Online Business Optimization Resources

Within our resource center below, you will find valuable information that will enable you to enhance your online business with proven concepts and best practices from industry professionals.

Guides

Online testing: a crash course by Forrester Research DETAILS Authors Joseph Stanhope, Senior Analyst, Forrester Summary Online testing is an extremely effective site optimization technique, but few marketers have successfully scaled their testing initiatives to affect customer experience or business performance. Online testing is complex and involves many participants and skills, and for most firms, process remains the missing ingredient. To help, Forrester has identified the goals and objectives that professionals must master to ensure online testing success.
Cutting through inbox clutter with personalized, targeted emails DETAILS Authors Chris Houpis, Sr. Research Analyst, Aberdeen Group Summary The only thing easier than sending an irrelevant email is deleting one. Today, customers expect relevant, personalized emails, so email campaigns that don’t conform are destined for the consumer’s “trash.” To boost the effectiveness and ROI of email campaigns, marketers need analytics, targeting, and automation that help them deliver relevant emails across channels.
Forrester's recommendations for 2011 budget planning DETAILS Authors Shar VanBoskirk, Vice President, Forrester Summary The landscape of marketing tools, channels and technologies continue to get more complex, making marketers task of deciding where to invest their marketing dollars more and more confusing. Seventy percent of marketers expect budgets to stay the same or improve, which means that there is room for innovation and experimentation in the coming year. The most important theme for 2011 is “multichannel planning.” In order to spend budgets wisely, marketers must find synergies between channels, from using search behavior to target display ads to making social engagement more mobile friendly

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Webinars

Can you measure the value of a Facebook 'like'?DETAILS Authors Justin Ramers, Social Media, Active Network Greg Belkin, Research Analyst, Aberdeen Group Summary Many marketers are investing in social media without accurately measuring and monitoring their social media efforts. Unfortunately most marketers cannot measure their social media activities and are blindly jumping into social media without analyzing the impact it has on their overall business objectives. Smart marketers who invest in analytics data can acquire, retain and engage current and potential customers to maximize the ROI of their currrent and future social media fans, pages and applications. Duration 60 minutes
Announcing: SEO and PPC integration in Adobe SearchCenter+DETAILS Authors Seth Besmertnik, CEO & Co-Founder, Conductor Tim Wadell, Product Marketing Manager, Adobe Summary Adobe announces the first-ever paid and organic SEM solution from Adobe SearchCenter+. This new integration allows marketers to view all their paid and organic data side by side, automate based on organic rank scenarios, and use keyword recommendations to boost search marketing ROI. Learn how this integration will help skyrocket SEM results. Duration 60 minutes
Online testing, targeting, and personalization best practices DETAILS Authors Mary Bannon, Director of Strategic Initiatives, The Washington Post Michael Krypel, Executive Director Adobe Digital, Adobe Summary Today customers expect a rich and engaging online experience, and if your Web site isn’t relevant and doesn’t grab the attention of your site visitors they will go elsewhere to find what they are looking for. Marketers must leverage visitor data, analytics and testing to create richer, more engaging online experiences for their customers. Marketers who leverage web analytics data and testing can monetize site traffic and optimize site pages to increase site conversions and increase site “stickiness.” Duration 60 minutes

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Success Stories

Professional services firm saves $1.5 million in management costs and reduces complexity of running network of disparate websites by deploying Adobe® Online Marketing Suite DETAILS Summary KPMG needed to create synergies within its network of sites so they could direct visitors to the exact content they were looking for. Leveraging the Adobe Online Marketing Suite, KPMG saved $1.5 million in the first year, improved visitor engagement, reduced bounce rates by 50% and reduced reliance on IT and streamlined workflows.
Travelocity increases cross-sell conversions by 15% with Adobe® Online Marketing Suite DETAILS Summary Travelocity needed deeper insight into customer interactions with its website as well as enhanced measurement capabilities to continue to grow its online business. The company also wanted to understand the effectiveness of its different customer acquisition vehicles such as e-mail promotions, offsite display ads, social networking channels, and search engine marketing. Leveraging Adobe solutions, Travelocity has increased cross-sell conversions by up to 15%, delivered more relevant, compelling content, increased conversion of vacation packages by up to 5%, and reduced acquisition and conversion costs.
Swanson Health Products uses the Adobe Online Marketing Suite, powered by Omniture, to highly personalize the shopping experience DETAILS Summary Swanson Health Products needed to quickly automate the product recommendations it delivered online, without losing the highly personalized and tailored shopping experiences its customers have come to expect. The company also needed a way to test and refine the content it delivered to audiences and quantify user engagement, enhance messaging, and continue growing its e-commerce business.

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