How To Guides: Marketing Analytics

  • 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…

    Marketing Land- 16 readers -
  • Social CMO to social CMI: the insight-driven evolution in the enterprise

    … Earlier this year, we discussed the importance of leveraging social data to impact your organization’s marketing efforts. We focused on the importance of having a data-driven chief marketing officer (CMO) gathering data from social platforms, extracting actionable insights from them and proving to other C-levels how useful social data can…

    Marketing Landin Social- 9 readers -
  • Activate your audience with a ‘measurement framework’

    … buy, a strategic, objectives-driven approach to analytics — what I call a “measurement framework” — is a prerequisite to creating value using your organization’s data. Indeed, all the work we do in analytics, whether on the technical side or the number-crunching side, should be driven by a robust, documented framework for analytics. Putting…

    Marketing Land- 10 readers -
  • Your best users: Where they are and how to find them

    … is converting on their website. You shouldn’t “think.” You should know based on data mining and research you have performed. Google Analytics will tell you the age, gender, location, device and a number of other attributes for each person who visits your website. You can break it down even further and get specific demographic information about people who…

    Jeremy Smith/ Marketing Landin How To's- 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- 7 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- 9 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- 9 readers -
  • How to drive real, measurable value with purchase intent analysis

    … such as profit margin and campaign strategy can be integrated, but we’re now able to be that much smarter about how we approach media optimization.” Put simply, knowing what each action is truly worth helps marketers to set the goal posts for themselves and their agencies, and organizations can then get more from their media investments. Success…

    David Booth/ Marketing Landin How To's- 10 readers -
  • Leverage your marketing data: 9 FAQs to get you started

    … more precisely what your ideal customer looks like — and to find them in media spaces. Who should consider leveraging third-party data? How advanced does your marketing need to be for it to make sense to make the investment? Given how readily available and accessible third-party data has become, I’d say everyone should be using it. (Who doesn’t want…

    Marketing Land- 12 readers -
  • Blinded by data: 5 ways to deal with data overload

    … For marketers, the mandate to drive revenue has led to an explosion of analytics solutions. There’s a dashboard for virtually every marketing metric you can think of — buzz, sentiment, NPS (Net Promoter Score), brand engagement and several other voice-of-customer visualizations. But the barrage of bar charts blinking in the faces of marketers…

    Marketing Land- 9 readers -
  • What does intent data mean for the data-driven marketer?

    … through all the terminology: It’s variously referred to as activity, behavioral, internal intent data, or external intent data. Pairing intent data with other customer signals — like those housed within a company’s marketing automation system — provides an especially unique opportunity for businesses to understand and leverage customer insights…

    Marketing Land- 9 readers -
  • From leads to data: how changes in the media business affect B2B marketers

    …, a cloud-based, closed-loop marketing software provider, where he leads the company’s go-to-market and marketing strategy focused on serving its growing customer base of marketers. Scott’s experience and passion is focused on unlocking the potential of marketing, media and technology to drive business and customer value. Previously, Scott served as CMO and VP, Marketing Services of UBM Tech, a global information, digital media and events business comprised of more than 50 market-defining brands. …

    Marketing Landin How To's- 13 readers -
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