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• Achieve Less Din, More Dialogue With Your Social-Media PresenceChiaki Nishino
  There's not merely buzz but outright din surrounding social media and how "everyone" is using it to win hearts and minds, and maybe even help grow business. But before you ...
  Customer Acquisition, Customer Engagement, Marketing Strategy, Metrics, Social Media, Testing
• How to Demonstrate and Deliver Lead-Nurturing ROIJim Lenskold
  Lead nurturing has high potential value when your acquisition programs have generated responses from interested prospects, but those prospects are not yet ready to buy. The 2010 Lead Generation Marketing ...
  Lead Nurturing, Marketing Tips, Measurement, Metrics, ROI
• How to Ruin Your Brand, Your Business, and Your Career: The 13 Worst Marketing Mistakes, Part 3M. P. Friedman
  Part 1 and Part 2 of this article covered the first 10 of the 13 worst marketing mistakes. Here are the rest of the top 13 marketing mistakes you should ...
  Branding, Career Management, Marketing Tips, Metrics, Targeting
• Senior Marketers Rethinking Customer Engagement
  As customers take a more active role in brand conversations, engagement is fast becoming a critical strategy and metric for marketers, but many CMOs and other senior marketing executives are ...
  Customer Engagement, Marketing Strategy, Metrics, Research Summaries
• Show 'em That SEO Sparkle!
  In an article at MarketingProfs, Dan Skeen writes that search-engine optimization provides several return-on-investment measures with a greater potential impact on a company's bottom line than many traditional tactics. However, ...
  Metrics, ROI, Search Engine Marketing, SEO
• Give 'Em the Third Degree
  "Like good little Reporting Squirrels we collect and stack metrics as if preparing for an imminent ice age," opines Avinash Kaushik at Occam's Razor, before quickly noting that it isn't ...
  Marketing Analytics, Marketing Smarter, Metrics
• The Three Ps of Marketing OperationsLaura Patterson
  For Marketing to fully achieve maturity in marketing performance measurement and management—or just take it to the next level—the role of, and skills within, the marketing-operations function at a minimum ...
  Chief Marketing Officer, Marketing Operations, Metrics
• B2B Marketers Struggle With Changing Roles
  Even while more and more consumers are using social media to help them make purchasing decisions, most B2B marketers are not using social networking and digital marketing tools to reach ...
  B2B Marketing, Metrics, Research Summaries, Social Media
• Failing to Prepare in Web Analytics Is Preparing to FailRobert F. Hogeboom
  Far too often, Web-analytics initiatives fail to provide the insight that most businesses need and want. Companies are so eager to obtain immediate value from newly implemented Web-measurement systems that ...
  Marketing Strategy, Marketing Tips, Metrics, Web Analytics, Website Design
• Marketing's Contribution to Bottom Line Improving
  Marketers are doing a better job contributing to an organization's bottom line, but they are still more focused on managing metrics than managing performance, and most have yet to leverage ...
  Marketing Dashboards, Metrics, Research Summaries
• 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
• Crossing the Channel
  Does your cross-channel marketing program give credit where credit is due? "According to Forrester Research," writes Anto Chittilappilly at MarketingProfs, "about 87% of marketers and 85% of agencies misattribute credit: ...
  Channel Marketing, Marketing Analytics, Metrics
• 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
• Marketing Process as Art—Not!Mitchell Goozé
  Some marketing activities or processes (in reality, many business activities) require "artists" to produce the desired output. However, that by itself does not make the output art. The distinction is ...
  Collaboration, Management, Marketing Smarter, Metrics
• Hurry Up or You'll Be Sorry!
  Some companies seem addicted to email campaigns that shout breathless, time-sensitive offers. Each week, it seems, they tell subscribers about special deals that simply can't be missed—only to make a similar ...
  Email Campaigns, Metrics, Personalization, Targeting
• Stay or Go? You Tell Me.
  As subscriber engagement becomes a critical factor in the deliverability rates of email campaigns, removing inactive recipients from your list is more important than ever. To keep your list as ...
  Email Marketing, Marketing Analytics, Metrics
• Q3 Email Click and Open Rates Increase
  Marketers used email communications more effectively during the year as open rates jumped to 22% in the third quarter of 2009 from 19.8% during the same period last year, or ...
  Email Marketing, Metrics, Survey Data
• Are You Hot or Not?
  On a scale of one to 10, how would you rate your ability to measure the impact of your social-media initiatives? Be honest. Because if you're like the marketers who ...
  Marketing Analytics, Measurement, Metrics
• Five Tips for Building an Online CommunityCynthia Francis
  Building a successful online community isn't as easy as it might seem. A thriving community requires defined goals and a clear strategy. Below are five tips to help you build ...
  Community, Marketing Plans, Marketing Strategy, Metrics, Social Media
• Capturing Campaign Sales Lift—Can Pre-Post Measurements Be Trusted?Jim Lenskold
  The typical pre-post measurement is not accurate enough to support major marketing decisions; moreover, if it is not managed correctly and improved, Marketing can take a significant hit on credibility.
  Marketing Tips, Measurement, Metrics, Sales