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  • Your Product Content Strategy Might Be Missing Something Big

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Martech

    A good product content strategy requires technology that can integrate production, storage, and management, as well as analyze data to deliver relevant customer experiences. Are you using the right tools?

  • Digital Is Bigger Than E-Commerce: Jill Thomas of the PGA TOUR Superstore on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Customer Experience

    Jill Thomas, CMO of PGA TOUR Superstore, explains how she digitized the high-touch retail experience of buying golf equipment and achieved record-breaking sales and growth during a pandemic.

  • 25 Must-Know Search Stats for 2021 [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: SEO

    Did you know that 70% of search queries contain four words or more? Or that 48% of people are now using voice assistants for general Web searches? Those are just two of the search engine-related stats covered in a recent infographic.

  • Post-Cookie Digital Marketing Will Be Vibrant and Seamless

    Article

    CONTENT TYPE: Article | TOPIC: Martech

    Google has done ad tech a service by retiring third-party cookies. Let's bid adieu to the outdated cookie (good riddance!) and embrace better digital marketing.

  • How to Crash-Proof Your Personal Brand in a Tight Job Market

    Article

    CONTENT TYPE: Article | TOPIC: Career Development

    You may be qualified and experienced. But what sets you apart from the competition in today's competitive job market? A powerful personal brand.

  • Rethinking the Marketing Playbook: How to Add Agility, Flexibility, and Scalability to Your Workflows

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Marketing Strategy

    To be competitive today, marketing leaders need agile, flexible martech platforms that scale and bring context to the data their businesses need. Find out more.

  • The Average Job Tenure of CMOs in 2020

    Chart

    CONTENT TYPE: Chart | TOPIC: Career Development

    The average job tenure for chief marketing officers at large brands dropped in 2020 to the shortest it has been in more than a decade, according to recent research from Spencer Stuart.

  • A Marketer's Field Guide to Financial Goal Setting and Measurement

    Master Class

    CONTENT TYPE: Master Class | TOPIC: Measurement & Analytics

    Join expert Samantha Stone for this comprehensive Master Class to develop the financial acumen and measurement skills needed to make smarter business decisions, move your business forward, impress your CFO and management team, and prove your value.

  • A Marketer's Field Guide to Financial Goal Setting and Measurement

    PRO Webinar

    CONTENT TYPE: PRO Webinar | TOPIC: Measurement & Analytics

    Join expert Samantha Stone for this comprehensive Master Class to develop the financial acumen and measurement skills needed to make smarter business decisions, move your business forward, impress your CFO and management team, and prove your value.

  • Understanding KPIs

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

    Relying on the number of leads generated isn't the only indicator of how your campaigns are performing. In this lesson, you'll learn more about KPIs (what it is and isn't) so you can rely on these key findings to tell you about the overall health of your business.

  • The Four Pillars of KPIs

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

    KPIs are a signal that should help inform actions. The best way to identify these signals is to group KPIs into pillars. In this lesson, you'll learn what those pillars are (Awareness, Consideration, Demand, and Advocacy) and what insights to glean from each.

  • Analyzing KPIs

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

    Once you've grouped your KPIs into Pillars you'll want to break it down even further, so the metrics can inform and guide deeper analysis. The way to do this is Diagnostic Metrics and Lense. In this lesson, we'll review how these two can provide deeper insights.

  • The Highs and Lows of KPIs

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

    Why the fuss with KPIs? The truth: your CFO needs to know how well the business is performing and KPIs provide that insight. In this lesson, Samantha shares the highs and lows of KPIs and validates your efforts to measure data that can impact decision-making.

  • Attribution

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

    We can't talk measurement without talking about attribution. It may be a pain, but it's necessary. In this lesson, you'll discover why we need to understand attribution, and how it can help us make good decisions about what activities to do—and which need help.

  • Return On Investment (ROI)

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

    In this lesson, you'll learn how to calculate ROI and ROMI (Return on Marketing Investment) and understand the many benefits associated with ROI metrics.

  • Tracking Marketing's Contribution

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

    Many organizations will assign marketing a quota much like a sales quota. Samantha shares a more powerful way to hold marketing accountable. In this lesson, you'll learn how to track activity, keep an eye on your efforts by channel, and an easy framework to use.

  • Key Steps for Measurement

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

    In this lesson, you'll learn about the three prongs of measurement: set goals, measure progress, and use the findings to inform decisions. And you'll learn the steps to ensure your reports include what your CFO wants to know.

  • Gathering and Interpreting Data

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

    In this lesson, discover why and how to create your reporting dashboard. We'll also cover common reporting sources, timing of reports, how visualization can help make the data easy to consume, and a few critical factors to ensure your CFO has the information they need.

  • Profit and Loss (P&L) Overview

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

    Profit and Loss, or a more familiar term P&L, will inform how much budget you can spend on marketing. In this lesson, you'll get a quick overview of what marketing should be looking at, the most valuable use of the P&L, and how you should be utilizing your P&L.

  • Setting Goals

    Master Class Lesson

    CONTENT TYPE: Master Class Lesson | TOPIC: Measurement & Analytics

    In this first lesson, you learn the importance of setting realistic goals and four important questions that will guide you to select goals that align with your organization (and if all else fails, Samantha suggests a pint of ice cream can help).