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CONTENT TYPE: Article | TOPIC: Marketing Management
Rapid changes in revenue operations, revenue intelligence, and sales engagement can be confusing for marketers who are focused on content value. That's because their teams have incomplete data. Here's what's missing.
CONTENT TYPE: Article | TOPIC: SEO
If you're not yet using Google Search Console Insights to improve your SEO, it's time to start. More than just an analytics dashboard, GSCI answers specific SEO questions; best of all, it's completely free.
Creativity often drives marketing. But creativity is not measurable. To earn the right to experiment and be artistic in your marketing tactics, you have to first prove you're doing the science right—and that means learning to prove revenue.
CONTENT TYPE: Article | TOPIC: Measurement & Analytics
So much of marketing is data-driven. But what makes data high-quality, and what are the advantages of vetting the data you use? This article covers the basics.
Industry events were famously difficult to measure ROI for... until they went virtual. Now, marketers can use the lessons learned from those virtual events to improve ROI measurement on hybrid and in-person events as well as digital ones.
Marketers are collectively sighing in relief at having two more years before the death of third-party cookies takes effect. So what should they do with that time? Prepare to fully use first-party data.
KPIs and metrics can indicate performance success for marketers. But what about creative teams? Check out some tips from CMOs for giving measurable feedback to creatives.
Tracking email KPIs goes far beyond simply monitoring your open rates. This article outlines other important metrics to use, and how to track them.
Marketers love metrics, but they don't always track the ones that bring the most value to their company. Here are three examples of metrics that should be retired, and three that should replace them.
CONTENT TYPE: Article | TOPIC: Marketing Strategy
Not every conversion means making a sale—especially in B2B, where every customer goes on a long journey before deciding whether to buy. That journey is made up of micro-conversions. This article provides more information about identifying and tracking them.
CONTENT TYPE: Sponsored Article | TOPIC: Martech
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.
CONTENT TYPE: Sponsored Article | TOPIC: Measurement & Analytics
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.
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.
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.
CONTENT TYPE: Article | TOPIC: Email Marketing
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.
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.
CONTENT TYPE: Podcast | TOPIC: Martech
Rajkumar Venkatesan, co-author of "The AI Marketing Canvas: A Five-Stage Road Map to Implementing Artificial Intelligence in Marketing," gives us a sneak peek at the road map and offers insight into how marketers can get started using AI.
CONTENT TYPE: Infographic | TOPIC: Measurement & Analytics
This infographic from Salesforce looks at what key email metrics mean and explores how you can use them to optimize your campaigns.
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.
CONTENT TYPE: Chart | TOPIC: Measurement & Analytics
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.
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