ঠিক করুন আপনার যে কোন ধরনের Corrupted পেনড্রাইভ, মেমোরি কোন প্রকার সফটওয়ার ছাড়াই

আসসালামু আলাইকুম,<br /> <br /> কেমন আছেন আপনারা সবাই, আশা করি ভালোই আছেন।<br /> <br /> আজকে আমি আপনাদের শেখাবো কিভাবে <a href="http://ebookzone24.blogspot.com/search/label/SOFTWARE%20TRICKS" target="_blank">Corrupted</a> পেনড্রাইভ, মেমোরি কিভাবে  ঠিক করা যায়। তো কথা না বাড়িয়ে কাজে চলে যাই। প্রথমে আপনার উইন্ডোজের <a href="http://ebookzone24.blogspot.com/search/label/SKILL%20TEST" target="_blank">START</a> এ কিল্ক করে RUN এ গিয়ে cmd লিখে enter চাপুন। নিচের ছবির মত করে ।<br /> <div class="separator" style="clear: both; text-align: center;"> <img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjcXyAEXn1ydUqa7gLxr9q7WVNvGBVFyDfgpmbl5w4TEKkuhOpH32OkK7_rAvIb7UexPKme8X8oUSsWeEcIe9eF9ipMCeDyjYbux-mTmSBjp9k79SVj35abAMxge4PG0Wxla1NPZ_tn17QQ/s1600/Untitled-1+copy.jpg" /></div> <div class="separator" style="clear: both; text-align: center;"> <br /></div> <div class="separator" style="clear: both; text-align: center;"> <br /></div> <div class="separator" style="clear: both; text-align: left;"> তারপর Command Prompt চালু হবে।এখন আপনার স্বাদের কম্পিউটারে  Corrupted পেনড্রাইভ বা মেমোরি লাগান। ১ নং ধাপ - এখন প্রথমে টাইপ করুন একসাথে ( <a href="http://ebookzone24.blogspot.com/2013/12/fast-and-furious-star-paul-walker.html" target="_blank">diskpart</a> ) তারপর enter চাপুন। </div> <div class="separator" style="clear: both; text-align: left;"> ২ নং ধাপ - অবার টাইপ করুন ( list disk ) এখন আপনার ড্রাইভ শো করবে। দেখুন আপনার Corrupted পেনড্রাইভ, মেমোরির ড্রাইভ কোনটা । </div> <div class="separator" style="clear: both; text-align: left;"> ৩ নং ধাপ - যদি disk 1 বা disk 2 হয় তাহলে যথাক্রমে ( select disk 1 বা select disk 2 ) টাইপ করুন এবং enter চাপুন। </div> <div class="separator" style="clear: both; text-align: left;"> ৪ নং ধাপ - এখন ( clean ) লিখে enter প্রেস করুন।</div> <div class="separator" style="clear: both; text-align: left;"> ৫ নং ধাপ - টাইপ করুন ( create partition primary ) লিখে enter প্রেস করুন।</div> <div class="separator" style="clear: both; text-align: left;"> ৬ নং ধাপ - টাইপ করুন ‍( active ) লিখে enter প্রেস করুন।</div> <div class="separator" style="clear: both; text-align: left;"> ৭ নং ধাপ - টাইপ করুন ‍( select partition 1 ) লিখে enter প্রেস করুন। ( আপনার ড্রাইভ অনুয়ায়ী আগেই বলেছি যথাক্রমে)</div> <div class="separator" style="clear: both; text-align: left;"> ৮ নং ধাপ - টাইপ করুন ( format fs=fat32 ) লিখে enter প্রেস করুন। আপনি চাইলে fat32 এর বদলে ntfs ফরমেটে ফরমেট দিতে পারেন। ব্যাস আপনার কাজ শেষ এখন Corrupted পেনড্রাইভ বা মেমোরি ফরমেট হতে থাকবে। 100% হওয়া পর্যন্ত অপেক্ষা করুন। 100% হলে ‍<a href="http://ebookzone24.blogspot.com/search/label/SEARCH%20ENGINE%20OPTIMIZATION" target="_blank">Successfully </a>দেখাবে এখন ( exit ) লিখে enter প্রেস করলে Command Prompt বন্ধ হবে । এখন My computer ওপেন করে দেখুন ঠিক হয়ে গেছে।</div> <div class="separator" style="clear: both; text-align: left;"> <br /></div> <div class="separator" style="clear: both; text-align: left;"> যদি তবুও না পারেন বা কারো অসুবিধা হলে নিচের স্ক্রিনশট ও cmd কোড আপলোড করে দিলাম txt ফাইলে ।<a href="https://dl.dropboxusercontent.com/u/60408225/TIPS%20SOFT/Cmd%20Code%20%20(%20ebookzone24.blogspot.com%20).txt" target="_blank">ডাউনলোড করতে এখানে ক্লিক করুন</a> ।</div> <div class="separator" style="clear: both; text-align: left;"> <br /></div> <div class="separator" style="clear: both; text-align: center;"> <a href="http://ebookzone24.blogspot.com/2013/10/idm-download-manager-free-life-time.html" target="_blank"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEghLcbOLOB4JXhYVbJmo4FMDvdWYMj5caGNXFy7EE-Cr1uY2MHWOrc0qUssGZwH5SVroHxeLNhcVquBGplQKQahaJY90Hje9VlY3V922T5y-w5gyFUdkDhj-Idr85Rlx41eiqKeCEIvXDhw/s1600/Untitled-1.jpg" /></a></div> <div class="separator" style="clear: both; text-align: center;"> <br /></div> <div class="separator" style="clear: both; text-align: left;"> <a href="https://www.facebook.com/mahfujmlt" target="_blank">আমকে ফেসবুকে পেতে এখানে ক্লিক করুন ।</a></div>

ঠিক করুন আপনার যে কোন ধরনের Corrupted পেনড্রাইভ, মেমোরি কোন প্রকার সফটওয়ার ছাড়াই

আসসালামু আলাইকুম, কেমন আছেন আপনারা সবাই, আশা করি ভালোই আছেন। আজকে আমি আপনাদের শেখাবো কিভাবে Corrupted  পেনড্রাইভ, মেমোরি কিভাবে  ঠিক করা...

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ODesk Seo Skill Test Answer Part 2

<h3 style="text-align: center;"> <a href="http://ebookzone24.blogspot.com/search/label/SOFTWARE%20TRICKS" target="_blank"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgCEkr-WAvBOn-PJjRXzEn1HZewVfr8zX7aB2D1fHoa4Wv5wF0uiGqqIWRFeVUp7HMRmD3Dbf1S1WGXOv8CiO21vD79jQ0RPdxGRgJ2Q7_yv_HSANUcsrWTPAkI0503QXo0hNl8-R9266jw/s1600/odesk_skills_tests_scrshe_stmmo1.jpg" /></a></h3> Note: All Pink Color Sentence Are Skill Text Answer........<br /> 1.  If a website’s search engine saturation with respect to a particular search engine is 20%, what does it mean?<br /> <span style="color: magenta;">a. 20% of the webpages of the website have been <a href="http://ebookzone24.blogspot.com/2013/11/sem-tutorial-part-1-integrated-marketing.html" target="_blank">indexed by the search engine</a></span><br /> b. Only 20% of the pages of the website will be indexed by the search engine<br /> c. 20% of the websites pages will never be indexed<br /> d. The website ranks in the first 20% of all websites indexed by the search engine for its most important search terms<br /> <br /> 2.  10 people do a web search. In response, they see links to a variety of web pages. Three of the 10 people choose one particular link. That link then has a __________ click through rate.<br /> a. less than 30%<br /> <span style="color: magenta;">b. <a href="http://ebookzone24.blogspot.com/2013/11/sem-tutorial-part-1-integrated-marketing.html" target="_blank">30 percent</a></span><br /> c. more than 30%<br /> <a href="" name="more"></a><br /> 3.  Which of the following factors have an impact on the Google PageRank?<br /> <span style="color: magenta;">a. The total number of inbound links to a page of a web site</span><br /> b. The subject matter of the site providing the inbound link to a page of a web site<br /> c. The text used to describe the inbound link to a page of a web site<br /> d. The number of outbound links on the page that contains the inbound link to a page of a web site<br /> <br /> 4.  What does the 301 server response code signify?<br /> a. Not Modified<br /> <span style="color: magenta;">b. <a href="http://ebookzone24.blogspot.com/2013/10/idm-download-manager-free-life-time.html" target="_blank">Moved Permanently</a></span><br /> c. syntax error in the request<br /> d. Payment is required<br /> e. The request must be authorized before it can take place<br /> <br /> 5.  If you enter ‘Help site:www.go4expert.com’ in the Google search box, what will Google search for?<br /> a. It will open up the Google help pages applicable to www.go4expert.com<br /> <span style="color: magenta;">b. It will find pages about help within www.go4expert.com</span><br /> c. It will only find page titles about help within www.go4expert.com<br /> d. It will direct you to the request page for re-indexing of www.go4expert.com<br /> <br /> <a href="http://www.blogger.com/blogger.g?blogID=2829250675009064392" name="more"></a><br /> <br /> 6.  What is Anchor Text?<br /> a. It is the main body of text on a particular web page<br /> b. It is the text within the left or top panel of a web page<br /> <span style="color: magenta;">c.<a href="http://ebookzone24.blogspot.com/search/label/SOFTWARE%20TRICKS" target="_blank"> It is the visible text that is hyper linked to another page</a></span><br /> d. It is the most prominent text on the page that the search engines use to assign a title to the page<br /> <br /> 7.  Which of the following free tools/websites could help you identify which city in the world has the largest search for the keyword – “six sigma”?<br /> a. Yahoo Search Term Suggestion Tool<br /> b. Alexa<br /> c. Google Traffic Estimator<br /> <span style="color: magenta;">d. Google Trends</span><br /> e. WordTracker<br /> <br /> 8.  What term is commonly used to describe the shuffling of positions in search engine results in between major updates?<br /> a. Waves<br /> <span style="color: magenta;">b. Flux</span><br /> c. Shuffling<br /> d. Swaying<br /> <br /> 9.  Are RSS/Atom feeds returned in Google’s search results?<br /> a. Yes<br /> <span style="color: magenta;">b. No</span><br /> <span style="color: yellow;"><br /></span> 10.  Which of the following statements regarding website content are correct?<br /> <span style="color: magenta;">a. If you have two versions of a document on your website, Google recommends that you only allow the indexing of the better version</span><br /> b. Linking to a page inconsistently does not affect the way Google views the page/s. Examples of inconsistent linking could be http://www.go4expert.com/page/ and http://www.go4expert.com/page and http://www.go4expert.com/page/index.htm.<br /> c. Syndicating your content could lead to Google viewing the material as duplicate<br /> d. Placeholders for pages which do not have content are never viewed as duplicate content by Google<br /> <br /> 11.  What does the term Keyword Prominence refer to?<br /> a. It refers to the fact that the importance of choosing high traffic keywords leads to the best return on investment<br /> b. It refers to the importance attached to getting the right keyword density<br /> <span style="color: magenta;">c. It refers to the fact that the keywords placed in important parts of a webpage are given priority by the search engines</span><br /> d. It refers to the fact that the keywords in bold font are given priority by the search engines<br /> <br /> 12.  What is the term for Optimization strategies that are in an unknown area of reputability/validity?<br /> a. Red hat techniques<br /> b. Silver hat techniques<br /> <span style="color: magenta;">c. Grey hat techniques</span><br /> d. Shady hat techniques<br /> <br /> 13.  Which of the following statements is correct with regard to natural links?<br /> a. They are two way links (reciprocal links)<br /> b. They are from authority websites<br /> <span style="color: magenta;">c. They are voluntary in nature</span><br /> d. They are from .edu or .gov extension websites<br /> <br /> 14.  Which of the following can be termed as good keyword selection and placement strategies?<br /> <span style="color: magenta;">a. Targeting synonyms of the main keyword</span><br /> b. Targeting the highest searched keywords only<br /> c. Copying competitor keywords<br /> <span style="color: magenta;">d. Optimizing five or more keywords per page</span><br /> <span style="color: yellow;"><br /></span> 15.  What does the 302 server response code signify?<br /> a. It signifies conflict, too many people wanted the same file at the same time<br /> b. The page has been permanently removed<br /> c. The method you are using to access the file is not allowed<br /> <span style="color: magenta;">d. The page has temporarily moved</span><br /> e. What you requested is just too big to process<br /> <br /> 16.  Which of the following statements about FFA pages are true?<br /> a. They are greatly beneficial to SEO<br /> <span style="color: magenta;">b. They are also called link farms</span><br /> c. They are paid listings<br /> d. They contain numerous inbound links<br /> <br /> 17.  What is the name of the search engine technology due to which a query for the word ‘actor’ will also show search results for related words such as actress, acting or act?<br /> a. Spreading<br /> b. Dilating<br /> <span style="color: magenta;">c. RSD (realtime synonym detection)</span><br /> d. Stemming<br /> e. Branching<br /> <br /> 18.  What will the following robots.txt file do?<br /> User-agent:Googlebot<br /> Disallow:/*?<br /> User-agent:Scooter<br /> Disallow:<br /> a. It will allow Google to crawl any of the dynamically generated pages. It will also allow thealtavista scooter bot to access every page<br /> <span style="color: magenta;">b. It will disallow Google from crawling any of the dynamically generated pages. It will also disallow the altavista scooter bot from accessing any page</span><br /> c. It will disallow Google from crawling any of the dynamically generated pages. It will allow the altavista scooter bot to access every page<br /> d. None of the above<br /> <br /> 19.  Which of the following statements about RSS are correct?<br /> <span style="color: magenta;">a. It is a form of <a href="http://ebookzone24.blogspot.com/search/label/SOFTWARE%20TRICKS" target="_blank">XML</a></span><br /> b. It stands for Realtime streamlined syndication<br /> c. It is a good way of displaying static information<br /> d. It is a microsoft technology<br /> <br /> 20.  Which of the following statements are correct with regard to using javascript within the web pages?<br /> a. It uses up the valuable space within the webpage, which should be used for placing meaningful text for the search engines<br /> <span style="color: magenta;">b. Search engines cannot read Javascript</span><br /> <span style="color: magenta;">c. It is a good idea to shift the Javascript into a separate file</span><br /> d. Most of the search engines are unable to read links within Javascript code<br /> <br /> 21.  Which of the following options are correct regarding the Keyword Effectiveness Index (KEI) of a particular keyword?<br /> a. It is directly proportional to the popularity of the keyword<br /> b. It is inversely proportional to the competiton for the keyword<br /> <span style="color: magenta;">c. It is directly proportional to the chances of the keyword ranking on the first page of the Google search results</span><br /> <br /> 22.  What is the illegal act of copying of a page by unauthorized parties in order to filter off traffic to another site called?<br /> a. Trafficjacking<br /> b. Visitorjacking<br /> c. Viewjacking<br /> <span style="color: magenta;">d. Pagejacking</span><br /> <span style="color: yellow;"><br /></span> 23.  Which of the following search engines offers a popular list of the top 50 most searched keywords?<br /> a. Google<br /> b. Yahoo<br /> c. AOL<br /> <span style="color: magenta;">d. Lycos</span><br /> <span style="color: yellow;"><br /></span> 24.  Which of the following search engines or directories provides the main search results for AOL?<br /> a. Lycos<br /> b. DMOZ<br /> <span style="color: magenta;">c. Google</span><br /> d. Yahoo<br /> e. Windows Live<br /> <br /> 25.  Which of the following can be termed as appropriate Keyword Density?<br /> a. 0.01-0.1%<br /> b. 0.1-1%<br /> <span style="color: magenta;">c. 3-4%</span><br /> d. 7-10%<br /> e. More than 10%<br /> <br /> 26.  The following robots meta tag directs the search engine bots:<br /> <META NAME=”robots” CONTENT=”noindex,nofollow”><br /> a. Not to index the homepage and not to follow the links in the page<br /> <span style="color: magenta;">b. Not to index the page and not to follow the links in the page</span><br /> c. To index the page and not to follow the links in the page<br /> d. Not to index the page but to follow the links in the page<br /> <br /> 27.  What is Keyword Density?<br /> <span style="color: magenta;">a. The number of times the keyword is used / (DIVIDED BY) the total word count on page – (MINUS)the total words in HTML on the page</span><br /> b. The number of times the keyword is used X (MULTIPLIED BY) the total word count on page<br /> c. The number of times the keyword is used in the page description<br /> d. The number of times the keyword is used in the page title<br /> e. The number of times the keyword is used / (DIVIDED BY) the total word count on the page<br /> <br /> 28.  Which of the following are examples of agents?<br /> <span style="color: magenta;">a. Internet Explorer</span><br /> <span style="color: magenta;">b. Search engine spiders</span><br /> <span style="color: magenta;">c. Opera</span><br /> d. SQL Server database attached to a website<br /> <br /> 29.  If you search for the term “iq test” in the Word Tracker keyword suggestion tool, will it return the number of independent searches for the term “iq”?<br /> <span style="color: magenta;">a. Yes</span><br /> b. No<br /> <br /> 30.  Cloaking is a controversial SEO technique. What does it involve?<br /> a. Increasing the keyword density on the web pages<br /> <span style="color: magenta;">b. Offering a different set of web pages to the search engines</span><br /> c. Hiding the keywords within the webpage<br /> d. Creating multiple pages and hiding them from the website visitors<br /> <br /> 31.  Which of the following facts about Alexa are correct?<br /> <span style="color: magenta;">a. Alexa provides free data on relative website visitor traffic</span><br /> b. Alexa and Quantcast provide information on visitor household incomes<br /> c. Alexa is biased towards US based traffic<br /> d. Quantcast only tracks people who have installed the Quantcast toolbar<br /> This is the last question of your test.<br /> <br /> 32.  Google gives priority to themed in-bound links.<br /> <span style="color: magenta;">a. True</span><br /> b. False<br /> <br /> 33.  Which of the following methods can help you get around the Google Sandbox?<br /> <span style="color: magenta;">a. Buying an old Website and getting it ranked</span><br /> b. Buying a Google Adwords PPC campaign<br /> c. Placing the website on a sub domain of a ranked website and then 301 re-directing the site after it has been indexed<br /> d. Getting a DMOZ listing<br /> <br /> 34.  s Page is used to:<br /> a. Attract visitors from the search engines straight onto the Hallway Page<br /> b. Organizes the Doorway Pages<br /> c. Helps people navigate to different Doorway Pages<br /> <span style="color: magenta;">d. Enables search engine bots to index the Doorway Pages</span><br /> <span style="color: yellow;"><br /></span> 35.  Which of the following options describes the correct meaning of MouseTrapping?<br /> a. The technique of monitoring the movement of the mouse on the webpage<br /> b. The technique of monitoring the area on which an advertisement was clicked<br /> c. The web browser trick, which attempts to redirect visitors away from major websites through a spyware program<br /> <span style="color: magenta;">d. The web browser trick, which attempts to keep a visitor captive at on a website</span><br /> <span style="color: yellow;"><br /></span> 36.  What is the most likely time period required for getting a Google page rank?<br /> a. 1 week<br /> b. 3 weeks<br /> c. 2 months<br /> <span style="color: magenta;">d. More than 3 months</span><br /> <span style="color: yellow;"><br /></span> 37.  All major search engines are case sensitive.<br /> a. True<br /> <span style="color: magenta;">b. False</span><br /> <span style="color: yellow;"><br /></span> 38.  Which of the following website design guidelines have been recommended by Google?<br /> a. Having a clear hierarchy and text links<br /> <span style="color: magenta;">b. Every page should be reachable from at least one static text link</span><br /> c. If the site map is larger than 100 or so links, you should break the site map into separate pages<br /> d. Keeping the links on a given page to a reasonable number (fewer than 100)<br /> e. Use less than 30 images or graphics per page<br /> <br /> 39.  How are site maps important for the search engine optimization process?<br /> a. Site maps help the search engine editorial staff to quickly go through a website, hence ensuring quicker placement<br /> b. Google gives credit to the websites having site maps. The GoogleBot looks for the keyword or title “Site Map” on the home page of a website.<br /> <span style="color: magenta;">c. Site maps help the search engine spider pick up more pages from the website</span><br /> d. None of the above<br /> <br /> 40.  Google looks down upon paid links for enhancing page rank. If a website sells links, what action/s does Google recommend to avoid being penalized?<br /> a. The text of the paid links should state the words “paid text link” for Google to identify it as a paid link<br /> b. Only Paid text links to non profit websites should be accepted<br /> <span style="color: magenta;">c. Paid links should be disclosed through the “rel=nofollow” attribute in the hyperlink</span><br /> d. Paid links should be disclosed through the “index=nofollow” attribute in the hyperlink

