspaper, magazines, etc. – was to have the best stuff, the coolest STUFF, the primo STUFF, the most original STUFF. “Content is King” has dominated the way we understand media and the way we use media outlets to communicate.

This fundamental assumption — that having the best stuff will inevitably attract the correct demographic and ultimately lead to an engaged audience – is flawed. Sorry to those of you who spent countless hours finding statistics to create in-depth reports on various subjects, to those of you who poured your focused attention into editing paragraph 3, sentence 2 of that press release. We have entered a new age of marketing and public relations. It’s time to ditch our safety net and embrace the fact that “Content Is No Longer King.” A new contender is ready to assume the throne. “Conversation is King.”

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SEO is dead. I’ve heard many times over the years. And sure, the core roles and responsibilities of an SEO professional have changed. What were once core functions of an SEO professional (historically speaking) – ensuring a site has page titles, meta descriptions, <h1>, <h2>, <h3>’s and the like – now tend to be well within the scope of a creative and / or design team.

It makes sense to claim SEO has passed its peak: Google’s stated desire to limit the ability an individual or group has to “game the system” seems ominous enough for a profession founded on that very premise. Each algorithm update – such as Hummingbird, Penguin and Panda – sends SEO’ers into a frenzy, each time presenting new barriers to how they will react to the changes and best serve clients.

It seems to me that every update churns out a new set of “complainers” and “disdainers.” [Disclaimer: these are not recognized terms in the industry, just MY gross exaggeration of the way things are … but, ] I have noticed each new algorithm update seems to bring with it more fear than optimism. Continue reading “SEO IS DEAD? NO WAY, SEO IS ALIVE AND WELL”

Day Trending: Understanding WHEN Your “Best” Customers Are

Written by Daniel Cubero on May 16, 2012

Most of the marketing classes I took in college attempted to help me understand the most important thing in marketing: understand WHERE your customers are located. And yeah, that’s important, especially given the importance that Google and other search engines have put on local listings, local maps and location-based mobile advertising over the past 2 years. But once you have taken those steps, it still leaves one important question unanswered: what is the next step in the process? Continue reading “Day Trending: Understanding WHEN Your “Best” Customers Are”


Written by Daniel Cubero on May 22, 2012

A unique disadvantage a national brand faces when making creative and marketing messages is that it is, more often than not, one step removed from the final customer. PPC provides a solution to this information chasm. Each time a customer or prospective customer enters a search query, it is recorded into the keyword database associated with your company’s PPC campaign. Without this information, a brand is typically forced to guess what words or phrases come to mind, or must conduct costly market research such as polls, surveys, trials, test markets, etc. to find out what feelings are aroused by its products/services – this is not the case in the digital world. Continue reading “KEYWORDS: USE REVERSE INTEGRATION OF KEYWORDS FOR MAXIMUM RELEVANCE”