• Are Your Marketing Dollars Buying Customers—or Just Renting Them? by Debra Ellis
  How many marketing dollars did you waste last year contacting customers who didn't buy from you? It's easy to look back to see where your investment was ineffective... if you know precisely where to look.
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• The Five Levels of Online Privacy and Tracking by Jim Sterne
  Marketers must improve the transparency of their data-collection practices if they are to help calm their customers' fears. Giving website visitors control is always the right move. You acknowledge that they have the control anyway and accept the responsibility of ...
  More articles on Customer Behavior, Marketing Analytics, Marketing Smarter
• Measuring What Matters in Email Marketing, Part 2 by Karen Talavera
  There are many approaches to using email-campaign metrics to measure and improve marketing performance. The following are the top five approaches, along with appropriate measures and usable insights for each.
  More articles on Customer Engagement, Email Marketing, Marketing Analytics, Measurement, Metrics
• Why CMOs Need to Instill Better Measurement Discipline... Now by Jim Lenskold
  Putting a measurement discipline in place involves going beyond the occasional campaign measurement or results tracking; it means establishing standard processes across the organization. Within large marketing organizations there are usually a few measurement "champions" who recognize the benefits of and ...
  More articles on Chief Marketing Officer, Collaboration, Marketing Analytics, Measurement, Testing
• Making Twitter Success Measurable by Evan Gerber
  For new-media darling Twitter, marketers are finding more tools to help them understand how their efforts are performing. This article will explore different ways to measure success (and mistakes) on Twitter by examining several real-world campaigns and the tools marketers can ...
  More articles on Marketing Analytics, Measurement, Metrics, Obama, Social Media, Twitter
• Five Essential Strategies for Measuring Marketing Effectiveness by Ram Krishnamurthy, Brad Ewald
  To drive response and determine the appropriate marketing mix in this new digital paradigm, marketers must adopt a fresh approach to understand how to influence prospects and customers. By doing so, marketers can maximize marketing spend and generate stronger return ...
  More articles on Channel Marketing, Marketing Analytics, Marketing Strategy, Measurement, Metrics, Testing
• Real Marketing Analytics for B2B Lead Generation by Lisa Cramer
  Marketing analytics used to simply be about measuring the hits on your website and the number of opens and clicks on emails. But as marketers we know that the times are changing. Today, marketers must find a way to manage leads ...
  More articles on B2B Marketing, CRM, Landing Pages, Lead Generation, Lead Nurturing, Marketing Analytics, Marketing Smarter, Metrics, ROI
• Does Your Email Need a Frequency Adjustment? Ways to Tune the Dials by Karen Talavera
  What to send, and how often, are the top questions facing any email-marketing-program manager today. Yet, all too often, frequency for the sake of frequency trumps relevancy in this channel. It's a classic catch-22: Email works so well that it ...
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• How to Address Marketing ROI and Measurement Pressures in a Tight Economy by Jim Lenskold
  With marketing teams being challenged to deliver results despite tighter budgets and smaller staffs, how is it possible to improve measurements and ROI analysis now, when they did not get addressed in prior years, when more resources were available?
  More articles on Marketing Analytics, Marketing Budgets, Marketing Operations, Measurement, Recession, ROI, Targeting, Testing
• How to Use Predictive Analysis to Make Email Marketing Even More Profitable by Arthur Middleton Hughes
  Predictive analysis has a long and profitable history with direct mail. Millions of dollars have been saved by focusing on those customers most likely to buy—and not mailing to those who are unlikely to be interested. Email marketing is a different ...
  More articles on Customer Retention, Email Marketing, Marketing Analytics, Segmentation, Targeting
• E-Marketing: Greening the Digital Process by Chet Dalzell
  For those of us who were brought up e-marketing, e-shopping, e-dating, e-gossiping—and all things e—we may feel smug that we are truly paperless (are we really?), and thus we are so green in our behavior that who would dare cast ...
  More articles on Digital Marketing, Direct Marketing, E-Commerce, Green Marketing, Marketing Analytics, Targeting
• Reading Your Buyers' Digital Body Language: A How-To Guide by Steve Woods
  Today's buyer is in control. This transition means that our sales teams are no longer required as a conduit of information. Industry websites, vendor sites, blogs, social media, and search all make the required information readily available and, by doing ...
  More articles on Channel Marketing, CRM, Customer Behavior, Digital Marketing, Marketing Analytics, Marketing Tips, Metrics, Sales
• Win/Loss Analysis (Part 2)—A Process for Taking Revenue up a Notch by Laura Patterson
  Part 1 of this article series examined the purpose, definition, and metric associated with win/loss analysis. This final part discusses getting started, questions to include in the discussion, when and how to conduct the analysis, and using the findings
  More articles on Collaboration, Hiring Outside Resources, Marketing Analytics, Marketing Smarter, Measurement, Web Analytics
• The Art and Science of Web Analytics: Going Beyond the Status Quo by Chris Golec
  Companies are realizing that in today's competitive business environment, marketers must go beyond the status quo of a Web site that acts like a brochure if they are to induce user behavior and enter the world of opportunity outside of ...
  More articles on Marketing Analytics, Metrics, Online Marketing, ROI, Search Engine Marketing, Web Analytics
• Win/Loss Analysis (Part 1)—A Process for Taking Revenue Up a Notch by Laura Patterson
  When done properly, win/loss analysis provides clarity and insights into customers' perceptions of your product, experiences throughout the sales cycle, and expectations created by your company messaging.
  More articles on Marketing Analytics, Measurement, Metrics, Positioning
• How to Determine the Best Price for Your Product or Service by Nick Usborne
  More articles on Keywords, Marketing Analytics, Measurement, Pricing, Testing
• Dare Not to Advertise by Paul Barsch
  More articles on Ad Copy, Advertising, Brand Awareness, Creativity, High-Tech Marketing, Marketing Analytics, Targeting
• The Paradox of Best-Practice by Peter Majarich
  tock market analysts say that a company’s past performance is no indication of their future returns. Well, it’s the same story in strategy and marketing.
  More articles on Benchmarking, Marketing Analytics, Measurement
• Five Ways to Achieve Better Forecasts by Pat LaPointe
  Even if you’re still working with a No. 2 pencil and scrap paper, there’s no reason you can’t produce outstanding quality forecasts with more predictability and reliability than you’ve ever experienced before.
  More articles on Marketing Analytics, Measurement, Metrics
• What is Marketing? by Allen Weiss
  We thought it would be good to balance out some recent talk on the web about what is marketing. Here's our view.
  More articles on Customer Behavior, Market Research, Marketing Analytics, Positioning, Segmentation, Targeting

