Metrics & ROI

• How to Hear the Voice of Your Customers: Hone First-Person Intelligence From All Forms of Feedbackby David Bean, Ph.D.Preview
  Today's technology offers ample opportunities to start conversations with and among customers, fans, foes, competitors, and the press—any person or group who cares to listen and, perhaps, act on the messages received. By some estimates, 85% of the information companies collect is not in a form that they can access or analyze—it is unstructured. The Gartner Group reports unstructured data doubles every three months while seven million web pages are published every day. This cacophony presents the one of the biggest challenges companies face today. [Read the full story] Marketing Articles: Metrics & ROI
• Getting Started With Segmentation: It's Not Just RFMby Anna BillstromPreview
  You may or may not be using the basic segmentation strategy of RFM (recency, frequency, monetary): dividing your email mailing list into a few buckets based on recency in ordering or visitation to the site, the number of times they've ordered or visited the site, and the lifetime spend. But here's a better approach to segmentation. [Read the full story] Marketing Articles: Metrics & ROI
• Multivariate Testing, Part 1: An Introductionby Eric J. HansenPreview
  As web marketers seek new ways to boost conversion rates and improve the site experience of their visitors, interest in multivariate testing is on a feverish rise. But those unfamiliar with the techniques are often unclear about where to start, or how to ensure success. [Read the full story] Marketing Articles: Metrics & ROI
• Lead-Generation Blueprints in 30 Minutes: How a Company Quadrupled Marketing ROIby Mike GospePreview
  Marketers must continually fight the temptation of executing random, disconnected lead-generation activities to prospects. Success today requires marketers to apply the discipline of campaign development in order to establish a relevant, timely dialog with the target audience. [Read the full story] Marketing Articles: Metrics & ROI
• Top 10 Things You Should Be Monitoring in Your PPC Reportsby William LeakePreview
  Web analytics tools and pay per click reporting features are becoming more sophisticated, offering savvy marketers vital insights into what's working, what's not, and what needs more effort. But there is so much data available that it can become difficult to determine what to look at and which to ignore. TMI (or Too Much Information) becomes both a blessing and a curse. [Read the full story] Marketing Articles: Metrics & ROI
• Redesigning Web Sites to Put Customers in Charge of Their Experienceby Jeannette KocsisPreview
  Online users expect more today from Web sites, and competition is fierce. Marketers should be considering how to change their sites to keep up with customer expectations of the Web, and to increase conversions and enhance the brand experience. In fact, all companies with public-facing Web sites may soon be challenged with a redesign. There is opportunity for marketers to take the lessons of customer-centricity and put them to work to optimize customer relationships online. [Read the full story] Marketing Articles: Metrics & ROI
• Five Steps to Prepare Marketing to Demonstrate Value in a Tough Economic Climateby Laura PattersonPreview
  We may all be tightening our belts a bit more soon. As a result, our marketing budgets will be under even more scrutiny, and marketing professionals will be held even more accountable for the money they invest. The pressure for marketing to demonstrate the contribution and value it is making will increase... yes, even more. [Read the full story] Marketing Articles: Metrics & ROI
• How to Measure the Effectiveness of Your Company Blogby Mack CollierPreview
  One of the biggest hurdles that many companies face in adopting a blogging strategy is that they aren't sure how to quantify the results of their efforts. But as blogging has evolved, and it has become much easier to accurately measure blog performance and tie those measurements back to achieving specific goals. [Read the full story] Marketing Articles: Metrics & ROI
• Preparing for the Future: How the CIO and CMO Must Collaborate to Winby Paul BarschPreview
  In the past, the CMO and CIO have had a tenuous relationship, with both roles vociferously complaining about the other's lack of understanding, knowledge, and respect. But two powerful exponential trends are forcing Marketing and IT to communicate and collaborate like never before. [Read the full story] Marketing Articles: Metrics & ROI
• Four Steps to Driving Value via Customer Engagement and Advocacy (Or: Putting the Relationship Back in Relationship Marketing)by Andy Hasselwander and Laird Rawsthorne Ph.D.Preview
  Over the past 15 years, business-to-business marketers have focused on the pipeline—leads converting to opportunities converting to wins. The reason was simple... [Read the full story] Marketing Articles: Metrics & ROI
