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  • Metrics for Measuring Transactional Email Success

    Chart

    CONTENT TYPE: Chart | TOPIC: Email Marketing

    Most brands measure the success of transactional emails by looking at opens, clicks, or the delivery rate, according to recent research from SparkPost.

  • Qualitative Research: Even More Important in the Age of Big Data

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Companies invest billions in data, analytics, and technology to better target and predict customer behavior. We are collecting more data than we know what to do with, so we think we no longer need qualitative research. Big mistake: We need to go beyond data to truly understand the customer.

  • 10 of the Best Marketing Analytics Tools to Try in 2020

    Article

    CONTENT TYPE: Article | TOPIC: Martech

    You can't carry on launching marketing campaigns, creating content, and paying your team just because you think marketing efforts are affecting your sales in some positive way. You need data that tells you what's working and what isn't. Marketing analytics tools to the rescue.

  • Three Ways to Use Customer Data to Deliver the Brand Experience Your Customers Want

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Marketing is not about bombarding customers with messages and hoping they'll purchase a product; it's about gathering data and listening to what they want. Here are four ways to use data to deliver the end-to-end experience customers are craving.

  • Big Data: Big Opportunity or Big Headache?

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    Big Data is taking over. Most of its seemingly obvious payoffs are mirages at best, or quicksand at worst, whereas others hold the potential for high returns. So, what are the keys to Big Data success?

  • How to Report on Marketing ROI With Confidence

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Measurement & Analytics

    If you're like most marketers, you know your programs are performing well but you may not have all of the data you need to defend and expand your marketing budget. But how do you report your successes in a way that management will "get it?" Sponsored by LeanData.

  • How Retailers Should Approach AI and Big Data During Holiday Seasons

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Shopper behavior is fundamentally different during the holidays. Marketers can't rely on the same data and algorithms that they leverage at other times of the year. If brands don't adjust to holiday shopping behavior, it could cost them big.

  • 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.