ODesk Seo Skill Test Answer Part 2

Note: All Pink Color Sentence Are Skill Text Answer........ 1.  If a website’s search engine saturation with respect to a particular sear...

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Odesk Seo Skill Test Answers 2013-2014

<div class="separator" style="clear: both; text-align: center;"> <a href="http://ebookzone24.blogspot.com/search/label/SOFTWARE%20TRICKS" target="_blank"><img border="0" height="346" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgzMdLFr_APOE0gsA6Hi1z_mESZkjYBcjp5zOF3J6a1Cp7XGnFQ_bAxwbt_-4YFCZU3o4J4dLo_-DYT80i8O2ZfcnnytYuXy4EcStlbqWolv1oUlhVsEF60F9lOQYVtZHZtl5wkk-B0nfcI/s640/odesk_skills_tests_scrshe_stmmo1.jpg" width="640" /></a></div> <div class="separator" style="clear: both; text-align: center;"> <br /></div> <div class="separator" style="clear: both; text-align: left;"> Note: All Red Color Sentence is Answer</div> <span style="color: #38761d;"><br /></span> <span style="color: #38761d;">1. Some words, when followed by a colon, have special meanings to yahoo. What is performed by the link:Operator? </span><br /> <div id="chitikaSelectBeacon2" style="float: left;"> </div> <div id="chitikaSelectBeacon1" style="float: left;"> </div> <br /> <br /> <div class="MsoNormal"> a. it shows all the outbound links from the url<br /> b. It shows how many pages of the site yahoo is pointing to<br /> <span style="color: red;">c*It shows all </span><a href="http://ebookzone24.blogspot.com/2013/11/sem-tutorial-part-1-integrated-marketing.html" target="_blank"><span style="color: red;">the pages that point to that url</span></a><a href="http://ebookzone24.blogspot.com/2013/11/sem-tutorial-part-1-integrated-marketing.html" target="_blank"></a><br /> d. It show url's with broken links<br /> <br /> <span style="color: green;">2. Which blackhat Seo techniques is characterized by a method to deceive search engine, by detecting the search engine bot and "feeding" it with a different HTML code than the HTML actually served to users?</span> <br /> <br /> a.Coaling<br /> b.Foisting<br /> c.Slighting<br /> <span style="color: red;">d*Cloaking</span> <br /> <br /> <span style="color: green;">3. Why is it bad idea from SEO perspective to host free articles and write ups that are very common on the internet?</span> <br /> <br /> a.Because they will not lead to fresh traffic<br /> <span style="color: red;">b*Because you could be penalize by </span><a href="http://ebookzone24.blogspot.com/2013/10/idm-download-manager-free-life-time.html" target="_blank"><span style="color: red;">search engine</span></a><span style="color: red;"> for using duplicate contents</span> <br /> c.Because you will not get the benefits of proper keyword targeting<br /> d.because people could turn up claiming copyright infirigement<br /> <br /> <span style="color: green;">4. What will happen if you type the word 'Certification-Networking' in the google search box?</span> <br /> <br /> a.Google will find the web pages about "certification" and also containing the word "networking"<br /> b.Google will find ALL the web pages containing the word word "Certification" and "Networking"<br /> <span style="color: red;">c.*Google will find ALL the web pages in which the words "Certification" and "Networking" appear together. </span><br /> d.Google will find the web pages about Certification that do not contain the word Networking<br /> <br /> <span style="color: green;">5. Which of the following factors does google take into account while accessing whether or not a website is an authority website?</span> <br /> <br /> a. The frequency with which the contents of the website is updated<br /> b. the number of web pages containing relevant information on the main theme of the website<br /> <span style="color: red;">c.*The number of in-bound natural links related to the website's theme (or keywords)</span> <br /> d. None of the above<br /> <br /> <span style="color: green;">6. What is keyword density?</span> <br /> <br /> a.The number of times the keyword is used / (divided by) the total word count on <span style="border-bottom-color: rgb(0, 129, 189) !important; border-bottom-style: dotted !important; border-bottom-width: 1px !important;">page</span> - (minus) the total words in HTML on the <span style="border-bottom-color: rgb(0, 129, 189) !important; border-bottom-style: dotted !important; border-bottom-width: 1px !important;">page</span><br /> b.The number of times the keyword is used x (multiply by) the total word count on <span style="border-bottom-color: rgb(0, 129, 189) !important; border-bottom-style: dotted !important; border-bottom-width: 1px !important;">page</span>.<br /> c.The number of times the keyword is used in the <span style="border-bottom-color: rgb(0, 129, 189) !important; border-bottom-style: dotted !important; border-bottom-width: 1px !important;">page</span> description<br /> d.The number of times the keyword is used in the <span style="border-bottom-color: rgb(0, 129, 189) !important; border-bottom-style: dotted !important; border-bottom-width: 1px !important;">page</span> title<br /> <span style="color: red;">e*The number of times the keyword is used / (divided by) the total word count on the page. </span><br /> <br /> <span style="color: green;">7. Which of the following statement about FFA pages are true?</span> <br /> <br /> a.They are greatly beneficial to SEO<br /> <span style="color: red;">b.They are also called Link Farms </span><br /> c.They are Paid Listings<br /> d*They contain numerous inbound links<br /> <br /> <span style="color: green;">8. What is the illegal act of copying of a page by unauthorized parties in order to filter off traffic to another site called?</span> <br /> <br /> a.Traffic jacking<br /> b.Visitors Jacking<br /> c.View Jacking<br /> <span style="color: red;">d* Page Jacking </span><br /> <br /> <span style="color: green;">9. What is the most likely time period required for getting a google page ranking?</span> <br /> <br /> a.1 week<br /> b. 3 weeks<br /> c. 1 month<br /> <span style="color: red;">d.* More than 3 months </span><br /> <br /> <span style="color: green;">10. Which of the following can be termed as a good keyword selection and placement strategies?</span> <br /> <br /> <span style="color: red;">a* Targeting synonyms of the main keyword, A & D </span><br /> b.Targeting the highest searched keywords only<br /> c.Copying competitor keywords<br /> d.Optimizing 5 or more keywords per page (check) <br /> <br /> <span style="color: green;">11. Some words, when followed by a colon, have special meanings to yahoo. What is perfermed by the link:Operator?</span> <br /> <br /> a. it shows all the outbound links from the url<br /> b. It shows how many pages of the site yahoo is pointing to<br /> <span style="color: red;">c. It shows all the pages that point to that url </span><br /> d. It show url's with broken links<br /> <br /> <span style="color: green;">12. Which blackhat Seo techniques is characterized by a method to decieve search engine, by detecting the search engine bot and "feeding" it with a different HTML code than the HTML actually served to users?</span> <br /> <br /> a.Coaling<br /> b.Foisting<br /> c.Slighting<br /> <span style="color: red;">d*Cloaking </span><br /> <br /> <span style="color: green;">13. Why is it bad idea from SEO perspective to host <span style="color: #0081bd;"><span style="border-bottom-color: rgb(0, 129, 189) !important; border-bottom-style: dotted !important; border-bottom-width: 1px !important;"><a href="http://ebookzone24.blogspot.com/search/label/SEARCH%20ENGINE%20MARKETING" target="_blank">free articles</a></span></span> and write ups that are very common on the internet?</span> <br /> <br /> a.Because they will not lead to fresh traffic<br /> <span style="color: red;">b*Because you could be penalize by search engine for using duplicate contents </span><br /> c.Because you will not get the benefits of proper keyword targeting<br /> d.because people could turn up claiming copyright infirigement<br /> <br /> <span style="color: green;">14. What will happen if you type the word 'Certification-Networking' in the google search box?</span> <br /> <br /> a.Google will find the web pages about "certification" and also containing the word "networking"<br /> b.Google will find ALL the web pages containing the word word "Certification" and "Networking"<br /> <span style="color: red;">c.*Google will find ALL the web pages in which the words "Certification" and "Networking" appear together.</span> <br /> d.Google will find the web pages about Certification that do not contain the word Networking<br /> <br /> <span style="color: green;">15. Which of the following factors does google take into account while accessing whether or not a website is an authority website?</span> <br /> <br /> a. The frequency with which the contents of the website is updated<br /> b. the number of web pages containing relevant information on the main theme of the website<br /> <span style="color: red;">c.*The number of in-bound natural links related to the website's theme (or keywords)</span> <br /> d. None of the above<br /> <br /> <span style="color: green;">16. What is keyword density?</span> <br /> <br /> a.The number of times the keyword is used / (divided by) the total word count on <span style="color: #0081bd;"><span style="border-bottom-color: rgb(0, 129, 189) !important; border-bottom-style: dotted !important; border-bottom-width: 1px !important;"><a href="http://ebookzone24.blogspot.com/search/label/SEARCH%20ENGINE%20MARKETING" target="_blank">page</a></span></span> - (minus) the total words in HTML on the<span style="color: #444444;"> <span style="border-bottom-color: rgb(0, 129, 189) !important; border-bottom-style: dotted !important; border-bottom-width: 1px !important;">page</span></span><br /> b.The number of times the keyword is used x (multiply by) the total word count on page.<br /> c.The number of times the keyword is used in the page description<br /> d.The number of times the keyword is used in the page title<br /> <span style="color: red;">e*The number of times the keyword is used / (divided by) the total word count on the page.</span> <br /> <br /> <span style="color: green;">17. Which of the following statement about FFA pages are true?</span> <br /> <br /> a.They are greatly beneficial to SEO<br /> <span style="color: red;">b*They are also called Link Farms </span><br /> c.They are Paid Listings<br /> d*They contain numerous inbound links<br /> <br /> <span style="color: green;">18. What is the illegal act of copying of a page by unauthorized parties in order to filter off traffic to another site called?</span> <br /> <br /> a.Traffic jacking<br /> b.Visitors Jacking<br /> c.View Jacking<br /> <span style="color: red;">d* Page Jacking</span> <br /> <br /> <span style="color: green;">19. What is the most likely time period required for getting a google page ranking?</span> <br /> <br /> a.1 week<br /> b. 3 weeks<br /> c. 1 month<br /> <span style="color: red;">d.* More than 3 months</span> <br /> <br /> <span style="color: green;">20. Which of the following can be termed as a good keyword selection and placement strategies?</span> <br /> <br /> a* Targeting synonyms of the main keyword (ans) A & D<br /> b.Targeting the highest searched keywords only<br /> c.Copying competitor keywords<br /> <span style="color: red;">d*Optimizing 5 or more keywords per page (check) </span><br /> <br /> <span style="color: green;">21. Google displays up to ------------------------ characters of a web pages title tag</span> <br /> <br /> a.56<br /> <span style="color: red;">b.60 * B & C </span><br /> c.66<br /> d.80<br /> <br /> <span style="color: green;">22. Which of the following fact about Alexa are correct</span> ?<br /> <br /> <span style="color: red;">a.*Alexa provides free data on relative website visitors traffic </span><br /> b. Alexa and Quancast provide information on visitors household income<br /> c.Alexa is baised towards US based traffic<br /> d.Quantcast only track people who have installed the quantcast toolbar<br /> <br /> <br /> <span style="color: green;">23. What is the name of the search engine technology due to which a query for the word "actor" will aslo show search result for related word such as actress, acting or act?</span> <br /> <br /> a.Spreading<br /> b.Dilating<br /> c.RSD (real time synonyms detection)<br /> <span style="color: red;">d.Stemming </span><br /> e.Branching<br /> <br /> <span style="color: green;">24.Do search engine such as google detect unnatural linking patterns by checking the class C IP address of the page where the link to the website originates</span> <br /> <br /> <span style="color: red;">a* Yes </span><br /> b No<br /> <br /> <span style="color: green;">25. Which of the following conditions will google treat favorably from the "Relevancy" perspective.</span> <br /> <br /> a.The website offering product and services to the visitors country<br /> <span style="color: red;">b.*A website that provides Free content for related keywords </span><br /> c.Hidden keywords on the homepage matching search term<br /> d.Image alt tag on the homepage matching search term<br /> <br /> <span style="color: green;">26. Which of the following website design guideline has been recommended by google?</span> <br /> <br /> <span style="color: red;">a*Having a clear hierachy and text links</span> <br /> b.Every page should be reachable from atleast one static text link<br /> c.If the sitemap is larger than 100 or so links, you should break the sitemap into separate pages<br /> d.Keep the links on a given page to a reasonable number (fewer than 100)<br /> e. Use less than 30 images or graphics per page<br /> <br /> <span style="color: green;">27. What is the main reason for the effectiveness of Optimizing a web page towards a long tails keyword search? Recheck</span> <br /> <br /> a.There are more long tail searches than shorter keyword queries<br /> b.*Search engine often pass on long tail searches to lesser or new website<br /> c.Search engine do not pass on long tail search traffic to website that rank high for shorter keyword searches (check)<br /> <span style="color: red;">d*There are fewer webvsite that have targeted such keyword's</span> <br /> <br /> <br /> <span style="color: green;">28 Which of the following statement is correct with regard's to the images within a web page?</span> <br /> <br /> a.Images can not be spidered by the search engine (check)<br /> <span style="color: red;">b*Important keywords related to the image should be plcaed in the ALT text</span> <br /> c.Images should always be kept close to the top of a web page<br /> d. Image maps should be used while including the images<br /> <br /> <span style="color: green;">29. What does the 302 server Response Code signify?</span> <br /> <br /> a.It signifies conflict, too many people wanting the same file at the same time<br /> b.The page has been permanently removed<br /> c.The method you are using to access the file is not allowed<br /> <span style="color: red;">d*The page has temporarily moved</span> <br /> e.What you requested is just too big to process<br /> <br /> <span style="color: green;">30. State whether the following statement is true or false. A sitemap provide a list of natural links to user accessible pages on a website</span> <br /> <br /> a.True<br /> <span style="color: red;">b*False</span></div> <div class="MsoNormal"> </div> <div class="MsoNormal"> <br /> <span style="color: #38761d;">31.  State whether true or false. </span></div> <div class="MsoNormal"> </div> <div class="MsoNormal"> <span style="color: #38761d;">The Yahoo Directory listing is a free service for commercial site?</span></div> <div class="MsoNormal"> </div> <div class="MsoNormal"> <br /> <span style="color: red;">a*True</span></div> <br /> <div class="MsoNormal"> <span style="color: #38761d;"><span style="color: black;">b.False </span></span></div>

