Performance Marketing

Dear Reader,

Welcome to Performance Marketing, the monthly newsletter for online marketers looking for results.

Online measurement is a hot topic these days. When Internet marketing first began, we were excited to be able to track every click and page view. After spending our ad budgets on media buys that were based on impressions, marketers could finally measure an action rather than a placement.

Now things are getting complicated as more behavioral data is created in social media, with a growing controversy over attribution and how engagement and conversions should be tracked – if a prospect interacts with multiple messages how do you give relative credit and/or count more than the last action?

This month’s feature article -- the first in a series on these topics -- is a conversation with LSFinteractive’s Vice President, Strategy, Karen Breen Vogel about the importance of measurement and eight fundamentals of an online measurement system.

All the best,
Daniel Laury
Founder, President and CEO
LSFinteractive
dlaury@lsfinteractive.com

Feature Article
8 Essentials of Measurement: Your Steering System

But without the ability to interpret and correlate this data to business goals, many marketers cannot apply the lessons of this critical information properly. In this conversation, Daniel Laury and Karen Breen Vogel explore the benefits, pitfalls and fundamentals of good measurement.

Daniel: Why is measurement so important?

Karen: Measurement is important for two reasons. First, marketers need to be accountable to the investment they’re making. You need to be able to tell people what you got for the company in return for its investment and this needs to be stated in financial terms, not activity terms. Read more>

About Karen Breen Vogel

Karen is a highly regarded and passionate thought leader on the impact of the Internet on marketing, sales and customer relationships. As an executive for LSFinteractive, she helps clients leverage the Internet to achieve results in complex marketing and sales environments. Karen has worked with GE Corporate Financial Services, Siemens Energy and Automation, Dow Chemical, Laird Technologies, LSI, Unica, Caterpillar, and SAGE Healthcare Software. She is a sought-after speaker, appearing at Search Engine Strategy events, MarketingProfs, MarketingSherpa, Ad-Tech, The Conference Board, DMA, and BMA. Karen is the author of several articles and white papers on effectively developing relationships through use of the Internet and teaches at UW Madison in the executive education programs.

Social Media Heavy Users are Big Spenders

About LSFinteractive
LSFinteractive is a full service global interactive marketing agency that leverages all Internet channels, including Search Engine Marketing, Search Engine Optimization, Social Media, Display, Email and Affiliate program management, and focuses on conversions, to help companies acquire new customers, qualified leads or traffic and increase their online revenues. The company employs 90 people worldwide, is headquartered in San Francisco, CA, and has offices in Chicago, IL, Conshohocken, PA, Boston, MA, and Paris, France.

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