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It's clear that the change from Google's Universal Analytics to GA4 has been unwelcomed and, in the view of many, unsuccessful. Here are some of the top complaints about GA4. more
Although diverse and complex data holds the promise of robust insights, its sheer volume and variety can create bottlenecks as data analysis becomes increasingly labor-intensive. Which is why data must first be wrangled, then analyzed. more
More isn't always better. Large call volume could be the result of telecom spam and fraud, faulty routing, or an inefficient marketing strategy that's eating into your ROI. more
Publishing content and hoping it's getting you results is one thing, but how can you actually measure the performance of your content? This article outlines six metrics that will help you effectively track content effectiveness. more
Tired of spinning your wheels trying to see whether your marketing is working? The time and effort marketers spend on building reporting instead of analyzing results is a persistent issue. It's a tough cycle to break, and most marketers aren't sure where to begin. more
Need to convince company higher-ups to invest more in PR? Here's some help for proving your PR efforts are worth more than they think. more
As a marketer, you can no longer be either creative or analytical. You need to be both if your marketing is to be successful. more
Train-of-thought analytics empowers non-techie (and techie) marketers to take streams of available data out of the hands of IT and to start making use of it. more
Measuring the massive amounts of data produced from social media, then getting useful insights from that data, is extremely difficult. Fortunately, these five tips can make the process easier. more
Many of today's PR professionals are too focused on brand awareness, the ROI of which is hard to prove. Instead, PR pros should focus on these areas, which can be tied back to ROI. more
You want to measure the value of your brand, but you're overwhelmed by countless metrics. Rather than measure everything, check out these four factors that matter most. more
Marketers need to stop focusing on what their online videos are making people do and to start thinking about what people feel about their brand and its values. more
Monetization isn't just for big companies. Today, digital marketers at smaller ones are using monetization in myriad channels. Here's a look at those channels, the challenges of monetization, and its possible future. more
At one time, integrating multiple solutions required an entire team and lots of work. But, today, it's remarkably easy to unify your marketing stack. And here's why you should consider doing so. more
Fraud is an increasingly large problem in advertising, but marketers can (and should) be more proactive in solving it. These two approaches can help. more
Marketers know data is crucial for their digital strategies, but most marketers are reluctant to start tackling it. Without data, however, their marketing campaigns will suffer. more
This year, expect an accelerated maturation of marketing analytics. Here's a look at the hottest marketing analytics trends. more
The year of the data-driven marketer has been declared several times in the past decade. However, we're only at the start of the journey. Here's what to expect from data-driven marketing this year. more
Most marketers feel lost when measuring their PR. After all, PR is too unpredictable, right? Not exactly. You can track your PR performance by using the right tools and best-practices—and knowing the following secrets. more
Under pressure to "personalize" marketing, CMOs are having sleepless nights thinking about the data that should allow them to target relevant content to the right person via the right channel. Here's why. more
Does predictive marketing sound too overwhelming? Then start small, focus on measurable campaigns, and become an expert predictive marketer in no time. more
The ability to predict buying behavior and fine-tune personalization is every marketer's dream. Data science makes that dream come true. more
Knowing how you're leaving your marketing vulnerable to click fraud can help you start making the changes needed to protect your business against it. more
Unlock the mysteries of your digital marketing campaign's performance by using these five Google Analytics metrics—and some deductive reasoning. more
Enterprise marketers can no longer view marketing performance merely by channel-specific metrics. They now must understand how each channel and ad contributes to the funnel—and the bottom line. more
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