Max Crowe

Posted by Tara Kryck, Group Account Director

 

Often times, marketers get lost in the weeds when it comes to analyzing performance reports.  This can cause them to lose sight of the bigger goals and data points critical to the bottom line.  To help prevent this, I recommend utilizing both a short-term and long-term performance tracking dashboard.  Both dashboards should include pre-determined KPIs– trends of actionable data that key stakeholders really care about.  Search marketing reporting tools must be highly advanced and allow for deep visibility into trends to uncover hidden opportunities from insights into searcher behavior.  At the same time, this data needs to be transformed into easily understandable, executive-friendly business dashboards.  Intuitive dashboard views of particular key metrics empower marketers to make well-informed optimization decisions quickly.  Dashboards also facilitate identifying and correcting performance trends before they become an issue. 

To save time and energy, gain buy-in from key stakeholders upfront on exactly what metrics will be tracked on the dashboards.  In addition, publish dashboard views out to all stakeholders on a consistent, pre-determined schedule.  With good planning, a reporting strategy that incorporates dashboards will save time and energy, empower stakeholders with key data points, and keep you focused on the big picture.

June 24, 2009

Think Dashboards to Keep Your Eye on the Big Picture

Posted by Tara Kryck, Group Account Director   Often times, marketers get lost in the weeds when it comes to analyzing performance reports.  This can cause […]
June 23, 2009

Dual Paid Search Strategy (ROI & Branding) is the Way to Go for Retailers

Posted by Lauren Woiteshek, Account Manager Retailers should have a ROI-focused search strategy, but during important promotions and seasonal events, they should also invest in high […]
June 22, 2009

Expanded Search Query Report Reveals Opportunities to Improve Campaign Performance

Posted by Jenna Sheeran, Account Director Before Historically, Google has always lumped low volume traffic terms into groups (“other unique queries”) in the Search Query Report.  […]
June 19, 2009

Search Happenings

Posted by JC Longbottom, Associate New Business Manager From the Engines: ·         Hunch: a new decision engine.  Hunch told me to eat my Cheetos with chopsticks. […]

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