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The current data ecosystem is complex. Brands know they have to be on top of it to scale, but they don't understand the landscape most of the time. Here's how media intelligence and mixed media modeling helps pull the curtain back. more
Robust data paired with predictive analytics is essential for modern sales and marketing leaders. It makes it possible to do things we could never do otherwise—even with rooms full of intel-gatherers and decoders trying to interpret data. Here are just a few examples. more
With first-, second-, and third-party intent data, marketers have the information they need to better understand their customers. In this first of a two-article series, learn about the types of intent data and methods for obtaining them. more
Advertising is in the middle of a transformation. Transparency, trust, and privacy are significant concerns; technology proliferation and regulatory changes are happening regularly. It's time to stop wasting money and start tracking your media spend with a media data model. more
Email marketers place a lot of emphasis on open rate, but that's a metric that may not matter much, come iOS 15. Here's how marketers can prepare for the impending change. more
Marketing goals can become blurry for even the most seasoned pros. Switching to an outcome-based approach helps align those goals with business outcomes. Here's how it works. more![How to Use Email Metrics to Optimize Your Campaigns [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/210810-infographic-lg.jpg)
This infographic from Salesforce looks at what key email metrics mean and explores how you can use them to optimize your campaigns. more
Data analysis does not exist in a vacuum; it is conducted by analysts who bring their inherent subjectivity to the process. It's time to acknowledge that and only then proceed to determine which metrics to track with holistic analytics. more
Only 17% of marketers say their firm measures customer lifetime value (LTV) very well or extremely well, according to recent research from the CMO Council and Deloitte Digital. more
Many PR agencies measure campaign success only by the volume of media engagements, but there's much more to marcomms success than that. Learn about the three best metrics for measuring PR campaigns. more
Content marketing is inherently a long-term, cumulative investment; a single piece of content won't likely lead to a sales increase. That makes it hard to measure ROI. But hard doesn't mean impossible. Here's how you can measure your content marketing. more
Digital marketing has moved toward strategies that provide quantifiable returns on spending. But B2B companies have long sales cycles, and Google Analytics alone is not sufficient to determine attribution and ROI. You need closed-loop analytics. more
Marketers say Facebook/Instagram and Google are the platforms they use most for ad retargeting, according to recent research from SharpSpring Ads and Ascend2. more
Differences abound between Google's Universal Analytics and the recently announced Google Analytics 4. How can marketers make the best use of the new version to inform their decisions? Find out here. more
Data-based insights, including sales metrics, are crucial in B2B marketing—but which types will rise above the level of vanity metrics and actually help to shape your strategy? Here are seven of them. more
Marketers say they struggle the most with tracking the impact of their television and print campaigns, according to recent research from Ruler Analytics. more
Intent data collects the digital breadcrumbs that buyers leave behind as they progress on their digital buying journey. How can you integrate such valuable intent data into your marketing strategy? Find out. more
Influencer campaign performance can be difficult to measure. What metrics should you be using, and how do you apply those insights to modify your campaigns? This article will give you some ideas. more
Analyzing mobile marketing campaign data is a complex process. One wrong number leads to misinterpretation of the entire campaign. How can you avoid pitfalls and analyze data correctly? Here are some guidelines. more
If you could do one thing to your marketing to make a sustainable difference in your ability to impact the business, it's to change what you measure. more
Advanced tools powered by Big Data and machine-learning have improved the science of marketing analytics, but there are ways to analyze data and calculate ad strategies using only a spreadsheet. This article explains how. more
Most senior marketers say their firm does not measure customer lifetime value (LTV) well, according to recent research from the CMO Council and Deloitte. more![Six Tips for Measuring Your LinkedIn Ad Campaigns [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/210223-infographic-lg.jpg)
How can you ensure you're getting a full view of your LinkedIn ad campaign performance and gaining the insights you need to make valuable optimizations? more
The full effects of 2020 on marketing budgets in 2021 have yet to be felt, but it's safe to say marketers will have to focus more than ever on ROI. To ensure your marketing strategy gets peak returns this year, emphasize these three important areas. more
Are your marketing and finance teams at odds? It often appears that their goals lie at opposite ends of business strategy, but it doesn't have to be that way. For ways to improve your Marketing and Finance relationship, check out these three tips. more
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