Are you an online marketer responsible for media budgets? Then you should at least have a quick look through the below slides (if you didn't attend our session at the Online Marketer BootCamp last week) to make sure all that media spend doesn't just evaporate but actually converts.

The slides mention the usual landing page optimisation best practice (i.e. headline, calls to action, social proof, etc) that everyone is writing about but then go into some of the things we don't see as much content on such as the importance of auto address completion, social subscription mechanisms, heat maps, statistical significance and unique phone numbers to optimise the offline user experience.

In case you missed our presentation on Re-thinking Media Attribution at the recent Google Go Measure event, check out the slide below. 

Thes slides obviously need narration, but the gist of the presentation is that the new Google Analytics multi-channel funnels are an awesome way to measure the full path to purchase as long as you're not a heavy display advertiser (the Google data only contains clicks and not mere impressions) and don't want to track offline responses via search calls to action (needs custom JavaScript otherwise just comes through as organic search traffic). You can track offline sales influenced by online media through email receipts.

ClearSaleing, one of the key media attribution providers, just released an interesting new research study hinting at the return of display advertising and its reemergence as a key revenue driver (as long as companies can accurately track display impact). 

Granted, this is probably old news for advertisers that have already reached a point of diminishing returns in channels such as paid search a while ago and are now heavily relying on display ads to continue to grow. However, what might still be news is exactly how much revenue they might have been missing out on by only optimising for the last campaign touch point or the 'last click' before a sale which misses 9 out of 10 ad engagements and is unlikely to be a display ad.

While rude sales people are harder to fix (try firing a few as a start), getting the right person on the phone should not be so difficult and companies could make that process a lot easier using more unique phone numbers, especially online and on direct mail. Apart from providing more granular campaign response data, marketers should use unique phone numbers to help control the customer experience! Think about the following examples.

Unique phone numbers by product category: Prospects browsing a particular product category should be shown a phone number unique to that category enabling calls to be routed directly to the right call center team that specialises in that particular category. This approach should cut down phone steps, improve overall call experience and thus also increase conversion. Equally, website visitors identified as existing customers should get a priority number, after all they're already a customer and should be treated as such.

Unique phone numbers by purchase lifecycle stage: Similarly to the above, if a website visitor has already started converting (i.e. started checking out, filling in a lead form, etc), are you just going to show him the standrad website phone numbers? I hope not! If by their actions, website visitors are showing some serious purchase intent I would strongly suggest you display them a special unique number that ensures their call is answered as a priority, after all they're most likely to convert.

Finally, you're comments are always welcome, but I don't want to see any comments on your 1300 number being part of your brand or phone numbers are being too expensive. Maybe Pizza Hut can claim that for its best customers that call every day but the rest of us just doesn't care enough about your company to remember your 1300 number. Also, the true cost comes from the amount of phone calls not the number of unique numbers and pales next to the potential revenue increase from more sales and happier customers anyway. 

Read on to find out how many numbers you might need and visit our partner Jet Interactive to set-up some additional unique numbers online including detailed data on call performance and origin.

If you are an analytics professional with at least 2 years of work experience in data-intensive roles (preferably in a digital/direct markering environment) who would like to get into big data, web analytics and data driven marketing then you should apply. More experienced analysts and marketers are welcome to apply as well.

+ Keen interest in all things web analytics and online optimisation

+ Basic understanding of marketing principles provides a head start
+ Entrepreneurial spirit, business or marketing degree would be good 

+ Experience dealing with large and complex datasets a must have

+ Proven ability to turn data into insights and actionable recommendations

+ Ability to visualise and confidently present insights to key stakeholders

+ Ability to manage complex projects from start to finish a great advantage

+ Experience with business intelligence tools apart from Excel a bonus

+ Experience in dashboard design and development would be beneficial

+ Experience with either Tableau or Spotfire software would be fantastic

+ Experience with advanced statistical analysis and software a bonus 

+ Experience with Omniture and Google Analytics would be useful
+ Basic understanding of SQL and data warehousing would be good
+ Flexibility, lateral thinking and attention to detail are crucial
+ Ability to respond to client deadlines when necessary
+ Advanced Excel, Word and PowerPoint skills essential

+ Exposure to a growing list of interesting blue chip clients

+ Highly flexible working hours in a dynamic team environment
+ Young start-up with a "work hard, play hard" company attitude
+ Training on industry leading analytics and marketing platforms
+ Freedom to experiment with emerging technologies and new tools
+ Plenty of development and career opportunities in fast growing business
+ And of course you get a salary, maybe even a bonus plus other perks

If the above sounds interesting, please email us at jobs@datalicious.com so we can have a look at your resume and arrange a quick initial phone interview to ask you a few questions before we meet for a proper interview.