Having had a long weekend in the
Olympic National Park to recover and ponder what I learned at the
eMetrics Summit in San Francisco, this idea of the online ecosystem is becoming more and more what the future looks like becoming...
Currently we have different search networks (including contextual) and different display networks. But if what was talked about last week is true (that we don’t know enough about what goes on on our websites even though we spend so much time and money getting people there) then surely it’s a matter of time before we’ll be able to combine analytics, or “business success measurement”, with paid advertising models in order to auto-optimise sites and networks.
Mark Simpson was bang on a couple of weeks ago with his letter to Media Week: Buying Market Share Is No Way to Up Conversion Rates – I’m not getting into the Google trademark thing, but what Mark said about sites investing in more sophisticated site optimisation resonated well after 3 days listening to folks talk about analytics and optimisation and KEEP saying they have real trouble getting any serious endorsement and visibility higher up in their companies.
Automation and a more wholesome approach (combining multiple-media from fewer platforms) to web-marketing is not that far off. Business owners could do worse than start trying to understand what has traditionally been seen as a back-room reporting mechanism for “hits” and get ahead of the game.
