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It's easy to audit your own first-party data. But what about data you purchase from a provider? Can you verify its quality? An independent audit can. more
A few months ago, Google announced a delay to its blocking of third-party cookies... again. We keep preparing, and the deadline keeps getting pushed back. Given that additional time, how should we be spending it? more
The first part of this article series identified what factors contribute to the dark funnel—a (spooky) place where prospects learn about your company without your knowledge. This second part offers concrete steps you can take to start obtaining data from the dark funnel. more
Making campaign results sound impressive to management is difficult enough in itself; you don't need added hurdles. But if you do run into problems, this article will help you resolve them. more
The marketing funnel is supposed to map out the process of bringing a customer on board. But there's a mysterious no-man's land where those people hang out and share information before they even reach your map. Here's how to take that dark portion of the funnel into account. more
Synchronous viewing of broadcast TV programs seems like an ancient practice now, and the proliferation of CTV, OTT, and online video has made traditional methods of measuring ad effectiveness obsolete. Here are four things marketers can do to adapt. more![The Essential Social Media KPIs: What to Track on 7 Platforms [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/221020-infographic-lg.jpg)
Which metrics should be you paying attention to? This infographic looks at at the essential KPIs to track on seven major platforms: Facebook, YouTube, Instagram, LinkedIn, Pinterest, TikTok, and Twitter. more
The newly released 13th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report highlights that B2B brands are increasingly prioritizing content marketing, but the resources to support this newly prominent role aren't always available. more
Transitioning to GA4 may seem like a daunting task. But the earlier you start, the easier it will be. Follow this action plan. more
Although it's impossible to give an absolute value to abstract concepts such as loyalty, there are metrics that can indicate customers' willingness to return to your company. Here's what to track. more
Advertising is a B2B e-commerce marketer's best friend—but it can stab you in the back if you don't measure the return correctly. Here are six mistakes to watch out for. more
Convincing ourselves that our customer engagement tactics are working may feel great, but it isn't always helpful. That's why you should avoid relying too much on these three metrics. more
A well-functioning martech stack should be like a five-layer burrito—a worthy set of ingredients by itself that makes for an even better combination. Here's what modern marketers have been putting into their "burritos." more![Six KPIs Marketers Should Be Tracking [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/220621-infographic-lg.jpg)
This infographic looks at six KPIs that provide valuable and actionable insights: customer acquisition cost, customer retention rate, MQL to SQL conversion rate, return on investment, website traffic, and customer lifetime value. more![The History and Future of Web Analytics [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/220609-infographic-lg.jpg)
Today's Web analytics tools can deliver everything from page heat maps to purchase probabilities. Focusing largely on Google Analytics, this infographic explores how website measurement has evolved. more
A RevOps department is only as effective as its unification of metrics—and it really should be the marketing department that takes that leap, argues this article. more
Many marketers get to the point where they want to venture out on their own, but starting a new agency can be confusing and complicated. Here are four benchmarks to count on, and what you should measure when you get there. more
Data is no good to anyone if it's just lying around. To be useful, it has to be analyzed and applied. That's where people come in. Check out these examples of people and data being better together. more![15 Data Fallacies to Avoid [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/220512-infographic-lg.jpg)
Data can drive better marketing strategies and help make content more authoritative. However, when data is interpreted incorrectly, it can lead marketers astray. Explore 15 common data mistakes that should be avoided. more
Ever try to explain how hot it is outside in Celsius when your audience is familiar only with Fahrenheit? That's what marketing measurement can feel like. Check out the methods in this article to get to the bottom of marketing's business value. more
Consumer ads have ruled CTV, but with the ever-decreasing gap between home and work life, that doesn't have to be the case. Here's how B2B advertisers can use digital attribution to take advantage of CTV. more
Sometimes all the persuasive arguments in the world are useless compared with real-life case studies. Here are four that should convince you how useful attribution analytics can be. more
Big ad channels can't be trusted to give you real analytics. Facebook wants you to use Facebook, so it fudges the stats to ensure you will. Multitouch attribution tools, on the other hand, are impartial and effective. more
Complying with customer data rights doesn't mean just checking a few boxes and moving on. Your entire organization must shift in the way it views and processes customer data. Here are some tips to get started. more
If the formula for measuring ROI is so straightforward, why do so many marketers struggle with it? They may be looking for their Y in the wrong place. more
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