Web Marketers: Get Ready for the Google Disruption
October 28, 2016
The GOOG is shifting from desktop search to mobile search. The transition will take time and make life exciting for the Web marketers who have to [a] justify their budgets, [b] generate traffic, [c] keep their jobs. The search engine optimization wizards will be looking a McMansions and BMW convertibles. Business is likely to boom for the purveyors of fairy dust and jargon.
Navigate to “50+ Web Measurement KPIs – Analytics Demystified.” The write up presents four dozen ways to accomplish your objectives. The write up groups the analytics some folks view like the Rosetta Stone. The principal categories are:
- Key Performance Indicators to Measure Return on Investment
- KPIs to Measure Lead Generation Campaigns
- KPIs to Measure Intent to Purchase
- KPIs to Measure Website Engagement
I worked through the long write up, complete with mini MBA comments and screenshots of the magic data. The thought I had was that some folks are reaching for straws to build their career. The number that matters is the revenue produced by a digital marketing program.
Intent? Probably to sell consulting.
Stephen E Arnold, October 28, 2016
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