Analytics & Marketing Column

    • Two social media attribution models to use instead of last-touch

      Have you been looking for the best way to measure the effectiveness of each of your social media channels? Do you want to learn how you can pick an effective social media attribution model for your business? In this article, I’ll describe the three different social media attribution models and how each one uniquely measures the success of your social channels.

      Marketing Landin Social- 13 readers -
    • Demand generation’s next frontier: 3 ways to tap into social to get more leads

      I can’t be the only CMO focusing on and prioritizing the measurement of the real bottom line of all marketing team activities: demand generation. Yet there isn’t much mention or actual execution of leveraging social media listening for demand generation purposes — in any industry. With demand generation teams being the metrics-driven, data-loving departments that they are, so ...

      Marketing Landin Social- 14 readers -
    • B2B CMOs and CIOs: It’s time to rethink data management

      In digital media and advertising, data management platforms (DMPs) have become an essential tool that “ingests, classifies, sorts and houses information, and then delivers it in a way that’s useful for marketers, publishers and other businesses.” But for B2B marketers, these tools have a major flaw. As the name implies, B2B marketers sell into organizations (e.g.

      Marketing Land- 19 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- 11 readers -
    Earlier about the same topic:
  • Getting ahead of the game with predictive analytics

    … can do just that. Take a look at how your content has performed recently, segmenting content by the template each piece of content uses. (This analysis assumes you’re using page templates rather than custom-building all your pages.) [Read the full article on MarTech Today.] Some opinions expressed in this article may be those of a guest author…

    Marketing Land- 9 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- 18 readers -
  • GDPR: Publishers and martech will rely on each other

    … By now, everyone’s calendar should have a big red circle around the date of May 25, 2018, when the General Data Protection Regulation (GDPR) goes into effect. And with 12 months to go, there is still just enough time to complete GDPR readiness projects ahead of the enforcement date. I’ve posited loud and often that martech writ large…

    Marketing Land- 14 readers -
  • Video ads for direct response: What’s the best length?

    … to achieve their larger objective. One thing we can learn from looking at aggregate advertiser data is that the best-performing video ads for a given vertical generally fall within a narrow duration and typically share a few commonalities. As a note, the findings outlined in this column reflect data analyzed as part of my work at Nanigans…

    Andrew Waber/ Marketing Landin Facebook- 20 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- 25 readers -
  • 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. There…

    Marketing Land- 16 readers -
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