February 9th, 2010 by Richard Zwicky
This evening, we’re adding a new set of reports to Enquisite’s Optimizer product.
Optimizer has been Enquisite’s core search analytics service since launch. Late last year we added a links tracking module to the reports, as search marketers needed to be able to monitor which links when live when, and more importantly which links pointing in to a web site stopped sending traffic, or had huge spikes in referrals. These additions were designed to help the search marketer monitor more of their traffic sources that affected their search campaigns. We’re taking that logic further with tonight’s release.
Tonight, Enquisite is adding a layer of Social Marketing tracking functionality to our reporting. The search marketing industry has grown considerably over the last year and a half, and so have we. Social networks were still nascent, and their impact was hard to understand. But a combined perspective on Search and Social (not just the firm Search and Social) has become very important to any online marketer. We recognize that marketers are having a hard time measuring the impact of both channels, independently and together, so we’re bring perspective to the marketplace.
Enquisite Campaign was designed from the ground up to report on, and provide predictive analysis of opportunities across channels, and let online marketers, VP’s, CMO’s and CFO’s understand how the various channels interact, and combine together to contribute to revenue. Businesses need that perspective to invest.
Today’s addition to Enquisite Optimizer adds a “Social” tab to the reporting suite. Now, you can understand all your social campaign referrals from within one interface, and also view that traffic geographically via our mapping interface. Plus, you can compare that against your paid and organic search campaigns.
Do you really know how your social campaigns are affecting your search campaigns? Now, you can see where social referrals are coming from, and map that against your search referrals. Do the geographies overlap? What’s the lag time? How does it affect referral quality and conversion rates? These are all questions that for the first time you can now answer.
Log in, take a look, and provide us feedback of what else you would like to see added in Optimizer’s Social reports.
In March we’ll be making a significant addition to Enquisite’s suite of products in the area of linking. Linking continues to present a myriad of challenges for search marketers, and the amount of spam generated in this area is massive. We’re going to help you cut through the noise and implement more effective linking campaigns. We’ll be contacting all Enquisite account holders with an early participation offer shortly, keep your eyes peeled, you won’t want to miss it.
Tags: CFO, CMO, conversion, functionality, marketer, online marketers, predictive analysis, social campaigns, social marketing, social networks, traffic sources, vp
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November 20th, 2009 by Richard Zwicky
(Nov 2009) We are pleased to announce the November update to the Enquisite Performance Suite. This release includes three new enhancements:
- Bounce Rate, Time on Site, and Page View metrics within Enquisite Optimizer
- Transferring Segment Data from Optimizer to Enquisite Campaign
- A 50% speed increase in the core Longtail reporting interface.
Our Enquisite Optimizer product has been enhanced to allow you to see the bounce rate, time on site, and page view metrics for your site as well as any segment of search referral traffic that you create within Optimizer. This has been an outstanding request from publishers and etailers alike.
This screenshot reflects ~10 days worth of data from a web site with ~150k search referrals per day. The segment displayed is showing Google organic search traffic only, where the visitors were searching from within the U.S., and which zip codes they were located in when they visited the business. The map shows the State by State breakdowns (WA is proportionally too high), and the Time on Site / Bounce Rate / PageViews calculation shows us the site average, and the average for just this segment. The system took 5 seconds to calculate the entire dataset, most of which was the time it took me to set the parameters!
This feature was created to provide you with the ability to determine the relevancy and perceived value of the pages on your site. It can help you determine the factors that may compel users who arrive at your site to immediately leave as well as the pages that may entice them to continue to browse. Not only will this help you better structure your site and pages, but it will allow you to understand which pages to focus on in order to best shape the incoming traffic.
Finally, the addition of time on site, page view and bounce rate calculated against both paid or organic search referral segments makes it possible for any search marketer to isolate and identify high value opportunities and optimize campaigns accordingly.
Our Longtail reports is the core of Enquisite Optimizer. We’ve made some code improvements which halve load times, and with a new Database optimization we’re implementing, we expect to reduce load times even more significantly. For all but the largest sites, Optimizer was already blazingly fast for a real-time analysis and insight engine. Now, it’s even faster for everyone!
Finally, we’ve started the process of integrating the segmentation functionality in Optimizer into our Campaign product. This will make it even easier than before to build and manage your search marketing campaigns.
We’ve got a lot more improvements coming in the next few months, and thank-you all for your continued support, suggestions and feedback.
Tags: database optimization, etailers, functionality, insight, marketing campaigns, metrics, optimizer, performance suite, referral traffic, segment data, segmentation, value opportunities
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