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You can't carry on launching marketing campaigns, creating content, and paying your team just because you think marketing efforts are affecting your sales in some positive way. You need data that tells you what's working and what isn't. Marketing analytics tools to the rescue. more
Big Data is taking over. Most of its seemingly obvious payoffs are mirages at best, or quicksand at worst, whereas others hold the potential for high returns. So, what are the keys to Big Data success? more
Shopper behavior is fundamentally different during the holidays. Marketers can't rely on the same data and algorithms that they leverage at other times of the year. If brands don't adjust to holiday shopping behavior, it could cost them big. more
We know that serious social media influencers can create an "unfair advantage" for you because they are trusted and their audiences listen to them daily. The big question for marketers isn't whether influencers create value for brands. It's what that value is—or, more specifically, how do we measure it. more
Brands have near-universal visibility into email opens and clicks, and excellent visibility into bounces. But those metrics lack the depth and granularity needed to truly understand what's driving your successes and failures. We need these three KPIs instead. more
For most marketing teams, the top success metric is leads. But as marketers and sales team members alike will tell you, not all leads are created equal. How can you pass along only the best, most-qualified leads to Sales? Here's what you need to know. more
ROAS is a flawed metric. Here's how to figure out the true success of your marketing campaigns with ROMI. more
A healthy marketing budget can be powerful fuel for brand expansion and sales growth. But when sales improve, most marketers need to prove that their activity was the driver. Marketers must tie their tactics directly to sales outcomes in a way that's as simple and believable as possible. more
Senior marketers say that if they were given additional budget for their content efforts, they would spend it on channel diversity, creative development, martech tools, and paid media, according to recent research from PAN Communications and Heinz Marketing. more
How can you understand which marketing channels or activities are influencing buyer behavior, including conversions? By implementing a marketing attribution process. Here are some tips on getting started, along with ideas for developing your attribution strategy for continued growth. more
It's easy for us marketers to assume our jobs are not to deal with inbound phone calls. Our awesome marketing gets prospects on the phone, the reps make the sales, we call it a day. Not so fast! more
Everyone in your company is working hard to understand how customers think. But what if all that effort and all the investments in customer platforms, your understanding of your customer is only marginally better. Detailed customer insight can be hard to come by. Here's the likeliest cause of that problem. more- Marketers must stand out: not as the people who make things look pretty, but as the people who drive tangible value for their organization. These metrics can help prove that marketers are indispensable for growing any business. more
![How Content Intelligence Can Empower Your Business [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/190121-infographic-content-intelligence-lg.jpg)
You can produce all the content you want, but if you're not gathering intelligence about that content—such as who is consuming it, when and how it's being consumed, and whether it's making an impact—then what's the point? Here are tips and tools to help you unlock the power of content ... more- Being data-driven is a top priority for most marketers—because they understand its vital importance to achieving marketing success. And every great data-driven marketing program rests on a foundation of data integrity and data ownership. Consider these nine tips to help you lay that foundation in your organization. more
- Knowing how to collect, read, and use your analytics can mean better customers and higher retention rates. Here are four key steps to put your analytics to work for you. more
- Which are the most important metrics to be tracking in your sales funnel? Close more deals by assessing these key comparison metrics. more
- Marketers struggle to attribute their campaigns to conversions. But the need to prove ROI is going to get only greater as marketing teams look for additional budget to spread across the many channels they wish to market on. more
Creating personalized content that communicates value is the key to reaching customers in today's complex marketing landscape. Here are three things you need to know. more
We have more data than ever before. And more data means better decisions, right? Not always, because numerical mirages can lead us astray. Here are six ways stats can let us down. more
This guide includes costs to consider, metrics to monitor, and formulas to use so you can determine whether your content marketing campaigns are producing the ROI you want. more
You have data, but that doesn't mean you have actionable intelligence. Knowing how to report on that data is what helps you tell the stories you want to share. And the process might be simpler—and more enjoyable—than you think. more
Most marketers do not have a standardized process for measuring the return on investment of their sponsorships, according to recent research from the Association of National Advertisers (ANA) and Marketing Accountability Standards Board (MASB). more
Marketers say technology and data challenges are the biggest barriers to successful marketing attribution, according to recent research from Ascend2. more
Whether you create SEO reports internally or for clients, creating the right template and reporting on the most vital data will make your job easier and help you prove ROI. more
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