Since our founding in 2000, we've produced tens of thousands of marketing resources. (So many that even our editors have a hard time keeping up!) That's why we've set up our resource page so you can search, refine, and find exactly what you're looking for. Start by filtering our full library to make your results more relevant. Or, enter a search term first to pinpoint just what you need.
CONTENT TYPE: Chart | TOPIC: Metrics & Measurement
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.
CONTENT TYPE: Article | TOPIC: Public Relations
Many PR agencies measure campaign success only by the volume of media engagements, but there's much more to marcomms success than that. Learn about the three best metrics for measuring PR campaigns.
CONTENT TYPE: Article | TOPIC: Content
Content marketing is inherently a long-term, cumulative investment; a single piece of content won't likely lead to a sales increase. That makes it hard to measure ROI. But hard doesn't mean impossible. Here's how you can measure your content marketing.
CONTENT TYPE: Chart | TOPIC: Advertising & Promotions
Marketers say Facebook/Instagram and Google are the platforms they use most for ad retargeting, according to recent research from SharpSpring Ads and Ascend2.
CONTENT TYPE: Article | TOPIC: Marketing Technology
Differences abound between Google's Universal Analytics and the recently announced Google Analytics 4. How can marketers make the best use of the new version to inform their decisions? Find out here.
CONTENT TYPE: Article | TOPIC: Metrics & Measurement
Data-based insights, including sales metrics, are crucial in B2B marketing—but which types will rise above the level of vanity metrics and actually help to shape your strategy? Here are seven of them.
CONTENT TYPE: Master Class Lesson | TOPIC: Metrics & Measurement
In this first lesson, you learn the importance of setting realistic goals and four important questions that will guide you to select goals that align with your organization (and if all else fails, Samantha suggests a pint of ice cream can help).
CONTENT TYPE: Master Class | TOPIC: Metrics & Measurement
Join expert Samantha Stone for this comprehensive Master Class to develop the financial acumen and measurement skills needed to make smarter business decisions, move your business forward, impress your CFO and management team, and prove your value.
Relying on the number of leads generated isn't the only indicator of how your campaigns are performing. In this lesson, you'll learn more about KPIs (what it is and isn't) so you can rely on these key findings to tell you about the overall health of your business.
KPIs are a signal that should help inform actions. The best way to identify these signals is to group KPIs into pillars. In this lesson, you'll learn what those pillars are (Awareness, Consideration, Demand, and Advocacy) and what insights to glean from each.
In this lesson, discover why and how to create your reporting dashboard. We'll also cover common reporting sources, timing of reports, how visualization can help make the data easy to consume, and a few critical factors to ensure your CFO has the information they need.
Profit and Loss, or a more familiar term P&L, will inform how much budget you can spend on marketing. In this lesson, you'll get a quick overview of what marketing should be looking at, the most valuable use of the P&L, and how you should be utilizing your P&L.
In this lesson, Samantha shares why she cut leads in half and yet grew revenue by 20%. You too will learn to evaluate your metrics and make decisions that change behavior.
We can't talk measurement without talking about attribution. It may be a pain, but it's necessary. In this lesson, you'll discover why we need to understand attribution, and how it can help us make good decisions about what activities to do—and which need help.
ROI is not the only way to measure. In this lesson, you'll learn about the revenue challenges that impact business in a positive way are so you can educate management on how they contribute to the financial success of your organization.
Why the fuss with KPIs? The truth: your CFO needs to know how well the business is performing and KPIs provide that insight. In this lesson, Samantha shares the highs and lows of KPIs and validates your efforts to measure data that can impact decision-making.
Many organizations will assign marketing a quota much like a sales quota. Samantha shares a more powerful way to hold marketing accountable. In this lesson, you'll learn how to track activity, keep an eye on your efforts by channel, and an easy framework to use.
In this lesson, you'll learn about the three prongs of measurement: set goals, measure progress, and use the findings to inform decisions. And you'll learn the steps to ensure your reports include what your CFO wants to know.
In this lesson, you'll learn how to calculate ROI and ROMI (Return on Marketing Investment) and understand the many benefits associated with ROI metrics.
Once you've grouped your KPIs into Pillars you'll want to break it down even further, so the metrics can inform and guide deeper analysis. The way to do this is Diagnostic Metrics and Lense. In this lesson, we'll review how these two can provide deeper insights.
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