• MarketingProfs Podcast: Some Things You Need to Know About SEOby John Wall and Christopher S. PennPreview
  What is viral marketing? Is keyword density still a factor in SEO?—that and some other stuff that we've been testing... in this Marketing Over Coffee, a weekly audio program sponsored by MarketingProfs that covers classic marketing tactics and what's new on the technology front. [Read the full story] Marketing Articles: Metrics & ROI
• How to Achieve Lasting Improvements in Marketing Effectiveness (Hint: There Are Three Key Areas)by Alan Hart, Barre Blake, and J. Mark CarrPreview
  The scramble to justify budgets can result in a hyper focus on short-term ROI rather than a long-term sustainable path to continuous improvement. In truth, continually improving marketing effectiveness involves addressing three key interrelated, foundational areas. [Read the full story] Marketing Articles: Metrics & ROI
• How Email Can Fill up a Store Shopping Cartby Stephanie MillerPreview
  Email can be a great call to action for multichannel customers, particularly in retail but also in B2B marketing. We all know that email can play a powerful role in turning Web researchers and site browsers into buyers. In fact, more and more of our retailer clients are building a specific segment of in-store buyers—and getting results that blow away store managers. Lessons learned in these B2C experiences can also be applied to B2B, especially with the advance of more strategic account management approaches that cross business and geographic boundaries. [Read the full story] Marketing Articles: Metrics & ROI
• What Is Your Social Networking Strategy in 2008?by David NourPreview
  Are you LinkedIn? Do you Spoke, Ryze, Jigsaw, or ZoomInfo? In 2008, will you get a Second Life? If these social-networking concepts are not on your radar, you are ignoring a dynamic trend that could have a profound impact on key areas of your business, such as revenue growth, talent acquisition and development, and operational efficiency and effectiveness. [Read the full story] Marketing Articles: Metrics & ROI
• How to Make Your Email Program More Productive in 2008by Reggie BradyPreview
  If you haven't done it yet, now is the perfect time to map out plans for your email program. Any changes you might make in the first few months of the year will stand you in good stead; any plans or changes that you implement in the first quarter should pay dividends for the balance of the year. Here are several actionable ideas. [Read the full story] Marketing Articles: Metrics & ROI
• Three Critical Questions to Get the Most From Marketing Mix Modelingby Jim LenskoldPreview
  Marketers interested in measuring effectiveness and ROI need to understand whether marketing mix modeling can work for them, or how to get the most from it. Modeling measurements are often considered a bit mysterious. But MMM has long been a reliable measurement for consumer packaged goods companies and is now proving to be a great planning and measurement tool. [Read the full story] Marketing Articles: Metrics & ROI
• MarketingProfs Podcast: All About Marketing Automation and Web Analyticsby John Wall and Christopher PennPreview
  What is marketing automation? What are the four methods of measuring Web site traffic? Find out in the latest episode of Marketing Over Coffee, a weekly audio program sponsored by MarketingProfs that covers classic marketing tactics and what's new on the technology front. [Read the full story] Marketing Articles: Metrics & ROI
• How Marketing Can Earn a Seat at the Revenue Tableby Phil FernandezPreview
  Marketing is suffering from a crisis of credibility. So what can marketers do to be seen as part of a machine that drives revenue and profits, not just the people who throw parties and buy swag? [Read the full story] Marketing Articles: Metrics & ROI
• Five Key Steps to Measuring Your Lead-Nurturing Initiativeby Kathy RizzoPreview
  Whether you are campaigning to gain budget approval to implement your nurturing strategy or need to illustrate ROI for an existing nurturing program (or you are just trying to evaluate your current tactics) effective measurement of your nurturing program is critical. Outlined below are five steps to measure your nurturing initiative and start having it be viewed as a profit center rather than a cost center. [Read the full story] Marketing Articles: Metrics & ROI
• How Marketing Can Lead the Charge for Business Innovationby Laura PattersonPreview
  Long-term corporate success is linked to the ability to innovate, and Marketing should play a more central role. Who is better positioned to give insight into who will buy, how many they will buy, why they buy, and when specific markets will buy? It is time for marketing executives and professionals to step into a leadership role and lead the innovation charge! [Read the full story] Marketing Articles: Metrics & ROI
• MP 'Classic Truths': If You Don't Measure, You Can't Manage: The Best Metrics for Managing Marketing Performanceby Laura PattersonPreview
