For the last 15 years, we’ve been using social data wrong. We think that because social marketing programs create lots of social data these two things — social programs and social data — should fit together. But they don’t. Social data doesn’t prove social success. And yet most marketers use engagement as their top social […]
Four ways to fix the social data disconnect Read More »
You may still favor “old school” methods to get the word out about your website. But how do you track this offline marketing? If you don’t measure the success of your effort, you’ll never know if it’s giving you a positive return. Fortunately, there are cloud-based solutions to help you with that. In this article,
Measuring how offline marketing drives website traffic: The fundamentals Read More »
No marketing department has an unlimited budget. The money question for us (pun intended) is “How can we best allocate budget to convert and keep the highest-value customers?” Marketing analytics is rapidly evolving to answer the money questions and help marketing leadership make better investments. Over the last few years, analytics has grown in sophistication
CMO audit series, Part 6: Analytics Read More »
In this data-driven age, marketers can no longer afford to be analytics-agnostic. Without analytical sensibility, data-driven insights are hard to come by. The most successful marketers are agile in their approach and use analytics to drive core business KPIs. Even the marketers with non-analytical background are building their analytical acumen to be more effective. The
5 best practices for transforming the customer journey through analytics Read More »
For decades now, marketing executives have demanded better analytics and data to judge both the performance of their campaigns and their agency partners. Agencies are listening — but are they doing the right things? The ongoing drumbeat to prove ROI has led many agencies to start using attribution models to measure digital, but the outputs
How to avoid the “Agency Measurement Paradox” and win client confidence Read More »
In traditional marketing organizations, brand and direct response (DR) efforts occupy two very distinct and discrete positions. Brand tends to focus on long-term impact intent, and DR focuses on short-term. Brand is top of funnel, and DR is bottom of funnel. The two categories are different sides of the same coin, with the same end
How to bridge the gap between brand and direct response marketing Read More »
Despite all the advancements we’ve seen in computing, the way consumers interact with their devices and the internet has remained somewhat static. The keyboard gave way to touchscreens, but we’ve consistently relied on touch as the primary interface. This is poised to change in a dramatic way, however, as voice technology — one of the natural forms
Voice is an important new channel for brands to measure, but not in a silo Read More »
One of the biggest challenges of working in the digital marketing analytics field is finding quality talent. Much of what we do day-to-day still isn’t taught in universities. Standards for credentials are generally low, so most certifications don’t carry much authority. As an industry, we’ve scarcely agreed on what to call anything, so it’s difficult
Identifying top analytics talent in a competitive environment Read More »
These days, customer journeys look less like a yellow brick road and more like an endless maze with numerous possibilities. Different channels, multiple devices and a slew of sources can create countless non-linear paths. As B2B marketers, our great task is to leverage and measure these journeys to maximize sales opportunities. Therefore, marketers must be
A bridge from marketing to actual sales Read More »
As the relationship between human marketers and marketing data evolves from casual dating into something a little more serious, many are beginning to feel the growing pains. Sometimes the data tells us thing we don’t want to hear, or worse yet, can’t understand. Sometimes we ask the data to answer questions it can’t. And sometimes
An intervention on marketing’s dysfunctional relationship with data Read More »
