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Analysis

Expert commentary and editorial from the MarketingExperiments research analysts.

The MarketingSherpa Email Summit: Email as a learning tool

In her opening remarks at the MarketingSherpa Email Summit in Chicago Anne Holland put up a few slides to show how email marketing continues to be a force online, in spite of the much publicized problems of deliverability and spam. Dr. Flint McGlaughlin and I spoke on the opening panel yesterday and, as I listened to the questions from the…
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Click Fraud without the Clicks

Benjamin Edelman, a Ph.D. candidate at the Department of Economics at Harvard University, has been doing some interesting work on detecting click fraud. For a while he has been tracking the obvious frauds...clicks by competitors and clicks…

March 29 Clinic Notes

NOTES: These are the notes from our interactive March 29 teleclinic on Click Fraud. If you missed it, the recording will be posted here a few days after the event. Specifics of these first three tested campaigns included: All three…

How People Look at Web Pages

There was an interesting article in USA Today a few days back. They quoted, among other points, the following from a study by the Nielsen Norman Group. “Individuals read Web pages in an "F" pattern. They're more inclined to read longer…

Where’s My Discount Code?

When you are making a purchase online and come to a page in the shopping cart where they ask you to enter a discount code or coupon code, how do you feel? If you have a code, you probably feel quite good. If you don’t, you’ll likely feel…

What to Include on Your Home Page

One of our subscribers wrote in with this question about page layout: "We are at the early stages of building a new site. Of course, we've looked at all our possible competitors' sites. It seems like most companies follow the same plan.…

How to Protect Yourself against Click Fraud

How can one combat click fraud when running PPC campaigns? How can you minimize the chance of being targeted? And how can you find out if you have already been paying for fraudulent clicks? Suspecting we had been a victim of click fraud…

More on Click Fraud

In today’s Washington Post there is another article on click fraud, pointing to both Google and Yahoo! This quote gets to the heart of it: ”After analyzing where and when each click came from, auditing firm ClickFacts Inc. estimated that…