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Analytics help you gain insight into your marketing, highlighting key performance indicators along with areas that need improvement. From bounce rates to web analytics, lead scoring to click-through rates, measurements and metrics inform your decisions, enabling you to create more effective, targeted marketing campaigns.
MarketingProfs’ comprehensive library of marketing measurement and metrics resources can help you harness the power of analytics and guide you in creating a data driven marketing strategy. Our articles, webinars, infographics, charts, courses and more will assist you in quantifying the impact of your marketing, allowing you to maximize results. Best of all, these free resources are just a mouse click away. Get started now.
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CONTENT TYPE: Infographic | TOPIC: Measurement & Analytics
Which metrics should CMOs be following closely? This infographic covers the five they should be tracking: return on investment, customer acquisition cost, conversion rates, customer lifetime value, and social media reach and engagement.
CONTENT TYPE: Sponsored Webinar | TOPIC: Advertising & Promotions
Third-party cookies will soon go extinct. Discover how to instead harness the power of first-party data to create personalized user experiences that convert more leads, optimize your marketing spend, and drive higher ROI. Sponsored by Drift.
CONTENT TYPE: Article | TOPIC: Measurement & Analytics
The virtual events of the pandemic have had long-lasting effects on event marketing: namely, the metrics marketers use to track their success. It's now much less about registrations and more about metrics that actually matter.
Whether you're looking to track the progress of your agency or you need to be alerted when business performance is going down, the metrics in this article can help you.
CONTENT TYPE: Article | TOPIC: Branding
Customer profiles, user browsing data, and benchmark studies are designed to help companies know exactly who their customers are and what brand sentiments they have. But what if we don't need that much information?
CONTENT TYPE: Webinar | TOPIC: Marketing Management
Operational excellence in marketing is vital to organizational growth. Enter Marketing Ops—the oxygen every marketing organization needs for peak performance. Join marketing ops visionary Laura Patterson for this free, hands-on interactive webinar and discover how to create a stellar marketing ops function.
CONTENT TYPE: Friday Forum | TOPIC: Measurement & Analytics
The ability to measure marketing efforts—accurately and meaningfully—is a top skill for marketers. But analytics can feel complicated and frustrating. It doesn't have to be. Join MarketingProfs for our Analytics Friday Forum. Includes three educational sessions, live Q&A, and resources. Sponsored by Tealium.
CONTENT TYPE: Podcast | TOPIC: Artificial Intelligence
Marketing Smarts host George B. Thomas and analytics authority Christopher Penn discuss data science and why it is essential to B2B marketing. They also cover what AI means for the industry, how to implement machine-learning, and how to think like a data scientist.
CONTENT TYPE: Article | TOPIC: Demand Generation
By analyzing your most successful customer interactions and understanding customers' goals, you can better inform your marketing efforts to replicate your best and favorite customers. So how is that done? Let's break it down into a few key steps.
CONTENT TYPE: Sponsored Webinar | TOPIC: Marketing Content
Discover the benefits of content syndication—namely, boosting lead generation, brand awareness, and SEO performance—and learn how to execute an efficient, effective program. Learn how content syndication can support your marketing objectives in 2023. Sponsored by DemandScience.
CONTENT TYPE: Webinar | TOPIC: Marketing Content
Join veteran B2B Marketing expert Michael Brenner to learn six practical steps you can take right now to start meeting buyer needs and your CEO's expectations.
CONTENT TYPE: Article | TOPIC: Marketing Management
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.
CONTENT TYPE: Article | TOPIC: Marketing Strategy
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?
Welcome to a highly misunderstood topic: segmentation. This article explains what marketers tend to get wrong about segmentation, what's a better way to segment, and why doing a differential advantage analysis after segmentation can help you beat the competition.
CONTENT TYPE: Sponsored Webinar | TOPIC: Customer Experience
To be successful, marketers need to be able to quickly create feedback loops and act on customer insights—no easy task in an uncertain market. In this webinar, you'll learn how to listen to and better serve your customers—while boosting acquisition and retention. Sponsored by Momentive.
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.
CONTENT TYPE: Podcast | TOPIC: Advertising & Promotions
George B. Thomas and Arsen Avakian dive into the end of third-party cookies and how it affects digital advertisers, as well as how important it is to connect to people's emotions during their buyer's journey—even more so than collecting data. Are you ready to have a third-party cookie conversation?
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.
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.
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.
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