Measurement

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• How to Achieve Direct Digital Marketing Relevance: Take an Incremental Approach (Part 4 of 5)Bryce Marshall
  Previous installments of this article series have describe the importance of relevance in direct digital marketing and three of the five keys to achieving a relevance-centered approach. This article looks ...
  Customer Engagement, Digital Marketing, Marketing Tips, Measurement, Segmentation, Targeting
• How Open Should You Be in Social Media?
  One of the challenges facing businesses today is deciding how open to be in online communities. Well, here's some good news: Openness in social media can vary. Businesses can start slow ...
  Community, Measurement, Social Media
• Stay in the Lead
  "[L]et's assume that your current lead generation efforts cost $100,000 and generate 50,000 leads," says Pat McGraw at his blog. "[T]hat's a cost per lead of $2. But if your ...
  Lead Generation, Marketing Tips, Measurement
• Why CMOs Need Standardized Measurements—Just Like CFOs and COOsAlexis Nahama, Greg Banks
  At many companies, Marketing can't match the financially relevant, standardized measurements produced by peers in Finance and Operations. That is a big problem, because the lack of financially relevant, ...
  Chief Marketing Officer, Marketing Tips, Measurement
• Shopper Marketing—So What's Keeping You?Alison Chaltas
  In today's consumer-goods industry, manufacturers and retailers alike are recognizing the value of developing an integrated understanding of the consumer and the shopper. Combining the voice of the shopper into ...
  Collaboration, Customer Experience, Marketing Strategy, Measurement, ROI, Surveys
• The Nine Most Common Data Mining Techniques Used in Predictive AnalyticsLaura Patterson
  Predictive analytics take you beyond the traditional slicing and dicing of your data so you can be smarter and more agile in marketing. With predictive analytics, you can gain faster ...
  Customer Behavior, Marketing Analytics, Measurement
• Top Cross-Channel Marketing Challenge: Coordinating Communications
  Managing multiple marketing campaigns across channels is a complex task: 49% of marketers who use cross-channel campaign management (CCCM) applications say coordinating communications across channels is the top challenge they ...
  Channel Marketing, Measurement, Research Summaries
• Seven Steps to Keep Your Brand Healthy and RelevantRoger Sametz, Tamsen McMahon
  You know you've been successful in building your brand when your constituents have taken ownership of it. Achieving that happy state of affairs requires working through an entire process. But ...
  Branding, Collaboration, Management, Market Research, Measurement
• Analysis Sans Paralysis
  Analytics is a messy and complicated business. Even if you're monitoring data, you probably get more than you know what to do with—and once you have it all, you still ...
  Measurement, Social Media, Web Analytics
• The Power of Web Analytics: Top Four Tips for MarketersRam Krishnamurthy
  With the right strategy and execution in place, digital media has proven very cost-effective. It scales and caters to a larger volume with faster go-to-market capabilities. Which brings us to ...
  Marketing Strategy, Marketing Tips, Measurement, Metrics, Web Analytics
• Web-Metrics Express: What You Need to Know to Avoid MistakesPete Gaioni
  Approaching your website's analytics as a three-step process will allow you to not only understand the tools available and what they have to offer but also create a gauge by ...
  Collaboration, Marketing Tips, Measurement, Web Analytics, Websites
• How to Create Your Marketing Dashboard in Five Easy StepsLaura Patterson
  You already know that a dashboard is an essential tool for improving (and proving) marketing effectiveness. These five steps will help you and your marketing team get started on the ...
  Marketing Analytics, Marketing Dashboards, Marketing Tips, Measurement, Metrics
• Five Marketing Mistakes You Can Avoid by Using Cross-Channel AttributionAnto Chittilappilly
  Cross-channel attribution is about assigning credit for marketing results to where credit is due. Most marketers and agencies either attribute all credit to the last touch point or have no ...
  Attribution Modeling, Channel Marketing, Marketing Tips, Measurement, Testing
• Get Socialized
  "The more comfortable we get about the idea of measuring social media, the more we want to dig into the practical application of it," writes Amber Naslund at the Altitude ...
  Marketing Analytics, Measurement, Social Media
• A 12-Step Guide for Driving Marketing Action With DataLaura Patterson
  Are you facing increasing pressure from your leadership team to justify your marketing decisions? Most marketers can no longer afford to make decisions based on intuition or gut feel. Today, ...
  Collaboration, Marketing Tips, Measurement, Segmentation
• Segment Migration: Where Your Customers Were, Where They Went, and WhyMark Klein, PhD
  Understanding customer behavior is key to creating marketing campaigns that generate high response and revenue. One of the best ways to understand customer behavior is to study customer migration patterns—to ...
  Customer Behavior, Marketing Tips, Measurement, Segmentation
• Marketers Redefine Success During Recession
  Nearly two-thirds of marketers (64%) say they define success differently in the economic downturn while over one-half (55%) say emphasis on short-term responses to the economic slowdown has led them ...
  Measurement, Recession, Research Summaries
• Defining Market Opportunity—You Be the JudgeKevin Horne
  At its core, market opportunity is your sizing forecast for a specific product or service, now and over the next several years. At a minimum, you should know that information ...
  Management, Market Research, Marketing Strategy, Measurement
• Crossing the Channel
  "[I]n today's environment," writes Laura Patterson at MarketingProfs, "we may need to gather data from an email campaign, a physical event, and an online advertising campaign to better understand purchasing ...
  Channel Marketing, Marketing Analytics, Measurement
• CMOs Want Measurable Results From Social Media
  Though 2009 may have been a trial run for many companies using social media, CMOs expect social initiatives to have a direct impact on their bottom lines in 2010, according ...
  Chief Marketing Officer, Measurement, Research, Research Summaries, Social Media