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  • Four Steps for Successfully Implementing Marketing Attribution

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Marketers are using more digital channels than ever, and they are under pressure to prove the ROI of those efforts. Many look to attribution solutions to understand how channels are contributing to sales. But it's not that simple.

  • How to Raise Your KPIQ: Key Performance Indicators and Your Marketing IQ

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Key performance indicators (KPIs) become keys to optimizing your marketing only when you apply what you learn. Here's how to take a smarter approach to marketing with KPIs that guide your decisions.

  • Marketing Activity Metrics Mean Little: Here's How to Really Prove Marketing's Value

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    The challenge? Measuring Marketing's performance and value to the business. The traditional approach to metrics simply perpetuates the myth that marketing activity equals value. Here's how to measure Marketing's true value instead.

  • Five Questions to Answer When Creating a Video Campaign

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    Here are five ways to get smart about planning, implementing, and measuring video to ensure your video marketing campaign engages your audiences and achieves your objectives.

  • How to Measure LinkedIn Organic Activity

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Measuring the impact and influence of organic LinkedIn activity is not easy. The social network's analytics features are limited for organic (i.e., not advertising-related) activity. But it's doable.

  • User Research Trends: When, Why, and How Brands Test Offerings

    Chart

    CONTENT TYPE: Chart | TOPIC: Measurement & Analytics

    Most brands that conduct user research do so early in the development of new products/services/campaigns, according to recent research from UserTesting.

  • Four Steps for Driving Customer Loyalty With Data Science

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    To build loyalty and retain customers, marketing teams can take these four steps that improve customer insights and the overall customer experience—and build lasting customer relationships.

  • Metrics and KPIs Used Most to Measure Marketing Performance

    Chart

    CONTENT TYPE: Chart | TOPIC: Measurement & Analytics

    Which metrics and KPIs are most often reported to CMOs and other top marketers? Do high-performing brands pay closer attention to certain types of metrics or KPIs?

  • Funnel Metrics, Attribution, and Measuring Marketing ROI in Any Industry: Christine Vermes on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Measurement & Analytics

    This episode's focus: funnel metrics and attribution, and ways to measure marketing ROI in any industry, from software and technology to the game of polo.

  • Five Ways B2B Marketing Will Change in 2017: All Roads Lead to Marketing Performance Management

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    Ask B2B marketers to identify what they are focused on, year after year, and they will say "revenue." Enter marketing performance management. As we enter 2017, five key changes will make MPM a greater priority than ever for B2B organizations.

  • Five Effective Customer-Data Tactics: Resolutions for the New Year

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Marketers know that collecting and using customer data is central to generating positive business results. But, as always, the devil is in the details. Use these five tactics in 2017 to get more value from the customer data you're collecting.

  • The Four Pillars of Performance for Digital Marketing Campaigns

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Even as marketing changes at breakneck speed, some things stay the same. The four pillars of performance have withstood the test of time, so keep them in mind to improve your marketing campaigns' chances of success.

  • How to Use Customer Insight to Create Better Content

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    The insight you can derive from your own customers is invaluable. It will help you to not only increase the effectiveness of your content marketing but also reach your business and growth goals.

  • Marketing ROI: How to Get Actionable Insights From Google Analytics

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    What Google Analytics data should marketers home in on to help executives understand the impact of marketing content and online efforts on delivering value through the sales funnel?

  • Four Ways to Take Full Advantage of Email Marketing With Advanced Analytics

    Article

    CONTENT TYPE: Article | TOPIC: Email Marketing

    Email marketers don't often go too far beyond conversion-, click-, and open-rate data. Yet, to create email campaigns that engage your subscribers and increase ROI, you'll need to.

  • Embrace Revenue Responsibility With 'Full-Funnel Marketing': Author Matt Heinz on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Demand Generation

    Full-Funnel Marketing author Matt Heinz explains why (and how) marketers should embrace revenue-based metrics to demonstrate to their executives Marketing's impact on the organization.

  • Why 'Always Be Testing' Is Wrong for Your Business

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Measurement & Analytics

    In this PRO seminar, we'll discuss why the 'test everything' mentality is wrong and potentially dangerous for your company. We'll share why split testing, one of the most used CRO tools, is not the be-all end-all of optimization, and cover when it's appropriate to test and when it's not. You'll leave with best practices you can leverage and apply to your campaigns and landing pages.

  • Why 'Always Be Testing' Is Wrong for Your Business

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Measurement & Analytics

    In this PRO seminar, we'll discuss why the 'test everything' mentality is wrong and potentially dangerous for your company. We'll share why split testing, one of the most used CRO tools, is not the be-all end-all of optimization, and cover when it's appropriate to test and when it's not. You'll leave with best practices you can leverage and apply to your campaigns and landing pages.

  • Why 'Always Be Testing' Is Wrong for Your Business

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Measurement & Analytics

    In this PRO seminar, we'll discuss why the 'test everything' mentality is wrong and potentially dangerous for your company. We'll share why split testing, one of the most used CRO tools, is not the be-all end-all of optimization, and cover when it's appropriate to test and when it's not. You'll leave with best practices you can leverage and apply to your campaigns and landing pages.

  • Why 'Always Be Testing' Is Wrong for Your Business

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Websites

    In this PRO seminar, we'll discuss why the 'test everything' mentality is wrong and potentially dangerous for your company. We'll share why split testing, one of the most used CRO tools, is not the be-all end-all of optimization, and cover when it's appropriate to test and when it's not. You'll leave with best practices you can leverage and apply to your campaigns and landing pages.