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  • Customer Analytics and Data Privacy Laws: On a Collision Course?

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Much has been written recently about how consumers should be the "owners of their data." But can marketers perform customer analytics while respecting customers' wishes and following the law? Are we on a collision course, or is there a better way?

  • Can You Ensure Your Product Launch Isn't a Dud? Yes, Rapid Market-Testing Can Do That

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Launching a new product can be a lot like throwing a dart at a map—while the map is in another room, the power is out, and you're fresh from the optometrist and your pupils are dilated... But you don't have to launch products—or even campaigns—with guesswork. Here's what to do instead.

  • Eight Practical Yet Powerful KPIs for Measuring Influencer Performance

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    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.

  • Three KPIs to Track the True Health of Your Email Marketing Efforts

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Email Marketing

    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.

  • Your Lead Data Is Bad, Fix It With Predictive Lead Scoring

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    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.

  • Using Customer Insights to Elevate Your Marketing

    Webinar

    CONTENT TYPE: Webinar | TOPIC: Marketing Strategy

    Wouldn't you love to have a better customer (and competitor) insights strategy that you could turn into creative, targeted, and effective campaigns? With the right research and processes, you can. Sponsored by Melissa Direct.

  • How to Become a Data-Driven Company (Without a Data Scientist): Linda Schumacher on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Measurement & Analytics

    Learn how to become a data-driven organization from Linda Schumacher, senior director of analytics and data strategy at CX company Qualified Digital.

  • Five Ways AI Is Changing the Future of Marketing Research for the Better

    Article

    CONTENT TYPE: Article | TOPIC: Martech

    The rise of artificial intelligence is dramatically changing the way businesses understand and communicate with their audiences. Nowhere is that truer than in the fields of experience management (XM) and marketing research. See five ways AI is the future of research.

  • Forget ROAS, It's All About ROMI Now

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    ROAS is a flawed metric. Here's how to figure out the true success of your marketing campaigns with ROMI.

  • A Better Way to Gauge Sales Lift: Closed-Loop Measurement

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    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.

  • SEO Isn't an Exact Science... Here's What Marketers Can Do About That

    Article

    CONTENT TYPE: Article | TOPIC: SEO

    Often, marketers stop short of asking the really important questions about SEO. We focus on things like keyword rankings and backlinks—not how those impact overall marketing or business goals. Obviously, measurement is important; but there is no one-size-fits-all approach to determining what metrics matter. So... what's to be done?

  • How to Create a Customer Journey Map to Optimize Your Campaigns

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    An accurate customer journey map can help optimize your marketing strategy, create smarter campaign objectives, and better attribute conversions. See how to create and refine a customer journey map.

  • How to Build Out Your Marketing Attribution Strategy

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Measurement & Analytics

    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.

  • Five Ways to Convert More Customers With Call Analytics

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Measurement & Analytics

    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!

  • Data Troubles: What If You're Trying, But You Still Don't Know Much About Your Customers

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    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.

  • 10 of the Best Social Media Monitoring Tools for Every Business

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    Social media long ago became the place where people voice their opinions on everything, including your brand and products. Also about company leaders, like your CEO or CMO. Which is why social media monitoring exists. But Google Alerts isn't nearly enough. Instead, here are 10 tools that work well.

  • Customer Satisfaction Surveys: Questions You Can Ask [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Measurement & Analytics

    Acquiring new customers is hard. Keeping those customers is less hard—if you listen to them about their needs and wants and preferences. Which is why customer satisfaction surveys are so important. What can you ask about in your customer satisfaction surveys?

  • The New Conversion Marketing Is Killing Your Old Funnels. Embrace It.

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Measurement & Analytics

    We need to ditch our old conversion funnels and tactics for one obvious reason: Consumers have become smarter than our old methods of converting them. And we need to change our conversion-marketing playbook accordingly. Here are two key ways to do that.

  • Content Marketing Has Become Risky Business: How to Win in a Data-Driven World

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    Although the concept of delivering quality content to educate and build trust with customers is a sound one, actually executing on that idea—in a way that serves both the customer and the marketer—has never been more difficult. But content marketing can—and will—be saved. Here's how.

  • Five Reasons Every B2B Marketer Should Make the Switch to Google Tag Manager

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    If you're a B2B marketer, you're obsessed with customers' data about their buyer journeys. You want to know how often people visit your webpages, how long they stay, when they leave, what content is getting the most conversions... So if you don't use Google Tag Manager yet, it's time to get up to speed.