How To Guides: Marketing Analytics

  • 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- 23 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- 16 readers -
  • Self-serve analytics: Dream or reality?

    … of analytics as a self-serve resource that takes root once an implementation is complete and yields fruit forever after. I prefer to be a bit more pragmatic — rather than chasing a vision of “self-serve,” I try to help organizations get to a place where analytics creates consistent value, regardless of exactly how that happens. In the real world…

    Marketing Land- 27 readers -
  • 4 advanced targeting strategies for B2B marketers

    … content marketing strategy across other marketing channels. 2. Build your top-of-funnel prospect list Building top-of-funnel leads depends a great deal on creating eye-catching, engaging or even outside-the-box content. Don’t try to address all pain points and sell everyone on your product by creating assets that focus solely on your solution. Rather…

    Marketing Land- 17 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. If your business is testing out…

    Marketing Landin Social Facebook- 17 readers -
  • Why brick-and-mortar retailers need to go digital with analytics

    … address, but this will not be required on subsequent visits. On future visits, the retailer will query their marketing database in real time and deliver highly targeted content. For instance, the shopper will see a landing page that includes a “welcome back” message and an offer intended to be of value specifically to her. It’s critical…

    Marketing Land- 32 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…

    David Booth/ Marketing Landin Google- 35 readers -
  • Devices don’t buy products; people do

    … with their brand. For example, consumers who see display advertising on mobile and desktop may convert at triple the rate of consumers who only see desktop advertising. This not only affects your analytics, but also impacts how you might segment your audiences and what types of messaging you decide to put in front of them. The alternative to cross-device…

    Marketing Land- 27 readers -
  • Increase the impact of your testing program in 2017

    … Many organizations are still new to the world of testing and optimization. Indeed, our “State of Digital Marketing Analytics in the Top 1000 Online Retailers” report showed that just 18 percent of the retailers ranked number 501 to 1000 in the list of the largest retailers are using testing and optimization tools. For organizations like these…

    Marketing Land- 27 readers -
  • 9 studies for landing pages that work

    … design? 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 Brian Massey is the Conversion Scientist at Conversion Sciences and author of Your Customer Creation Equation: Unexpected Website Forumulas of The Conversion Scientist. Conversion Sciences specializes in A/B Testing of websites. Follow Brian on Twitter @bmassey …

    Brian Massey/ Marketing Land- 26 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- 42 readers -
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