MarketingSherpa has published a video titled “The Boston Globe: Managing a transition from free to paid product”. Pamela Markey says, “As he shares the steps taken to develop a new business model for The Boston Globe, Doucette reveals the challenge of maintaining two Internet offerings — one free and one paid. He and Markey walk the audience at Optimization Summit 2012 through the steps for the business model radical redesign and the goal to grow digital consumer revenue while maintaining and growing digital advertising revenue. See how Doucette and the team at The Boston... [...]

MarketingSherpa has published a video titled “Where to Test, What to Test, What to Ask”. Daniel Burstein says, “This video provides a broad overview on the subject of testing and optimization programs that offer marketers both actionable advice, and actual examples of those concepts in practice. Some of the concepts Doty and Lapp cover include: Learning where to test by identifying key steps and pages in the Marketing/Sales funnel Mapping the primary conversion path of prospects to prioritize testing sequence Estimating conversion impact of leaks in the funnel Estimating the... [...]