Tuesday, March 10, 2009

Seminars for Success coming to Austin and Philadelphia in March

Seminars for Success are day-long seminars designed to help you improve your online marketing and get the most out of Google Analytics and Google Website Optimizer. We've selected industry professionals from our Google Analytics Authorized Consultant network to teach these seminars in cities around the U.S.


Google Analytics – Introduction & User Training

Wednesday, March 18 - Austin ,TX

Monday, March 23 - Philadelphia, PA

Walk away from day one with the knowledge to take actionable information out of Google Analytics and drive your business decisions. Day one topics include:

  • Introduction to Web Analytics
  • Common Interface Features
  • Dashboard Reports & Customization
  • Understanding Visitors
  • Much, Much More…


Google Analytics – Advanced Technical Implementation

Thursday, March 19, Austin, TX

Tuesday, March 24- Philadelphia, PA


Day two takes you through Google Analytics configurations, best practices, filter set ups and advanced installs and implementations. Day two topics include:

  • Profiles and Strategies
  • Filters – Uses and Implementation
  • Profile and Filter Combinations
  • Goals & Funnels - Configuration & Setup
  • And much, much more…

Landing Page Testing with Google Website Optimizer

Friday, March 20, Austin, TX only!


The Google Website Optimizer experts present this practical course taking you through the process of testing your site to improving your users’ experience and seeing your conversion rates soar. The course includes an overview of Website Optimizer, loads of testing best practices, and hands-on experience to better understand and run A/B and multivariate tests on your website and key landing pages.

Seats are limited, so register today!


Austin seminars for success

Philadelphia seminars for success

Posted by Eva Woo, Google Analytics Team

Implementing your feedback on the blog

Thanks again to everyone who sent us feedback through our most recent survey. We've read through all your comments, and we're going to be making some changes to our posts based on your thoughts. A few things that you suggested that we'll be incorporating in the next few months:
  • How Google tools like Analytics and Insights for Search can be used to improve AdWords results
  • How to track AdWords results to measure profits and return on investment
  • Case studies on how others have used AdWords to improve their business
  • More information on advertising industry trends
  • Specific, real-life implementation tips for new tools and features
Look for posts that will incorporate more of these themes in the months to come.

Plastic-The Next Crisis?

In the 1967 film, The Graduate, Mr. McGuire is counseling Ben Braddock (played by Dustin Hoffman) on what field to go into now that he has graduated college.  The dialogue went like this:

Mr. McGuire: I want to say one word to you. Just one word.

Benjamin: Yes, sir.

Mr. McGuire: Are you listening?

Benjamin: Yes, I am.

Mr. McGuire: Plastics.

Benjamin: Exactly how do you mean?

Mr. McGuire: There's a great future in plastics. Think about it. Will you think about it?

Not exactly the same plastic that banks ventured into.  But their type of plastic (credit cards) had an equal promise of a great future.  But is this the next financial tsunami?  Are we destined to be swamped by a sea of molten plastic resulting from the next financial meltdown that is now being talked about in hushed tones in the corridors of America's banks, while the media begins to turn up the volume.

A recent story on CNN said, "major banks have been hit hard by bad mortgages. Now, fears are growing that troubled financial institutions are going to have another consumer headache to deal with: credit card defaults."

"There have been no shortage of warnings about the business as the economy continues to sputter."

"Just last month, Bank of America CEO Ken Lewis warned lawmakers at a high-profile Congressional hearing on the government's $700 billion rescue plan that he had no doubts 2009 would be an "awful year" for the credit card industry."

Fearing a wave of credit card-related losses, banks have been aggressively setting aside funds to help cushion the blow. One problem, note analysts, is that banks aren't quite sure just how severe the losses will be.

Industry charge-offs, or loans a bank considers to be uncollectable, climbed to a historic high of 7.73% in December. Most analysts expect that figure to head higher as more and more people find themselves out of work.

Unemployment rates, widely viewed as the most reliable indicator of future credit card losses, climbed to 8.1% in February - its highest level in 25 years.

A widely used rule of thumb is that charge-offs typically climb to 1 percentage point above the unemployment rate. And many expect the unemployment rate to keep rising throughout the year.

Of course, this is not the first time that credit card issuers have had to contend with relatively high unemployment. During the recession in the early 1980s, the jobless level peaked at 10.8% in late 1982. But some experts point out that this is a much different time for the industry.

Not only did a much smaller slice of the American public own a credit or charge card, the amount of credit issued by the industry was just a fraction of what it is today. As of January 2009, the amount of outstanding credit in the industry totaled just under $1 trillion, compared to just $70.5 billion in 1982.

But some analysts point out that the magnitude of any future credit card problems will be mitigated by the fact that most banks' credit card businesses are a fraction of the size of their ailing mortgage portfolios.

"You are not going to have a complete redo of the subprime mortgage mess because it is simply not the same scale," said David Robertson, publisher of the industry trade publication Nilson Report.

What is also encouraging, notes Robertson, is that banks' credit card operations have become much more adept at adjusting to tough economic times after years of practice, including the downturn that followed the dot-com bubble earlier this decade.

