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As everyone knows, “big data” is all the rage in digital marketing nowadays. Marketing organizations across the globe are trying to find ways to collect and analyze user-level or touchpoint-level data in order to uncover insights about how marketing activity affects consumer purchase decisions and drives loyalty.
As the saying goes, the only thing that is constant is change. But in digital marketing today, change is not only constant but also rapid and all-inclusive, and applies not only to marketing practice but also the practitioners. The past few years have given rise to marketing technologists: those who are equally adept at marketing and technology.
Most paid search teams have probably completed their initial holiday planning and preparation by now. This may include creating a seasonal budgeting schedule and performance forecast, testing seasonal ad copies and landing pages, and adding or un-pausing seasonal keyword combinations. However, once all the tactical essentials are in place, consider taking the next step and s ...
Multi-touch attribution is a modern approach to modeling marketing impact. Back in May, three attribution technology vendors — Adometry, Convertro and DC Storm — were acquired by Google, AOL, and Rakuten Marketing respectively. Clearly, attribution is now being seen as integral to the future of digital marketing, and is rapidly rising in priority for many marketing organizations.
Cost per Click. Cost per Mille. Cost per Action. Cost per Lead. Cost per Engagement… Today’s digital advertising is filled with many different pricing options. Just a few decades ago, there only used to be two options: CPC (cost per click) and CPM (cost per 1000 impressions). Now there are dozens. Pricing options have important implications on advertisers’ budgeting strategy.
Nowadays, marketing channels no longer map easily to a single objective. Display continues to evolve on all fronts, covering everything from premium inventory to highly-focused retargeting ads. With the addition of custom audiences and FBX, Facebook is becoming viable for direct response in addition to awareness and advocacy.
Social media managers and analysts have one of the toughest jobs in digital marketing today. Imagine trying to be an expert in content marketing, acquisition and retention marketing, brand management, word-of-mouth, customer advocacy, paid media, reputation management and viral marketing — all across five different media channels and dozens of accounts.
Today, I am going to reveal my secret sauce for marketing analytics. This simple method is so powerful that anyone can start applying it today to any sort of descriptive analysis, and it will start producing results from day one. What's better, this method does not require any sort of prior knowledge or skill set such as statistics or database querying: anyone from a new grad ...
We are currently living through a Cambrian-level explosion of marketing channels. It seems like there is a new channel or device popping up every year, each with a new set of metrics, media and strategies. In the future, each marketing manager or analyst will be responsible for managing media across a greater number of different channels, networks and devices.