Benny Blum

Benny Blum

Benny Blum is the Vice President of Performance Marketing & Analytics at sellpoints, the first online sales orchestrator, and is based in the San Francisco bay area.

Google algorithm updates

How Paid Search Can Aid Your SEO Efforts

PPC and SEO have always been complementary marketing channels — but have you been using this combination to its full potential? With keyword data now largely gone and Hummingbird making quality content vital to your SEO strategy, it has never been more important to invest in SEO — but you may not have the time […]

Analytics & conversion

The Bright Side Of Not Provided

It’s been a few weeks since Google rocked our worlds and stripped keyword-level data from the referrer, so it’s time to examine the fallout and see what’s changed in the world of search marketing. Surprisingly, not much. Keywords were beacons of insight – fantastic beacons – but keywords were a double-edged sword leading us to create content […]

Analytics & conversion

Tips To Ensure The Validity Of Your Day Parting

One of the most classic and beneficial analyses conducted for paid traffic acquisition channels is day parting. Not all visits are equal, and the time of day/day of week of the visit usually has a strong correlation with user qualification and likelihood to convert. That said, day parting is one of the most commonly misconstrued […]

Analytics & conversion

Managing The Bounds Of Profitability: iCPA & iCPC

In my previous post, From 3rd Party To 1st Party: The Evolution Of The Google Advertising Toolset, I wrote about the evolution of AdWords data and how recent changes have constricted the incremental value presented by third-party paid search tools. I wrote in loose terms about using internal analytics to calculate average profit per conversion […]

Analytics & conversion

How Enhanced Campaigns May Affect Your Analytics

You’re probably sick of hearing about it, but it’s true: enhanced campaigns are going to impact your ability to structure, segment, and optimize campaigns. Whether it’s in a positive or negative way is up for debate. Regardless, I hope you have done your research and understand the transition — how it affects you, your business […]

Analytics & conversion

How To Get Analytics Right With PLAs

More so than any other product in the AdWords suite, managing, reporting on, and making sense out of Product Listing Ads (PLAs) extends beyond the toolsets provided in AdWords. The levers that we can push and pull exist within two unique systems — AdWords and Merchant Center — and, as a result, we need to […]

Analytics & conversion

Can TV Advertising Really Impact Search Performance?

It’s relatively easy to report what happened in an ad campaign, but much more difficult to understand why things happen. Visits or conversions might go up or down, but why? It could be some form of seasonality or maybe your latest review hit the front page of Reddit. The mysteries of consumer behavior like to […]


Google’s Product Listing Ads: The Aftermath

Back in September, I wrote about the Product Listing Ads transition from free to paid clicks in Google Shopping. The PLA transition is now complete, and with holiday shopping in full effect, it’s worth taking a look at the evolution of the PLA transition, and more importantly, the impact of PLAs on the bottom line […]

Analytics & conversion

Using Time To Stop Undervaluing Channel Performance

Standard channel performance analysis makes the assumption that a click from all channels behaves the same way. Picture your weekly performance report – in a given week you observe x clicks and y conversions coming from a given channel (eg PPC, Organic search, Display, Remarketing Facebook, etc). If one channel looks better than the others […]

Analytics & conversion

Keys To Projecting Latent Value In Visitors

One of the most difficult and valuable exercises in quarterly planning is forecasting. Many companies require budgets to be set well in advance, and as a result, analysts often prepare conservative projections in order to remain cautious and not setup their marketing colleagues to under-deliver. The byproduct of conservative projections is more difficult forecasting mid […]

Analytics & conversion

Why Clean Source Tagging Is Worth Your Time

Messy, incomprehensible analytics make my stomach churn. Just knowing that I’m going to spend the next several hours cleaning up sloppy data puts the kibosh on my day. The problem with Google Analytics, or any analytics package for that matter, is that even if my site is properly tagged and I’ve developed a systematic inbound […]

Google Ads

Product Level Ads: Tribulations Of A New Traffic Source

Free clicks from Google Shopping were a gift. We all knew it, loved it, and were holding our collective breath because we knew one day it would go away. As you are probably well aware, that day is sometime in October of this year and the transition has already begun to take place. Beyond the […]

Analytics & conversion

The Right Time To Start Analyzing Data

You’re a product person. You’ve bootstrapped together your website, dropped relevant metadata, setup an e-commerce platform, installed analytics, and are generating solid original content on your site and/or blog. You’re doing everything by the book. But the question remains: when it is the right time to dig in and try to understand what people are […]


How To Get Smart(er) With Conversion Tracking

Taking consumer lifetime value into account allows performance marketers to manage more volume at a higher cost per acquisition (CPA) or lower return on investment (ROI). If $1 of revenue at the time of conversion leads to an additional $1 of revenue ($2 total) down the road then breakeven for marketing is 0.5 ROI or […]


When Keeping Analytics Real Time Goes Wrong

Virtually every piece of software I get pitched puts near to or real time analytics at my fingertips 24/7/365. It sounds fantastic and in some cases, is true – but the reality of ‘real time’ data is that very few products actually deliver data in real time due to the need to process raw data […]


What Trademark Search Data Can Reveal About User Behavior

I can’t count the number of times I’ve been challenged by advertisers on the topic of trademark search. The question is simple: why “waste” money buying traffic on trademark keywords when it is clear that the user intends to get to their site? Researching the topic, there have been a number of studies all concluding […]

Analytics & conversion

Understanding Your Analytics Versus Campaign Management Tools

More and more, I have been interacting with executives using campaign management tools as their internal reporting systems. In most cases, these companies have an analytics package but prefer to use ad server data rather than analytics for internal tracking. Campaign management tools and analytics provide fundamentally different information, and while directionally similar in many […]

Analytics & conversion

Using Data To Better Understand Tablet Consumer Behavior

The emergence of the tablet PC as a legitimate device for online activities beyond media consumption has turned the eyes of marketers and analysts towards understanding how tablet user behavior differs from that of traditional desktop and mobile. There are certain things which simply cannot be done on a mobile device – but the gap […]

Analytics & conversion

Google Analytics Now Data Sampling: What’s The Catch?

Google made a significant event out of Leap Day 2012 by releasing a new version of Google Analytics featuring Data Sampling. The idea behind data sampling is commonplace in any statistical analysis: in order to get results faster, you analyze a sub-set of data to identify trends and extrapolate aggregate results based on the percentage […]

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