Marketing Resources: Marketing Analytics

• Three Keys to Accelerating Marketing Measurement and a Fact-Based Cultureby Laura Patterson
  If CMOs are to be accountable for marketing ROI, their organizations must have marketers who have data, analysis, and measurement skills. Here are three steps for effectively creating a fact-based culture.
  More articles on Chief Marketing Officer, Collaboration, Management, Marketing Analytics, Measurement, ROI
• Five Ways to Create a Data-Driven Marketing Culture by Jim Bergeson
  When handled adeptly, customer data can be a marketer's most reliable weapon for reaching customers' buying intentions—and closing sales. Learn five ways to build a data-driven marketing culture that'll help you get results.
  More articles on Management, Market Research, Marketing Analytics, Marketing Tips, Metrics
• How Your Customers and Analytics Can Help Increase Online Salesby Nick Stamoulis
  Increasing your online sales isn't quick or easy, and it involves a lot of trial and error. Learn three steps that'll help you skip some of the guesswork and boost your website's conversion rate.
  More articles on Customer Engagement, E-Commerce, Email Lists, Marketing Analytics, Sales, Websites
• Strategy Is Fun Too, You Know (Well, Fun-ish) by Pete Gaioni
  It may be boring, but a thorough discovery and strategy-development process is essential before a website redesign. Here are five important elements of a redesign plan you should have in place and readily available... before the fun design stuff starts.
  More articles on Branding, Collaboration, Customer Behavior, Market Research, Marketing Analytics, Marketing Strategy, Metrics
• Top 5 Marketing Trends for 2012by Joe Cordo
  As 2011 winds down, it's time to consider the trends that will dominate marketing in 2012. Here are the Top 5 trends on the horizon and tips on how to take advantage of them in your marketing plan.
  More articles on Channel Marketing, Forecasts, Marketing Analytics, Marketing Automation
• How to Get to the Bottom of Base Sales Driversby Henry Wang
  To significantly boost sales, you've got to understand base sales drivers and marketing's impact on them. Learn from examples that illustrate how factor analysis can help you yield consistently high ROI.
  More articles on Advertising, Marketing Analytics, Marketing Automation, Promotions, Sales
• Keeping Score: Make Tracking Stats Fun With Gamificationby Andy Crestodina
  Need to stay on top of stats? Let the games begin. Make monitoring metrics fun, and learn how to keep track of your social media, search engine optimization, and email marketing efforts.
  More articles on Customer Behavior, Email Marketing, Gamification, Marketing Analytics, Metrics, SEO, Social Media
• Five Marketing-Accountability Resolutions for 2011by Laura Patterson
  Marketing accountability was a key topic of the last decade, and as 2011 kicks off—it looks like that's not going to change. Learn the five marketing-accountability resolutions that will improve marketing measurement and performance as you start your new year.
  More articles on Collaboration, Marketing Analytics, Marketing Dashboards, Marketing Strategy, Metrics, ROI, Web Analytics
• Achieving Relevance in Direct Digital Marketing: Marketing's Influence on Technology Is Vitalby Bryce Marshall
  The technology puzzle is no longer an area of operations that marketing-focused professionals can afford to ignore or defer to other entities within the organization. Marketing must influence technology if we are to achieve relevance in direct digital marketing.
  More articles on Digital Marketing, Marketing Analytics, Segmentation, Targeting
• The Key to Effective Advertising? Use Analytics to Make It Personalby Dr. Michael Haydock
  Analytics are especially useful in the burgeoning field of interactive ads delivered to shoppers' smartphones and other portable devices. The immediacy of those ads—their ability to spark impulse purchases—can be very powerful. But to be successful, they must be personalized—the ...
  More articles on Advertising, Marketing Analytics, Marketing Smarter, Sales, Television
• The Nine Most Common Data Mining Techniques Used in Predictive Analyticsby Laura Patterson
  Predictive analytics take you beyond the traditional slicing and dicing of your data so you can be smarter and more agile in marketing. With predictive analytics, you can gain faster insights and optimize programs by simultaneously testing copy, offers, and ...
  More articles on Customer Behavior, Marketing Analytics, Measurement
• How to Create Your Marketing Dashboard in Five Easy Stepsby Laura Patterson
  You already know that a dashboard is an essential tool for improving (and proving) marketing effectiveness. These five steps will help you and your marketing team get started on the road to creating a dashboard that works for you.
  More articles on Marketing Analytics, Marketing Dashboards, Marketing Tips, Measurement, Metrics
• Embracing Cross-Channel Analytics to Create a Competitive Advantageby Laura Patterson
  If you are using multiple channels and you want to understand both what's really working and enrich your customers' experiences with your organization, then you'll have to step into the world of cross-channel analytics.
  More articles on Marketing Analytics, Marketing Tips, Measurement, Web Analytics
• 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.
  More articles on Brand Equity, Customer Acquisition, Customer Retention, Marketing Analytics, Measurement
• The Five Levels of Online Privacy and Trackingby 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 2by 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... Nowby 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 Measurableby 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 Effectivenessby 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 Generationby 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

