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Indium focuses on what works to bring leads to its site Siemens quantifies every interaction as a conversion event

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“You should have a relatively simple goal and not get wrapped up in having 37 metrics available. My goal revolves around how many bona fide, opt-in contracts did I hand to my sales department, period. Behind the scenes, within Marcom, I certainly do evaluate other aspects, but with an eye toward what I need to do internally to be a smarter, more powerful, more efficient contact-generating machine. I'm very interested in where this person landed and what compelled them to do that: Was it an e-mail or a URL we published? I make an analogy to being a fisherman. I put my lures on the line and I want to know what I did with the content that got that fish to bite, what was the path that worked to get them into the boat? In 2009, third and fourth quarter, my contacts increased 600%—high-quality sales leads.” —RICK SHORT, director of marketing communications, Indium Corp. “Something we do quite well is we have every action quantified. Every single mini-conversion has a value and is captured through our tracking tool, Omniture, even if doesn't translate into lead. A mini-conversion might be when people contact us, or watch a video past 30 seconds or download something. Every visit has a value. If you watch a video, that might be, say, three points. Then we look at which investment created the most points, and we are very strict about optimizing that. The main value we look for is success rate on site. We use a pop-up questionnaire that asks, "Why did you come and were you successful at it?' We tie that in with Omniture so we can do analysis on the people who weren't successful—for example, which keywords did they search on our Web site—and get a diagnosis of the problem.” —STEFAN HEEKE, director interactive marketing and communications, global campaign measurement, Siemens Corp.
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