How Are You Managing The Changing Nature Of B2B Customers?

Posted on September 13, 2019 by Mike Moran

What do customers want, and are you delivering?

Ask a business executive and they’ll tell you that everything they do is for their customers. Which is all well and good, but how many B2B companies are really paying attention to the changes in what customers want?

About Mike Moran

Mike Moran is an expert in internet marketing, search technology, social media, text analytics, web personalization, and web metrics. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm.

AI is the wrong name but the right idea

Posted on July 19, 2019 by Mike Moran

Many people have only recently become acquainted with the concept of Artificial Intelligence (AI), but the term was first coined 55 years ago this month at the Dartmouth conference. The name AI has never sat well with me, partly because calling computers “artificial” seems strange. (I haven’t heard Google referred to as “artificial search” to contrast it with the good old-fashioned searching that human beings do when poring over books in the library.)

About Mike Moran

The Deep Dive: What Does Content Marketing Need to Be?

Posted on July 18, 2019 by Mike Moran, Madeline Moran

Content marketing can be entertaining, helpful, or informative, or perhaps it can solve your audience’s problem. One good test of content marketing is whether it helps your audience even if they never buy your product or service. Here’s what content marketing needs to be to develop customer commitment.

About Mike Moran

Must Marketers be Data Scientists?

Posted on July 15, 2019 by Mike Moran, Madeline Moran

Big data is having big effects on content marketing, nowhere more than in its ability to make sense of the complexity of human language. Understanding data science is necessary for agile marketing in 2019. Here’s how marketers can utilize data to hone their craft.

About Mike Moran

5 Keys to Data-Driven Content Marketing

Posted on May 17, 2019 by Mike Moran

Content marketing is informative, entertaining, and helpful. But great ideas for content aren’t enough. Who decides they are “great”? The customer decides. How do we know the decision of the customer? Data–the more the better.

About Mike Moran

What’s Wrong with Advertising: The Case for Data-Driven Content Marketing

Posted on May 10, 2019 by Mike Moran, Madeline Moran

As content marketing has been practiced today, it resembles custom publishing. Companies tell stories that romanticize their brand, distributing those stories through various channels and amplifying them through social media. Content marketing has come to be more akin to advertising.

About Mike Moran

Companies that avoid change management, eventually change management

Posted on April 26, 2019 by Mike Moran

Digital transformation is all around us–no company can escape. Most companies recognize this, and focus on managing the change in an effective way. But then there are others that think they can avoid digital.

About Mike Moran

Are You Considering Behavior-Based Personalization?

Posted on March 27, 2019 by Mike Moran1 Comment

If you are like most marketers, you’ve probably been salivating over personalizing your website for years. It has always seemed like a good idea, but it’s never seemed possible.

About Mike Moran

Webinar: Five Effective Strategies for A/B Testing Site Search

Posted on March 3, 2018 by Steve Zakur, Mike Moran

A/B Testing Site Search

A few weeks ago I participated in a webinar over on Biznology. I shared five strategies for improving site search using A/B testing. Long a part of the digital marketer’s toolkit, A/B testing has relevance for search analysts as well. Using these methods you can test new settings against a portion of your live traffic without risking tanking things altogether. Once the new settings have proven themselves, you can deploy them to the primary search engine.

Most companies don’t measure site search well. They rely upon out of the box measurements that measure activity instead of outcomes. Nowhere is this problem acuter than when you move from one search engine to another.

How do you exceed customer expectations if you don’t have an effective baseline?
How do you know you’ve done the migration well if you don’t measure the gap before and after?
How do you ensure improvements in content and algorithms are effective?

A/B testing of the search engines is the answer. Check out the webinar. You can also read a short version I did in a blog post a few weeks ago.

About Steve Zakur

Stephen Zakur is CEO of SoloSegment. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.