How To Guides: Marketing Analytics

  • 3 ways to leverage location this holiday season

    …With most shoppers still choosing physical stores for their holiday shopping, marketers need to bridge the gap between online and offline. Columnist Michael Della Penna explains how combining location and offline insights can help. Please visit Marketing Land for the full article. …

    Marketing Land- 8 readers -
  • Retailers: Here are the building blocks for winning the digital shelf

    … “How should we analyze our online sales presence?” Every company that sells online goes through several stages of thought to answer this question. On the data side, perhaps they initially stick to familiar in-store metrics, before eventually moving to new web-centric, customized data points. In terms of staffing the management and analysis…

    Andrew Waber/ Marketing Land- 23 readers -
  • 4 deceptive Google Analytics metrics that fool retail marketers

    … In the world of web analytics, not all metrics are created equal. Some can stand alone on their own, giving you valuable insights into business performance at a glance. We call these metrics Key Performance Indicators (KPIs), and depend on these metrics to guide our marketing efforts, especially as we head into the busy holiday season…

    Marketing Landin Google- 24 readers -
  • 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- 30 readers -
  • 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…

    Marketing Landin Social- 20 readers -
  • Demand generation’s next frontier: 3 ways to tap into social to get more leads

    … and better understanding your industry’s current market landscape and consumers. First, social intelligence and the consumer insights drawn from social data can inform marketing content, brand positioning, and even your product and company value propositions. How? By highlighting gaps in the market Revealing green field topics and consumer preferences…

    Marketing Landin Social- 20 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- 28 readers -
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