Category Archives: Web Analytics

Optimizing the Interface (Band 3)

DataBase Marketing, Marketing / Tech Interface, Web Analytics

After the lessons we learned in the Band 1 and 2 Optimizations (see Band diagram) for HSN, we were able to reallocate that budget to invest in Band 3 – Optimizing the Interface. We realized during the previous Optimizations we were already getting a tremendous amount of traffic through channel surfer / clickers, but this traffic was not “converting”. In other words, we really needed to Optimize the “Landing Page” for this existing audience – the TV show itself.

Don’t suppose the above scenario sounds at all familiar to the web analytics folks out there – you know, “more traffic, any traffic” is the answer? Oops, maybe not, what about higher conversion?

I won’t bother providing the Band 3 example for the web; you all know what Optimizing Landing pages / web sites is about, or can certainly find that info elsewhere. However, you might find the Optimization of a TV shopping channel interesting…

Continue reading Optimizing the Interface (Band 3) →

Optimizing Marketing Bands 1 & 2

DataBase Marketing, Web Analytics

Now that we’ve had some discussion on the ideas behind these charts, let’s dig deeper into the Marketing Bands chart and review details at each level (click for a larger image in a new window):

HSN Marketing Funnel

What we have here is a chart of the optimized interactive Marketing Bands system we developed at HSN, with an overlay of comparable online Tactics in red (Band numbers in Blue).

After nearly a decade of testing, we arrived at the place where each dollar of marketing spend – at each level – yielded the highest profitability to the company.  Many of the examples here pertain directly to web marketing, and I promise I’ll be specific on that.

Continue reading Optimizing Marketing Bands 1 & 2 →

Online Marketing Bands

DataBase Marketing, Measuring Engagement, Web Analytics, ,

So, we had some good “translation” discussions on the HSN Marketing process document, and the idea that there are a couple of ways to look at “Segments”. 

It’s my belief that if you start with Communication Segments (an idea we finally arrived at with the HSN Optimization in 1993) and then move to Visitor or Customer Segments, you will end up with a clearer, more actionable picture in the end. 

If each Band has a single Objective, and you Optimize to this single Objective, you will end up Optimizing the entire system because Visitors / Customers naturally flow down through the Bands as they pass through the LifeCycle.

There’s really no concrete benefit, on either side, to send the same message to all the folks in these different Bands.  That approach is inefficient at the least and irritating to the customer at the most!

Continue reading Online Marketing Bands →