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More Data Does Not Equal Better InsightsLaura Patterson
We're drowning in data. We generate it from our own activity or research; we collect and capture tons more from external sources. But action doesn't always follow collection. And more ...
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Tips for Improving the B2B E-Commerce ExperienceBob Barr
If you're like most B2B sellers, you've seen the features and functions available in the consumer e-commerce marketplace and realized that your company's website is woefully inadequate for delivering similar ...
B2B Marketing,
B2C,
Content,
Content Marketing,
Creativity,
Digital Marketing,
Measurement,
Mobile Marketing,
Personalization,
Search Engines,
Social Media
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Ensure That Strategy, not Tactics, Drives Your Social MediaRachel DiCaro Metscher
Before you can use a new channel, you must create a strategy around it. But many marketers struggle to create strategies. So, how can you begin to chart a successful ...
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How to Gauge the Power and Value of Your Content MarketingAaron Dun
Larger companies may be less concerned about the direct correlation between content marketing efforts and deals. But, for the rest of us, it's critical. So, how do you gauge the ...
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Four Steps to Ensuring Your Strategy Achieves ResultsLaura Patterson
Many companies at all stages invest time in planning but lack the processes and leadership needed to ensure a strategy achieves the desired results. Failure is expensive and wastes precious ...
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Four Foundational Elements of Marketing Analytics SuccessMark Emond
A lot of marketing organizations today think that they are on the path to greater insight because they now have analytics technology. The reality is that it takes a significant ...
CRM,
Customer Acquisition,
Customer Insight,
Data,
Lead Generation,
Lead Nurturing,
Marketing Automation,
Marketing Operations,
Measurement,
Metrics,
Sales,
Sales and Advertising,
Strategy
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How to Use Google Analytics to Increase E-Commerce SalesMor Friedman
Google Analytics is a great free tool for e-commerce websites. It can allow marketers and webmasters to record specific data about items purchased, learn how a user navigates the website, ...
Business Intelligence,
Customer Behavior,
Data,
Digital Marketing,
E-Commerce,
Email,
Google,
Google Analytics,
Keywords,
Landing Pages,
Lead Generation,
Measurement,
Metrics,
Retail Marketing,
Social Media,
Websites
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Three Powerful Ways to Measure the Impact of Your Email MarketingKaren Talavera
Though email campaign process metrics such as delivery, open, and click-through rates have their place, if you don't look beyond them... the true impact of your email marketing—and opportunities for ...
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A Century of Marketing Media and Measurement: The Evolution of the 'Growth Hacker' [Infographic]Verónica Maria Jarski
To demonstrate how marketers have adapted to media innovations through the last century and developed measurements for them, IfbyPhone created the following infographic about the evolution of the "growth hacker" ...
Advertising,
Brand Management,
Business Intelligence,
Consumer Electronics,
Customer Insight,
Customer Satisfaction,
Digital Theory,
Management,
Measurement,
Sales and Advertising,
Social Media,
Websites
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Give Me 10 Minutes and I'll Make You an SEO Expert (Kinda)Chris Warden
Here's the quick-and-dirty guide to being an SEO "expert," which merely means you know more than the people around you. This article will accomplish that. Well, not really... But the ...
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The Importance and ROI of Events: Marketers Still Face ChallengesVahe Habeshian
Even as events remain a vital part of the marketing mix, and a key channel for direct one-to-one customer engagement, marketing executives—lacking visibility into the conversion pipeline—don't have sufficiently effective ...
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B2B Event-Driven Marketing: Triggers Your Analytics Shouldn't MissVince Stuntebeck, Trevor Jones
The retail industry has recognized that critical events in customers' lives can shift loyalties, or serve as opportunities to retain or upsell via event-driven marketing. That approach can also work ...
B2B Marketing,
Business Intelligence,
CRM,
Customer Acquisition,
Customer Behavior,
Customer Insight,
Customer Relationships,
Customer Retention,
Marketing Strategy,
Measurement,
Product Marketing,
Research,
Sales,
Testing
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Seven Essential Skills for the Content StrategistJason Hirthler
Like the word "content" itself, "content strategy" is often an ambivalent term. But, however you define it, any good content strategist should have these seven skill sets.
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Marketing and IT: Big Data an Obstacle, an Opportunity, and Key to Customer-Centricity
Though frequently at odds, marketing and IT executives agree that harnessing Big Data is imperative to building a customer-centric corporate culture; they also agree that a lack of alignment, rigid ...
B2C,
Business Intelligence,
Chief Marketing Officer,
Customer-Centric,
Customer Insight,
Data,
Management,
Market Research,
Marketing Challenges,
Measurement,
Research Summaries,
Retail Marketing,
Technology
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B2Bs Struggling With Online Marketing Mix; Sales Cycle Gets LongerVahe Habeshian
US B2B marketers are struggling to optimize their online marketing mix, with many unable to segment and target the right decision-makers or measure program success across the entire marketing funnel, ...
B2B Marketing,
Brand Positioning,
Branding,
Channel Marketing,
Lead Generation,
Marketing Challenges,
Marketing Strategy,
Measurement,
Positioning,
Research Summaries,
Sales
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Connect Customer Experience, Convenience, and Differentiation to Business ResultsLaura Patterson
Understanding how the customer behavior you can monitor influences the buying process... is key. Here are three areas to monitor and how to tie them to more outcome-based metrics.
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Helpful Conversion Optimization Advice From Rich Page: Get Started, Get ResultsHunter Boyle
Conversion-rate optimization can be intimidating, especially since marketers don't have many sources of clear advice on how to avoid common pitfalls, generate strong ideas, and run tests that get real ...
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Big Disconnect: Only 12% Implementing Big Data StrategyVahe Habeshian
Despite the hype, most organizations have yet to develop and implement a Big Data strategy, and few are taking advantage of product, customer, and other data sources, according to a ...
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Real-Time Bidding Ushers in the Era of Lean Marketing for Display AdvertisingRatko Vidakovic
The rise of real-time bidding (RTB) for online display advertising now allows marketing departments and agencies to build lean display ad campaigns. That's because RTB allows marketers new ways to ...
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A Quick-and-Dirty Social Media Analysis That Won't Cost You a DimeGarrett Moon
Social media is full of numbers, but most of the time we don't use them in any actionable way... because social metrics are often too complicated. But here are some ...
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