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October 2013 archive

Legal Issue – How Social Media Affects Jurors In A Courtroom

With technology being mainstream in our daily lives, the challenges in picking a jury become increasingly difficult.  The fear of information leaking or becoming available to the public about a private trial is at the top of the watch list for judges, jury managers and district attorneys alike.

In one Trenton, NJ, courtroom, the jury manager spends most of his or her time shepherding potential jurors, and explaining to them to dos and don’ts around the usage of technology in or near the courtroom.  Cellphones, tablets and laptops are ok in and around the waiting room, but in the courtroom all cellphones must be turned off.  Other devices like laptops, tablets and so-forth are checked in and jurors are given a tag to reclaim their items once they leave.

Jurors are not only advised on what items must not be discussed with the outside world, they are also advised on what can and can’t be shared through social media channels with specific devices. Some judges now even include a separate speech regarding the use of these devices and specific social media channels like Facebook and Twitter. Also, jurors are strictly forbidden to use tools like Google Earth to visit the crime scene or do any research online about the case, as this information can be very easily traced and tracked by many online sources (think cookies).  (more…)

Social Media Salaries in 2013

Social media is an evolving and cutting-edge field filled with all types of marketing people, so it’s no surprise that one can command a good salary.  However, that salary difference can vary greatly depending on your title and location.  For example, the a social media specialist in San Jose, CA, makes an average of 50 percent more money than someone with a similar position in Phoenix, AZ.

Now that most companies are past the notion that social media efforts are free, many are racing to hire the right people with competitive salaries. We now also have some good metrics as to averages for how much people earn in this positions.  A study from demonstrates 20 different markets in the United States and salaries for various jobs in the space.  These ranged in locations from New York, Los Angeles, Boston, Austin and Denver to name a few.  The following is the breakdown in percentages of social media job titles. (more…)

Why Do People Leave My Shopping Cart?

One of the most critical aspects of managing an e-commerce site is understanding some common behaviors that occur on the site.  Once we see trends of how people use the site, our next goal is really to reduce shopping cart abandonment. According to an in-depth Forrester study, 88 percent of consumers have abandoned a shopping cart without completing a transaction.  While you won’t be able to eliminate shopping cart abandonment, there are some steps you can take to significantly reduce abandonment and increase overall conversion rates.  Some of these may seem small and/or trivial, but implementing these changes will increase bottom line revenues, which always makes upper management happy.

1. Hidden Shipping Costs

The previously referenced Forrester study found that the number one reason a potential customer does not complete a transaction is because shipping and handling costs were either too high or they were unclear at the time of purchase.  Also high on the list was that the shipping fees were disclosed too late during the overall checkout process.  This information is one of the key drivers for a consumer to cross the decision making line. Often times, we have seen through various testing elements, the shipping costs determine the entire sale. (more…)

Google Analytics Academy: The Importance of Digital Analytics

Have you heard about Google’s new Analytics Academy? It offers extensive training in Google Analytics and data analysis and helps you to prepare for the Google Analytics Individual Qualification. We’ll be covering each unit as we complete them and Unit 2 of the Analytics Academy is called Getting Started with Digital Analytics. It’s all about understanding the true meaning of the term digital analytics in order to be successful with your digital analytics implementation.

What is Digital Analytics?

There are several trends in today’s world that are driving change in the way everyone does business. The internet has made an endless amount of information available to everyone. Smartphones, mobile websites and apps allow everyone to stay connected 24/7. Add cloud computing on top of that and the possibilities are not only infinite, but cheap. People are empowered with more information than ever and it is all instantly available. Because of this, there is more business data than ever to analyze and unless you have a solid system for collecting and distributing this mass amount of data, and the skills to analyze it, then it’s all pointless.

Let’s circle back around and take a look at the actual definition of digital analytics. Avinash Kaushik, entrepreneur, author and public speaker, defines digital analytics as the following:

The analysis of qualitative and quantitative data from your business and competition to drive continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes, both online and offline.

Now let’s break this definition down into the key elements of digital analytics starting with your customers’ purchase journey. We’ve all seen the traditional purchase funnel with the various stages of customer interaction.

But with the consumer being so much more in control, now more than ever, this linear purchase funnel has become irrelevant. Customers can begin their purchase journey anywhere along the decision path. That means it’s up to marketers to anticipate where customers might pop up along this path and what message they need to hear when they do. That means we need to start looking at customer behavior rather than focusing on the individual channel they’re coming from. In order to analyze customer behavior, we must understand the difference between qualitative and quantitative data. (more…)

Using Google Trends to Track Your Online Analytics

Something Interesting This Way Trends

Sometimes some of the most insightful, thought-provoking things are right in front of our eyes.
Even better? Sometimes they’re free.

