Online Business Optimization Resources

Within our resource center below, you will find valuable information that will enable you to enhance your online business with proven concepts and best practices from industry professionals.

Guides

How to Integrate Email with Search Marketing DETAILS Authors Shar VanBoskirk, Vice President, Forrester Summary Interactive marketers can ease into integrated marketing by starting small and coordinating the efforts of two of the more established channels: email and search. This process requires simple changes to current programs with little incremental cost and can set interactive marketers up for broader integration.
Adding Efficiency to Your Search Engine Marketing Campaigns DETAILS Summary Search engine marketing (SEM) can be time consuming and overwhelming for marketers mired in manual processes. Yet SEM reporting and data management can be less painful for SEM professionals who integrate automated tools and processes to do some of the ‘heavy lifting’ for them. Marketers who want to improve efficiencies and grow their bottom line must refine their SEM processes and strategies to gain actionable insights from their data.
Forrester's recommendations for 2011 budget planning DETAILS Authors Shar VanBoskirk, Vice President, Forrester Summary The landscape of marketing tools, channels and technologies continue to get more complex, making marketers task of deciding where to invest their marketing dollars more and more confusing. Seventy percent of marketers expect budgets to stay the same or improve, which means that there is room for innovation and experimentation in the coming year. The most important theme for 2011 is “multichannel planning.” In order to spend budgets wisely, marketers must find synergies between channels, from using search behavior to target display ads to making social engagement more mobile friendly

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Webinars

How to leverage email, video, and social to maximize spend DETAILS Authors Brian Behunin, Manager Web Analytics, Alaska Airlines Christopher Parkin, Director Genesis Solutions, Adobe Summary Today’s marketers need to not only be investing in multiple channels, but also using analytics as a guideline to determine which channels are the most profitable to invest in. This webcast provides real-world examples of how customers are using analytics to invest in multiple channels, such as email, video, and social media, to maximize their campaign ROI. Duration 50 minutes
Rethinking the role of landing pages in conversion DETAILS Authors James Niehaus, Senior Manager, Web Optimization, Salesforce.com John Broady, Executive Director, Omniture Digital, Omniture Summary For years, marketers have viewed the function of landing pages in simple terms- receive interested visitors, pass them to more meaningful or actionable pages, count the clicks, done. Today, online marketing technology has evolved so that landing pages can be optimized to do a lot more. Duration 60 minutes
Why multi-channel customers are more profitable DETAILS Authors Shankar Mishra, Director customer insight, Travelocity Kristin Mansueto, , Adobe Summary The days are gone when customers shopped and interacted with businesses through siloed channels. Online customers are now interacting through a multitude of channels sometimes at the same time, and in order for marketers to give each customer the relevant and targeted experience they deserve online marketers must measure and optimize every customer touch-point no matter if it is online or offline. Duration 40 minutes

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Success Stories

Number one textbook rental company boosts sales during busy season using Adobe® Online Marketing Suite DETAILS Summary Chegg, the number one provider of college textbook rentals, leverages the Adobe Online Marketing Suite to increase clarity into customer behaviors, enable real-time analysis, optimize pages and flows to improve customer experience, and maximize revenue and overall ROI. Using Adobe solutions, Chegg has improved visitor experience, reduced customer service costs by hundreds of thousands annually, improved book return sales, and lifted sales by 7-8 percent.
Rosetta Stone boosts online revenue per visitor by 12.55% with Adobe® Online Marketing Suite, powered by Omniture®DETAILS Summary Rosetta Stone began looking for an intuitive solution that would enable its marketers to conduct sophisticated multivariate tests without spending an inordinate amount of time on them. The company also wanted to gain better insight into online visitor behavior and find a way to integrate offline visitor data with online visitor data to provide website visitors with a better experience. When they saw the combined capabilities of Adobe SiteCatalyst and Adobe Test&Target;, powered by Omniture, the decision to go with Adobe was easy.
Leading car rental company uses Adobe® Online Marketing Suite, to optimize ad spend, increase customer interest by 152%, and achieve annual savings of $1.7 million DETAILS Summary Dollar Thrifty Automotive Group adopted the Adobe Online Marketing Suite to enhance its understanding of customer transactions and optimize content on the various customer channels used to make purchases. With the Adobe solutions, the company has saved $1.7 million annually, increased interest in promotions by 152%, achieved 45% ROI annually, improved conversions, and optimized $1 million in ad spend.

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