Well I hope David Robertson is right.  We had a pretty good day today--the Dow was up 5.8% and Citigroup said they made a profit in the first two months of this year (although we'll wait and see how much of that is left after the charge-offs).

I guess the whole point is that we can't become paralyzed by fear of the next disaster.  We have to continue to take care of our customers as best we can so we can begin to recover and prosper together.

Cheers,

Nick Vaglio, CFMP

Monday, March 9, 2009

Back to Basics: New Getting Started Guide for Google Analytics

Hot off the presses, the Google Analytics Help Center has published yet another informative online resource - the Getting Started Guide. The guide's purpose is to walk new users through the basics of having an Analytics account, and it also picks out must-know definitions like goals and funnels. It also has a diagram of the reporting interface so first time users can follow along and learn about the various reports and features. Finally, the guide also provides practical set-up and implementation instructions in the 'Installing Analytics' section, as well as tips on how to set up your reports and interpret the data once you start receiving it. 

If the Getting Started Guide is too basic and you're ready to get started on more advanced code customizations or look through videos on tips and tricks, you can browse through the 'Other resources' section at the end of the guide.

We hope you find the guide useful - feel free to bookmark the Getting Started Guide for your own reference or share it with others!

Spring Into Action: Upcoming retail webinar

It's hard to believe that the spring gift-giving season is already upon us. With Mother's Day, Father's Day, and Graduation season quickly approaching, it's time to plan ahead and adapt your business strategy for upcoming opportunities and challenges. Join the Google Retail Marketing team for our webinar:

Spring Into Action: Online Marketing for Mother's Day, Father's Day, and Graduation
Tuesday, March 17th at 1pm EST, 10am PST - Register to attend

In this webinar, we'll discuss strategies retailers can take to get the most out of the spring gift-giving season. Topics include:
  • Key retail trends around the spring gift giving season
  • Marketing tactics and trends to adapt to changing consumer behavior in 2009
  • Building and optimizing effective Mother's Day, Father's Day, and Graduation campaigns
This webinar will run approximately 30 minutes, followed by a 15-minute Q&A session. We hope you can join.

Friday, March 6, 2009

In or Out -- Communication is the Key

So I was talking to a girlfriend about how we each work through little everyday issues with our spouses – you know, do you gripe when he leaves the toilet seat up, or when you disagree about whose turn it is to unload the dishwasher, etc. My friend was telling me that she and her husband communicate with each other proactively and don’t let things fester.

I had to admit that my spouse and I tend to be more head in the sand folks when it comes to problem resolution. We tend to pretend everything is roses and sunshine until the inevitable blow out where we clear the air and end up not speaking for a few days. But, that’s a topic to save for marital counseling somewhere down the road.

But speaking of communication . . . I think banks need to look at their communication styles with their customers right now. Are you burying your head in the sand, proceeding with business as usual and waiting for the storm to blow over? Not the best way to build a long term relationship with your customers, even I have to admit.

I troll community bank sites regularly and have seen some examples of banks that are doing a great job of communicating with their customers about the current economic climate and their position. I particularly applaud those banks being proactive in communicating their position on the TARP Capital Purchase Program.

Whether taking the money or not, the important part is that you share where you stand and explain your position. Here are two examples of banks that have done a good job letting customers know where they are and why:

  • Arvest Bank – promotes its decision not to seek TARP funds because they are unnecessary
  • Citizens Community Bank – explains how it has used TARP funds to provide loans in the community
These are just two examples I have found. I know there are tons more out there. Comment and let us know what your bank has done on this issue.

My main point -- Don’t take a reactive stance on this issue. You need to do more than arm a few managers and key frontline staff with talking points for customer inquiries. Only a handful of concerned customers will actually come to you and ask questions.

The majority will assume the worst and move their accounts without ever giving you a chance to explain. And, unlike spouses, you can’t give them a shoulder massage and expect to get back into their good graces tomorrow.

Deanna

Control Your Search Result URL

Tracking parameters allow analytics programs to differentiate between paid ads and other sources of traffic, such as direct visits, organic searches, or referrals. They are invaluable for understanding the effectiveness of online advertising.

From an SEO perspective, URL parameters can be somewhat problematic. People who click on your ads may like the content so much that they decide to share your webpage with friends or post it on their own websites. Although this type of viral marketing is a good thing, imagine what happens if the link that they copy looks something like this:

http://www.yourwebsite.com/landingpage/?utm_campaign=FreeOffer&utm_source=Google&utm_medium=cpc

If this link is popular enough, then search engines will begin to index this URL. It may supplant the same version of this page without tracking parameters in the search results. Clicks on this new organic result will increment the visits number for Google(cpc) when it should really be attributed to Google(organic).

One popular SEO method of dealing with this challenge is instituting a 301 redirect and storing campaign variables in a cookie. Although this prevents search engines from indexing the same content multiple times, it has the undesired effect of stripping campaign parameters and generally messing up analytics tracking (boo!).

Google now supports a new format that provides webmasters with more control over the URL that is returned in the search results. You can specify your preferred version of the URL so that properties like link popularity are consolidated to this version. Unlike the 301 redirect, this will not affect your analytics tracking. Read more on how to set up your pages to avoid duplicate indexing on the Google Webmaster Central Blog.

Happy Friday!