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Editor-in-Chief

The View From Here

By Melissa Campanelli

About Melissa

Melissa Campanelli is the editor-in-chief of Target Marketing's eM+C brand and Retail Online Integration, a monthly print magazine, website and e-letter (The ROI Report) that's all about the integration of sales channels, including print/catalog, transactional websites and retail stores, as well as email, mobile, social media and more.

Prior to becoming editor-in-chief of eM+C, Melissa spent ten years at DM News, where she was first a senior editor and then deputy editor. She's also a leading expert in small business e-commerce and author of the books "Entrepreneur Magazine's Open an Online Business in 10 Days" and "Start Your Own e-Business."

 

15 Minutes Ahead

Margie Chiu
Tearing Down the CRM Barriers
Aug 5, 2010

In networked CRM, there's no tightly defined “conversion path.” Instead, every social media touchpoint serves as a point of entry,...



Engagement Matters

Stephanie Miller
A 'Back-to-Business' Email Optimization Checklist
Sep 2, 2010

Back to school is also back-to-business time. Set aside a few hours this final week of summer to freshen up...



Ways of Thinking

Thorin McGee
A Facebook Fan is $136 in Lifetime Value, $3.60 in Media Impressions
Jun 29, 2010

The lifetime value of a Facebook fan is about $136 to top brands, according to this study on Facebook fan...



Redefining Performance Marketing

Craig Greenfield
Affiliates: Redefining the Original Performance Marketing Channel
Aug 26, 2010

As the original performance marketing channel, affiliate marketing has been effectively driving performance-based sales since the mid-90s. But the characteristics...



Inside Mobile Marketing

Michael Becker
Researching the Mobile Marketing Opportunity
Aug 12, 2010

Mobile marketing is a case in point: A forthcoming Mobile Marketing Association (MMA) survey of U.S. advertisers and...



Google Analytics Gets More Robust

By Melissa Campanelli | Posted on November 05, 2008
 
Last month, many online marketers got just what they were waiting for: news that new functionalities representing a major upgrade to Google Analytics were coming. In an Oct. 22 blog post, Google said it has been speaking with its customers, Web analytics experts and customers of other analytics tools about additional functionality they’d all like added to Google Analytics. The company said it wanted to make Google Analytics  “as powerful, flexible, and useful as a Web analytics tool can be.” The new features include advanced segmentation, custom reports, a data export application programming interface, integrated reporting for AdSense publishers, multi-dimensional data visualizations and an updated user and administrative interface. Some of these features are still in beta test mode. While all of this functionality is good news to Google Analytics users, the big news here is the application programming interface, says Jim Sterne, president of Target Marketing, a Santa Barbara, Calif.-based Internet marketing strategy consultancy. He’s also the founding director and president of the Web Analytics Association. “The major complaint about Google Analytics was that the data were inaccessible,” Sterne says. “Now, with the API, people can download their data and slice and dice it all they want with whatever tools they like. This is a big step forward. Google Analytics was a wonderful tool for the price — now it's an astonishing tool.” In effect, Google has created a more robust Web analytics tool that will undoubtedly help online marketers improve their competitive edges and marketing optimization programs.

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