Analytics & Marketing Column

    • 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 available, many marketers preferred ...

      Marketing Land- 18 readers -
    • 5 New Year’s resolutions for analytics

      The holiday season is upon us, and with that comes the usual cycle of overindulging at the dinner table, followed by New Year’s resolutions to get back in shape. And while I, for one, plan to do both of those things, I think it’s also a good time to start considering some New Year’s resolutions for your analytics program.

      Marketing Land- 7 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- 20 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- 16 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- 8 readers -
  • Activate your audience with a ‘measurement framework’

    … buy, a strategic, objectives-driven approach to analytics — what I call a “measurement framework” — is a prerequisite to creating value using your organization’s data. Indeed, all the work we do in analytics, whether on the technical side or the number-crunching side, should be driven by a robust, documented framework for analytics. Putting…

    Marketing Land- 10 readers -
  • 3 tips for tracking response to industrial tradeshow print ads and landing pages

    … the show at which they’re exhibiting. My smaller manufacturing clients do this as well — and then ask, “How do we track our print ads?” In this article, I cover how any company, small or large, can use two free tools — Google Analytics and the Google URL builder — to track two marketing tactics associated with industrial tradeshows: print ads…

    Marketing Land- 10 readers -
  • The high price of inflated marketing metrics

    … Marketers are hooked on inflated numbers, and it’s time for everyone to come back down to earth. Much of the issue started with a “use it or lose it” marketing budget strategy. If marketers didn’t spend everything they had, they didn’t get it come the next budgeting cycle. Marketers told their agencies to spend all of the money, and so…

    Marketing Land- 9 readers -
  • Chasm between GRP and digital metrics highlights need for cross-screen standards

    …, mobile, display, VOD (video on demand), OTT (over the top) and so on. Cross-screen metrics matter The measurements Wojcicki is using to measure audience on YouTube are probably from Google Analytics, and that’s a problem, since advertisers currently compare audience numbers using a Nielsen GRP (gross rating point) system. Neither digital impression…

    Marketing Land- 9 readers -
  • How to find the right analytics for the right marketing job

    … The marketing world gets more complex daily as more and more data and types of analytics become readily available to guide and evaluate our marketing efforts. More often than not, clients are asking for proof of success, ROI and other tangible results. To meet this growing demand, successful marketers are making greater use of digital…

    Alan K'necht/ Marketing Landin How To's- 11 readers -
  • Designing dashboards people will actually use

    … Dashboarding and data visualization are hot-button topics in the analytics industry, and for good reason. Effective dashboards can democratize access to data across an organization and help foster a culture in which data is used to drive more and more decisions with demonstrable business outcomes. However, in my experience consulting…

    Marketing Land- 7 readers -
  • Personas, polls and personalization: What’s behind the election of our lives?

    … the creepiness level of Pollyhop. Still, data has become a major focal point of the 2016 presidential race. While I’m endlessly intrigued by the heated debates — and even the not-so-presidential mudslinging that’s happening — I’m equally amazed by the sheer level of data-driven marketing that’s steering this unwieldy ship. It’s not Pollyhop, but it’s still…

    Marketing Land- 7 readers -
  • Customer journeys, blind spots & burgers: Lessons from fast-food marketing

    …, this is the lens that turns a “nice-to-have” marketing insights report into a CEO “must-read.” So how can marketers fine-tune their analytics game to shed light where it’s most needed? Here are a few lessons from QSR marketing: 1. Choose your battles First things first — pick your fight. Are you looking to tackle a single competitor? Expand…

    Marketing Land- 9 readers -
  • Tired of broken promises from politicians? Demand KPIs!

    … the pages of Marketing Land, right? Well, as crazy as it might sound, applying the principles of digital marketing to politics might be just what the country needs. There are two fundamental problems with our electoral system. First, the issues politicians run on are defined by the politician, not by the electorate. In other words, when…

    David Rodnitzky/ Marketing Land- 9 readers -
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