  Without metrics to track performance, marketing and business plans are ineffective. For marketers, three primary metrics stand out as a starting point for tracking their performance. Once companies are aware of their competitive position, their desired outcomes, and what it will take to achieve those outcomes, companies will be better able to identify the success factors, benchmarks, and appropriate metrics to meet their target. [Read the full story] Marketing Articles: Metrics & ROI
• What Is Your 'Return on Marketing Integrity'?by Lynn B. UpshawPreview
  Marketers need to consider a new calculus: "return on marketing integrity"—that is, a new type of "ROMI"—which can lead to stronger business performance. [Read the full story] Marketing Articles: Metrics & ROI
• How to Size and Build a Sales Territoryby Bob HowardPreview
  Companies should (and can!) implement a sustainable, consistent telephone prospecting program to develop a "sales territory" using an approach that sales reps will actually adopt. If telephone prospecting controls the destiny of your business, you should investigate a better way to control your telephone prospecting. Start here. [Read the full story] Marketing Articles: Metrics & ROI
• New Interest in, and New Tools for Measuring, Customer Satisfactionby Tony LoprestiPreview
  There's new interest in solving an age-old corporate problem of how to measure customer satisfaction. Lukcily, there are new tools for doing so, too. [Read the full story] Marketing Articles: Metrics & ROI
• Beyond the 4Ps: The 5Ts of Marketing Operationsby Adrian Carol OttPreview
  What constitutes marketing operations? Marketing operations adds an emerging dimension to the marketing mix. Enabled by new processes and technology, it goes beyond the 4Ps (Product, Price, Place, Promotion), and 3Cs (Customers, Competitors, Corporation), to fully round out the marketing mix. [Read the full story] Marketing Articles: Metrics & ROI
• Which Metrics Measure Marketing's Impact on Business and Influence Strategic Direction?by Laura PattersonPreview
  Results from a recent survey found that only 17% of us indicated that our CEOs would give marketing an A. What's more, this study and others continue to suggest that a gap remains between a company's business goals and the metrics marketing uses to measure their impact on these goals. The need and opportunity remains for marketing to improve the linkage between marketing expenditures and delivered results. But what should we measure? And which metrics are best? [Read the full story] Marketing Articles: Metrics & ROI
• MP Classic: Four Ways to Get More out of Your Annual Planning and Budgetingby Jim LenskoldPreview
  In this MarketingProfs Classic, Jim Lenskold reminds us that, since the dreaded annual planning and budgeting process isn't going away, it's time to make the effort to get more value out of the process. Jim writes, "Here are four ways to use financial insight to create more profitable strategies and tactical plans while building greater credibility with your executive team." [Read the full story] Marketing Articles: Metrics & ROI
• The CFO as Brand Ambassador? It's Possible, and Here's Howby Stuart ItkinPreview
  Kronos had an obvious identity problem that clearly impacted its sales performance, so getting support from the executive suite for a branding initiative should have been a slam-dunk. Except not quite. While everyone agreed there was a brand problem, the solution was costly and very long-term. Here's how Marketing won over Management, by talking a language they understood. [Read the full story] Marketing Articles: Metrics & ROI
• Personalized Search: All's Well... or Orwell?by Scott BureshPreview
  Google is now (and has been for some time) collecting data on individual users, and they are assuming that users will trust them with this data to "Do No Evil," as their famous slogan goes. Only time will tell whether the trust is well-placed. [Read the full story] Marketing Articles: Metrics & ROI
• Maximizing Your Web Site's Effectiveness: Q&A with Karen Breen Vogel, CEO of ClearGaugeby Mack CollierPreview
  With the rise of social media and user-generated content, there are more factors than ever to consider when designing a company Web site. Throw in SEO and choosing the proper design/layout for your Web site, and it all gets very confusing... very quickly. Which means that Web site optimization experts such as Karen Breen Vogel are in very high demand. Vogel understands how to lead organic traffic to Web sites—but, perhaps more importantly, she understands how to give those users the content they are looking for when they arrive. Here Vogel cuts through the clutter and gives invaluable advice on how to build disciplined Web site optimization programs that build on strengths and business objectives. [Read the full story] Marketing Articles: Metrics & ROI

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