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• Five Ways to Develop a Cross-Channel Brand StoryDiana Udel
  Stories have always been vehicles via which we communicate and perceive truth. So, for growth-minded retailers and consumer brands, omni-channel success hinges on the ability to deliver cross-channel brand stories ...
  B2C, Channel Marketing, Content, Content Marketing, Integrated Marketing, Marketing Strategy, Metrics, Mobile Marketing, Retail Marketing, Social Media
• Think Social Media Is a Waste of Time? Don't Give Up So SoonPhilip Paranicas
  Especially in social media, if there isn't an immediate and significant response to an initiative, it's deemed a waste of time. But before you rush to judgment, give your effort ...
  Content, Content Marketing, Customer Engagement, Inbound Marketing, Measurement, Metrics, Social Business, Social Media
• #SocialSkim: Social Media This Week, Including Social Sales and Social ROIAngela Natividad
  Get the skinny on the job-quitting video that went viral... and the shafted company's viral-worthy response. See how Breaking Bad's finale played out online... and among brands. Learn to build ...
  Advertising, Demographics, Digital Marketing, Digital Theory, Facebook, Google Analytics, Google+, Metrics, Mobile Marketing, ROI, Social Business, Social Media, Social Networking, SocialSkim, Television, TV, Twitter, Web Analytics
• Five Tips to Increase Your Email Click-Through RatesMichael Linthorst
  Email marketing is the perfect tool to grow your website traffic or boost your Web shop's conversion rates. But to do so, recipients first have to click the hyperlinks you ...
  Email, Email Marketing, Email Subject Lines, Metrics, Mobile Marketing, Permission Email Marketing, Testing
• 1-800-MARKETING: Transitioning From Service Provider to Value GeneratorLaura Patterson
  There's a difference between being a service organization to Sales and being a value generator for the company. As marketing professionals, our future depends on being the latter. Let's clarify ...
  Career Management, Chief Marketing Officer, Marketing Operations, Marketing Strategy, Measurement, Metrics, Positioning, Sales, Strategy
• #SocialSkim: Social Media This Week: Twitter's IPO, Apple, 'Verified' on Pinterest, Viral Video KingAngela Natividad
  This week, we've got Twitter's upcoming IPO, Apple's latest product announcements (and the bevvy of competitor tweets that followed), how to get "verified" on Pinterest (and why), what brands tweeted ...
  Advertising, Blogging, Consumer Electronics, Digital Theory, Metrics, Mobile Marketing, Search Engine Marketing, Smartphones, Social Business, Social Media, SocialSkim
• How to Improve Conversion Rates on Your Website: Article 4 of 4Sean Ellis
  You are now in a position to execute an informed conversion rate optimization program—one designed to address the most important and promising areas of improvement.
  Customer Acquisition, Inbound Marketing, Lead Generation, Measurement, Metrics, Testing, Web Analytics, Websites
• Apply Lifetime Value Targeting to Reach Customers OnlineRussell Glass
  Historically, personalized targeting has been done through direct mail, sending offers to segmented lists, targeted at personas. So how can you achieve the same level of segmentation and targeting in ...
  Customer Acquisition, Customer Communications, Customer Relationships, Customer Retention, Measurement, Metrics, Multichannel Marketing, ROI, Segmentation
• Back-to-School Marketing Attribution 101: Four LessonsJeff Zwelling
  How can a brand be sure that its investment in TV, Internet, radio, or other media is paying off at the checkout counter? Companies must follow the entire customer path ...
  Advertising, Attribution Modeling, B2C, Measurement, Metrics, Multichannel Marketing, Retail Marketing, ROI
• How to Uncover Confusion in Your Conversion Funnel: Article 2 of 4Sean Ellis
  Just how do you optimize your funnel, and shuttle visitors quickly along their way to the experience that will turn them not just into a conversion but into engaged users ...
  Google Analytics, Metrics, Sales, Segmentation, Web Analytics, Websites
• Marketing Operations: Pit Crew or Service Station?Laura Patterson
  A good way to think about your marketing operations function is that it could operate either as a pit crew or as a service station. Both maintain and support a ...
  Management, Marketing Operations, Measurement, Metrics
• Five Tips for Painting a Clearer Marketing Ops Picture With Data VisualizationVince Stuntebeck, Trevor Jones
  To portray data effectively, use simple and informed graphs to reveal the story behind the data. This article focuses on how to apply data visualization techniques in marketing operations to ...
  Attribution Modeling, Campaign Management, Data, Lead Scoring, Marketing Analytics, Marketing Budgets, Marketing Operations, Measurement, Metrics, ROI
• #SocialSkim: Social Media This Week, Including Social as Riot Control, A/B TestingAngela Natividad
  You'll look forward to the next "hump day" after this week's top viral video. We'll also look at how social affects—maybe even calms—riled-up crowds. Learn how to embed Instagram pics ...
  Advertising, Content, Facebook, Instagram, LinkedIn, Marketing Strategy, Measurement, Metrics, Retail Marketing, Social Business, Social Media, Social Networking, SocialSkim, Twitter
• Five Online Marketing Metrics You Should Monitor Every DaySiddharth Deswal
  Many online marketers get too wrapped up in measuring data that, though useful, is not the most important for understanding how your website is performing as a marketing channel. Here ...
  Links, Measurement, Metrics, ROI, Search Engine Marketing, Web Analytics
• Increasing Marketing's Relevance to the Business [Infographic]Laura Patterson
  The results of the 11th annual Marketing Performance Management Survey are out. Find out about the key findings in this infographic.
  Data, Digital Marketing, Marketing Analytics, Metrics, Sales
• #SocialSkim: Social Media This Week, Including the Usual Suspects (AKA, New Tricks and Tools)Angela Natividad
  Happy post-Independence Day! Fireworks may still be exploding in our ears, but as usual we've got a bunch of new tricks and tools for you this week. Read about Vine's ...
  Advertising, Digital Marketing, Digital Theory, Facebook, Instagram, LinkedIn, Measurement, Metrics, Mobile Marketing, PowerPoint, Social Business, Social Media, Social Networking, SocialSkim, Twitter, Videos, Vine
• How to Use Media Attribution to Make Strategic Retail DecisionsJeff Zwelling
  Because Google has transformed its free Google Product Search into the paid Google Shopping service, retailers must re-evaluate their comparison shopping engine strategies, asking themselves a host of questions.
  Advertising, Attribution Modeling, Data, E-Commerce, Metrics, Retail Marketing
• More Data Does Not Equal Better InsightsLaura Patterson
  We're drowning in data. We generate it from our own activity or research; we collect and capture tons more from external sources. But action doesn't always follow collection. And more ...
  Customer Insight, Data, Market Research, Measurement, Metrics
• How to Gauge the Power and Value of Your Content MarketingAaron Dun
  Larger companies may be less concerned about the direct correlation between content marketing efforts and deals. But, for the rest of us, it's critical. So, how do you gauge the ...
  Brand Awareness, Content, Content Marketing, Inbound Marketing, Lead Generation, Measurement, Metrics, Sales
• Four Steps to Ensuring Your Strategy Achieves ResultsLaura Patterson
  Many companies at all stages invest time in planning but lack the processes and leadership needed to ensure a strategy achieves the desired results. Failure is expensive and wastes precious ...
  Campaign Management, Email Campaigns, Management, Marketing Challenges, Marketing Operations, Marketing Tips, Measurement, Metrics, Product Management, Promotions