Odesk Seo Skill Test Answers 2013-2014

Note: All Red Color Sentence is Answer 1. Some words, when followed by a colon, have special meanings to yahoo. What is performed by ...

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Fast and Furious star Paul Walker killed in car crash

The actor Paul Walker, who found success starring in the popular car-racing franchise, has died in an automobile accident in Los Angeles aged 40<br /> <br /> <div class="" style="clear: both; text-align: center;"> Paul Walker, shown with co-star Vin Diesel in Fast & Furious 5, has died in a car crash. Photograph: Rex Features</div> <div id="article-body-blocks"> <a href="http://ebookzone24.blogspot.com/2013/10/idm-download-manager-free-life-time.html" target="_blank">Paul Walke</a>r, the much-loved star who for 12 years headlined the Fast and Furious franchise, has died in a car crash aged 40.<br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEihLRO1_Td4ciDxLULzRsyt0vbbKSYuAdFw0R2ceqIsCN9QU4lzM_h6JmP37KQF7X5NIqmD5ZLiGBPU3807LsXU0c4iedwYPtsTQ4g_FBJfmgy14SIlCs32PXV-NQw3dcVfc4bPlF040IcL/s1600/Paul-Walker-shown-with-co-010.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEihLRO1_Td4ciDxLULzRsyt0vbbKSYuAdFw0R2ceqIsCN9QU4lzM_h6JmP37KQF7X5NIqmD5ZLiGBPU3807LsXU0c4iedwYPtsTQ4g_FBJfmgy14SIlCs32PXV-NQw3dcVfc4bPlF040IcL/s1600/Paul-Walker-shown-with-co-010.jpg" /></a></div> The actor was travelling as a passenger in a new Porsche when his friend who was driving - who has been described as an "experienced driver" - lost control of the vehicle and collided with a street light, and then a tree. <br /> The LA County Sheriff's department has confirmed that two people died in a collision in Santa Clarita, <a href="http://ebookzone24.blogspot.com/2013/10/avast-internet-security-801497-with.html" target="_blank">north of Los Angeles</a>, at 3:30pm on Saturday, but Walker's death was confirmed by his representatives on his official Facebook page, and then by his publicist, <a href="http://ebookzone24.blogspot.com/" target="_blank">Ame Van Iden.</a><br /> "It is with a truly heavy heart that we must confirm that Paul Walker passed away today in a tragic car accident while attending a charity event for his organisation Reach Out Worldwide," <a href="http://ebookzone24.blogspot.com/2013/10/microsoft-office-2013-activator-download.html" target="_blank">reads the Facebook update. </a><br /> "He was a passenger in a friend's car, in which both lost their lives. We appreciate your patience as we too are stunned and saddened beyond belief by this news. Thank you for keeping his family and friends in your prayers during this very difficult time. We will do our best to keep you apprised on where to send condolences. - #TeamPW."<br /> The <a href="http://ebookzone24.blogspot.com/2013/10/kaspersky-internet-s-2014-free-trial.html" target="_blank">Reach Out Worldwide</a> event was a car show aimed at generating aid for the Philippines typhoon relief effort. It appears Walker, who was an investor in a nearby automobile shop called <a href="http://ebookzone24.blogspot.com/2013/11/how-to-you-get-top-ranking-on-google.html" target="_blank">Always Evolving,</a> took the Porsche GT, which was on show at Reach Out Worldwide, for a drive.<br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg66r_0ENWdkKwLwq10FpHAiiuAMM705WAm8sHvaHuX8ssMzSZAg4j9MYjOaxjWml_tn0IQdlKH6mpTZaZwQJyMblLsIX5DIuKhO_29GO47Kfn9CEp4fhJk-iNj56IL1A2Tq0vJkKbBWsJL/s1600/Paul-Walker-car-crash-sce-008.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg66r_0ENWdkKwLwq10FpHAiiuAMM705WAm8sHvaHuX8ssMzSZAg4j9MYjOaxjWml_tn0IQdlKH6mpTZaZwQJyMblLsIX5DIuKhO_29GO47Kfn9CEp4fhJk-iNj56IL1A2Tq0vJkKbBWsJL/s1600/Paul-Walker-car-crash-sce-008.jpg" /></a>Sheriff's deputies work near the wreckage of the Porsche that Paul Walker was a passenger in. Photograph: Dan Watson/AP</div> Photos released from the crash scene show both street light and tree collapsed, alongside a completely wrecked vehicle, which was evidently engulfed in flames following the accident. Antonio Holmes, a friend of Walker and of the driver, who he called "Roger", was nearby and ran to the crash site in a futile attempt to try and extinquish the blaze. <br /> "We all ran around and jumped in cars and grabbed fire extinguishers and immediately went to the vehicle. It was engulfed in flames. There was nothing. They were trapped. Employees, friends of the shop. We tried. We tried. We went through fire extinguishers," he <a href="http://ebookzone24.blogspot.com/2013/11/sem-tutorial-part-1-integrated-marketing.html" target="_blank">told the Santa Clarita Signal. </a><br /> <br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHCq8-Fzs2iXz7Tv9SyTcZA36B6HlHsDxgQXN_0L-PKEPvBgNGpAoZrMI3UhNMdS-bPl_x0dHrHpqlhD2yEtKVCVBAE9b_zSt5yKNTxzU_bQf4G-GZ_43vDhO6hm9ac3HlU8MHDPCYzac_/s1600/Paul-Walker-car-crash-sce-008.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhHCq8-Fzs2iXz7Tv9SyTcZA36B6HlHsDxgQXN_0L-PKEPvBgNGpAoZrMI3UhNMdS-bPl_x0dHrHpqlhD2yEtKVCVBAE9b_zSt5yKNTxzU_bQf4G-GZ_43vDhO6hm9ac3HlU8MHDPCYzac_/s1600/Paul-Walker-car-crash-sce-008.jpg" /></a></div> <span class="inline wide"><span class="caption" style="width: 460px;">The car burst into flames. Photograph: Dan Watson/AP </span> </span> <br /> "Him and his buddy, his brother in arms at heart just decided to joyride, take a spin. Something we all do. We're all car enthusiasts … We're all here driving, enjoying each other, and God must've needed help."<br /> Universal Pictures, the studio behind the Fast and Furious franchise, released a statement on Saturday evening. "All of us at Universal are heartbroken," it read. "Paul was truly one of the most beloved and respected members of our studio family for 14 years, and this loss is devastating to us, to everyone involved with the Fast and Furious films, and to countless fans."<br /> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhtv71YfHb3r6EZdnPPntVevrDMdvOgNbZHiQAVHfIsBmpttwM754M2NWES9_74vhwEs5Jd4Yu0gxyr9j2k8FG0ZSGyYeyXiPsW4b9jODJ3IV58MLVsfahoPT15WtJKrGuvTA04UODHSHb7/s1600/Paul-Walker-car-crash-sce-008.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhtv71YfHb3r6EZdnPPntVevrDMdvOgNbZHiQAVHfIsBmpttwM754M2NWES9_74vhwEs5Jd4Yu0gxyr9j2k8FG0ZSGyYeyXiPsW4b9jODJ3IV58MLVsfahoPT15WtJKrGuvTA04UODHSHb7/s1600/Paul-Walker-car-crash-sce-008.jpg" /></a><span class="inline wide"><span class="caption" style="width: 460px;">The Porsche Paul Walker was travelling in crashed into a pole on Hercules Street near Kelly Johnson Parkway in Valencia, California. Photograph: Dan Watson/AP </span> </span> <br /> The sentiment was echoed by Walker's Fast and Furious co-star Vin Diesel, who posted a photo of the pair on<a href="http://ebookzone24.blogspot.com/2013/11/sem-tutorial-part-1-integrated-marketing.html" target="_blank"> his Instagram account </a>with the caption: "Brother I will miss you very much. I am absolutely speechless. Heaven has gained a new Angel. Rest in Peace."<br /> Other colleagues took to Twitter to express their grief. "All my strength, love & faith to the Walker family during this heartbreaking time. We find our strength.. in his light. Love you brother," wrote Dwayne Johnson on his @TheRock account. Johnson had joined the cast of Fast and Furious for its two most recent instalments, and was due to return for the seventh, which had just begun filming. <br /> <a href="http://ebookzone24.blogspot.com/2013/10/kaspersky-internet-s-2014-free-trial.html" target="_blank">Tyrese Gibson</a>, who co-starred in the films, posted: "My heart is hurting so bad. No one can make me believe this is real." Director <a href="http://ebookzone24.blogspot.com/search/label/SEARCH%20ENGINE%20OPTIMIZATION" target="_blank">Roland Emmerich</a> wrote that he was "extremely saddened", while James Wan posted "I am so beyond heartbroken right now. I can't process anything."<br /> Wan was working with Walker on Fast and Furious 7; the actor had already completed work on what looks likely to be his final films, a Hurricane Katrina drama called Hours, and a thriller called Brick Mansions. In the latter he plays an undercover cop, just as in the initial The Fast and the Furious his character, Brian O'Connor, was part of an undercover LAPD operation to infiltrate a street racing circuit. The film ended with O'Connor transferring his loyalties to the apparent criminals<br /> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg_uLxSJcIw5fy2hh8eLelAGIt5PmqvFhdFPm2YL3PpwHvx32aMTbjzLLAfSmlezetukw7QHmJNE1vi4znr_GtDY-6vEeu72QwovMmyt3potSLeyOhUNjmrLMaw5cAmnwf1NnvoglIro383/s1600/vehicle-19-paul-walker-010.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg_uLxSJcIw5fy2hh8eLelAGIt5PmqvFhdFPm2YL3PpwHvx32aMTbjzLLAfSmlezetukw7QHmJNE1vi4znr_GtDY-6vEeu72QwovMmyt3potSLeyOhUNjmrLMaw5cAmnwf1NnvoglIro383/s1600/vehicle-19-paul-walker-010.jpg" /></a></div> <span class="inline wide"><span class="caption" style="width: 460px;">Paul Walker and Naima McLean in South African thriller Vehicle 19: are we nearly there yet?, another upcoming film to feature the late star. Photograph: Studio Canal </span> </span> <br /> The son of a model and a sewer contractor, he grew up in Los Angeles, in a working class Mormon household. Child modelling assignments helped keep the family afloat financially (he was the eldest of five) and launched a career that started on TV then moved to the big screen with 1998 comedy Meet the Deedles, then supporting roles in Pleasantville, Varsity Blues and She's All That. <br /> It was his turn in 2000 thriller The Skulls which brought him to the attention of the Fast and Furious producer. Notable other roles included the lead in genial huskies drama Eight Below, and a part in Clint Eastwood's Iwo Jima epic The Flags of our Fathers. The day before his death, he posted an update to Twitter expressing his excitement about the upcoming seventh instalment: "<a href="http://ebookzone24.blogspot.com/search/label/SOFTWARE%20TRICKS" target="_blank">The boys are back. Will you be </a>ready? - #TeamPW #FastFridays"<br /> The actor is survived by a 15-year-old daughter, Meadow.</div>

