Metrics

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• Funnel Metrics, Attribution, and Measuring Marketing ROI in Any Industry: Christine Vermes on Marketing Smarts [Podcast]
  This episode's focus: funnel metrics and attribution, and ways to measure marketing ROI in any industry, from software and technology to the game of polo.
• If You're Not Gating Your Videos, You're Doing It Wrong: Kristen Craft of Wistia on Marketing Smarts [Podcast]
  Kristen Craft of video hosting company Wistia shares the secret to creating video content that converts.
• Embrace Revenue Responsibility With 'Full-Funnel Marketing': Author Matt Heinz on Marketing Smarts [Podcast]
  Full-Funnel Marketing author Matt Heinz explains why (and how) marketers should embrace revenue-based metrics to demonstrate to their executives Marketing's impact on the organization.
• For Marketing Success, the Rx Is UX: Tracy Rosecrans of Healthline on Marketing Smarts [Podcast]
  Tracy Rosecrans, SVP of marketing and product for Healthline media, explains how she used content, UX, and SEO to transform Healthline.com into the fastest-growing health information site in the US, ...
• B2B Data-Driven Marketing: Author Ruth Stevens on Marketing Smarts [Podcast]
  Ruth Stevens discusses her new book, B2B Data-Driven Marketing, shares tips on how to collect and use data to improve B2B marketing results, and offers insights from her time as ...
• Measuring the B2B Customer Journey: Bryan Semple on Marketing Smarts [Podcast]
  Private equity/startup go-to-market executive Bryan Semple shares insights on marketing measurement and the B2B customer journey, focusing on how modern marketers can measure the impact of their efforts.
• Power Up Through Experiential Marketing: Shell's Chris Hayek Talks to Marketing Smarts [Podcast]
  Chris Hayek, director of global brand management for Shell Lubricants, explains his approach to integrated marketing, communicating innovation, and creating experiences that bring the brand to life for consumers.
• The Marketing Performance Blueprint: PR 20/20 Founder Paul Roetzer Talks to Marketing Smarts [Podcast]
  Paul Roetzer—founder of inbound marketing agency PR 20/20, author of The Marketing Agency Blueprint—shares tips for smart staffing and measuring marketing results from his latest book, The Marketing Performance Blueprint.
• Tips for Wrangling Content (and Cattle): Spredfast CMO Jim Rudden Talks to Marketing Smarts [Podcast]
  Spredfast CMO Jim Rudden discusses trends in social marketing, content strategy, and using existing content to make "content risotto."
• How to Build a Testing Culture: Justin Rondeau of Which Test Won on Marketing Smarts [Podcast]
  Testing your online campaigns, landing pages, forms, website, and so on can't be an every-now-and-again thing. Testing must be iterative and ongoing if it is to produce results. Which means, ...
• Moving From Attribution to Prediction: Jim Lenskold Talks ROI Metrics on Marketing Smarts [Podcast]
  Demonstrating value is certainly a fine reason to measure our actions and their results. But discussing marketing measurement with Jim Lenskold during this week's Marketing Smarts podcast got me thinking ...
• Don't Let Data Drive, Let It Inform: Beth Kanter and KD Paine on Marketing Smarts [Podcast]
  Beth Kanter and Katie Delahaye (KD) Paine, authors of Measuring the Networked Nonprofit: Using Data to Change the World, discuss performance metrics and nonprofits.
• How Do You Measure the Value of Sharing? Kurt Abrahamson of ShareThis Talks About Measuring Social Activity on Marketing Smarts [Podcast]
  "It's not just social media," Kurt Abrahamson says in this week's episode of Marketing Smarts. "It's socially engaged audiences that are important." Learn why social sharing is an important indicator ...