Marketing Analytics

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• 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 ...
  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 ...
  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; ...
  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, ...
  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 ...
  Marketing Analytics, Research, 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 ...
  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 ...
  Marketing Analytics, Marketing Smarter, Segmentation
• 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. ...
  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 ...
  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 ...
  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. ...
  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 ...
  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 ...
  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 ...
  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 ...
  Marketing Analytics, Metrics, Social Networking, Twitter
• Win, Lose or Draw
  In a Pro 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 ...
  Customer Satisfaction, Hiring Outside Resources, Marketing Analytics, Surveys
• Slam Dunks and Rebounds
  "At his prime," says Jeff Sexton in an article at FutureNow, "Dennis [Rodman] was pulling down a truly astonishing 18.7 rebounds per game." Impressive indeed, but you'd probably form an ...
  Keywords, Marketing Analytics, Metrics, PPC Campaigns
• If Only Every Test Had a Cheat Sheet
  In a post at the Email Wars blog, Dylan Boyd points to a website called Anne Holland's Which Test Won? where visitors are invited to vote on which version of ...
  Marketing Analytics, Testing, Websites
• Name It and Claim It
  The data you gather on email marketing campaigns might not be as useful as you think. "Real danger lurks in not measuring the right factors or not measuring accurately," says ...
  Email Campaigns, Marketing Analytics, Measurement, Metrics
• Trendspotting
  If you want to measure the impact of social-media campaigns on your brand reputation, try a free tool called Trendrr, Warren Katz suggests. "I haven't been using it long," he ...
  Brand Awareness, Marketing Analytics, Social Media