It is possible to use Outlook as a CRM tool, but most companies choose an application like Salesforce or Siebel. It's possible to use PowerPoint to do graphics, but most companies choose Photoshop for their graphics needs.

As the world of online marketing has grown, so have the number of companies that develop advertising analytics technologies to meet the needs of online marketers.

Remember when you used to navigate to a Web site by typing the URL into the address bar? You'd start by typing http. Then, you evolved and skipped using the http and just entered www. Now, you simply go to the search engine of your choice and type the company name you are looking for.

The Google Conversion Optimizer has been generating a considerable amount of buzz amongst AdWords advertisers. Google continues to lead the other search engines by providing their customers with tools designed to improve the performance of PPC campaigns. This new tool from Google is another step in the right direction; however, it is not for everybody.

'Click Fraud' occurs in all forms of media. That may sound like an odd statement, but it is true if you accept this definition of click fraud: Click Fraud n 1. Paying a rate for media that's based on an invalid metric.

Tips on achieving a better rate of clicks in online advertising.

This is a disciplined methodology to ensure we are systemically improving the profitability of our customers online advertising investment.

Before I discuss why you should build a data warehouse, let's make sure we are clear what a data warehouse is. I spent several years at Oracle, so I was very familiar with databases and building data warehouses.

All large companies do some percentage of sales over the phone. If you are unable to tell where that phone call came from, and I'm not talking about knowing it came from your Web site or even knowing that it came from Yahoo versus Google, it's not good enough.

Let's first talk about why you should implement an alert system. First, large and sophisticated companies' PPC campaigns probably contain tens of thousands of keywords.