How To Guides: Marketing Analytics

    • Why brick-and-mortar retailers need to go digital with analytics

      While online shopping continues to grow and meet consumers’ needs for convenience and competitive pricing, brick-and-mortar stores still ultimately bring in the greatest percentage of retail transactions. Why? Many consumers enjoy and prefer the hands-on and face-to-face experience that brick-and-mortar retailers offer.

      Marketing Land- 19 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.

      Marketing Land- 14 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.

      Marketing Landin Social Facebook- 12 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- 18 readers -
  • Are you leveraging these underutilized Google Analytics features?

    … Comparison and Data Driven Attribution* reports to understand how your different campaigns are impacting the final conversions along the path to purchase. *GA360 only Enabling Google integrations Google Analytics is, of course, a Google product, and over the years, they’ve done a really good job of seamlessly integrating the tool across a host of other…

    David Booth/ Marketing Landin Google- 26 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- 17 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- 16 readers -
  • 9 studies for landing pages that work

    … I believe that cheap behavioral data will fundamentally change the way we do online marketing. How would this look for something as straightforward as developing a landing page? Below I’ve outlined nine studies — all of which can be done from your own computer and usually for a few hundred dollars or less — that will help you successfully…

    Brian Massey/ Marketing Land- 16 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- 33 readers -
  • Cheap data: You are about to get so much better at marketing

    … on his list was “Marketing software is too hard to use.” I think he’s right there, too. And I think we will overcome these issues. Why? The cost of collecting data is now less than the cost of not collecting data. Organizations are throwing money at anyone who knows how to apply this data. The tools are maturing. In 2017, we will see a move from…

    Brian Massey/ Marketing Land- 20 readers -
  • Digital analytics industry veteran roundup: What’s in store for 2017

    … in marketing. More companies are giving it a try. By the end of the year, we’ll have some solid use cases and best practices. We’ll also have some funny, some embarrassing and some brand-tarnishing examples of how not to leverage this new capability. On the human side, I see the marketing department as a whole relying on analytics more as a matter…

    David Booth/ Marketing Land- 30 readers -
  • How analytics data should fuel creativity

    … will be more important than ever. How will you create heart-stopping, memorable experiences that will win over your digitally sophisticated customers? The same customers who might only give you seven seconds to make your case? For all the creatives out there — don’t surf away! This isn’t just about implementing more (and more) marketing strategies…

    Loni Stark/ Marketing Landin How To's- 29 readers -
  • How to get the most value from your marketing metrics

    … Digital, 57 percent of senior marketers are satisfied with how much influence data has over their marketing decisions, and 56 percent are satisfied with how easily they can access the data they need. In more good news, The Analytics Advantage, a report published by Deloitte on the state of data analytics in successful businesses, claims…

    Marketing Landin How To's- 12 readers -
  • 5 New Year’s resolutions for analytics

    … just freed up? Well, how about doing deeper analysis — not just reporting out on how many page views or transactions or upsells or MQLs (marketing-qualified leads) were generated in the last period, but digging into why that happened and how to improve in the future. If done well, your always-on dashboards will free up a lot of time for analysis…

    Marketing Land- 13 readers -
  • 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…

    Marketing Land- 24 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- 11 readers -
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