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Importance of Customer Lifetime Value in eCommerce

Customer Lifetime Value (CLV) is one of the most important concepts in marketing. Forrester, in their paper titled, Executive Q&A: Customer Lifetime Value, provides the best definition of Customer Lifetime Value for eCommerce and an equation to measure it. Their definition is: A customer's potential monetary worth through the course of his or her relationship with a business.

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Posted by AZ Staff

Don't Overlook Your About Page

The goal of most B2B and B2C web sites is to communicate your value propositions and ultimately get the company’s products and services to market. Ideally those products and services are well positioned to their potential customer, but what we sometimes overlook is the fact that these potential customers want to know not only what you offer, but also who you are - as a company.

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Posted by Erin Creaney

Digital Marketing Ecosystem Part 1: Personalization - More Than a Welcome Message

Few things are more important than personalization when it comes to building customer relationships. We know what has to be done, the trick is finding a solution that can deliver.

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Posted by Erin Creaney

Content & Commerce: Guidelines for Managing Your eCommerce Site For Success

Why is content important to an eCommerce site? It takes a lot of content to run an engaging eCommerce site. Depending on what you are selling, the site will contain some, if not all, of the following types of content: product descriptions (short and long), product images, how-to videos, ratings, reviews, product blogs, pricing information, product SKUs, multi-lingual versions of content, landing pages, customer service pages, mobile sites, micro-sites and much more.

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Posted by Erin Creaney

Customer Segmentation is Dead - Long Live Segments of One

One of the pillars of classical marketing is the segmentation, targeting and positioning (STP) framework. In marketing classes in undergraduate and graduate schools all over the country, professors stress this principle as a way to improve the efficiency of your marketing spend and build a defensible brand.

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Posted by AZ Staff

How SEO can help your business and give you amazing ROI

AlphaZeta Interactive knows that quality content can make or break an eCommerce site. At Loud Interactive we have found that the same holds true for Search Engine Optimization (SEO). Whether it’s effective title tag usage, proper schema that makes websites readable to search engines, or integrated keywords, in SEO content is king.

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Posted by Brent Payne

Is Content the Key to eCommerce Conversion?

I realize this is probably the billionth article on eCommerce conversion. The reason I am writing it is because so many articles about conversion optimization make it sound highly technical and difficult. It’s not, it is just common sense.

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Posted by AZ Staff

Hi, I'm Brent Payne

I’m Brent. I started doing ‘SEO’ in the days before it was even called ‘SEO’. I got my start in online marketing as a vendor for Amazon.com. By driving traffic to Amazon from search engines, I became Amazon’s second largest electronics vendor. I then transitioned to the Tribune Company where I grew their search engine traffic from 500,000 visits per day to 1,700,000 visits per day in just 3 years.

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Posted by Brent Payne

MarketTech 2.0: Why 2013 Will Bring Increased Consolidation of Marketing Technologies

Whether you are the Chief Marketing Officer of a small, local business or a Global 2000 brand, the number of marketing tools your team is asking you to purchase today is likely overwhelming. While rapid innovation of digital marketing technologies is helping to transform Marketing “into the new Finance” with their ability to measure and track ROI, the plethora of solutions also presents a conundrum for CMOs trying to allocate scarce resources in a time of increasingly constrained budgets.

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Posted by Byron Bardy

What is the Digital Marketing Ecosystem?

Today customers are constantly exposed to digital marketing messages from all sides. They interact with and consume content in a variety of channels. The challenge facing marketers in this fast-paced content focused world is two-fold. First, how do you engage your prospects and customers in a meaningful way? Second, how do you gather this information to generate qualified leads to send your sales team and ultimately have those leads convert?

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Posted by Erin Creaney

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