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News & analysis on digital marketing & analytics


13 Stats Every Healthcare Marketer Should Know in 2013 (and Why)

By | January 25, 2013

As your healthcare organization determines the best online marketing strategy for 2013, it’s important to consider certain statistics that have emerged in the past year. Similar to this list for B2B tech marketers last month, we are continuing the trend and listing the most important healthcare marketing stats and how they can be applied to your own organization:

1. 94% of prospective patients said reputation of facility is important in hospital selection (Source: Google)

  • What This Means: Simply put, pay attention to what people are saying about your healthcare organization online.
  • Read the rest


Web Analytics Wednesday Cleveland Is Back!

By | January 24, 2013

Marilyn Manson had nothing on the Cleveland analytics professionals who rocked the House of Blues before his concert yesterday.Prior to last night, Web Analytics Wednesday (WAW) last took place in Cleveland in December 2009.

Fast-forward to the beginning of this week, when severe winter weather, dangerous roads and wacky traffic all conspired to thwart the “re-launch” of WAW. Come yesterday, the wind-chill and snow advisories finally expired in the morning, and by 5:30 in the evening, the House of Blues’ Foundation Room was full of local analytics practitioners eager to talk data over drinks and tapas.… Read the rest


The 5 Best Things About Facebook Conversions (And How to Set Them Up)

By | January 23, 2013

On January 23rd, 2013 Facebook rolled out

1. Facebook Conversion Tracking by Categories

After years of fumbling for an answer to Google AdWords tracking, the new Facebook Conversion feature offers multiple conversion types to digital advertisers. You can now measure the checkout revenue driven by ads, see where your registrations & leads are coming from and average shopping cart abandon rate. It also includes an “Other Website Conversions” option that can be used to track specific goals and interactions like white-paper downloads.… Read the rest


New Way to Promote Your Google Plus Page & Attract More Customers

By | January 22, 2013

Google has been hard at work trying to find a better use for its Adwords Express Ads application.  The interface has seen many changes in the last year, since it was removed from the Google Places dashboard.  For a while, users questioned the future of Google Adwords Express – though it was partially migrated into Adwords in April 2012, there was no real marketing interface to get the word out about its purpose.  That is, until we recently discovered a small ad (see below) encouraging us to use Google Adwords Express to promote our Google + page.… Read the rest


The Role of Search in the B2B Technology Purchase Decision

By | January 18, 2013

Search plays a very influential role in a B2B tech buyer’s path-to-purchase.  Because a  purchase can take up to six months or longer, it’s important to fully understand how search can facilitate the final purchase decision. I will break down the three simple steps these decision-makers take—research, consider and commit—and how search fits into each according to Google’s study “The Evolving Path of Today’s Tech B2B Customer.”

Step One of The Purchase Funnel: Research

A majority of B2B tech customers said that they turn to search engines to help them understand which brands offer the product or service they are looking for.… Read the rest

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