Analytics & Marketing Column

  • CMO audit series, Part 6: Analytics

    …In Part 6 of a series, columnist Scott Rayden walks you through the top areas you should focus on in marketing analytics and how to implement them. Please visit Marketing Land for the full article…

    Marketing Land- 10 readers -
  • Voice is an important new channel for brands to measure, but not in a silo

    … to be canned. No matter what, the data will be the guiding light. Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here. About The Author As senior director of product management for Adobe’s Analytics, Chris Wareham directs the teams responsible for driving…

    Marketing Land- 15 readers -
  • Lead scoring: A bridge from marketing to actual sales

    …, marketers must be vigilant about lead scoring and which leads they are sending off to sales. In most cases, we see that many of the leads forwarded to sales are bypassed or completely ignored. Why? Salespeople feel that the leads are not qualified, and they can’t afford to waste their time focusing on “marketing” leads when they can find hot leads…

    Marketing Land- 17 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- 30 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- 22 readers -
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