Fast and Furious star Paul Walker killed in car crash

The actor Paul Walker, who found success starring in the popular car-racing franchise, has died in an automobile accident in Los Angeles a...

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SEM Tutorial Part 4 ( KPIs )

<div style="text-align: center;"> <span style="font-size: x-large;"><b><u>KPIs</u></b></span></div> <div style="text-align: center;"> <br /></div> <div class="" style="clear: both;"> Key performance indicators (KPIs) are the metrics that guide and measure your progress toward your business goals. KPIs support both the strategy and tactics for your business decisions. By knowing your KPIs, you’ll know how to manage your marketing campaigns for maximum profitability.</div> <div class="" style="clear: both;"> <br /></div> <div class="" style="clear: both;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiFtqIUiw00Nij35mPqmyGo0rnpqW0ws_xChS-FC0MCOCniT_tiFlYbI_XFdPcZh6_H2s99dHO0rYb8XkOIcHfJYRBm0NA8sOy8SBTDFNcW7SH6D7O7ho67ETSjs14BNt_kAteGznz2WYS8/s1600/searchenginemarketing.jpeg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="231" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiFtqIUiw00Nij35mPqmyGo0rnpqW0ws_xChS-FC0MCOCniT_tiFlYbI_XFdPcZh6_H2s99dHO0rYb8XkOIcHfJYRBm0NA8sOy8SBTDFNcW7SH6D7O7ho67ETSjs14BNt_kAteGznz2WYS8/s320/searchenginemarketing.jpeg" width="320" /></a>The most important KPIs for your business are average order value (AOV), customer lifetime value (CLV), project rate of return (PRR), costper- action (CPA), cost-per-lead (CPL), and close rate (CR). These numbers quantify your goals and provide guidelines for your marketing efforts. Business is also a social activity. For your projects to be successful, you need cooperation and collaboration with your team. To win support for your project, you need to be able to show the value of marketing in a simple and powerful way. Communicating information is just as important as gathering and analyzing data. By clearly stating the KPIs, you can tell the story you need to grow your business as well as your career.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> There is often a conflict between the finance and marketing departments. The two camps don’t speak each other’s language. Marketing sees the accountants as bean counters who don’t understand that it takes money</div> <div class="separator" style="clear: both;"> to make money, and finance thinks marketing is a black hole with no connection to the bottom line. With a set of simple metrics, both sides can understand each other. You don’t need more than third-grade math to</div> <div class="separator" style="clear: both;"> calculate these numbers.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both; text-align: center;"> <span style="font-size: x-large;"><b>A KPI-Driven Business Process</b></span></div> <div class="separator" style="clear: both; text-align: center;"> <br /></div> <div class="separator" style="clear: both;"> KPIs inform and guide the business process. They give you a rational method, based on objective data and results, for making business decisions. You first set your goals and then you establish how to measure the progress toward those goals. Thus, you will be able to answer the questions What is working? and What needs to be changed? The following process will help you make the most of KPIs:</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> 1. Define your tactical goals. This comes down to a simple goal: You want to get more ________. This may be leads, sales, subscriptions, downloads, views of a video, and so on.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> 2. Establish the target KPIs. By knowing the KPIs, you’ll know how much you can spend and still make a profit.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> 3. Launch your marketing campaigns in SEO, PPC, radio, TV, print, and so on. Use the target KPIs to set the budgets.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> 4. Measure the actual KPIs. Collect the results and see the actual KPIs for each campaign.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> 5. Optimize your marketing channels. Improve the successful campaigns and reduce or close the unsuccessful campaigns.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> 6. Communicate the results to your team, including coworkers and upper management.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> Let’s look at each of these in greater detail.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> <span style="font-size: x-large;"><b>Define Your Goals</b></span></div> <div class="separator" style="clear: both; text-align: center;"> <br /></div> <div class="separator" style="clear: both;"> The tactical goals for your project generally come down to a simple goal: You want more ________. This may be leads for services, product sales, newsletter subscriptions, PDF downloads, views of a video, and so on.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> <span style="font-size: x-large;"><b>Calculate Your KPIs</b></span></div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> You need to establish the maximum amount you can pay for a customer and still be profitable. We’ll describe this in general terms, explain each of the KPIs along with their formulas, give you a worksheet with the formulas, and then demonstrate this with an example. First, an overview of the KPIs:</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> </div> <ul> <li>Find the average order value (AOV). Divide the total revenue for the period by the number of orders to get the average value for an order. Some customers may buy a single item; other customers buy several items at different prices. Use these to find the average value of an order.</li> </ul> <ul> <li>Find the customer lifetime value (CLV). Multiply the AOV by the average customer’s number of annual purchases and length of customer lifetime (usually, several years) to get the CLV. This is how much the customer is worth to you in revenue.</li> </ul> <ul> <li>The question is then how much you’re willing to spend to acquire that customer (in other words, how much you invest to get a certain amount of revenue). In many companies, your finance team tells you that you must achieve a certain return in order to get the funding for your project. For example, for every dollar you spend, you should get four dollars in revenue. Use the PRR to calculate this.</li> </ul> <ul> <li>Find your close rate (CR), which is the number of leads you need to get customers. If you need 100 leads to get 20 customers, that is a 20% CR.</li> </ul> <ul> <li>Multiply the CPA by the CR to get the target CPL. This tells you how much you can spend to get a lead.</li> </ul> Let’s look at each of these KPIs in detail.<br /> <br /> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> <span style="font-size: large;"><b>Average Order Value</b></span></div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> Average order value (AOV) is the average value (in dollars, Euros, and so on) of your orders. This is the total value of an order, not the price of each item in the order.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> This assumes the items in a sale are generally in the same price range. It can produce misleading numbers if the order basket has items that differ by several orders of magnitude. If a sale includes a $500,000 house and a bird bath, the average value isn’t $250,000. If your orders include items with a wide range in price, you may need to develop KPIs for different amounts of sales.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> To find the AOV, divide your revenues by the number of orders. Pick a time frame (such as last month, last 60 days, last quarter) that is representative, and look in your records for the amount of revenue and the number of orders.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> $______ Total Revenue / ______ Number of Orders = $______ Average Order Value (AOV)</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> We use revenues, not profits, to calculate AOV. In very simple cases (such as Koi-Planet), we can calculate costs and profits, but for mid-size companies with dozens of products and revenue lines in the tens or</div> <div class="separator" style="clear: both;"> hundreds of millions of dollars, it can be a daunting task to determine profit and costs. Profit margins constantly shift as the company develops better processes, switches to other suppliers, launches new sales campaigns, and so on. Furthermore, accounting rules and regulatory issues can make it difficult to state profitability, so we use revenues, not profits.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> <span style="font-size: large;"><b>Customer Lifetime Value</b></span></div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> Customer lifetime value (CLV), which is also called lifetime customer value (LCV) or simply lifetime value (LTV), is the value of the revenue from the average customer over the lifetime of that customer. This means how much revenue you will earn from a customer over the years that the customer buys from you.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> To find the CLV, multiply the AOV by the average number of orders by customers and the average lifetime of a customer.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> $______ Average Order Value × ______ Number of Orders by a Customer per Year × ______ Number of Years for Customer = $______ Customer Lifetime Value (CLV)</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> CLV is a relatively new concept in marketing. Customer-centric marketing considers the customer as a person with needs and behaviors. The company can then provide ongoing products and services to the customer, which produces additional revenues. This leads the company into cross-selling (if the customer buys a digital camera, offer them a camera bag or a tripod), up-selling (offer advanced cameras), extended warranties, maintenance contracts, and so on. Software companies often use a lock-in strategy. They</div> <div class="separator" style="clear: both;"> make it difficult for customers to switch to other tools. The company also plans for the product version to become obsolete, so the customer is forced to buy upgrades. This generates additional revenues from a customer.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> Unica recommends its clients think of marketing as a service. Because the Web enables customers to shop anonymously and makes it easy for them to find another vendor, the buyer has more control over the transaction. However, you as the seller can differentiate yourself with better service, ensuring that the customer will stay with you. Consider the customer’s point of view so you can offer additional appropriate products and services. With web analytics tools (such as Unica) and CRM tools (such as Salesforce</div> <div class="separator" style="clear: both;"> and Sugar CRM), companies are able to manage customers on an ongoing basis.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> <span style="font-size: large;"><b>Project Rate of Return</b></span></div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> The next step is to apply the requirement for the project’s rate of return. A marketing project can use a project rate of return (PRR) value, such as 25%. This is how much your company must earn on its marketing to be profitable. Your CFO may set a revenue threshold you have to meet in order to justify the investment.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> We use PRR for our KPI calculations. Some companies may use internal rate of return (IRR), contribution margin (CM), or a combination of other metrics to determine profitability. In general, these numbers tell the marketing department how much they are expected to produce in revenues from their marketing investment.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> The PRR is generally around 25%. This means the revenue will be four times the investment. In other words, if you invest $1 in marketing, you should expect $4 in revenues. The PRR can vary according to the type of</div> <div class="separator" style="clear: both;"> company. If the company is 50 years old and established in their market, they can spend less and get more results. Their PRR can be 10%. If the company is new and wants to grow aggressively, they will spend more to acquire customers. The PRR can be 50%, 75% or higher.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> We don’t use ROI (return on investment). ROI is profits divided by costs multiplied by 100. To use ROI, you need to know the cost, but it is very difficult to determine costs in a mid-size or large business because it becomes a matter of definitions. Do you include fixed costs (such as the cost of the building, salaries, and interest)? Do you include variable costs (such as materials and outside services)? How do you allocate these costs across several hundred products, which may range in price from low to high? Costs may also vary according to the size of an order because of volume discounts. The company’s accounting method (cash vs. accrual) also affects your calculations. To add more complexity, costs are constantly shifting. You find better materials, you find a cheaper supplier, your supplier runs out of a material and temporarily substitutes another, you upgrade the production machines, and so on. We have not even opened the discussion of</div> <div class="separator" style="clear: both;"> corporate finance, merger and acquisitions, the effect of taxes and regulation, and so on. You can appreciate the difficulty of calculating costs in a global enterprise such as Toyota, SAP, or the Tata Group.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> This is why we use revenues instead of profits or costs to calculate the CPL and cost-per-action. You only need to know the CLV and the PRR. You focus on getting leads and converting them into sales. These are the numbers that guide you to making profitable business decisions. We’ve found this works for our clients, even those with hundreds of millions of dollars in revenue.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> <span style="font-size: large;"><b>Cost-per-Action</b></span></div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> The next step is to calculate the cost-per-action (CPA). An action is the successful completion of a goal. You first define the goal (more leads, more sales, more registrations, views of a video, and so on) and then count the completions of that goal.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> To find the CPA, multiply the CLV by the PRR.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> $_____ CLV × 25% PRR = $_____ Cost-per-Action (CPA)</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> We assume the PRR is 25%. Your PRR may be different. For many salespeople, CPA is cost-per-acquisition, which generally means they acquire a customer. If your goal is to get visitors to download</div> <div class="separator" style="clear: both;"> a PDF document or watch a video, that isn’t really an acquisition. That’s a desired action (the visitor did what you wanted), so it’s better to use the general term cost-per-action. It basically means the same thing.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> <span style="font-size: large;"><b>Close Rate</b></span></div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> The close rate (CR) is the ratio of how many leads turn into customers. If you get 40 conversions from 100 leads, that is a 40% CR.</div> <div class="separator" style="clear: both;"> To find the CR, divide the number of customers by the number of loads.</div> <div class="separator" style="clear: both;"> _____ Customers / Leads = _____ × 100 = _____ % Close Rate (CR)</div> <div class="separator" style="clear: both;"> Close rates can vary by industry and company. They can range from 2% to 50% or higher.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> <span style="font-size: large;"><b>Cost-per-Lead</b></span></div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> Finally, we calculate the cost-per-lead (CPL). This is how much a lead may cost. A lead is a prospect or a contact that you then convert into a customer. If a CPA costs $10 and you need ten leads to get one conversion, then those leads cost $1 each.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> To find the CPL, multiply the CPA by the close rate (CR)</div> <div class="separator" style="clear: both;"> $_____ CPA × _____% Close Rate = $_____ CPL</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> <span style="font-size: large;"><b>Assumptions</b></span></div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> Our KPI model has several assumptions and limitations. We assume a discount rate of zero, meaning that revenues earned in the future are worth the same as they are today. Most marketing projects have a short time horizon, so the discount rate generally doesn’t matter.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> You may need to adjust the KPIs several times over the course of a campaign. When you begin to optimize the campaign, the numbers will affect each other. You improve the CR, which increases the CPL, which produces more leads.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> An advanced formula for CLV and AOV may distinguish between high-value and low-value customers and products. Work with your accounting team to develop appropriate models.