The Definitive Guide to Marketing Analytics and Metrics (Collection)

Index

10 Ps of successful analytics, 27-28

2011 Google Online Marketing Challenge, 232-236

evaluation, 233

recommendations for Motorcowboy.com, 237-238

structure, 232-233

abandonment, 215

accounting identities, 8

Acuity Market Research, 68-69

ad groups, 231

advertising, 2

carry-over effect, 96-97

display advertising, 213

Google AdWords, 231

national advertising campaign, SVEDKA vodka, 122-123

paid search advertising, 211-215

abandonment, 215

bidding on ad space, 218

CLV-based optimization, 219-220

diagnostic feedback loops, 222-223

enhanced campaigns, 221-222

keyword clouds, 220-221

landing page, 218

metrics, 215-217

product listings, 217

strategic objective, 217-218

text ads, 217

AED (advertising elasticity of demand), ...

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