Measurement

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• 2011 Trends: Turning Data Into Action; Mobile; Social Marketing
  Most marketers understand the value of good customer data, but they still struggle to organize and use it effectively: 62% cite "turning data into action" as their top marketing issue ...
  Interactive Marketing, Measurement, Research Summaries, Web Analytics
• Four Ways to Revamp Your Email Marketing Program
  "If you bought a nice car two decades ago, would you expect it to still run well if you put in minimal maintenance?" asks Josh Nason in an article at ...
  Email Marketing, Email Service Providers, Measurement
• Five Ways to Make Communicating Web Analytics Data EasierZack Pike
  Visits, pageviews, unique visitors, click-throughs... the list of metrics for digital marketing performance is endless. Often it's up to online marketers to decode the jargon to execs. Here are five ...
  Creativity, Digital Marketing, Marketing Tips, Measurement, Web Analytics
• Three Tips for Maintaining a Solid Voice-of-the-Customer Program
  In a recent issue, we discussed the importance of setting up a responsive social listening strategy, including addressing the voice of the customer (VoC). Here's a closer look at what ...
  Management, Measurement, Social Media, Voice of the Customer
• How Vulnerable Are You to Customer Defection?Laura Patterson
  Our job as marketers is to acquire, grow, and retain profitable customer relationships to create a sustainable competitive advantage. Here are five factors for measuring (and maintaining) successful customer relationships.
  CRM, Customer Acquisition, Customer Loyalty, Customer Relationships, Marketing Tips, Measurement, Segmentation, Targeting
• The Market Research Survey Is Dead; Long Live the Market Research SurveyLev Mazin
  Market research surveys, though expensive and out of reach for many, have been around for ages. But there is now a revolution brewing in MR that makes it something even ...
  Market Research, Measurement, Social Media
• Social CRM: Measuring Relationships (the Wrong Way, and the Right Way)Sean Howard
  If you've invested a lot in social media, you hopefully have a growing number of people talking about you. If so, who are they? Which ones are driving the conversation? ...
  CRM, Customer Relationships, Marketing Tips, Measurement, Social Media
• Seven SMB Marketing Trends for 2011Niel Robertson
  This will be the year online advertising turns its attention to small and midsize businesses (SMBs). Many SMBs could get overwhelmed by the number of new online marketing tools. Here ...
  Advertising, Digital Theory, Facebook, Forecasts, Measurement, Online Marketing, Small Business, Videos, YouTube
• Clicking Me Softly: A Five-Day Crash Course in Conversion (Day 4)Oli Gardner
  Previously in our five-day crash course on conversion, we covered why homepages aren't the best choice for conversion success. Now, learn the five benefits of landing pages—and how to keep ...
  Copywriting, Landing Pages, Measurement, Segmentation, Website Design
• Clicking Me Softly: A Five-Day Crash Course in Conversion (Day 1)Oli Gardner
  Conversion is the mechanism and process of pouring targeted consumers into, through, and out the other side of the marketing funnel. That is the essence of "Clicking Me Softly." Convince, ...
  Landing Pages, Lead Nurturing, Marketing Tips, Measurement, Online Marketing, PPC Campaigns, Sales, Web Analytics
• KPIs Provide Insight to Influence Success and StrategyLaura Patterson
  Effective marketing-measurement helps companies guide scenario modeling, planning, and investments. Establishing key performance indicators (KPIs) is an integral part of such an initiative. Find your KPIs with these four steps.
  Collaboration, Marketing Strategy, Marketing Tips, Measurement, Metrics
• Five Steps to Interactive Marketing Success With Behavioral AnalyticsAkin Arikan
  Many organizations struggle to capture, organize, and effectively act on Web data to drive marketing programs. Here is a five-step path to help marketers develop their capabilities and expand the ...
  Channel Marketing, Interactive Marketing, Marketing Tips, Measurement, Targeting, Web Analytics, Website Design
• Three Crucial Ways Web Analytics Can Help You in 2011
  "Right now, the [Web analytics] industry places far too much value on the measurement side of our work, especially compared to the output side," says Evan LaPointe in an intriguing ...
  B2B Marketing, Measurement, Web Analytics
• Mobile App Users Click on Ads Mostly by Mistake
  Nearly one-half of mobile apps users (47%) say when using apps, they click or tap on ads more often by mistake than on purpose, suggesting that click rates may not ...
  Advertising, Customer Behavior, Measurement, Mobile Marketing, Research Summaries
• How to Plan a Successful Website RedesignAndrew Follett
  Website redesigns have become an addiction. Every year or two, Marketing decides it's time to "freshen up the ol' site." But before you go out and rebuild the most important ...
  Collaboration, Customer Engagement, Customer Experience, Hiring Outside Resources, Measurement, Website Design
• How to Get C-Suite Support for B2B Mobile Marketing
  "Mobile holds tremendous potential for B2B audiences," says CK Kerley in a slide presentation at CK's Blog. But many B2B executives "still see mobile as B2C media," she notes. Well, ...
  B2B Marketing, Management, Measurement, Mobile Marketing
• Sales and Marketing Best-Practices: Seven Heavenly VirtuesDan McDade
  Sales and marketing best-practices are universally desirable—but, too often, elusive. Here are seven solid best-practices that address the misalignment between Sales and Marketing and help increase sales.
  Collaboration, Lead Generation, Lead Nurturing, Lead Quality, Measurement, Metrics, Segmentation, Testing
• Online Reputation Management's Top 3 ChallengesMonica Giffhorn
  Online reputation management (ORM) has become a hot term in digital marketing. But few marketers know exactly how to use it to their advantage. Learn how to tackle the Top ...
  Community, Digital Marketing, Marketing Smarter, Measurement, Reputation Management, Social Media, Word-of-Mouth
• Why You Should Use Engagement Metrics to Guide Your MessagingJay Krall
  How many Facebook fans or Twitter followers you have isn't necessarily the best indicator of how many people are receiving your message. But a new breed of engagement metrics can ...
  Case Studies, Customer Evangelists, Marketing Tips, Measurement, Metrics, Public Relations, Social Media
• Mobile Ad Campaigns Still Beating Online
  Mobile campaigns continue to be a powerful ad channel for marketers, outperforming online advertising by roughly three times across a variety of metrics, including ad awareness, message association, and purchase ...
  Advertising, Measurement, Mobile Marketing, Online Marketing, Research Summaries