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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
Marketers say revenue attribution enables better decision-making and helps to align teams, according to recent research from Ascend2. more
What are your marketing metrics telling you? If you rely on standard measurement tactics, probably not much—especially about your sales. It's time to upgrade to advanced measurement strategies that directly align with business goals—and drive sales. more
With inaccurate, incomplete, or unenriched data, the campaigns you're running are akin to throwing darts—while blindfolded—in a crowded room. You might hit something, but likely not the growth target you were aiming for. In a digital era, here's what data hygiene can do for you. more
We've entered a new era of data privacy: Third-party cookies are being phased out, and marketers must look at other options for collecting data from customers. Zero-party data has obvious benefits. Here are the details. more
If your ad measurement depends on third-party cookies, you'll be facing profound changes within less than two years, as Web browsers phase them out. But cookies have their drawbacks, and this article argues that marketers will be better off without them. more
B2B marketers are attaining tangible results with ABM, and most who haven't started using it yet are planning to. And why not? It works. But your decision-makers clearly expect strong ROI. To find and fill capability gaps and prove the value of your ABM efforts, you must be able to ... more
If you want your website to rank high in Google searches and attract visitors and potential business, you need to be investing in SEO. And because many businesses don't invest in SEO at all, even a small amount of optimization can put you ahead of the competition. more![Six Key Metrics for Measuring Online Event Success [Infographic]](https://i.marketingprofs.com/assets/images/articles/lg/201008-infographic-lg.jpg)
When you hold an online event, getting through promoting and hosting it can feel like a big win. But you still need to know whether the event was a success with audiences and for your business. So, how can you tell? more
One of the biggest sources of friction between B2B demand generation and sales teams is attribution, which often results in finger-pointing and blame. But it doesn't have to be that way. more
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