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• Test Your Conversion Knowledge [Quiz]
  Conversion optimization has become a big deal in the analytics- and measurement-crazed world of online marketing. At its heart is the singular concept of conversion. Think you're a conversion buff? ...
  More articles on Marketing Analytics, Metrics, ROI
• Make the Case for Social Media Campaigns With Metrics the C-Suite Respects
  Earlier this year, McDonald's ran a Foursquare Day promotion that encouraged check-ins with the chance to win $5 and $10 gift cards. At first, the campaign's trivial outlay of $1,000 ...
  More articles on Marketing Analytics, Measurement, Metrics, Social Media
• When Do You Have Enough Data?
  Scott Anthony recently spent a week visiting four Fortune 100 companies with combined revenues of $300 billion. And in each of his discussions he noticed a common theme: how to ...
  More articles on Marketing Analytics, Marketing Smarter, Metrics
• Three Errors That Lead to Bad Survey Questions
  If you want solid information, you should take great care when writing survey questions. "Leading and misleading questions always yield questionable data, based on which you are highly likely to ...
  More articles on Marketing Analytics, Surveys, Writing
• Four Ways to Gather Intel via Twitter
  "[T]here's more to Twitter than amassing followers and broadcasting your latest news," writes Ryan Holmes at MarketingProfs. "The real-time conversations that fill the Twitterverse offer an abundance of market insight ...
  More articles on Brand Ambassadors, Keywords, Marketing Analytics, Measurement, Twitter
• Draw a Picture With Your Data
  "Data visualization and infographics are powerful ways to communicate data, stats or information that most communications pros never even consider," writes Adam Singer at the Future Buzz blog. "And yet ...
  More articles on Collaboration, Creativity, Marketing Analytics
• Ask an Imprecise Question, Get an Imprecise Answer
  When you write survey questions, it's important to ensure the information it elicits will produce meaningful analysis. "Data from mixed-mode questions are hard, if not impossible, to interpret accurately," explains ...
  More articles on Marketing Analytics, Surveys, Writing
• Present Your Data, Encourage Action
  "The hardest nut to crack in any type of analytics is getting our decision makers (bosses, leaders, marketers) to take action based on data," writes Avinash Kaushik at Occam's Razor. ...
  More articles on Customer Engagement, Marketing Analytics, Writing
• Don't Commission Market Research Without an Action Plan
  It's a given that market research will come in all shapes and sizes. "We see custom research that reaches into the six figures in cost," writes Mike Sweeney at the ...
  More articles on Market Research, Marketing Analytics, Marketing Strategy, ROI
• Three Ways to Balance Data Collection With Customer Service
  Debra Ellis recently received an unusual question during a visit to her doctor: "Has capturing information replaced service?" he asked. The doctor had recently taken a vacation with his family, ...
  More articles on Customer Experience, Customer Service, Marketing Analytics
• Four Ways to Improve Your Email Campaigns
  If there's one piece of advice experts have for email marketers, it's to test, test and test again. To be sure you're getting everything you possibly can from your A/B ...
  More articles on Email Marketing, Marketing Analytics, Testing
• Three Ways to Tell a Compelling Story With Your Numbers
  "Numbers are the universal language of business," writes Bill Taylor at the Harvard Business Review. "We use them to … win approval for product introductions, to make the case for ...
  More articles on Creativity, Marketing Analytics, Measurement
• Three Ways to Get the Most From Triggered Messages
  It's been a long time coming, writes Dylan Boyd at Email Wars, but with "new systems of marketing automation we are finally gaining ground to creating trigger-based campaigns on actions, ...
  More articles on Email Campaigns, Marketing Analytics, Testing
• You Hear What Customers Say, but Do You Know What They Mean?
  In the age of Facebook, Twitter, Foursquare, Urbanspoon and hundreds of other social-networking sites, you have unprecedented, real-time access to the discussions your customers are having with their friends, colleagues, ...
  More articles on Keywords, Marketing Analytics, Social Networking
• A Four-Part Plan for Harmonious Customer Service
  "I've recently come across a communication and knowledge management model called DIKW that is about how we act at our jobs," writes Paul Williams at the MarketingProfs Daily Fix blog. ...
  More articles on Creativity, Management, Marketing Analytics
• Blogging for Dollars: Retweets Are Nice, but Business Is Better
  "You are cranky, it's been a long day, you need to vent," writes Mack Collier at The Viral Garden. "So you write a nice stress-relieving post to your blog. Totally ...
  More articles on Blogging, Customer Engagement, Marketing Analytics
• Get Some Family Values
  Your B2C business might ignore anyone who doesn't fit the profile of your usual customer. Why, for instance, would you target recent graduates when you normally sell your product or ...
  More articles on Demographics, Marketing Analytics, Marketing Smarter
• Tell Me What You Really Think
  Unless you ask, you'll never know what a customer really thinks about your product or service. "By embracing a customer-feedback program," writes Carolyn Hall at MarketingProfs, "you can gain insight ...
  More articles on Collaboration, Customer-Centric, Marketing Analytics
• Give 'Em the Third Degree
  "Like good little Reporting Squirrels we collect and stack metrics as if preparing for an imminent ice age," opines Avinash Kaushik at Occam's Razor, before quickly noting that it isn't ...
  More articles on Marketing Analytics, Marketing Smarter, Metrics
• Be an Action Hero
  At one of our favorite sites—Which Test Won?—Anne Holland presents results from actual A/B tests. And a recent post profiles a test run by Campaign Monitor in which the company ...
  More articles on Copywriting, Marketing Analytics, Testing

