How To Guides: Marketing Analytics

    • Two social media attribution models to use instead of last-touch

      Have you been looking for the best way to measure the effectiveness of each of your social media channels? Do you want to learn how you can pick an effective social media attribution model for your business? In this article, I’ll describe the three different social media attribution models and how each one uniquely measures the success of your social channels.

      Marketing Landin Social- 13 readers -
    • Demand generation’s next frontier: 3 ways to tap into social to get more leads

      I can’t be the only CMO focusing on and prioritizing the measurement of the real bottom line of all marketing team activities: demand generation. Yet there isn’t much mention or actual execution of leveraging social media listening for demand generation purposes — in any industry. With demand generation teams being the metrics-driven, data-loving departments that they are, so ...

      Marketing Landin Social- 14 readers -
  • If you want to deliver relevant ads, you’ve got to get better at using data

    Programmatic has created the opportunity for truly data-driven marketing. Yet still, 50 percent of all marketing is irrelevant to the consumer, according to the latest Chartered Institute of Marketing report. Why? There are two main reasons: ineffective campaign management and a general reluctance to adapt marketing strategies according to data.

    Marketing Land- 23 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- 25 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. There…

    Marketing Land- 16 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- 16 readers -
  • 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. Personal interaction…

    Marketing Land- 27 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- 32 readers -
  • Devices don’t buy products; people do

    … while also being able to scale. The benefits of advertising to real people The benefits of marketing to people rather than devices are pervasive across a marketer’s role. The first area to look at is measurement. Advertisers are saying, “Give me confidence in the data that I have about the people who visit me, not just a pile of devices.” When…

    Marketing Land- 25 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- 25 readers -
  • 9 studies for landing pages that work

    … and study’s.” When I say “Do a study,” I refer to the act of stopping during development and asking yourself, “Do we have any data to help with my current design decision? If not, could we collect some?” Some studies may only require a quick peek at your analytics. Others may require that you collect some data and may take days or weeks. All…

    Brian Massey/ Marketing Land- 22 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- 38 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- 26 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- 36 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- 34 readers -
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