Metrics & Measurement Resources

CONTENT TYPE: Article | TOPIC: Metrics & Measurement | ELEMENT: Analyze

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

CONTENT TYPE: Guide/Report | TOPIC: Demand Generation | ELEMENT: Plan

Chances are, your funnel has some "friction" that impedes the ability of leads to flow from one section to another. This not only impacts your team's efficiency but also the customer experience you're delivering. Sponsored by GetResponse.

CONTENT TYPE: Article | TOPIC: Metrics & Measurement | ELEMENT: Analyze

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.

CONTENT TYPE: Article | TOPIC: Search | ELEMENT: Analyze

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?

CONTENT TYPE: Article | TOPIC: Marketing Strategy | ELEMENT: Plan

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.

CONTENT TYPE: Article | TOPIC: Management | ELEMENT: 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.

CONTENT TYPE: Article | TOPIC: Social Media | ELEMENT: Analyze

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.

CONTENT TYPE: Article | TOPIC: Content | ELEMENT: Plan

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.

CONTENT TYPE: Guide/Report | TOPIC: Metrics & Measurement | ELEMENT: Analyze

In today's digital world, it often seems harder than it should be to figure out which marketing activities are actually driving profit and which aren't. Are you using marketing mix models and vendors in the right way? Sponsored by Nielsen.

CONTENT TYPE: Article | TOPIC: Metrics & Measurement | ELEMENT: Management

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.

CONTENT TYPE: Article | TOPIC: Social Media | ELEMENT: Analyze

Is social media helping us reach potential customers? After all, we're sweating blood to create social media content and investing in ad campaigns to help our content gain more visibility. Is all of that delivering business results? We should find out.

CONTENT TYPE: Article | TOPIC: Advertising & Promotions | ELEMENT: Plan

When planning a digital marketing campaign, you have to make sure it will be successful and you'll be using your budget optimally. Take these five important steps before launching your campaign so you don't waste money or time.