Analytics & Marketing Column

Back to Basics: How every marketer can tame the analytics beast

Analytics & Marketing Column, Channel: Analytics & Conversion /

For most marketers, analytics exists in a magic Pandora’s box, encompassing everything from CPCs to CTRs, from algorithms to artificial intelligence, from machine learning to quantum computing — with a bit of blockchain sprinkled in for good measure. Buzzwords aside, the barriers to incorporating analytics into your life aren’t as high as analytics behemoths may […]

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Martech can deliver personalized consumer experiences, but humans are still required

Analytics & Marketing Column, Channel: Martech: Analytics & Data /

In the ever-evolving age of digital marketing, marketers are competing against many things: time constraints, a noisy marketplace, endless channels and formats for content, just to name a few. But the most challenging is delivering contextually-relevant content. Brand marketers are beginning to see help come from artificial intelligence. The talk of AI and martech isn’t

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Confirm the integrity of your data

Analytics & Marketing Column, Channel: Analytics & Conversion /

Never before has there been a greater need for a reliable, holistic marketing measurement tool. In a world of fractured media and consumer interest, intense competitive pressure, and lightening-speed product innovation, the sheer volume of data that must be analyzed and the decisions that must be made demand a more evolved approach to attribution and

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4 simple ways small businesses can use data to build better customer relationships

Analytics & Marketing Column, Channel: Analytics & Conversion /

In a world where customers are bombarded across every possible channel with brand messages, targeting is more important than ever before. Small businesses need to be able to make their campaigns feel relevant and personal in order to keep up, but the processes involved – collecting, organizing and interpreting customer data to make it actionable

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What does online lead generation look like in 2019?

Analytics & Marketing Column, Channel: Analytics & Conversion /

If you ignore the noise and trends that arise each year (and the predictions, so many predictions), the simple truth is that most marketing activities are fundamentally focused on gaining and keeping additional customers. For many businesses, particularly in B2B, this means increasing the quantity and quality of your leads. At HubSpot (my employer), this

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Identity management investment can pay off, and here’s how

Analytics & Marketing Column, Channel: Martech: Analytics & Data /

The marketing industry has been awash with articles and papers talking about marketing technology and the importance of linking identity management across an enterprise’s investments. And rightfully so. Brands should be laser focused on these topics because, simply put, they are the fundamental building blocks for establishing a meaningful, direct relationship with customers and, in

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Cross-domain analytics tracking: Why you may not need it

Analytics & Marketing Column, Channel: Martech: Analytics & Data /

Over the past couple of months, I’ve seen a sharp increase in requests for setting up cross-domain tracking for a variety of different clients and websites. The process to implement cross-domain tracking can be tricky and if not done correctly can fail or cause inaccurate information to be collected in the client’s analytic tools. To

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Crawl, walk, run and fly: The 4 stages of scaling website analytics

Analytics, Analytics & Marketing Column, Channel: Analytics & Conversion /

It can be intimidating to tackle the challenge of big data. While some tech-thinking companies have led the charge toward analytics, metrics and measurement, many companies are still grounded by the weight of having more questions than answers. How much data should I collect? What metrics are important to me? How do I get the

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Want to create better experiences and brand loyalty? Lean on your data

2019predictions, A-From MTT, Analytics & Marketing Column, Channel: Martech: Analytics & Data /

Marketing leaders are in the throes of 2019 planning and there’s no doubt improving consumer experiences is among the top priorities for the new year. Data shows consumer expectations (and frustrations!) are on the rise, and brands are scrambling to understand to deepen brand-to-consumer engagement. This article will explore three ways brands can make the

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Publishers using real-time data can help their bottom line, here’s how

Analytics & Marketing Column, Channel: Content Marketing /

Advertisers are keenly aware of the power of personalization. Personalized digital ads deliver up to 3x the consumer engagement of non-personalized ads. Some 69 percent of marketers say personalization is their top priority. But just as marketers can craft messaging for one-to-one communications, publishers can customize their content to win over new readers and keep

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