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Marketing Analytics online seminar broadcasts from the best minds in marketing

• Measuring and Sustaining Social Media SuccessBroadcast on 8/25/2011 11:00:00 AM
  More seminars on Customer Engagement, Marketing Analytics, Marketing Operations, Measurement, ROI, Social Media
• Multi-Channel Analytics: Tackling the Toughest Measurement ChallengeBroadcast on 6/3/2010 11:00:00 AM
  More seminars on Channel Marketing, Marketing Analytics, Marketing Strategy, Marketing Tips, Measurement, Online Marketing, Web Analytics
• Testing, Testing -- The Last (and Best) Direct Marketing TacticBroadcast on 3/15/2007
  More seminars on Direct Marketing, Marketing Analytics, Marketing Tips, ROI, Testing
• Evaluating Marketing Mix TradeoffsBroadcast on 10/5/2006 11:00:00 AM
  More seminars on Branding, Marketing Analytics, Marketing Strategy, Measurement, Pricing
• How Marketers Win Friends and Keep Profitable Customers Through ROI AnalysisBroadcast on 9/21/2006 11:00:00 AM
  More seminars on Customer Acquisition, Customer-Centric, Customer Experience, Customer Retention, Marketing Analytics, Metrics, ROI, Targeting
• Best Direct Marketing Strategies for B-to-BBroadcast on 4/13/2006 11:00:00 AM
  More seminars on B2B Marketing, Copywriting, Direct Marketing, Lead Generation, Marketing Analytics, Marketing Budgets

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Marketing Analytics Take 10 Webcasts—tactical marketing know-how in just 10 minutes from subject matter experts

• Take 10: Discover What Your Competition is Worried (and Excited) AboutReleased on 1/7/2011 10:00:00 AM
  More Take 10 on Market Research, Marketing Analytics, Measurement

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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.
  More tools on Advertising, Market Research, Marketing Analytics, Measurement, ROI

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