Try Analytics the Natural Way
Let's face it. The Web analytics process can quickly turn complex and frustrating. But a recent post at Marketing Jive suggests it doesn't have to be that way—at least for ...
Did My Video Ad Work? How to Use Simple Tools to Measure the Effectiveness of Online Video AdsDiaz Nesamoney
Do video ads work to turn viewers into buyers and passionate brand advocates?
For starters, measurement of the effectiveness of video ads gets bogged down by syndication, viral distribution, viewing via ...
Win/Loss Analysis (Part 1)—A Process for Taking Revenue Up a NotchLaura Patterson
When done properly, win/loss analysis provides clarity and insights into customers' perceptions of your product, experiences throughout the sales cycle, and expectations created by your company messaging.
In a Tough Economy, Go to Battle for Your CustomersJ. Mark Carr, Karl Gustafson
Decision-makers who are worried over the stability of their company's finances should remember one simple truth: The source of your business's cash flow is your customer base.
What all of this ...
You Need Good, Consistent Analysis. Seriously, You Do.
"It's hard to get analysis right," says Gary Angel in a post at the SemAngel blog. "[And] even when you do, it's hard to get it consistently right." You increase ...
How to Measure Engagement on Twitter—and Savor the Tweet Smell of SuccessJim Sterne
If you are on Twitter to represent your company, your boss will probably soon ask you to prove the value that your tweets have to your business, if he or ...
Think Ahead While Cutting Back: Marketing Priorities in a RecessionPat LaPointe
Where do marketers turn once all the fat has long since been trimmed and all that's left is muscle and bone? And how do we break the downward spiral of ...
Tips for CMOs: Five Ways to Keep Your Team off the Chopping BlockRobbie Baxter
For most CEOs, good marketing is a bit like pornography—it's hard to define precisely, but they know it when they see it. Still, it's clear that one of the problems ...
How You Lose Sales With Bad Search Marketing Decisions Based on 'Best-Practice' Web AnalyticsTodd Miechiels
One of the most dangerous trends emerging is that B2B marketers, and their extended search-marketing resources, are regularly making bad decisions based on "solid analytics data."
All too often, marketers are ...
Benchmarking: A Best-Practice for Improving Marketing Performance (Part 2)Laura Patterson
Knowing what to improve and by how much is vital to establishing realistic performance targets and metrics.
This two-part article discusses how to use benchmarking to assess your organization's performance and ...
Measuring Social Marketing and MediaLaura Patterson
The more quantitatively you can measure your social media, the better. And the closer those measurements are to business outcomes, even better. How rapidly people in the network engage with ...
Tackling the 'Too Hard to' Pile of Marketing AccountabilityLaura Patterson
If you're like us, you probably have one of those piles on your desk that keeps being moved from one corner to another. You know, that pile you need to ...
Maximizing Lead Generation Marketing ROI (Part 1): Lead Quality CountsJim Lenskold
Marketers responsible for lead generation are all too familiar with some common challenges—getting closed-loop feedback from the sales organization, measuring marketing effectiveness beyond just lead quantity and cost per lead, ...
Managing Marketing Performance: The Role of Data, Analytics and MetricsLaura Patterson
Performance management has been applied to various parts of a business for quite a long time, particularly when it comes to manufacturing, logistics, and product development. Applying the concept to ...
Online Research Traps That Can Derail Your Marketing StrategyKevin Horne
It's hard to believe how different it was, just a mere fifteen years ago, to conduct secondary market research. There was no Internet, no Yahoo!, no Google search, no Web-accessible ...
Survey: Better Data, Measurement Abilities, and ROI Metrics Boost Marketing PerformanceJim Lenskold
Want to take your performance to that ideal level of highly effective and efficient marketing?
It takes better access to detailed data and ROI discipline, but it also comes along with ...
Marketing Optimization for Maximum ROILaura Patterson
You've probably heard phrases such as site optimization, search engine optimization, event optimization, and campaign optimization. A more recent concept with broader application to marketing is the idea of marketing ...
How to Hear the Voice of Your Customers: Hone First-Person Intelligence From All Forms of FeedbackDavid Bean
Today's technology offers ample opportunities to start conversations with and among customers, fans, foes, competitors, and the press—any person or group who cares to listen and, perhaps, act on the ...
How to Strengthen a Site via Title Tag Strategies: Part 2, Some Advanced TacticsBrian Brown
If you hadn't paid much attention to title tags until now, but you implemented the basic concepts covered in part one of this series, you are already well on your ...
Preparing for the Future: How the CIO and CMO Must Collaborate to WinPaul Barsch
In the past, the CMO and CIO have had a tenuous relationship, with both roles vociferously complaining about the other's lack of understanding, knowledge, and respect.
But two powerful exponential trends ...