Analytics & Marketing Column

  • Lead scoring: A bridge from marketing to actual sales

    … leads. This is not the definition of a lead. It’s far from the yellow brick road or even a well-designed maze — it’s more like a carpool lane in which you and a bunch of other suckers are together in a van, beelining towards ice-cold leads that are likely still annoyed by the last set of marketers that bombarded them. This is epic demand generation…

    Marketing Land- 15 readers -
  • Identifying top analytics talent in a competitive environment

    … One of the biggest challenges of working in the digital marketing analytics field is finding quality talent. Much of what we do day-to-day still isn’t taught in universities. Standards for credentials are generally low, so most certifications don’t carry much authority. As an industry, we’ve scarcely agreed on what to call anything, so it’s…

    Marketing Land- 23 readers -
  • Two social media attribution models to use instead of last-touch

    … social channels. You can decide which approach will work best for your particular situation. The single-touch model The days of referring to social media efforts as strict awareness marketing are long gone. Between promotional posts, blatant CTAs and paid advertising, businesses use their social channels to drive leads and purchases every day. So…

    Marketing Landin Social- 16 readers -
  • B2B CMOs and CIOs: It’s time to rethink data management

    … Engineering, CTO, Architects, Engineering Directors, Procurement Managers and dozens of other business stakeholders, from the first introductory call to a signed contract and through the process of onboarding, as well as utilization. With B2B marketing and advertising spend reaching $161 billion — and digital accounting for over half — B2B CMOs…

    Marketing Land- 24 readers -
  • How to track conversions like a pro

    … software to pull this off. You can use the Google Analytics goals to help you track conversions on your site. Below are three simple conversion goals you can track that will give you powerful insights into how your users are interacting with your website. 1. URL destination In this type of conversion, you are tracking when a user lands on a specific page…

    Marketing Landin SEO Google How To's- 16 readers -
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  • Getting ahead of the game with predictive analytics

    … and not necessarily Marketing Land. Staff authors are listed here. About The Author Nick Iyengar is a Director of Digital Intelligence at Cardinal Path, where he is responsible for helping his clients improve their profitability by building their analytics capabilities. He returned to Cardinal Path for his second tour of duty after completing his…

    Marketing Land- 11 readers -
  • The effect of Moore’s Law on behavioral marketing

    … In 2003, I wrote my first analytics package. I had the same problem all marketers had: I could do almost anything with digital marketing. I could easily create ads, pages and emails with any text, any font, any image. I could add video, animations, and even make aliens dance to sell car insurance. But how could I know which would work best…

    Brian Massey/ Marketing Landin SEO- 19 readers -
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