How To Guides: Marketing Analytics

    • Your best users: Where they are and how to find them

      How well do you think you know the users who come to your website? Can you tell me about your best customer’s buying habits? Or maybe how long your average customer goes between purchases? Or which customer channel converts more than any other channel? Most marketers will unwaveringly claim to know a wealth of information about their customers.

      Jeremy Smith/ Marketing Landin How To's- 5 readers -
    • Activate your audience with a ‘measurement framework’

      For most retailers, simply collecting data on your sites, apps and customers isn’t the challenge. On the contrary, it’s more likely that you’re awash in data and struggling to consistently derive value from it. The challenge of actually activating your data for a competitive advantage is often thought of as a technical problem: If only we had these tools or these features, t ...

      Marketing Land- 10 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 be.

      Marketing Landin Social- 9 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- 6 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- 8 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- 8 readers -
  • How to drive real, measurable value with purchase intent analysis

    … services at Cardinal Path (my employer), has seen this all too many times, both in his current role advising enterprises on analytics and marketing optimization and in his former role in an agency responsible for media buying. “It’s weekly report time, and you’re the manager of the digital channel. You’re becoming masterful in the art…

    David Booth/ Marketing Landin How To's- 8 readers -
  • Leverage your marketing data: 9 FAQs to get you started

    …, and is responsible for leading marketing, sales, and the overall revenue growth of 3Q Digital nationwide. Scott spent the past 7.5 years as the Founder and President of iSearch Media, a leading digital marketing agency focused on consumer behavior, search marketing, analytics, and data visualization. iSearch Media was acquired by 3Q Digital in 2014. Scott…

    Marketing Land- 11 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- 8 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- 8 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- 12 readers -
  • The 5 KPIs that define a successful social CMO

    … in tangible benefits like boosting word-of-mouth marketing. It’s critical to know who is influential in your space, not just celebs with the Justin Bieber or (dare I say it) Kardashian factor. Identifying the right influencers for your specific industry is key. And the more you engage on your social channels, the more influencers you’ll likely find…

    Marketing Landin Social- 15 readers -
    Earlier about the same topic:
  • Is it time to “cut the cord” on traditional web analytics? 4 questions to ask

    …. The potential for replacing a vendor-based web analytics solution with an in-house implementation delivering higher-value uses of data looks tantalizing to many enterprise brands. These are organizations in which digital marketing teams are seeking to use data for more sophisticated analytical insight. First and foremost, the decision to go…

    Marketing Land- 8 readers -
  • What “human-in-the-loop computing” means for marketers

    … accident on Valentine’s Day this year!) Marketing is no less sophisticated and requires even more human input than flying a plane or driving a car, and so it only makes sense that marketers should be kept in the loop in any marketing automation system. The real question is, where and how should they engage? Marketing analytics should aim…

    Marketing Land- 8 readers -
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