Measurement

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• Three Arguments to Promote Smarter Email Campaigns
  In a post at Marketing Insights, Tom Meriam recounts a nightmare scenario described by one of his prospects: Two weeks into a new job, the CEO demanded that an email ...
  Email Campaigns, Management, Marketing Plans, Measurement, Thought Leadership
• Three Steps to Calculating B2B Social Media ROI
  Countless B2B marketers have balked at the difficulty of calculating social media ROI. But Andy deBrunner, in a guest post at the B2B Insights Blog, begs to differ: He offers ...
  Measurement, Metrics, ROI, Social Media
• 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 ...
  Marketing Analytics, Measurement, Metrics
• Do You Still Email Like It's 1999?
  "Though all things Internet seem to move at the speed of light and come or go overnight, commercial email marketing is, impressively, approaching its 15th anniversary," writes Karen Talavera in ...
  Email, Email Lists, Email Marketing, Email Subject Lines, Measurement
• Sweat-Free Ways to Check Your Social Pulse
  Once in awhile we need tools that can help us maintain our social chops. To help you bring some coherence to all the noise across Twitter and the blogosphere, we've ...
  Marketing Smarter, Measurement, Social Media
• Three Tricks for Getting Your Lead Gen Program Where You Want It To Go
  "According to an old expression, even a man lost in the woods knows where he wants to go," writes Dan McDade at MarketingProfs. That adage can apply to the lead ...
  Lead Generation, Marketing Tips, Measurement, Sales
• Four Steps to Taming Wild B2B Data
  In this age of massive data collection, a new challenge has emerged for B2B marketing teams: figuring out what to do with all that information. "Organizations might have thousands, or ...
  B2B Marketing, Measurement, Metrics
• Four Ways to Revamp Your Email Marketing Program
  "If you bought a nice car two decades ago, would you expect it to still run well if you put in minimal maintenance?" asks Josh Nason in an article at ...
  Email Marketing, Email Service Providers, Measurement
• Three Tips for Maintaining a Solid Voice-of-the-Customer Program
  In a recent issue, we discussed the importance of setting up a responsive social listening strategy, including addressing the voice of the customer (VoC). Here's a closer look at what ...
  Management, Measurement, Social Media, Voice of the Customer
• Three Crucial Ways Web Analytics Can Help You in 2011
  "Right now, the [Web analytics] industry places far too much value on the measurement side of our work, especially compared to the output side," says Evan LaPointe in an intriguing ...
  B2B Marketing, Measurement, Web Analytics
• How to Get C-Suite Support for B2B Mobile Marketing
  "Mobile holds tremendous potential for B2B audiences," says CK Kerley in a slide presentation at CK's Blog. But many B2B executives "still see mobile as B2C media," she notes. Well, ...
  B2B Marketing, Management, Measurement, Mobile Marketing
• 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 ...
  Marketing Analytics, Measurement, Metrics, Social Media
• 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 ...
  Brand Ambassadors, Keywords, Marketing Analytics, Measurement, Twitter
• 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 ...
  Creativity, Marketing Analytics, Measurement
• How Open Should You Be in Social Media?
  One of the challenges facing businesses today is deciding how open to be in online communities. Well, here's some good news: Openness in social media can vary. Businesses can start slow ...
  Community, Measurement, Social Media
• Stay in the Lead
  "[L]et's assume that your current lead generation efforts cost $100,000 and generate 50,000 leads," says Pat McGraw at his blog. "[T]hat's a cost per lead of $2. But if your ...
  Lead Generation, Marketing Tips, Measurement
• Analysis Sans Paralysis
  Analytics is a messy and complicated business. Even if you're monitoring data, you probably get more than you know what to do with—and once you have it all, you still ...
  Measurement, Social Media, Web Analytics
• Get Socialized
  "The more comfortable we get about the idea of measuring social media, the more we want to dig into the practical application of it," writes Amber Naslund at the Altitude ...
  Marketing Analytics, Measurement, Social Media
• Crossing the Channel
  "[I]n today's environment," writes Laura Patterson at MarketingProfs, "we may need to gather data from an email campaign, a physical event, and an online advertising campaign to better understand purchasing ...
  Channel Marketing, Marketing Analytics, Measurement
• The Word on the (Virtual) Street
  In a recent post at the Retail Email blog, Chad White highlights a host of interesting takeaways from this month's Winter Email Insider Summit. Among them are some hot email marketing tactics you may ...
  Email Marketing, Measurement, Testing