Branding is a blanket term for any marketing that emphasizes putting the “brand” of a company generally before the public eye. This can be logos, advertisements, online video, viral campaigns, etc. One striking characteristic of branding is that it uses clever, memorable imagery and writing to indirectly express the personality and values of the organization it represents. A second striking characteristic is that its effects cannot be measured directly.

Direct response is any kind of sales letter, mail piece, email piece, or online campaign that emphasizes extracting an immediate response from the consumer (hence “direct response” marketing). This may be to buy, call, give an email address, etc. The striking characteristics of direct response are that it values action over style, and if done well, the effects are measured in extreme detail.

Over the next couple blog posts I’d like to talk about the values/detriments of each and try to find the happy (effective marketing) middle where the two meet.

What is Google Analytics?
Google Analytics takes the complex information traditional analytics provides and makes it accessible to you. With customizable charts, reports, and graphs, Google Analytics puts this information in a format you can grasp and act upon. And best of all, it’s free.

What Do I Do?
Seth Kimball Design provides installation, testing, and consulting using Google Analytics services. We’ll start your account, install Google Analytics on your site, and provide analysis of the data it collects for you. We’ll also provide videos on how to interpret the data yourself.
Analytics Account Setup – Free Google Analytics account setup using the email address of your choice. We’ll email your information to you once the account is active.

• Installation – Google Analytics Javascript installation on all the pages of your site.
• Testing/Installation Verification – Basic testing to verify Analytics is properly collecting data about your visitors
• Video tutorials – Online videos, accessible anytime from any computer, explaining basic interpretation of the data in your Google Analytics Account.
• Analysis: 1 month or 200 visitors later – A free analysis and consultation based on the Google Analytics data. Find out how to make your site more effective in generating leads and turning those leads into sales.