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> The KPIs will differ, depending on the type of site. There are several basic websites:</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> </div> <ul> <li>Lead generation websites These sites get leads, registrations, or contact requests. Many of these sites produce leads that are closed by other teams, so the KPIs consider the CPL, not the cost-per-action.</li> </ul> <ul> <li>Sales sites These sites sell products or services. Our KPI model is best suited for sites that sell products, such as Koi-Planet.</li> </ul> <ul> <li>Support sites These sites offer support, FAQs, and information for products or services. Companies use them to reduce the cost of telephone support. If a support site does its job well, fewer visitors will contact the company (they got the solution at the website). Forthese sites, KPIs may consider the volume usage of the internal search tool, the reduction in support calls, and similar.</li> </ul> <ul> <li>Informational websites These sites offer content, such as information, videos, music, and so on. For example, there is Facebook, Education.com, and MySpace. These sites use advertising to generate revenue. They use other KPIs such as eRPM (revenue per million page views), eCPM (cost per million page views), time-on-site, and so on.</li> </ul> <div> You can use our model to develop a KPI model that is suited to your industry, products, and website.</div> <div> <br /></div> <div> <br /></div> <div style="text-align: center;"> <span style="font-size: x-large;"><b>KPI Worksheet</b></span></div> <div style="text-align: center;"> Here is the KPI formula as a worksheet:</div> <div style="text-align: center;"> <br /></div> <div class="separator" style="clear: both; text-align: center;"> </div> <div class="separator" style="clear: both; text-align: center;"> <img border="0" height="312" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhsX_CP3L8Br5YvJLbmXMchpKrCOpyiZvl5yFBZq1acb2ZgvfJ58cii2lyyzAUYHIjZ98_ZXVbMulvKEhKZBSicMJt-sOiL_PvGvQW7KdTDOnyU73qVmltH522yAMiMDAZ1jcBo8yDXgbYC/s640/Untitled-1+copy.png" width="640" /></div> <div> <div> <br /></div> <div> Work with your finance team to build a worksheet that matches your projects. You can download our worksheet from the book’s website at Insider-SEM.com.</div> </div> <div> <br /></div> <div style="text-align: center;"> <span style="font-size: large;">An Example: Selling Bags of Koi Food</span></div> <div style="text-align: center;"> <div> Let’s try out the KPI worksheet with an example. Let’s assume Koi-Planet is selling bags of koi feed.</div> <div style="text-align: left;"> <br /></div> <div class="separator" style="clear: both;"> <img border="0" height="194" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjxkGj2CtKI5e2yf_gesAuF5AOQQVM0zVbq-paHM_o791jWo3dEOUldJQbR9Axzipa1I2dMxqj1-ofqYEW9cBo9HBjUHceEM1m_R5a6P3Hb0C_VNR0IlkwIosVFm6H9eibdXEDWTMoVOzBj/s640/Untitled-1+copy.png" width="640" /></div> <div style="text-align: left;"> <br /></div> <div style="text-align: left;"> <div> In this example, Koi-Planet can spend up to $60 for each lead and be profitable. The close rate (CR) is fairly low at 20%; if we improve that, the CPL will increase, which allows us to spend more on leads and be profitable.</div> <div> <span style="font-size: large;"><br /></span></div> <div> <span style="font-size: large;"><b>Estimated KPIs or Actual KPIs?</b></span></div> <div> <br /></div> <div> The point of these calculations is to estimate the upper limits of your marketing expenditures that allow your project to remain profitable. If you know how much you can spend and stay profitable, then you can spend up to the limit. This sets a ceiling for your marketing spend.</div> <div> <br /></div> <div> Many books and articles about KPIs calculate these numbers the other way around: They start with how much you actually spent, look at how many leads you got, and then state that your leads had a cost of $10. That’s a factual statement that doesn’t give you any guidelines. What does it mean if you find that the CPL was $10? Was it profitable? Did you lose money? Could you spend $15 and still be profitable? Without including the PRR (or a similar number), the revenue value, and the CR, a factual CPL isn’t useful.</div> <div> <br /></div> <div> <div> Our KPI model combines several formulas into one larger formula to give you a way to calculate how much you can spend in marketing to produce the revenue you want. It also tells you how much you can spend</div> <div> per lead or action and remain profitable.</div> </div> <div> <br /></div> <div> <span style="font-size: large;"><b>Why This Works</b></span></div> <div> <br /></div> <div> Books are available with hundreds of KPIs, but you only need a few to get control over your project:</div> <div> <br /></div> <div> <ul> <li>The CLV tells you how much a customer is worth in revenue. This is based on the AOV and the number of orders a customer makes during their life cycle.</li> </ul> <ul> <li>Multiply the CLV by the PRR to get the cost-per-action (CPA). The CLV is the value of the customer. The PRR tells you how much revenue you must produce to be profitable. By multiplying these, you’ll know how much you can spend to get that revenue value. If you want $100,000 in revenues and the PRR is 25%, you can spend up to $25,000 for marketing. For every dollar you spend, you get four dollars back.</li> </ul> <ul> <li>Multiply the CPA by the CR to get the target CPL. The CR measures your ability to convert leads into sales. If you know half of your leads turn into sales, you need two leads to get a sale. If you can afford $10 for a CPA, you can spend up to $5 to get each lead. The CPL tells you how much you can spend to buy a lead.</li> </ul> <div> All you have to find out is your CLV, your PRR, and your CR. With these, you can calculate the CPA and CPL, which tell you how to be profitable. You have a great deal of control over the close rate. If your conversion is done on a web page, you can use multivariate tools to improve the close rate. If your conversions are done by a sales team on telephones or in person, use training and bonuses to motivate the sales team to improve the close rate.</div> </div> <div> <br /></div> <div> The success of this formula depends on reliable data. Most companies have several years of sales data from the business intelligence (BI) tools and can quickly calculate these numbers. If you’re starting a new project (or a new company), you can estimate/guess these numbers and then adjust them as you collect data. We will show you how to do this later in the chapter.</div> <div> <br /></div> <div> This formula works for both online projects (lead generation, e-commerce sales, registrations for social networking sites, and information distribution sites) and offline marketing projects.</div> <div> <br /></div> <div> <span style="font-size: large;"><b>Use CPLs to Manage Your Campaigns</b></span></div> <div> <br /></div> <div> The target CPL is the maximum amount you can spend for a lead. If you keep the actual CPL at or less than the target CPL, your campaign will be profitable. In other words, the CPL is how much you can pay to buy a prospective customer. If you know your target CPL, you can buy the number of sales that you need for your business. This is why CPL is your most important KPI.</div> <div> <br /></div> <div> A high target CPL doesn’t mean you must spend that much. It means you can spend up to that limit and still be profitable. It also doesn’t mean you should spend as little as possible for a lead. Many marketers see advertising as a cost, not an investment, and they try to limit their costs. They generally underspend. If the KPI model shows they can spend $15 for a lead but they spend only $2 per lead, they will get few leads. If they are willing to pay up to $15 per lead, they will buy many more leads. As long as you are within your target CPL, you will be profitable. Spend up to the target CPL for the channel and buy as many leads as your sales team can handle.</div> <div> <br /></div> <div> If your competitors haven’t calculated their CPLs, they will get nervous when CPLs go as high as $5. They refuse to pay $5, which means they lose the opportunity to buy customers. If your calculations are based on reliable data and you know $15 CPLs are profitable, you can spend $15 to buy more leads than your competitors.</div> <div> <br /></div> <div> Don’t look at marketing as a cost. The goal of marketing isn’t to reduce your costs. Your goal is to acquire customers to maximize your revenues.</div> <div> <br /></div> <div> <div> CPL lets you manage your campaigns. You can use multiple channels such as Google, Yahoo!, and Microsoft PPC, along with Facebook, radio, TV, print, bulk e-mail, SEO, link building, direct mail, billboards, catalogs, coupons, and so on. The close rate will be different for each channel. This depends on many factors: the quality of your ads, the quality of your competitors, your unique selling point (USP), your sales team’s close rate, and so on. Try the channels that are appropriate to your target audience.</div> <div> Measure the resulting KPIs and see where you can make profits. Track the KPIs in each campaign and compare the campaigns in terms of revenues against each other. If you keep the actual CPLs lower than your target CPL, the channel is profitable for you. This means you can increase the ad spend to get more leads and more sales. Turn up the volume!</div> </div> <div> <br /></div> <div> You can assign the campaign to a staffer and give them the target CPL as their guideline. They can then manage the campaign, adjust bids and fees, and try out keywords and ads so long as they keep the average CPL at or under your target CPL. You can also give the target CPL to a marketing company or PPC agency and tell them to produce as many leads as possible within that CPL.</div> <div> <br /></div> <div> In some cases, CPL and CPA are the same. At an e-commerce website with a shopping cart, if the visitor buys, they become a customer. There isn’t an intermediate stage of leads in the cycle.</div> <div> <br /></div> <div> In PPC (pay-per-click), you set bids by the keyword. But don’t worry about the bids or costs for each keyword. Look at the average CPL for the entire ad group. As long as the ad group delivers leads within the target CPL, the ad group is profitable. This means it can be okay in an ad group if the CPL for some of the keywords is higher than the target CPL, as long as the average CPL for the ad group is within your target CPL. This allows you to use a kind of portfolio management for your pay-per-click campaigns. Some keywords may be high, but they are making conversions, and the more conversions you get, the sooner you reach the breakeven point.</div> <div> <br /></div> <div> We often meet people who say, “We’ve been doing great in SEO for the last three years, so we’re not paying for PPC!” They think they’re really clever. They are managing marketing as a cost, not an investment. When we sketch out this financial model and they realize how much they’ve lost in potential sales for the last three years, they move fast to set up campaigns in every channel.</div> <div> <br /></div> <div> <span style="font-size: large;"><b>Go After Your Competitors’ Customers</b></span></div> <div> <br /></div> <div> You can also use these KPIs for competitive marketing. Once you’ve established your KPIs and you have a working model (optimized campaigns, actual KPIs, and so on), you can afford aggressive bidding campaigns to target your competitors’ customers. You’re helping their customers to get better products—namely, yours!</div> <div> <br /></div> <div> <span style="font-size: large;"><b>Set Your Baseline</b></span></div> <div> <br /></div> <div> <div> When you start your project, set your baseline. Knowing your baseline, you’ll be able to see if you are making progress. Use a time period for your project, such as sales the last month, the previous quarter, or the preceding year. The time period should be large enough that you have at least 1000 orders. If you</div> <div> have no data at all, start at zero.</div> </div> <div> <br /></div> <div> <span style="font-size: large;"><b>How Much Data Do You Need?</b></span></div> <div> <br /></div> <div> You should use around 1000 data points as your basic set. Why 1000? Statisticians have shown that 1067 events are sufficient to draw conclusions with a 3% margin of error.</div> <div> <br /></div> <div> For example, if you have 1067 leads and you got 181 sales, that’s a 17% conversion rate. You can expect the future conversion rate to be 17%, with a ±3% margin of error, which is 14% to 20% (3% below 17%, and 3% above 17%).</div> <div> <br /></div> <div> Of course, the more data you have, the better you can project the future. If you use fewer events, the margin of error will be greater. You can use more events to make predictions, but it improves the margin of error only slightly. With 2401 events, the margin of error is 2%. With 10,000 events, the margin of error drops to 1%.</div> <div> <br /></div> <div> We find that 1000 events with a 3% margin of error is sufficient to make decisions with a good level of confidence. For more, see “margin of error” in Wikipedia.</div> <div> <br /></div> <div> In Chapter 5, SEO, and Chapter 6, PPC, we state that you should have about 1000 impressions or clicks before you can decide whether to delete a keyword or ad. This is for the same reason. You need 1000 events to make reliable conclusions. Adjust the time span (yesterday, seven days, one month, and so on) until you get 1000 events so you can make decisions.</div> <div> <br /></div> <div> <span style="font-size: large;"><b>What about Impressions and Clicks?</b></span></div> <div> As you can see, many of the numbers commonly used in PPC and analytics don’t matter. Although it may be nice to know that traffic is up on your site, you should focus on conversions, sales, and profits. The following are not KPIs:</div> <div> <ul> <li>Traffic increased by 24%.</li> <li>Clicks dropped by 10%.</li> <li> Page views are up by 7%.</li> </ul> <div> Don’t confuse KPIs with activity on your website. Those numbers come from the traditional IT’s concern with data tracking. They have little to do with your business.</div> </div> <div> <br /></div> <div> <span style="font-size: large;"><b>What about KPIs for Media Companies?</b></span></div> <div> <br /></div> <div> Up to now, we’ve looked at KPIs for companies that generate revenue through transactions, such as selling products or services. Let’s briefly look at media companies. These generate revenue primarily through advertising. For media companies, the KPIs have different factors. The goal isn’t an event or transaction. Instead, the media company generates revenue during the time the customer is on the website. For example, a media company may generate value through three primary methods: advertising impressions, clicks on advertisements, and actions taken by their customers for CPA advertisements. Using this as a baseline, we can calculate each of the KPIs as follows:</div> <div> <br /></div> <div> <ul> <li>AOV If an average customer looks at ten ads per session, and one out of every ten customers clicks on a CPC advertisement, and one out of every 100 customers registers for a product demonstration offered by a CPA advertisement, the AOV is the sum of the value generated by each of those actions by an average customer. If we assume each ad impression is worth $.01, a click on a CPC ad generates $.30, and the registration for the product demonstration is worth $5.00, then the AOV would equal ($.01 × 10) + ($.30 × 1/10) + ($5.00 × 1/100), or $.18.</li> </ul> <ul> <li>CLV The CLV is the AOV multiplied by the number of times the average customer returns to a company’s website without that customer having to be repurchased. If that customer returns four times without having to be prompted by another marketing campaign, then the CLV in our example is 4 × $.18, or $.72.</li> </ul> <ul> <li>CPA In the same way that a transaction-based company uses PRR to calculate this metric, a media company must also calculate their target return to determine their target CPA. For media companies, the variable cost of delivering additional ad impressions tends to be very low. This allows the company greater flexibility to spend up to as much as the CLV to drive new visitors to the site and still generate incremental value for the business. This is because the contribution margin (CM) is positive up to the point where the cost of driving the last visitor equals the CLV. (See Wikipedia for more details on contribution margin.)</li> </ul> <ul> <li>CR The conversion rate of a media company can be segmented based on the different advertising models or based on the channel the company is using to market to prospective customers. For example, a company may use a display advertising campaign as part of its portfolio approach to driving traffic, where the average impressions conversion from advertisement to visitors is 0.1%. For those campaigns, the conversion rate would be equal to the click-through rate on the advertisements, which is 0.1%. In the case of PPC campaigns, the calculation is different. The action the company is looking for in calculating its CPA may be to drive more visitors to its site. For a PPC advertising model, every click becomes a visitor, so the conversion rate is 100%. These differences in channels are important for media companies.</li> </ul> <ul> <li>CPL A media company may define a lead and a visit as the same, in which case the CPA and CPL are identical. If the company is using display advertising, its CR is the percentage of advertising impressions that converts to a visitor. In this case, the ad impression is the lead, so CPA and CPL are calculated with the CR.</li> </ul> </div> </div> </div>

