3 Review(s)

This book is designed to help companies view Internet marketing strategically, bring together marketing, sales and operations functions that were previously separate and siloed, and systematically capture and apply data to drive dramatic improvements in performance. Drawing on their extensive experience with enterprise clients, Catherine Juon and Dunrie Greiling show how to implement a more iterative, measurable, and repeatable approach to Internet marketing, gain better information about which online strategies are working best, deliver better-qualified leads to sales, build an "online sales engine" to track every customer relationship from the very outset - and, above all, grow profits. Rather than covering individual Internet marketing tools in isolation, they show how to integrate the full strategic toolkit: social media, pay-per-click, Google AdWords, SEO, site usability, Google Analytics, audience analysis, CRM, lead generation, site navigation optimization, and more. Readers learn how to use metrics and data analysis far more effectively to inform adjustments in both long-term strategy and short-term tactics. Along the way, the authors offer new solutions to challenges discussed in no other book - including the challenges of marketing, advertising, and pricing when Google flattens all channels and geographies into a single gigantic marketplace. Key Features: Supercharge Internet marketing results by measuring performance more consistently, and reflecting what readers learn more systematically Get beyond silos to develop more cohesive, metrics-based Internet marketing programs Teaches how to build an "online sales engine" that can track customers through the entire relationship Teaches users how to avoid five common pitfalls that kill Google AdWords campaigns This book comes with an instructor's guide and chapter exercises for course use. About the Author Catherine Juon is co-founder and Catalyst of Pure Visibility, passionately leading the charge for companies to grow via the Internet. Catherine traces her love of the Internet back to Poland, where in 1991 she began teaching at the University of Warsaw. There, she experienced the power of the Internet to transform international communication, from weeks to seconds, in a way we now take for granted. Catherine believes a similar transformation is taking place in commerceand dubbed the system of harnessing the power of the Internet for commerce Your Online Sales Engine. Based on the experience of helping companies from the corner store to global enterprises, Catherine and her company teach companies how to benefit from the web by sharing the foundations youll learn in this book. Dunrie Greiling is Pure Visibilitys Director of Happiness and its lead Relationship Manager, responsible for national and global online sales engine engagements for Pure Visibility clients. Dunrie often draws on the hypothesis testing and data analysis skills she learned during her doctoral dissertation in Ecology and Evolutionary Biology at the University of Michigan and her undergraduate degree in that field from Princeton University. She left academics in 2000 and has since managed software design, web design and development, and search marketing projects. She supplemented her lessons learned with training and certification as a Project Management Professional by the Project Management Institute. Catherine Buerkle is an independent User Experience and Technical Communication Consultant currently living in Germany. She has extensive experience defining and writing interactive content for a broad array of industries and applications (both web based and offline). Before moving to Germany and under her maiden name of Titta, Catherine founded and ran a technical communication and user-experience consulting practice that won several international and best-of-show awards. Based on both the wide variety of her consulting experiences and her extensive time spent in the IT world, she has become a strong user advocate and an evangelist for applying practical and sound methodologies. Table of Contents 1 Why Online Sales Matter 2 What an Online Sales Engine Can Do 3 Building a Metrics-Driven Practice 4 Breaking Down Silos to Get the Metrics You Need 5 The Audience Is Listening 6 Putting It All Together and Selling Online 7 Making Websites That Work 8 It’s All About Visibility 9 Running the Feedback Loop 10 Special Considerations for International Organizations Appendix: TropiCo’s State of the Web Report