Google Trends has always been one of my favorite resources for online analytics – both personally and professionally. As a sports fan, I can see where all the Chicago Cubs fans are located compared to the White Sox or even the Bears. It is football season after all. (more…)

Google’s New Analytics Academy

by Traci Taylor, Electronic Marketing Specialist – ASPE, Inc. 

Have you heard about Google’s new Analytics Academy? The Analytics Academy is a new, free online training platform offered by Google. It offers extensive training in Google Analytics and data analysis and helps you to prepare for the Google Analytics Individual Qualification.

The first course offered in the Digital Analytics Academy is Digital Analytics Fundamentals. This is a three week course running from October 8th, 2013 to October 30th, 2013.  It covers the core principals of digital analytics. Participants will learn to build an effective measurement plan, Analytics best practices, concepts, terminology and analysis techniques, as well as how to use reports for evaluating performance.

The first unit in Digital Analytics Fundamentals is a course overview. Google’s Digital Analytics Evangelist, Justin Cutroni (@justincutroni), gives us a rundown of all the course details. The course itself should take, on average, 4 to 6 hours to complete depending on your familiarity with the material. Each unit consists of video and text lessons, practice activities and assessments. At the end of the course there will be a final assessment covering all the course material. In order to earn a certificate of completion for Digital Analytics Fundamentals, you must score a minimum of 80% on the final assessment.

In order to be successful, and get the most out of this free resource, Google encourages participants to connect with the global community of Analytics Academy participants to discuss activities, get technical assistance and feedback on their work. There will also be Google hangouts provided where participants can connect with experts to learn about course material and digital analytics strategies.

We’ll be covering each unit as we complete them, so stay tuned for an update on Unit 2: Getting Started with Digital Analytics.

Are you participating in Digital Analytics Fundamentals? We’d love to hear what you think so far!

How to Use Remarketing for Existing Customers

This blog was originally posted on

For businesses that historically experience little return on the old “spend money to make money” approach, remarketing to existing customers will be music to the ears – and, with some guidance, money in the bank. Let’s take a look at how this phenomenon works and how you can start taking advantage of it.

Remarketing Means Less Dollars Out of Your Pocket

If you’re like many budget-conscious businesses of today, you’re looking for ways to be a little more spendthrift without compromising important profit-driving agendas. Fortunately, remarketing to existing customers gives you just the avenue to do both.

Remarketing is the ability to reach out to customers again, existing or not, with targeted ads that (hopefully) convince them to return to your website and do what you want them to do (buy a product, sign up for a newsletter, etc.).

Because existing customers already know your brand (they have purchased from you, after all), there’s no need to regurgitate language you would normally use to influence new buyers. (more…)

Google AdWords: The End of Keyword Search Data as We Know It

You too can become more efficient and more effective in setting up and managing Google AdWords campaigns, learn about all the recent changes and prepare for certification in our 3-day, hands-on Google AdWords training course.

This blog was originally posted on

Google encrypts all organic search data by keyword.

This week we witnessed what could be Google’s biggest disappearing act to date: the complete and utter cloaking of organic search data. After years of asserting its domination over search traffic and analytics platforms, Google has officially put its most valuable information – keyword referrer data – under lock and key.

For those who own a website, that means that the ability to capture insights on traffic and conversions has come to an abrupt and bitter end.

Or has it?

The AdWords Alternative (more…)

5 Simple Ways to Maintain Your Content Marketing Campaign

With our content marketing training you will learn to optimize your search visibility and website traffic using concise, high–impact content marketing strategies.

Content marketing has become one of the most common ways for companies to drive traffic, but it is not an easy task to put out steady stream of content and maintain their pages. One of the biggest obstacles is content creation because it is a laborious task and often falls to last priority. However, in order for content marketing to be effective, it must be done correctly. Many companies fall short and give up because they don’t have a set strategy. Some ways to set up a content marketing campaign and maintain that presence are:

  1. Hire a Content Creator: The first option that companies have is to hire someone on to create content for the brand in-house. Having someone in house can be more expensive, but can help maintain a consistent voice for the company. An added advantage of having a writer is that they can improve content creation practices across the organization. This position can also be assigned to someone on the marketing team but this can often lead to content becoming a last priority. (more…)