SEM Tutorial Part 4 ( KPIs )

KPIs Key performance indicators (KPIs) are the metrics that guide and measure your progress toward your business goals. KPIs support bo...

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SEM Tutorial Part 3 ( Integrated Marketing )

<div class="separator" style="clear: both; text-align: center;"> <span style="font-size: x-large;"><b>Integrated Marketing: The New Approach</b></span></div> <div class="separator" style="clear: both; text-align: center;"> <br /></div> <div class="separator" style="clear: both;"> Integrated marketing is the use of two or more marketing channels to sell a product or service. The same message is sent via multiple marketing channels, such as web, radio, TV, and postal mail. By using several channels, you widen the exposure of a company’s brand or product.</div> <div class="separator" style="clear: both;"> <br /></div> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjh6OkJnKLIrniq11hHnihEw_0Ut1_30yldBLRMzn1ZrseZtLkkZi-_zOmE5ygj3H5cssz1zT1B5lrHeNp2I83Ad5cVX8crgXpuXNBO7mVBpL_wMttlCCdE8_cb_UU4RWweHXGN9PHdQ1tl/s1600/searchenginemarketing.jpeg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="231" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjh6OkJnKLIrniq11hHnihEw_0Ut1_30yldBLRMzn1ZrseZtLkkZi-_zOmE5ygj3H5cssz1zT1B5lrHeNp2I83Ad5cVX8crgXpuXNBO7mVBpL_wMttlCCdE8_cb_UU4RWweHXGN9PHdQ1tl/s320/searchenginemarketing.jpeg" width="320" /></a>With integrated marketing, you create a product message that is both consistent with and relevant to the target customer. You can produce campaigns with unified messaging for TV, radio, Web, and newspaper print ads. The keywords, the unique selling proposition (USP), the messaging, the look, the sound, and the customer can all be unified into a broad ad campaign that works in multiple channels.<br /> <br /> Today, a marketing team can use software from Unica or Omniture to launch and manage literally thousands of campaigns. By switching to digital technology, we can begin to track data. Thus the field of analytics came into play. At first, there were simple web stats packages that allowed the IT team to manage websites by raw aggregate numbers. They tracked visits, page views, and similar, to see if they had to add more capacity. Marketing and sales took over the websites, and they needed tools to track sales. As<br /> <span class="GINGER_SOFATWARE_correct" ginger_sofatware_markguid="32452560-3d4d-4b27-90c2-8f1904b934b0" ginger_sofatware_uiphraseguid="0cc1dc0a-d9a8-46b4-9512-56c1a9eb1dac" grcontextid="a:0">a</span> result, the first business analytics tools <span class="GINGER_SOFATWARE_correct" ginger_sofatware_markguid="3c15e939-634e-48c6-b8b3-c0c043891369" ginger_sofatware_uiphraseguid="0cc1dc0a-d9a8-46b4-9512-56c1a9eb1dac" grcontextid="were created:1">were created</span>. In the last year, analytics <span class="GINGER_SOFATWARE_correct" ginger_sofatware_markguid="fb05e0e6-8381-452c-8e02-a4b62b73613a" ginger_sofatware_uiphraseguid="0c4ccbd6-0ef2-4069-962d-d499a8d0fd4a" grcontextid="has undergone:0">has undergone</span> rapid evolution. The ability to track websites and PPC can be expanded into other digital campaigns.<br /> <br /> <br /> The ability of analytics to track results is being extended into these media. With unique URLs, PURLs, and tracking URLs, you can now track sales, cost-per-action (CPA), and return on investment (ROI) in radio, TV, and print just as in PPC. Soon, the consumption of nearly all media will be IP-based. This allows tracking of distribution and consumption. This also allows campaign results to be compared against each other.<br /> <br /> The goal for marketers is to optimize the customer’s experience. This means giving your customer what they want, when they want it, in the media form they want it in. This is the way for businesses to open the pocketbooks of their customers.<br /> <br /> Digital marketing strategies may include the following tools:<br /> <br /> <br /> <ul> <li>Analytics Software to track and analyze the results of marketing campaigns. It allows segmentation and profiling of customers. Companies include Omniture, Unica, Coremetrics, and Google Analytics.</li> </ul> <ul> <li>PPC (pay-per-click or paid search) Ad services by the major search engines that let you place ads on the search results pages.</li> </ul> <ul> <li>Multivariate testing (MTV) Software that allows you to create and test permutations of your web pages to find the version that performs best. MVT is offered by companies such as Offermatica and Optimost.</li> </ul> <ul> <li>Targeted messaging Using databases, analytics, behavioral targeting, and customer profiles to send targeted messages.</li> </ul> <ul> <li>Business intelligence (BI) Software that collects and presents the company’s sales and financial activity.</li> </ul> <ul> <li>CRM Software to track customers, such as Salesforce and Sugar CRM</li> </ul> <div> Marketing can be digitized. This means it can be quantified and rationalized. New advertising, enabled by digitization and digital tools (analytics, multivariate testing, and so on), allows integrated marketing</div> <div> across multiple channels.</div> <div> <br /></div> <div> <div> Previously a small marketing team could only carry out and manage several dozen ad campaigns. Now they can execute and manage several hundred campaigns simultaneously. The tools can collect and analyze</div> <div> <span class="GINGER_SOFATWARE_correct" ginger_sofatware_markguid="de1f4f22-f0b5-4d7f-80a4-5297c4bc9ffb" ginger_sofatware_uiphraseguid="6ec062d6-b1d5-42ea-8f0d-c25fdb19bbae" grcontextid="massive:0">massive</span> amounts of data in multiple dimensions. You use analytics to study the data. You use KPIs to guide your efforts. Digitized marketing can be tracked, so marketing is evolving into sales. Marketing channels are now turning into sales channels. With the ability to compare the various channels and by knowing the KPIs, a company can test channels to find the ones that produce profits. Once they know which ones work, they can turn up the volume by focusing more of their budget on the top-performing channels.</div> </div> <div> <br /></div> <div> <div> In online marketing, due to advancements in web analytics and BI technologies, we know about our visitors. We know where they come from (approximate or specific location as well as any referring sites or search</div> <div> <span class="GINGER_SOFATWARE_correct" ginger_sofatware_markguid="9ee79986-1166-402b-9b73-dedc6e61b702" ginger_sofatware_uiphraseguid="31964cb4-a6e0-4096-820b-14155cbfb326" grcontextid="engines:0">engines</span> such as Google), what they are looking for by the keywords they type in, what they show interest in, and so on. We can add to a Claritas demographic profile which tells us about our market’s lifestyle and behaviors.</div> </div> <div> <br /></div> <div> <div> Because digital technology allows tracking, Directors, VPs, SVPs, and CMOs are expected to show and describe the results of their marketing efforts. They have to boil down many scenarios with many outcomes into clear wins and present this to upper management. Sales-marketing is about generating as well as increasing revenue for your company. Think about how to tell those stories around your big wins as well as incremental wins.</div> </div> <div> <br /></div> <div> <div> There are a couple of ways to increase revenue. You can market to your target audience or you can find new market opportunities. A number of tools enable this.</div> </div> <div> <br /></div> <div> <div> To reach customers in a highly fragmented world, marketers must learn how to deliver their messages across many channels. For example, a company selling <span class="GINGER_SOFATWARE_correct" ginger_sofatware_markguid="22a7d06a-7335-4d06-a0a5-4963fe346d85" ginger_sofatware_uiphraseguid="37c27d7c-e4aa-4966-939e-103385d164ad" grcontextid="koi:0">koi</span> fish can advertise through e-mail lists, radio, web</div> <div> <span class="GINGER_SOFATWARE_correct" ginger_sofatware_markguid="00dc5220-9d19-4ff2-8f93-a438d8407bee" ginger_sofatware_uiphraseguid="3ef7d9ae-db2b-4f5f-a87c-5ca467abda4b" grcontextid="banners:0">banners</span>, SEO, and paid search (PPC). This will generate the traffic to your business.</div> </div> <div> <br /></div> <div> <div> Applying an end-to-end strategic approach, coupled with business processing rules, to your prospects focuses your traffic to deliver meaningful and well-qualified prospects, leads, and customers. This method is also referred to as strategic marketing. Through this, you deliver value to your prospects and customers.</div> </div> <div> <br /></div> <div> <div> Because the majority of a business’s prospects <span class="GINGER_SOFATWARE_correct" ginger_sofatware_markguid="bad79608-bfee-49df-8a47-bd4209105d07" ginger_sofatware_uiphraseguid="2e57e29d-6cfd-4806-9dc1-b9303d289949" grcontextid="prefer:0">prefer</span> to visit the business’s website first before engaging in any purchases, it is critical to apply web analytics to help them <span class="GINGER_SOFATWARE_correct" ginger_sofatware_markguid="bb6126f9-61e1-4e16-ba50-90da11b80acd" ginger_sofatware_uiphraseguid="2e57e29d-6cfd-4806-9dc1-b9303d289949" grcontextid="solve:1">solve</span> for their needs. Furthermore,</div> <div> analytics can be applied to your current customer database or CRM system to identify new market opportunities and to sell more products and services to customers based on what they may need.</div> </div> <div> <br /></div> <div> <div> As a business marketer, it is your responsibility to develop a data mining and segmentation strategy. This helps your teams divide up the customer base into smaller, understandable categories. From this, your teams should be launching new campaigns based on the method of listening to and processing the messages your customers are sending. This cycle repeats over and over in a continuous fashion to improve the sales marketing process.</div> </div> <div> <br /></div> <div> <div> The advertiser displays a message at the audience through multiple marketing channels. These channels can include search engines, radio, TV, and newspapers. Each of these channels <span class="GINGER_SOFATWARE_correct" ginger_sofatware_markguid="44f02b89-512f-4f22-ae43-656f4d449b75" ginger_sofatware_uiphraseguid="b565fdd3-7b48-4828-94bf-34d9a93cdf46" grcontextid="points:0">points</span> the viewer to a unique URL. The URLs have tracking code so the analytics can capture data on origin, location, keywords, and so on. Analytics tools can use rules to manage decisions. The rules can use visitor ID, such as IP address, cookies, e-mail login ID, or loyalty card ID. For example, if the visitor came via TV, a video can be offered.</div> <div> Visitors who use their cell phones to visit the unique URL can be shown content that is formatted for mobile devices.</div> </div> <div> <br /></div> <div class="separator" style="clear: both; text-align: center;"> <img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiOj7pz4x-uYC7sZxjj_q5vWn82FoV0li9E3Hh5Gz3cPeMVOLtUjiyba4YiXGyTqcwdpUgnYaEEKeiNsYPjDYJV6rczSzeQa_KOrrWOZF8asCjefXl_0AwD3W5NURid03E_HZ6eNVMYu6_t/s1600/Untitled-1+copy.png" /></div> <div class="separator" style="clear: both; text-align: center;"> <br /></div> <div class="separator" style="clear: both; text-align: center;"> <br /></div> <div class="separator" style="clear: both; text-align: center;"> <span style="font-size: x-large;">Manage Integrated Marketing with Enterprise Marketing Management (EMM)</span></div> <div class="separator" style="clear: both; text-align: center;"> <br /></div> <div class="separator" style="clear: both;"> Automated marketing is known as enterprise marketing management (EMM). This is also called marketing resource management (MRM) and marketing operations management (MOM). EMM uses various tools to manage marketing strategies and tactics. This can include analytics, campaign management, automated reports, dashboards, lead management, event-driven marketing, predictive modeling, and more.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> EMM is used in marketing to reduce costs, increase productivity, and grow revenue. Companies can identify and act on customer activities. Marketers can collaborate across teams and with their external agencies to</div> <div class="separator" style="clear: both;"> <span class="GINGER_SOFATWARE_correct" ginger_sofatware_markguid="bf79359e-14a0-4551-ac81-fe9792bbc049" ginger_sofatware_uiphraseguid="a9712e24-bac7-4e16-99e7-a74e820305a6" grcontextid="launch:0">launch</span> and manage complex marketing campaigns. EMM includes:</div> <div style="text-align: left;"> <br /></div> <div style="text-align: left;"> <ul> <li>Analytics to understand and anticipate customer behavior</li> <li>Event-detection to track and respond to customers</li> <li></li> <li>Campaign management to carry out timely, consistent communications with customers</li> <li>Lead management to track leads</li> <li></li> <li>Marketing resource management (MRM) to manage budgets, creative production, marketing content, and other resources</li> </ul> <ul></ul> <div> Generally implemented as an integrated solution, EMM reduces time-to-market through automation, improves customer targeting through analytics, and proves the profit value of marketing through closed-loop</div> <div> measurement and reporting. Two vendors with integrated marketing solutions are <span class="GINGER_SOFATWARE_correct" ginger_sofatware_markguid="bd50b187-767f-47c7-962b-cfe6ab334686" ginger_sofatware_uiphraseguid="0db7af10-c9aa-4d19-a063-3d89ccd0201e" grcontextid="Unica:0">Unica</span> and Omniture.</div> <div> <br /></div> <div style="text-align: center;"> <span style="font-size: x-large;"><b><span class="GINGER_SOFATWARE_correct" ginger_sofatware_markguid="5f5f5d3e-cd76-446f-be3f-85388d838831" ginger_sofatware_uiphraseguid="f85326cd-a652-4fb5-834e-f533a6b14a34" grcontextid="Unica:0">Unica</span> and Omniture</b></span></div> <div style="text-align: center;"> <br /></div> <div style="text-align: left;"> <div> <span class="GINGER_SOFATWARE_correct" ginger_sofatware_markguid="bb2cc41d-5fdc-4c7a-9a81-30e721a409f5" ginger_sofatware_uiphraseguid="ba6dd231-5928-4fb1-9229-bac0abbb929d" grcontextid="Unica:0">Unica</span> and Omniture, both have analytics tools with automated <span class="GINGER_SOFATWARE_correct" ginger_sofatware_markguid="1dab86e2-9d03-4c51-a8eb-951fb2177e00" ginger_sofatware_uiphraseguid="ba6dd231-5928-4fb1-9229-bac0abbb929d" grcontextid="decisionmaking:1">decisionmaking</span>, but they approach the market from different directions and they offer different solutions:</div> <div> <br /></div> <div> <div> <ul> <li><span class="GINGER_SOFATWARE_noSuggestion GINGER_SOFATWARE_correct" ginger_sofatware_markguid="19a3574d-04b7-4035-8ad0-41fc773371fe" ginger_sofatware_uiphraseguid="eef6204c-fd50-4a69-b916-93dc48067727" grcontextid="Unica:0">Unica</span> starts from offline marketing, so their tools are based on the needs of multichannel marketing. <span class="GINGER_SOFATWARE_noSuggestion GINGER_SOFATWARE_correct" ginger_sofatware_markguid="7474d0d5-1262-451f-b17d-45380113d03f" ginger_sofatware_uiphraseguid="8123cece-d81a-466f-a797-b7a2c3eeca25" grcontextid="Unica:0">Unica</span> includes analytics, segmentation, propensity scoring, lifetime value prediction, predictive modeling, resource management, automated decision-making, dashboards, and tracking. <span class="GINGER_SOFATWARE_noSuggestion GINGER_SOFATWARE_correct" ginger_sofatware_markguid="8f036492-bdeb-4df9-a5dc-c0d79adefc1b" ginger_sofatware_uiphraseguid="f8c58355-c7a8-41e3-8e44-63d5b87d5bcb" grcontextid="Unica:0">Unica</span> has the most complete EMM solution on the market. Forrester Research ranks Unica as the clear market leader in EMM, both in terms of execution and completeness of vision. It also has the strongest offering and strategy of any EMM vendor. <span class="GINGER_SOFATWARE_noSuggestion GINGER_SOFATWARE_correct" ginger_sofatware_markguid="85a774fd-03e6-4c33-b7b5-a2e876a900eb" ginger_sofatware_uiphraseguid="4e4c2389-dd67-4e86-bcfa-850b85165150" grcontextid="Unica's:0">Unica's</span> platform is Affinium NetInsight.