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  • Goodbye Universal Analytics, Hello Google Analytics 4

    Article

    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.

  • Seven B2B Sales Metrics That Can Help You Plan Your Marketing Strategy

    Article

    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.

  • Analyzing KPIs

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Metrics & Measurement

    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.

  • Attribution

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Metrics & Measurement

    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.

  • A Marketer's Field Guide to Financial Goal Setting and Measurement

    PRO Webinar

    CONTENT TYPE: PRO Webinar | 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.

  • Revenue Challenges

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Metrics & Measurement

    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.

  • Understanding KPIs

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Metrics & Measurement

    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.

  • Tracking Marketing's Contribution

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Metrics & Measurement

    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.

  • Key Steps for Measurement

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Metrics & Measurement

    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.

  • The Highs and Lows of KPIs

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Metrics & Measurement

    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.

  • Gathering and Interpreting Data

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Metrics & Measurement

    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 (P&L) Overview

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Metrics & Measurement

    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.

  • Return On Investment (ROI)

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Metrics & Measurement

    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.

  • A Marketer's Field Guide to Financial Goal Setting and Measurement

    Master Class

    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.

  • The Four Pillars of KPIs

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Metrics & Measurement

    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.

  • Setting Goals

    Master Class Lesson

    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).

  • Measure Impact, Not Activity

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Metrics & Measurement

    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.

  • The Most Difficult Marketing Channels to Track

    Chart

    CONTENT TYPE: Chart | TOPIC: Metrics & Measurement

    Marketers say they struggle the most with tracking the impact of their television and print campaigns, according to recent research from Ruler Analytics.

  • Overcoming Fragmented Data to Get a 360-Degree View of Your Customers

    Sponsored Webinar

    CONTENT TYPE: Sponsored Webinar | TOPIC: Marketing Strategy

    Are you struggling to access, analyze, and make sense of data that is siloed, fragmented, or otherwise lacking in full-picture insights? It's time to make the best possible use of all your data—by ensuring it can be a single source of truth that gives you a 360-degree view and helps you achieve better ROI. Sounds good, right? Sponsored by Snowflake.

  • How to Analyze Your Influencer Campaign Performance

    Article

    CONTENT TYPE: Article | TOPIC: Social Media

    Influencer campaign performance can be difficult to measure. What metrics should you be using, and how do you apply those insights to modify your campaigns? This article will give you some ideas.