Akin Arikan

Articles by Akin All articles by Akin

• Five Steps To SEM Paradise in Performance Marketing Insider on 10/04/2010
  

  All marketers know the challenge of keeping up with a dynamic, evolving and growing industry can be daunting. Fortunately, modern technology can make this process simpler by helping you better understand your customers, run more effective SEM programs, and increase ROI. The following steps outline an easy way to raise organic rankings for every single keyword that's important to your business.

• Why Did The Multichannel Marketer Cross The Road? in Metrics Insider on 01/30/2009
  

  As organizations cut their budgets and look to justify the ROI of all projects, smart marketers are those who work across channels and coordinate metrics for a complete picture of the marketing program, not just their individual channel. So why aren't there more multichannel marketers out there? While customers are comfortable moving from the Web site to the store, marketers in the online and offline worlds aren't always comfortable crossing the road and coordinating metrics.

• Online And Offline Marketing: Old And New  in Online Media Daily on 08/05/2008
  

  An online marketer and an offline marketer walk into a bar. Tired of always drinking the same old beer that they do, today, they intend

Comments by Akin All comments by Akin

• Click Bits From Campaign Attribution At OMMA Metrics by Laurie Sullivan (Show Daily on 07/31/2009)
  

  The great quote of "the click smells funny" belongs to Mike Miller, Sr. Analyst at Cadreon. You could truthfully say the click smells funny is "by the click" you mean giving all credit to clicks and not enough to impressions. But if you think of clicks as a sign of engagement with content XYZ you can also say "the click is dead, long live the click". Because not only does it increase the overall counter of total engagement with an ad. But the indivual's response history also represents critical learning on which to base future interactions. This is where advertising, online, and direct marketing come together in the new world of interactive marketing. AkinUnicablog: Multichannelmetrics.com

• Web Analytics Integration: Holy Grail Or White Whale? by Judah Phillips (Metrics Insider on 07/24/2009)
  

  So good to see an update from you Judah, as one of our industry's sharpest observers. FWIW, I have been blogging a series of posts recently with examples of companies that put one of your integration buckets into practice: CRM systems. If readers are interested, here is that link: http://www.multichannelmetrics.com/multichannel-metrics-one-year-later-how-far-did-we-get/

• Post-Show Takeaway: Get Out Of The Black Box by Steve Smith (Data and Targeting Insider on 03/06/2009)
  

  Great article Steve! As a client of Forrester's I also listened to Emily Riley's webinar this week where she explained her recommendation around opt-in. Say, you raise your hand that you are in the market for XYZ and welcome ads there but are not in the market for ABC so that marketers shouldn't waste ads in that area. This sounded very well taken to me too. But on second thought, if the audience really raised their hands in such fashion then wouldn't that remove the need for behavioral targeting? They could just receive email or hyperlinks (or even snail mail) about those offerings that they are in the market for. Isn't the whole point of behavioral targeting to anticipate people's interests without them making those explicit? And isn't the whole point of advertising to create demand where there isn't any? I still applaud Emily's recommendation. Maybe it makes more sense for indicating broad topics that you are generally interested in, e.g. "I don't mind music related ads" vs. indicating specific things that you are actively in the market for "I want to buy a home theater".

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