</li> </ul> <ul> <li>Omniture approaches the market from web marketing, so it <span class="GINGER_SOFATWARE_correct" ginger_sofatware_markguid="eacb9473-56d4-4e7b-929d-4489d5ba4426" ginger_sofatware_uiphraseguid="2cfd48cd-75df-43e9-b891-acaffa4f3e2b" grcontextid="is focused:0">is focused</span> on analytics tools. It includes tools to automatically manage PPC, multivariate testing, data warehousing, and behavioral targeting. Omniture is evolving from analytics to business optimization software. It can measure customer trends, enable appropriate analysis for the various levels of users in a company, automate processes, and optimize the customer experience. Omniture's analytics software is known as Omniture SiteCatalyst.</li> </ul> </div> </div> <div> <div> Both of these companies offer extensive support and service, including consulting services.</div> </div> <div> <br /></div> <div style="text-align: center;"> <span style="font-size: x-large;">Seven Tips from Unica</span></div> <div style="text-align: center;"> <br /></div> <div style="text-align: left;"> Here are seven tips for integrated marketing from Unica.</div> <div style="text-align: left;"> <div> Set up your online segmentation strategy based on visitor usage and activity. In this case, the audience is divided up into four segments: couch potatoes (they don’t participate in blogs or other user activities), readers, critics, and content creators. As shown next, you can compare these groups to find which one produces the most value by engagement, conversions, and revenue.</div> <div class="separator" style="clear: both; text-align: center;"> <img border="0" height="496" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgA0owFl7AG1U-o1uo19ADoTu9ddfqSVJ1T80nCPWnHm0IM_eor5awdCiHlnmto4PC4FhF2LmhWBOuw4Z6gBbImkR0e2FR-pwmZ7FaiuazPBIjzPpS3u_WHfPcoYgtb_vKjknAAOlEBdBPw/s1600/Untitled-1+copy.png" width="640" /></div> <div class="separator" style="clear: both; text-align: center;"> <br /></div> <div class="separator" style="clear: both; text-align: left;"> Using your sales database, you can identify new market opportunities across medium and high-value lifetime visitors. You can explore the results from keywords, referrers, locations, and content segmentation, as shown next.</div> <div class="separator" style="clear: both; text-align: left;"> <br /></div> <div class="separator" style="clear: both; text-align: left;"> <br /></div> <div class="separator" style="clear: both;"> Remember, customers are not defined by clicks alone. Look for groups of customers and try to find additional similar customers.</div> <div class="separator" style="clear: both; text-align: center;"> </div> <div class="separator" style="clear: both; text-align: center;"> <img border="0" height="442" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh55vx_gY_SypZ8_ChqwXUudbCidFWVTNcnnEHeNox3SJikcYFL8mUEcG8gB2rj_gnD2yNAyPvHOtjACCS63YkXE0zSNUngEe-v3Ny77uNKV_5j4zg4yCQOgJdZMjZeaeEUy8e4dezIXHfG/s640/Untitled-1+copy.png" width="640" /></div> <div class="separator" style="clear: both; text-align: center;"> <br /></div> <div class="separator" style="clear: both; text-align: left;"> <br /></div> <div> <div> Use event triggers to manage bids and campaigns. You can set up rules to trigger campaigns based on visitor actions, as shown next. If they abandon the shopping cart, send them a tailored offer. If they buy, send</div> <div> them an up-sell offer or additional services. Make offers that are relevant or valuable to your customer.<br /> <br /> <br /> Use cross-channel campaigns to reach customers, as shown next. For example, a visitor comes to your website and browses the pages for bicycles. Do you show them additional ads for bicycles? You find that they<br /> <div class="separator" style="clear: both; text-align: center;"> <img border="0" height="398" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg64q8P_iMjpADMMKKNMO3N386uoEedQ1oAjtB5Rtj1-O-htd9vRTNg4YKlxnSpi_wUrGEqj5s8WpzwhIQ1hTIe2LgJXOZgGeOSUIMZbd9e4yZLZhvBwUWbPTdJDj-7v2vXMC6CAcks2qGd/s640/Untitled-1+copy.png" width="640" /></div> <div class="separator" style="clear: both; text-align: center;"> <br /></div> <div class="separator" style="clear: both; text-align: left;"> <br /></div> <span class="GINGER_SOFATWARE_correct" ginger_sofatware_markguid="78f9da4d-a650-48e8-b35e-9561afefccfb" ginger_sofatware_uiphraseguid="96b0a2d2-0b91-4948-a6b1-75d7c9a5db18" grcontextid="clipped:0">clipped</span> out a newspaper coupon and came to the store and bought a kayak. You use the data from one channel in another channel; you now show the visitor online ads for kayak accessories, including paddles, vests, and so on.<br /> <div class="separator" style="clear: both; text-align: center;"> <img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh9qSnXOazNGBPoHf7uUSGrQUwiYv-cqM_wsb4x3Jv51PM0r0OSwWcx2uSfdNZHKceaT_tSRjTG3rLNdpBbvEtS3AMRkIt4ONrY9Cf2Rko6SBlSWcAaTrL6xPuHZ8gPOZB_yOlIww-3FzFM/s400/Untitl.png" width="371" /></div> <div class="separator" style="clear: both; text-align: center;"> <br /></div> <div class="separator" style="clear: both; text-align: left;"> <br /></div> <div class="separator" style="clear: both; text-align: left;"> <br /></div> <div class="separator" style="clear: both;"> Look at why your customers go away, as shown next. Often, site optimizers experiment with different layouts, colors, call-to-actions, messaging, and so on. But sometimes, you’ll find these site optimization</div> <div class="separator" style="clear: both;"> experiments won’t keep customers. Customers buy because they find something is useful and valuable. Offer them highly targeted and relevant retention offers. Turn your marketing campaigns into a service for your</div> <div class="separator" style="clear: both;"> customer by matching your offer to what your customer is interested in.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both; text-align: center;"> <img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhukvm2dsidkd8cMfyyeUOVsYFCDKMwmQJIxjCEHMQnSqDPv1iGhuU7M33oCosCipu2Zvgyh46BMOHO2weciKHdhY2jj2ZNzn1hhrfjCj3nudRYILFtuMsN2QOYAwcyOMnMU09IBnHGprH3/s400/Untitled-1+copy.wpng.png" width="307" /></div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> Use site map overlays. These show you where the customers are clicking. As you can see next, Unica and Omniture’s site overlay shows you the profitability of the links so you can restructure your website to maximize profits.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both; text-align: center;"> <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiCwINRd8ny9BHOih_tFo6IUU6KkqMrzaIghPiFcVgtR3rOCi14-3im83Yq9eYkdS7OtVwBgDecMJMGrWANDUO_OQ7ZyB49y1yNe3giXPYYXQS7LXauHi46ir9RUK1hA_1GNaOX56x4QWQ5/s1600/ww.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="492" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiCwINRd8ny9BHOih_tFo6IUU6KkqMrzaIghPiFcVgtR3rOCi14-3im83Yq9eYkdS7OtVwBgDecMJMGrWANDUO_OQ7ZyB49y1yNe3giXPYYXQS7LXauHi46ir9RUK1hA_1GNaOX56x4QWQ5/s640/ww.png" width="640" /></a></div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> Use the reporting tools to create questions about your data, as shown next. You can use predefined questions or create your own. Once your question is built, views and reports are created on the fly for analysis and decision-making.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both; text-align: center;"> <img border="0" height="468" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiife52kUjT245cNpKWpNaKMS4T4_Ro3YjoWF5-dVbfMUfj_DSKM6F25Auj0Eps0j5a7ZzoHomx1An2f8lQ9_P3ETgT4B0MPi-FLTMoxr6EeTVBHwdx_hOm8yfIhH-GZVGvhCsFoW7FM1DB/s640/Untitled-1+ccopy.png" width="640" /></div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both; text-align: left;"> <span style="font-size: x-large;">Interview: Yuchun Lee, CEO of Unica</span></div> <div class="separator" style="clear: both;"> Yuchun Lee cofounded Unica in 1992. Over 600 companies use Unica for their EMM. Yuchun Lee holds degrees in electrical engineering and computer science from MIT and an MBA from Babson College. Mr. Lee is the CEO of Unica.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> <b>Q: What is integrated marketing? How do you define it?</b></div> <div class="separator" style="clear: both;"> A: Integrated marketing is a process by which all communications and marketing programs delivered to a customer or prospect are relevant and consistent. This applies whether the communications are offline or online, inbound or outbound.</div> <div class="separator" style="clear: both;"> Online marketing channels include any e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, affiliate, e-mail, banner, to the latest web-related channels for webinar, blog, RSS, podcast, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry analyst relations, billboard, radio, and television.</div> <div class="separator" style="clear: both;"> Unica’s enterprise marketing management (EMM) technology delivers a complete platform for integrated marketing. It is uniquely based on a system of record for marketing, which you can think of as institutional memory for the marketing organization. The system of record brings together marketing assets, such as creatives, reports, budgets, and business definitions (for example, customer segments and best practices) so that marketers can manage their creation and usage, rapidly assemble them to execute different programs, and measure performance. This free flow of accurate, up-to-date information speeds marketing execution, reduces mistakes, boosts productivity through automation and reuse, and enables faster, better decisions.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> EMM helps companies manage their marketing campaigns, programs, and activities across time and across channels. In that respect, all those pieces work together to help marketers better address the needs of the customer through whatever channel the customer wants, ensuring sensitivity to customer preferences and consistency of message delivery. This is what integrated marketing and EMM are all about.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> <b>Q: Can you give a few examples of EMM? How does the customer experience this? How does it work for the company?</b></div> <div class="separator" style="clear: both;"> A: Marketing is more complex than any other part of an enterprise in terms of the different kinds of processes it requires. If you have 1000 sales people in a company, they’re pretty much doing the same thing. If you have 50 marketers, they are doing 200 different things. The key thing to understand is that EMM enables the automation of dozens and dozens of different marketing processes, which taken holistically add up to what we call “enterprise marketing management.”</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> Let’s talk about some of the things EMM solves. From an analytics perspective, we have customers, such as Lands’ End, who use our technology to automate their direct mailings. Lands’ End has hundreds of versions of their catalogs. Depending on who you are, you get a special version that is designed to appeal to your interests. Our technology helps them manage the mailings of those catalogs and to assess the effectiveness of</div> <div class="separator" style="clear: both;"> their catalog versions and targeting strategies. An online example is Monster.com, who automates the execution of over 1,000,000 targeted e-mails per day based on job seeker preferences and behavior.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> Another example is to look at the different marketing processes and tools that marketers manage: signage, local advertising, store openings, events, etc. All of these activities have multiple moving parts. Customers use our software to define and store information about these activities so that every time they open a new store, it’s the same process, including the same approval process and workflow. If you look at a company</div> <div class="separator" style="clear: both;"> like Lowe’s, which has regular Sunday newspaper inserts, they need to determine which products get promoted, their placement within the insert, the graphics and the approval for those graphics, the prices, and so on. This can involve several hundred people working in different countries. They use Unica software to help streamline and coordinate these complex processes. By and large, EMM helps companies solve their</div> <div class="separator" style="clear: both;"> mission-critical problems in marketing, and that’s what it’s all about.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> <b>Q: What is integrated analytics? How do you define it?</b></div> <div class="separator" style="clear: both;"> A: Analytics are a key part of integrated marketing. If you look at the core marketing processes, they consist of analysis of customers and data, planning of marketing budgets and resources, production and design, including message development, execution of programs and campaigns, and measurement of results. So there are five steps: analysis, planning, production, execution and measurement. Analytics is a vital step in these marketing processes. Integrated analytics, in our view, spans time and channels. It allows marketers to analyze customers in a holistic fashion, synchronizing data about their lifestyle and their preferences, the permissions they’ve given, their purchase and interaction history. Truly integrated analytics enables companies to develop and deliver marketing messages that are so timely and relevant they feel like a</div> <div class="separator" style="clear: both;"> </div> <div class="separator" style="clear: both;"> valued service to their customers.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> <b>Q: How does Unica deal with a company’s existing analytics tool? Is it a layer on top of the analytics?