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  • Chris Penn, co-founder of Brain+Trust Insights and author of Leading Innovation: Build a Scalable, Innovative Organization, discusses predictive analytics and how your company can use data to plan more effective marketing campaigns.

  • Businesses spend billions of dollars each year on advertising—but are they spending it well? Marketers need a better way to determine which advertising activities are the true drivers of sales so they can focus their resources accordingly.

  • Google Analytics: It's everywhere, yet it's still a mystery to many marketers. Put your Google Analytics jitters to rest today with this guide to getting started and using some of the most helpful features of the tool.

  • Do you know how well your experiential marketing campaigns are performing? Many marketers don't, but these tips can help you set key metrics and see ROI.

  • With new technologies and more data available than ever before, it's easy for marketers to get bogged down in things that don't always help them meet their goals. Here's how to stay focused on what matters.

  • Public relations and social media expert Shonali Burke shares tips for PR measurement and effective influencer marketing.

  • Marketing campaign success isn't determined by diagnostic metrics (think website visits and the like). Don't fall into the trap of letting those middle metrics dominate your campaigns. Take these three steps instead.

  • If a marketing campaign brings in new leads, but no one is measuring attribution, do the marketers get credit? Very possibly not, or the credit may be misplaced. Check out the infographic to see how to make marketing attribution work in your organization.

  • Relying solely on analytics tools when making business decisions can lead to misdirected targeting, causing major consequences for an organization's bottom line.

  • In-house and agency marketers alike say conducting A/B testing is the best way to improve online conversion rates, according to recent research from RedEye and eConsultancy.

  • As a marketer, you always look for ways to give your company or clients a leg up. You have Google Analytics experts, dashboards, reports on demand, and more. GA has worked well for you so far. But recently you've noticed there's a whole new playing field.

  • Today's consumers connect with brands through more channels and devices than ever before. And though many companies have some process in place to measure marketing ROI, few are doing it right. What do you need to know to get right?

  • It wasn't always obvious that marketing operations would become such a central part of B2B marketing. But it has, and it's now the core engine making Marketing smarter, faster, and more cohesive.

  • These are the five key KPIs that marketers must regularly measure. You'll learn how to measure them, followed by tips on how to improve the performance of each.

  • Data can help deliver insights that marketing leaders can use to collaborate with CEOs, CFOs, and sales leaders. And these four essential data points and relationship-building strategies will help you demonstrate ROI and Marketing's value.

  • Got big questions about using data for marketing? Learn how to collect it, analyze it, and use it in a smart way. Check out today's infographic.

  • An effective B2B email marketing strategy has much less to do with email, per se, than you might think. The best programs nurture and engage leads while also working to close deals. Which is where managing your contact database comes into play.

  • In this online seminar, you'll discover how to harness the power of analytics. From establishing clear business goals to improving the key performance indicators (KPIs) that matter most, you'll learn the specific steps needed to create an actionable analytics strategy that will provide campaign insights and performance metrics, and deliver the crucial benchmarks for success.

  • From raising awareness, to educating prospects, to completing the transaction, to enhancing customer service and beyond, predictive analytics can help you anticipate customers' needs and desires throughout their circuitous buying journey.

  • Why in this digital world would you operate your digital marketing communications without a solid strategy and plan? Set your foundation on the right footing now, and you'll save time (and money) later. Here's how.