analytics Archives - SoloSegment

Are you connecting your marketing to business results?

Posted on September 17, 2019 by Steve Zakur, Madeline Moran

I was at the Marketing Analytics Summit a few weeks back, and talked to a lot of people who felt that:

Measurement was really important
Measurement was really, really hard

The eternal struggle for marketers seems to be connecting marketing actions to business results. But this can’t be a reason to give up on analytics.

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.

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

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.

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

SearchChat Podcast: Personalization–Meeting Customers in the Moment

Posted on May 1, 2019 by Tim Peter, Steve Zakur

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Personalization: why do it? No, this isn’t a suggestion that you shouldn’t. It’s just important to think about why you are doing it in the first place. Personalization needs to benefit the customer experience and drive your business.

About Tim Peter

Tim Peter is the President of SoloSegment. An expert in e-commerce and digital marketing strategy, web development, search marketing, and analytics, Tim focuses on the growth of the social, local, mobile web and its impact on both consumer behavior and business results. SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

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

The Time is Now: Getting to Your Goals

Posted on March 13, 2019 by Steve Zakur

With less than thirty days to go in the quarter, my mind returns to the business goals we set a few months ago. Some of those OKRs were related to organizational capabilities but the ones that are top of mind relate to pipeline progression and sales. This quarter. Next quarter. You probably have your own metrics that you’re tracking. So what do you do if things aren’t going right?

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.

SearchChat Podcast: Ring in the Year by Putting Data to Work

Posted on January 2, 2019 by Tim Peter

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Analytics matter: this is the unavoidable fact of digital marketing, even for those digital marketers that fear it. But are you even measuring the right things? Do you know how to make meaningful improvements?

About Tim Peter

Clarke had it right, AI is magic

Posted on December 28, 2018 by Steve Zakur

Any sufficiently advanced technology is indistinguishable from magic

Arthur C Clarke

It seems like AI has been on everyone’s minds lately. It definitely has been on ours, as Tim Peter and I spoke on AI on our latest podcast. AI has been particularly hyped up, with plenty of big ideas emerging about what it can do for website owners. But I’m fearing, that like blockchain, we’re heading for Gartner’s fabled Trough of Disillusionment if we’re not there already. AI can’t solve all your business problems, though there are those that are well suited with the tools that are available today. But like any solution you have to have a valuable problem and the right approach to applying the solution.

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.

SearchChat Podcast: Budget Season Survival Guide

Posted on November 13, 2018 by Tim Peter, Steve Zakur

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Not enough marketers take advantage of the other kind of search — the one on your own website. Few companies budget for it, while budgeting for content without a second thought. We’ve talked about the cost of value before. But when they search, can visitors even find the content they need on your site?

About Tim Peter

SoloSegment provides analytics that improve site search conversion and machine learning technologies that improve content effectiveness.

Warning: You’re ignoring your company’s best salesperson

Posted on October 31, 2018 by Tim Peter

Here’s a scenario for you: imagine you have an amazing salesperson who develops a deep connection with customers, beginning with their very first interaction. Even better, these prospects share their deepest concerns, telling your salesperson everything you’d want to know about how to help them — and how you can sell them what they need.