</b></div> <div class="separator" style="clear: both;"> A: It depends on the type of analytics tool and the company’s situation. Unica offers a wide range of capabilities , including reporting, web analytics, predictive modeling, event detection, and real-time analytics for delivering personalized offers during web and call center interactions. While many companies often have existing capabilities in some of these areas, they are often isolated, complex applications that are not fully integrated into their marketing operations. Unica can help in two ways. In some instances, we integrate</div> <div class="separator" style="clear: both;"> with existing capabilities. For example, we have many customers that use SAS to build predictive models. These models can be used within our overall marketing automation solution to help segment and optimize campaigns. In other situations, companies find that their legacy analytics capabilities are too complex and costly to maintain and integrate. As a result, we see companies adopting our analytics capabilities because of their ease of use, functional capabilities, and integration within our EMM suite.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> <b>Q: Google Analytics is free. What’s the business case for graduating to a larger package? The CEO wants to know why she should spend good money for another tool.</b></div> <div class="separator" style="clear: both;"> A: Anytime you can get something for free, it’s probably worth considering. Google Analytics is a standalone application that provides basic reporting, but it lacks segmentation and integration capabilities. We believe that site analytics delivers significantly more business insights when you are able to integrate all your critical online and back office data. You are also able to act more effectively on these insights when your web analytics solution is part of an integrated marketing platform.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> <b>Q: At what size can a company start to apply EMM? At how many customers or what level of revenue does it become appropriate?</b></div> <div class="separator" style="clear: both;"> A: We find that companies with at least $30 million in annual revenue have the business need and marketing budget to invest in EMM. We do see smaller web-centric companies investing in our site analytics solution because of the mission-critical nature of their sites. But in general our range of companies is from $30 million to the largest companies in the world. If you look around the U.S., there are about 25,000 companies in that range. Globally it’s about 50,000 companies to be very conservative. It’s a pretty big market.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> <b>Q: What’s the ideal size of the team?</b></div> <div class="separator" style="clear: both;"> A: We often see teams of about 50 to 100 people in the marketing organization, but we have some customers effectively leveraging our EMM capabilities with teams as small as five or six people. Smaller teams tend to focus on our marketing automation capabilities while larger teams also gain significant benefit from our collaboration and workflow management capabilities.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> <b>Q: What about Web 2.0? Analytics was based on the Web 1.0 model and tracking </b><b>of page-by-page click activity. But Web 2.0 sites are actually an application, not a </b><b>website. Is it a mistake to apply Web 1.0 analytics to Web 2.0? Do we need an entirely </b><b>new approach to Web 2.0 sites?</b></div> <div class="separator" style="clear: both;"> A: There’s a common tactical issue that companies must address in web analytics around page tagging vs. event tagging for Web 2.0 content. Event tagging is technically straightforward in most analytics tools, but marketers do need to determine what events should be captured for analysis. There is a tendency to “just capture everything,” but too many client-side analytics events can impact a user’s experience on your site, which negates one of the big reasons people are deploying Web 2.0 interface technologies.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> The bigger issue we see with Web 2.0 is a change in paradigm around how consumers interact with a company. Media fragmentation has made it increasingly challenging for marketers to get their messages across. Then there is the networking effect that happens in the Web 2.0 world. It’s the social network that’s influencing people and their perception of companies and brands. Power has shifted to the consumer, and their individual experiences of your brand—both positive and negative—can easily echo across the Web. This viral effect is something that marketers also seek to leverage with compelling and innovative viral campaign strategies. These changing paradigms impact what you need to measure and place a premium on understanding your customer’s experience of your company both directly and indirectly.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> <b>Q: One of the problems with Web 2.0 is the lack of a clear business model, which means a lack of clear KPIs. How would you address this?</b></div> <div class="separator" style="clear: both;"> A: Business models and appropriate metrics are still evolving around Web 2.0. But remember, any time you spend marketing money, you can establish performance objectives or you can treat it as more of a branding activity. A lot of marketers would tell you that marketing cannot be measured. I personally don’t believe that’s true. I think that you can often find proxies to assess your marketing efforts. We are seeing the world move more toward measurable marketing. I think Web 2.0 media and its linkage to web analytics as a technology is the perfect example of why people want to measure usage and apply metrics that range from engagement to more specific ROI models where appropriate. I can tell you that Web 2.0 media is much more measurable than television, but not nearly measurable enough when compared to other types of marketing campaigns, such as keyword search, paid search, and organic search. It depends on how your company defines measurement and how strongly the CFO wants exact numbers from the CMO.</div> <div class="separator" style="clear: both;"> Ten years from now—or sooner—CMOs are going to have to justify marketing spend across all channels and media types.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> <b>Q: In the event of a recession, what would you recommend to Web 2.0 sites?</b></div> <div class="separator" style="clear: both;"> A: One strategy would be to do more with what you have. Another is to invest in technology that offers a strong measurable ROI. Let me give you an example. In the last recession there was a major retailer who had 26 projects. After the first year, only two projects got funded. Our project was one of them because it had measurable ROI. If you spend $1 you will get $5 back.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> <b>Q: Where do you think cross-channel analytics vs. web analytics is going in the next </b><b>few years?</b></div> <div class="separator" style="clear: both;"> A: I believe that web analytics as a standalone market will eventually disappear. As a result, I think there are three trajectories for web analytics technologies going forward. One trajectory is for web analytics to be an integral part of an e-commerce platform where people are opening up online stores. The second is for web analytics to be absorbed into the more general category of business intelligence using analytics to interpret business data, not just for the website but for the business as a whole. The third trajectory is for web analytics to be part of a marketing suite because a website is a very integral part of the marketing organization in many industries. Our view is that web analytics as a technology needs to be an integral part of EMM. We think web analytics will be a key component of cross-channel analytics and we are seeing clear signs from marketing buyers who believe this, too.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> <b>Q: Why is cross-channel marketing important today?</b></div> <div class="separator" style="clear: both;"> A: The Internet has affected the way a company communicates with the customer and has facilitated a shift of power to the customer. To be effective as a marketer, there are two things you have to do. You have to be relevant to the customer, and you have to be consistent across channels. If you don’t have an integrated cross-channel marketing framework, you can’t accomplish this.</div> <div class="separator" style="clear: both;"> <b><br /></b></div> <div class="separator" style="clear: both;"> <b>Q: The Web gave us online marketing, which has been a new form of marketing for the last ten years. EMM and cross-channel marketing merge online marketing and offline marketing. Will the Web become “just another media”?</b></div> <div class="separator" style="clear: both;"> A: Think of the Web as another channel. If you look at handheld devices or e-mail, they each have their own pluses and minuses. As an effective marketer, one has to figure out how to deliver messages to buyers effectively and consistently across these channels. It’s a mistake to view the Web as something so special that it should be a siloed part of a company or something that you don’t integrate with the rest of your interaction channels. Shopping, purchase, fulfillment, and service activity occur across a mix of channels and in different patterns depending on the customer. Effective marketing must operate holistically across channels to fulfill its promise of delivering timely and relevant messages and experiences.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> <b>Q: Asia and Europe are far ahead of the U.S. in cell phone use. They’ve moved </b><b>from desktop computers to cell phones. They shop on their cell phones; they pay for </b><b>services with their cell phones; they read books on their cell phones. With Apple’s </b><b>iPhone and the Google phone, we may finally get advanced cell phone services </b><b>in the U.S. This allows geo-based marketing, plus in-store offers. Where are the </b><b>opportunities for analytics on mobile devices?</b></div> <div class="separator" style="clear: both;"> A: I think there is a tremendous potential there. I think overall in Asia and Europe we are barely scratching the surface when it comes to providing a robust channel for communications between the company and the consumer. The Internet and mobile phone infrastructures are on a five- to ten-year convergence course. These two infrastructures will converge, and one will carry the other’s traffic so there will be no difference between them.</div> <div class="separator" style="clear: both;"> Once that happens, the phone becomes a very interesting channel for marketers and individuals. Not only can it enable instant messaging and e-mail, it also offers an Internet browser. Plus, it’s also a geographically enabled device. But, unlike a computer, which can be shared, is not always on, and is often stationary, a mobile phone is personal. It’s almost always carried by someone and is often active 24/7.</div> <div class="separator" style="clear: both;"> It’s a very special channel that marketers can take advantage of, but because it’s so personal, it makes the right type of marketing even more challenging. You can’t just spam everybody who has a phone. We advise companies to think of marketing as a service. With accurate targeting, you can deliver timely and relevant messages to your customers. This turns marketing into a valued service.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> <b>Q: What top three tips and tricks do you recommend for companies looking to deploy this?</b></div> <div class="separator" style="clear: both;"> A: First, I wouldn’t try to buy the whole thing at once. This is a very complex set of technologies that requires thought on which areas to apply first. I would advise working with a vendor like Unica who has lots of experience helping customers formulate a roadmap to adopt this technology. That’s number one. Second, pick a vendor that has the holistic view of marketing. Too often we see companies trying to apply very short-term solutions to complex, long-term problems. That will only add more complexity down the road. Think holistically about marketing.</div> <div class="separator" style="clear: both;"> Third, check references. Talk to companies who are doing this successfully and get the inside scoop. There are few vendors who are delivering the goods.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both; text-align: center;"> <span style="font-size: x-large;"><b>Conclusion</b></span></div> <div class="separator" style="clear: both; text-align: center;"> <br /></div> <div class="separator" style="clear: both;"> Both Google AdWords and the various analytics tools show marketing can be managed as a trackable activity. With the broad acceptance of the Web by consumers and unique URLs, the power of online marketing’s digital tracking can be used with traditional marketing.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> Digitized marketing creates new abilities: tracking the customers, offering the customers what they really want, better reports for marketers, tools for automated distribution of campaigns across multiple channels, and tools for event-triggered campaigns.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> Traditional marketing and online marketing are merging into one. Several years ago, it appeared online marketing would remain a small segment of marketing. That has changed. Online marketing will become part of general marketing. Marketing is a trillion-dollar industry in the U.S. and makes up the largest discretionary budget within companies. The combination of both online and offline marketing opens the door to many new tools and services in marketing.</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> In writing this book, we talked with senior people at Cisco, Omniture, Unica, Google, Yahoo!, Microsoft, Education.com, Aveda, 24-Hour Fitness, and many other companies. All of them felt these new tools will evolve rapidly in the next few years. This industry has only just begun. In this book, we will cover:</div> <div class="separator" style="clear: both;"> <br /></div> <div class="separator" style="clear: both;"> </div> <ul> <li>KPIs Digitized marketing allows you to manage your campaigns. You use key performance indicators (KPIs), which are the key numbers. We will show you how to define your KPIs for maximum profitability and use KPIs to manage your campaigns and channels.</li> </ul> <ul> <li>Analytics An overview of analytics, along with a hands-on guide to using Google Analytics.</li> </ul> <ul> <li>SEO Search engine optimization (SEO) helps you to make sure your website is findable by your audience when they are searching for you in search engines. We will show you how to use analytics and KPIs to manage your SEO.</li> </ul> <ul> <li>PPC Use pay-per-click (PPC) to place advertising in search engines, radio, TV, and newspapers. We will also show you how to use analytics and KPIs to manage your PPC campaigns.</li> </ul> </div> </div> </div> </div> </div>

SEM Tutorial Part 3 ( Integrated Marketing )

Integrated Marketing: The New Approach Integrated marketing is the use of two or more marketing channels to sell a product or service. ...

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