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Five Steps to Measuring B2B Marketing Programs
B2B marketers face myriad barriers to accurate measurement of marketing programs.But lucky for us, some help arrived last summer with Marketo's popular Definitive Guide to Marketing Metrics and Analytics. In ...
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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 ...
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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 ...
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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 ...
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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 ...
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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 ...
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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 ...
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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. ...
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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 ...
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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, ...
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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 ...
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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 ...
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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, ...
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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, ...
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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. ...
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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 ...
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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 ...
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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 ...
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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 ...
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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 ...
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