Analytics & Marketing Column

    • Digital analytics industry veteran roundup: What’s in store for 2017

      Last year at this time, an impressive group of data and analytics industry specialists answered a single question in preparation for the year to come: “What gets you out of bed in the morning when you think forward to data and analytics in 2016?” Their answers did not disappoint, so here’s an update to what industry advocates, colleagues, friends, and even my close competitors in digital ana.

      David Booth/ Marketing Land- 27 readers -
    • The tracking trap in digital marketing

      In Google’s early days — when online marketing was still a novelty avoided by most large advertisers — then-CEO Eric Schmidt acerbically quipped that “the last bastion of unaccountable spending” was the corporate marketing department. Schmidt’s comment was no doubt intended to contrast the measurability of online marketing against the opaqueness of traditional media.

      David Rodnitzky/ Marketing Land- 29 readers -
  • Cheap data: You are about to get so much better at marketing

    … was wrong with the page. We paid eye-tracking firm about $250. Something has changed. While we had our heads down, positioning products, creating campaigns, managing vendors and agonizing over copy, something definitely changed. In 2016, global brands continued to brand themselves. Marketing departments continued to do more with fewer…

    Brian Massey/ Marketing Land- 17 readers -
  • How analytics data should fuel creativity

    … will be more important than ever. How will you create heart-stopping, memorable experiences that will win over your digitally sophisticated customers? The same customers who might only give you seven seconds to make your case? For all the creatives out there — don’t surf away! This isn’t just about implementing more (and more) marketing strategies…

    Loni Stark/ Marketing Landin How To's- 24 readers -
  • 6 questions to help you evaluate an attribution modeling vendor

    … Full disclosure: I am not a data scientist, yet below I’ll talk about modeling for marketing measurement. Disclosures are tricky. Facebook will be sued over its disclosure of the snafu in its video metrics. Would they be in this legal mess if they had not revealed the mix-up? I think the answer is yes, eventually, as truth cannot stay hidden…

    Marketing Land- 12 readers -
  • How to get the most value from your marketing metrics

    … Digital, 57 percent of senior marketers are satisfied with how much influence data has over their marketing decisions, and 56 percent are satisfied with how easily they can access the data they need. In more good news, The Analytics Advantage, a report published by Deloitte on the state of data analytics in successful businesses, claims…

    Marketing Landin How To's- 11 readers -
  • New wave of referrer spam wrecking Google Analytics data

    … or corporate marketing department responsible for hundreds of sites, that’s a non-trivial cost. For the entire Google Analytics user base, it’s a lot of money. There is also an associated risk, because complex filters and .htaccess file rules inevitably have bugs and require thorough testing. One wrong filter can wipe out a large swath of traffic data…

    Marketing Landin Google- 16 readers -
  • The truth about transparency in digital advertising

    … audiences. It understandably becomes harder to reliably identify and key in on similar nuances when data is aggregated up to a platform or audience level, which is more of a summary in nature. 3. Will we have the ability to measure and act on incrementality? A succinct definition of revenue incrementality comes from this column written by Sebastien…

    Andrew Waber/ Marketing Landin Display- 14 readers -
  • 5 New Year’s resolutions for analytics

    … just freed up? Well, how about doing deeper analysis — not just reporting out on how many page views or transactions or upsells or MQLs (marketing-qualified leads) were generated in the last period, but digging into why that happened and how to improve in the future. If done well, your always-on dashboards will free up a lot of time for analysis…

    Marketing Land- 12 readers -
  • Without data, your marketing strategy won’t cut it in 2017

    … In the beginning, there was no light, and marketers were forced to rely on “gut feeling” when it came to assessing the success of marketing initiatives. We simply lacked the tools and information needed to scientifically conceive of and measure the effectiveness of our efforts. Even as more effective data analytics tools started to become…

    Marketing Land- 20 readers -
  • 7 Google Analytics reports that demystify your B2B audience

    … In my previous article, I discussed ways to measure and analyze website traffic, engagement and conversions. In this piece, I share seven of my favorite Google Analytics reports that help B2B marketers further analyze and understand website visitors. 1. Geographical report If you target certain regions or are running advertising campaigns…

    Marketing Landin Google- 23 readers -
  • Why marketers must be data-driven

    … In today’s highly competitive digital economy, the result that counts is revenue, and the only way to ensure your marketing team delivers that result is through data-driven marketing. This may seem simple, but many B2B marketers face a data dilemma: either they lack the data they need to make effective business decisions or they lack confidence…

    Marketing Land- 19 readers -
  • Brands must close the loop on audience segmentation

    …, ingrained campaign features like media channels and spending are often the focus of the performance evaluation, rather than the performance of the different audience segments. Greg Pharo, a director of market research and analysis at AT&T, has suggested that many marketers focus too closely on the financial returns of individual marketing channels…

    Marketing Land- 10 readers -
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