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SEO/SEM

Pay per click (PPC) is a highly effective marketing tool, but many organizations get it wrong. Wasted spend on PPC is huge, largely because companies bid on the wrong terms and fail to synchronize their paid and natural search campaigns. So what can you do to ensure that these search engine marketing techniques work alongside each other to maximize return on investment spend? First and...

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We all know what we think makes an effective website design.   The trouble is, you and I aren’t the customers and we can’t possibly know for sure what works the best across the online audience. We can also waste a lot of time arguing within the design team, or with what analytics guys calls the HiPPO (Highest Paid Person’s Opinion) about what works. But it’s the...

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Much has been written about engagement and how to measure it – but it’s a difficult idea to pin down.   Engagement is helpful because as activities online and site continue to develop and diversify, so does the need to qualify behavior.   Generally, Web Analysts and site stakeholders use clearly identified goals and a few corresponding “hard” conversion metrics to assess performance, but using a set of trended,...

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