The Most Dangerous Word for Digital Marketers

October 14, 2015

Most Dangerous Word for Digital Marketers Cover Image

“Optimized” should scare you. The verb, to optimize, is innocuous, but the extra character on the end that puts it in past tense causes problems. It signifies finality and completion. It implies that a task can be crossed off the list, which is often not possible or at least not recommended. “My AdWords account is […]

Essential Guide to Testing AdWords Ad Copy – Part 2

August 24, 2015


In the last post, we went over how to set up your AdWords copy tests and reviewed common variables for testing. If you missed it, get caught up here. Now, we’ll go over how to end your tests and measure your results. When testing ad copy, we emphasize click-through-rate (CTR) over conversion rate. Ad copy […]

8 Best Practices for Starting Your A/B Testing

July 8, 2015


I’m often asked by companies who are looking to start up with A/B testing what best practices they should be aware of. My answers vary by time of day, week, season, and I try and give different answers to gauge the response to my advice. So far my human experimentation has proven the following: 1. […]

Creative Digital Marketing Is Ok, But Test Everything

May 19, 2015

“Advertising is fundamentally persuasion and persuasion happens to be not a science, but an art.”-Bill Bernbach You can’t A/B test everything. I’ll just throw that fact out there to start. Some things you’ve got one shot. A cover letter with your resume for that job you really want. You can’t send two cover letters and ask […]

Data Layer Forensics: Ecommerce Edition

October 13, 2014

Troubleshoot ecommerce analytics by taking a “data snapshot” the moment tracking occurs. Use our code and handy checklist to detect hard-to-find issues. Something is wrong with your ecommerce analytics data, but you’re not sure exactly what. You’ve checked the tracking code and it looks fine. That means the problem is probably coming from the server […]

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