Measurement

Topics » Articles » Measurement

• The Customer Lens: An Approach to Customer Touch-Point AnalysisBarre Hardy
  Few marketers would dispute the statement that it is the sum of all customers' interactions with a company, over time, that ultimately creates or destroys that company’s brand value. Yet ...
  Brand Equity, Collaboration, Customer Advisory Programs, Customer Engagement, Customer Experience, Marketing Smarter, Measurement, Value Propositions
• Team Up for Social Media
  Managing your social-media presence can be a full-time job. And in a pair of videos embedded at the HubSpot blog, Mike Volpe interviews Paula Bergs about Southwest's Emerging Media team, ...
  Facebook, Marketing Inspiration, Measurement, SMS, Twitter
• Talk to Me: 10 Tips for Translating PR Results Into the Language of BusinessDiane Thieke
  As communications experts, we should find it easy to convey the value of our services to the business managers in our organizations. Yet many public relations professionals struggle with expressing ...
  Collaboration, Market Research, Measurement, Metrics, Public Relations
• Maximizing Lead-Generation Marketing ROI, Part 3: Measuring EffectivenessJim Lenskold
  How do you know whether your lead-generation program is working and delivering a good ROI for the company? You may be doing some lead tracking to understand conversion rates and ...
  Collaboration, Lead Generation, Measurement, ROI, Sales, Testing
• Marketing in a Recession: What Do the Studies Really Tell Us?Christian Shea
  Have you heard this one? "All the research shows that companies that spend on marketing during a recession come out ahead of the competition as the economy rebounds." It's a catchy ...
  B2B Marketing, Market Research, Marketing Budgets, Measurement, Recession
• Take a Deep Breath
  In a post at the iKnowtion blog, Sreekanth Sampathkumaran tells a story about healing his back: though the injury was minor, simple movements became painful. "While searching for relief, instead of ...
  Marketing Analytics, Measurement, Pricing, Recession, Segmentation, Testing
• 'White Swan' Marketing, or How to Focus on What WorksJonathan Salem Baskin
  When the latest marketing answers fail to produce the results you expect, maybe it's time to start asking different questions. You don't need me to tell you that we're in a ...
  Customer Behavior, Marketing Plans, Marketing Strategy, Measurement, Metrics
• TLC for the CFO
  As B2B budgets tighten, CFOs are becoming more demanding. Show me the results! Justify the expense! What more can a CMO do? In a recent post at the Marketing Interactions ...
  B2B Marketing, Marketing Budgets, Measurement, Metrics
• Tell It Like It Is
  We can't escape bad news—story after story about layoffs, closures and falling profits. It's only natural that employees are worried about the safety of their jobs. "Am I next?" they undoubtedly ...
  Collaboration, Management, Marketing Smarter, Measurement, Recession
• The Raw and the Cooked
  "For marketers, it's very easy to get caught up in raw numbers," says Prashant Kaw in a brief video embedded in a post at the HubSpot blog. "Such as, 'Oh, ...
  Channel Marketing, Lead Generation, Marketing Analytics, Measurement, Sales
• Win/Loss Analysis (Part 2)—A Process for Taking Revenue up a NotchLaura Patterson
  Part 1 of this article series examined the purpose, definition, and metric associated with win/loss analysis. This final part discusses getting started, questions to include in the discussion, when and ...
  Collaboration, Hiring Outside Resources, Marketing Analytics, Marketing Smarter, Measurement, Web Analytics
• Maximizing Lead-Generation Marketing ROI, Part 2: Insight, Alignment, and ActionJim Lenskold
  The need to better align the sales and marketing organizations is generally well known. They are connected through their shared roles in motivating customer-purchase activities and divided by different cultures ...
  Collaboration, Lead Generation, Lead Quality, Measurement, ROI, Sales
• Have Goals, Can Measure
  You closely monitor the results of your paid-search efforts. Shouldn't you do the same for your natural-search program? In a recent MarketingProfs article, Netconcepts' John Thielmann says measuring your natural search ...
  Google, Keywords, Measurement, Metrics, Search Engine Marketing, Search Engines, Testing
• Recession Marketing, Part I: What to Cut
  Welcome to MarketingProfs' inaugural issue of Marketing in a Downturn. We are glad you signed on to receive these once-a-week guides to navigating rough economic seas—and safely making it through to ...
  Collaboration, Marketing Budgets, Measurement, Recession
• Here's Looking for You, Kid
  "Effective one-to-one marketing is more than just email," R.J. Talyor states in an article at MarketingProfs. "[Y]our subscribers and customers aren't always staring at their email inboxes. Rather, they're also ...
  Customer Engagement, Email Marketing, Measurement, SMS, Social Media, Social Networking
• Customer Feedback to Improve Email Performance: Ingredients for Success from Betty CrockerStephanie Miller
  Marketers talk about asking for feedback all the time. Yet, few marketers take the time to really engage with subscribers on any level. That's why BettyCrocker.com stands out.
  Customer Engagement, Email Marketing, Feedback, Measurement, Metrics
• Opportunity Rocks: Establishing Your Natural-Search GoalsJohn Thielmann
  Measuring your natural-search performance is definitely a good idea. However, establishing goals for your natural-search program is what will help communicate direction for the program and serve as a guide ...
  Google, Keywords, Measurement, SEO, Web Analytics, Website Design
• Pushing One-to-One Marketing Beyond EmailR.J. Talyor
  You get it. Email needs to be relevant, timely, and personalized, and it has to arrive in the inbox—not the spam folder. When an email renders, it should load images ...
  Channel Marketing, Digital Marketing, Email Marketing, Measurement, RSS, SMS, Social Networking, Websites
• Don't Compare Apples and Oranges
  In a post at the Email Experience blog, Spencer Kollas argues that marketers shouldn't spend their time worrying about the rates other companies achieve with their email programs. The reason, ...
  Benchmarking, Marketing Analytics, Marketing Tips, Measurement, Metrics, ROI
• Email Optimization: How Simple Changes Increase Open Rates, Clickthrough, Response, and Average Order SizeDebra Ellis
  Email marketing is likely your most effective tool for improving customer relationships, building brand awareness, and generating sales. It is also the most abused one. Practitioners of knee-jerk planning rely on ...
  Brand Awareness, Customer Relationships, Email Marketing, Measurement, Personalization, Testing, Writing