Analytics & Marketing Column

    • 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 in the data they do have.

      Marketing Land- 12 readers -
    • Activate your audience with a ‘measurement framework’

      For most retailers, simply collecting data on your sites, apps and customers isn’t the challenge. On the contrary, it’s more likely that you’re awash in data and struggling to consistently derive value from it. The challenge of actually activating your data for a competitive advantage is often thought of as a technical problem: If only we had these tools or these features, t ...

      Marketing Land- 10 readers -
  • Brands must close the loop on audience segmentation

    … looking to attract new audiences and be more relevant to current customers might create convenient pre-measured pods that appeal to both working moms and single men, for example. Tailoring to different segments A lot of work goes into understanding the target audience’s needs and creating a marketing plan to communicate the differences of the new…

    Marketing Land- 7 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- 6 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- 7 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- 10 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- 6 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- 6 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- 8 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- 8 readers -
  • Improve B2B marketing results with Google Analytics

    … Many B2B marketers have unique challenges when it comes to measuring digital marketing performance. Difficulties include long sales cycles, complex products and services and multiple influencers and decision makers. How can B2B marketers best use Google Analytics to improve website performance and marketing results? In this article I offer…

    Marketing Landin Google- 11 readers -
  • Graphing trends can make you better at calling A/B tests

    … or your analytics software. If all is going well, you will know how each variation performed during your test. If your site is generating leads, you’ll have a list of completed form fills or phone calls and the date of the transaction. If you’re optimizing an e-commerce site, you’ll have a list of transactions with the amount and date. Our goal…

    Brian Massey/ Marketing Land- 7 readers -
  • A brief introduction to data visualization theory for marketers

    … I’ve been thinking a lot about data visualization lately and how it applies to our roles as marketers. As marketers, it is typical for us to spend a significant amount of time working with spreadsheets and looking at, analyzing and playing with data. The final product of that data usually comes in the form of pretty charts, graphs…

    Marketing Land- 29 readers -
  • Contribution margin: How to tell if your marketing makes cents

    … You may have heard the old one-liner, “We lose money on every sale, but we make it up in volume!” It sounds absurd. That’s why it’s a joke, right? But you’d be amazed how many businesses’ marketing policies look a lot like that. These businesses aren’t deliberately investing in unprofitable marketing — they just don’t know…

    Marketing Land- 9 readers -
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