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• Free Shipping!
  Free shipping offers can cost your company a bundle, but they may produce ROI that makes them worth the expenditure. As you explore your options, you will probably be interested ...
  More articles on Market Research, Marketing Analytics, White Papers
• ¿Habla Español?
  Not all Spanish speakers want the same thing from a website—many more factors than just language are at play.That's why, Tamara Barber explains in a post at the Forrester blog, research on ...
  More articles on Hispanic Marketing, Marketing Analytics, Websites
• Oh, so That's How It Works
  It's happening less often these days, but you probably still encounter executives or colleagues who have trouble wrapping their heads around newer technology—how something works, for instance, and what it ...
  More articles on Collaboration, Google, Marketing Analytics, Testing
• Yeah, but What Does It Mean?
  "With free programs like Google Analytics," says Corte Swearingen in a post at the SmallBiz Marketing Tips blog, "acquiring data is not the issue—the challenge is finding a way to ...
  More articles on Google, Marketing Analytics, Small Business, Web Analytics
• No Excuses
  "One of the ultimate excuses for not measuring [the impact of marketing efforts] is: 'Oh, that's just a branding campaign,'" says Avinash Kaushik in a post at the Occam's Razor ...
  More articles on Branding, Customer Acquisition, Marketing Analytics, Measurement
• How a Minority Can Look Like a Majority
  Let's say a travel company sends out a series of email messages with a variety of offers. Campaigns 1 and 3 produce average clickthrough rates of just over 4 percent; ...
  More articles on Email Campaigns, Marketing Analytics, Segmentation, Testing
• Better Than a Magic 8 Ball
  "It can be difficult to measure success of efforts that rely on emerging media," says Evan Gerber in an article at MarketingProfs. "[D]espite the fact that they are online channels, ...
  More articles on Marketing Analytics, Measurement, Metrics, Social Media, Twitter
• Use the Right Tools
  In a post at Harvard Business Online, Scott Anthony recalls a client who read a magazine article suggesting a focus on quantitative research for businesses with limited resources. He wanted ...
  More articles on Market Research, Marketing Analytics, Surveys
• I Get Sentimental
  "The rise of blogs and social networks has fueled a bull market in personal opinion: reviews, ratings, recommendations and other forms of online expression," writes Alex Wright in a recent ...
  More articles on Customer Satisfaction, Marketing Analytics, Social Networking, Word of Mouth
• Is Your Store for Barry or Jill?
  In Competing on Analytics: The New Science of Winning, Thomas Davenport and Jeanne Harris explain how Best Buy used data collected on 60 million U.S. households to create eight customer ...
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• Show Me the Numbers That Count
  "It's high time email marketers assess campaign performance in terms of the business and marketing goals, objectives, and contribution expectations that matter," says Karen Talavera in an article at MarketingProfs. ...
  More articles on Email Marketing, Marketing Analytics, Measurement, Metrics
• You've Come a Long Way, Baby
  "The use of mathematics in marketing seems to be one of the hot topics today," begins a post at The DoubleThink blog. "But is it that new? Not really." The ...
  More articles on CRM, Marketing Analytics, Measurement
• Low-Tech and Lovin' It
  You probably invite customers to join your email list during their online activity, but do you have list-building strategies for offline interactions? Andy Sernovitz uses a post at Damn! I ...
  More articles on Creativity, Email Lists, Lead Generation, Marketing Analytics
• Follow the Leader
  "Marketing analytics used to simply be about measuring the hits on your website and the number of opens and clicks on emails," says Lisa Cramer in an article at MarketingProfs. ...
  More articles on Email Campaigns, Lead Generation, Lead Nurturing, Marketing Analytics, Metrics
• Stop Being So Mysterious
  "In email marketing, we seem to tolerate a level of mystery that would not be acceptable in any other channel," says Stephanie Miller in a post at the Daily Fix ...
  More articles on Email Deliverability, Email Marketing, Marketing Analytics
• Should I Stay or Should I Go?
  As your company joins the discussion in online communities, you might wonder whether your presence is welcomed or resented. In a post at the Daily Fix blog, Mike O'Toole reports ...
  More articles on Community, Marketing Analytics, Social Media, Surveys
• Cha-Ching!
  If your company has customer and transaction databases, says Fred Pratt in a post at the Air Waves blog, you already have a wealth of information that can be harnessed ...
  More articles on Customer Retention, Marketing Analytics, Marketing Budgets, Sales, Targeting
• Running the Numbers on Twitter
  "The problem with most analysis on Twitter," says Rohit Bhargava in a post at the Influential Marketing Blog, "is that it is limited by the minimal amount of data that ...
  More articles on Marketing Analytics, Metrics, Social Networking, Twitter
• Measuring and Monitoring Social Media
  ROI may be the Holy Grail of social media, but it's relatively easy to see whether your participation there has an impact on the bottom line, says Amber Naslund, Director ...
  More articles on Marketing Analytics, Measurement, ROI, Social Media
• Win, Lose or Draw
  In a premium article at MarketingProfs, Laura Patterson says you shouldn't think of win/loss analysis as a customer-satisfaction survey. Rather, she explains, it's "a process for differentiating why one sales ...
  More articles on Customer Satisfaction, Hiring Outside Resources, Marketing Analytics, Surveys

