How To Guides: Marketing Analytics

    • 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 develop a landing page.

      Brian Massey/ Marketing Land- 14 readers -
    • Devices don’t buy products; people do

      The rise in the number of devices used by individuals has created new challenges — as well as opportunities — for marketers wanting to target their audiences consistently. A typical household utilizes more than seven different devices, and the average person within that household uses about half of them.

      Marketing Land- 13 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- 14 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- 31 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- 18 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- 29 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- 25 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- 21 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- 10 readers -
  • Activate your audience with a ‘measurement framework’

    … a measurement framework that underpins your marketing optimization efforts, you’re likely going to have to “boil down” the objectives you hear from your various stakeholders until you’re left with the things that all groups have in common. A common mistake when defining business objectives is to prematurely focus on how you’ll measure progress against…

    Marketing Land- 13 readers -
  • Your best users: Where they are and how to find them

    … convert. After you’re done reading this post, you will be able to easily derive the RFM analysis that quantitatively tells you the buying habits of your best customers. What is RFM analysis? RFM analysis is defined as a marketing technique used to determine quantitatively which customers are the best ones by examining how recently a customer has…

    Jeremy Smith/ Marketing Landin How To's- 8 readers -
  • Personas, polls and personalization: What’s behind the election of our lives?

    … experiences and curate journeys that pull the masses closer to conversion. Some brands do it well. Apple is so massive that they can’t dole out analytics for every song, podcast and audiobook on iTunes, so they pick and choose a sample. It works well, in general. Other brands (and politicians) don’t. And that can leave us wondering if Captain Crunch…

    Marketing Land- 8 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- 10 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- 11 readers -
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