Analytics & Marketing Column

    • 4 advanced targeting strategies for B2B marketers

      The digital world gets noisier every day. That’s why it’s becoming more and more important in B2B marketing that we truly understand the multiple stakeholders that make up our target audience, their unique worldview, the specific problems they are trying to solve, and the impact they each are trying to make within their organizations.

      Marketing Land- 14 readers -
    • UTM tags + Facebook ads = awesome

      Last-click attribution marketers cringe when they think of Facebook Ads Manager’s reporting. The closest you can get to last-click attribution is one day after click. That’s simply not good enough when you’re used to Google Analytics holding your hand and showing you which source is creating conversions.

      Marketing Landin Social Facebook- 12 readers -
    • Are you leveraging these underutilized Google Analytics features?

      If you’re a digital marketer these days, odds are extremely good that web analytics is a major part of your toolkit. With its massive adoption in the market, odds are also good that the tool you’re using is Google Analytics. But are you really getting everything you can out of it? Here at Cardinal Path, we help our customers extract the most value they possibly can from dat ...

      David Booth/ Marketing Landin Google- 26 readers -
  • Self-serve analytics: Dream or reality?

    … Deriving consistent value from analytics is no simple thing. It’s common to focus on the technical challenges, and with good reason: Getting a robust, reliable deployment of analytics on your sites and apps is certainly a lot of work in and of itself. Over the years, the vast majority of the organizations I’ve worked with have had a vision…

    Marketing Land- 17 readers -
  • Devices don’t buy products; people do

    … to the same person, thereby increasing our advertising value and informing our strategy. The challenge with this deterministic approach is that it’s oriented entirely around purchasing media with a specific company. Now it’s no longer the marketer’s customer, and you’re locked into buying media on their channel. Another approach is probabilistic…

    Marketing Land- 17 readers -
  • The tracking trap in digital marketing

    …, I think the proper path forward is to improve the measurability of a brand but to hold it to a lower standard of measurability than online marketing. Improving measurability is already happening. In-store beacons help measure the impact of advertising on retail; probabilistic and deterministic attribution can show how offline advertising impacts…

    David Rodnitzky/ Marketing Land- 33 readers -
  • Cheap data: You are about to get so much better at marketing

    … on his list was “Marketing software is too hard to use.” I think he’s right there, too. And I think we will overcome these issues. Why? The cost of collecting data is now less than the cost of not collecting data. Organizations are throwing money at anyone who knows how to apply this data. The tools are maturing. In 2017, we will see a move from…

    Brian Massey/ Marketing Land- 20 readers -
  • Digital analytics industry veteran roundup: What’s in store for 2017

    … in marketing. More companies are giving it a try. By the end of the year, we’ll have some solid use cases and best practices. We’ll also have some funny, some embarrassing and some brand-tarnishing examples of how not to leverage this new capability. On the human side, I see the marketing department as a whole relying on analytics more as a matter…

    David Booth/ Marketing Land- 30 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- 29 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- 13 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- 12 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- 16 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- 13 readers -
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