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Marketing Analytics online seminar broadcasts from the best minds in marketing

• Testing, Testing -- The Last (and Best) Direct Marketing TacticAttendee rating:  - 3/15/2007
  More seminars on Direct Marketing, Marketing Analytics, Marketing Tips, ROI, Testing
• Evaluating Marketing Mix TradeoffsAttendee rating:  - 10/5/2006
  More seminars on Branding, Marketing Analytics, Marketing Strategy, Measurement, Pricing
• How Marketers Win Friends and Keep Profitable Customers Through ROI AnalysisAttendee rating:  - 9/21/2006
  More seminars on Customer Acquisition, Customer-Centric, Customer Experience, Customer Retention, Marketing Analytics, Metrics, ROI, Targeting
• Best Direct Marketing Strategies for B-to-BAttendee rating:  - 4/13/2006
  More seminars on B2B Marketing, Copywriting, Direct Marketing, Lead Generation, Marketing Analytics, Marketing Budgets

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Marketing Analytics marketing downloads for the busy professional

• Benchmark Report : Marketing ROI (Year 2)
  This 2006 survey, the second annual ROI study, demonstrates that companies are definitely getting the ROI message. This study shows a significant increase in the number of companies that have implemented some form of Marketing ROI measurements. And let's face it, Marketing ROI is here to stay. Jim Lenskold says, "Marketing ROI will continue to be a priority as long as maximizing profits is a priority for corporations." Well said, Jim.
  More tools on Advertising, Market Research, Marketing Analytics, Measurement, ROI
• Benchmark Report: Marketing ROI (Year 1)
  In a 2005 survey, the first in an annual series, Jim Lenskold found that only 1 in 5 respondents was actually using ROI measures for marketing efforts -- 99% of those respondents indicate increased profitability due to the use of ROI. See this and subsequent reports for a full picture of the evolution of marketing ROI.
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