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CONTENT TYPE: Article | TOPIC: Measurement & Analytics

From rules such as think big but start small and with the basics, to take an action-based approach, pick your battles, and beware of small sample sizes... in this article you'll get sound advice about data-driven marketing.

CONTENT TYPE: Guide/Report | TOPIC: Measurement & Analytics

Marketing used to be an art. These days, it’s more like a science—we can now understand whether our creativity made any difference, just how compelling our messaging is, and how to refine it—and more—for better results. It’s all a matter of measuring, tracking, and analyzing the right way.

CONTENT TYPE: Article | TOPIC: Measurement & Analytics

Brand tracking—collecting data from a static group of consumers on a regular basis—can assess and scrutinize shifts in KPIs and consumer attitudes and behaviors. You can track and benchmark everything from brand awareness to customer satisfaction to the effectiveness of an ad campaign.

CONTENT TYPE: Article | TOPIC: Measurement & Analytics

Today's survey tools allow marketers to add more flourishes than ever to customer feedback surveys. But, it turns out, less is more when asking customers for input. See which top 3 feedback misconceptions most need busting.

CONTENT TYPE: Article | TOPIC: Customer Experience

Combining creativity with B2B marketing is an ongoing challenge. How do you build an emotional connection with your customers and inspire deep-seated brand loyalty when you lack the direct tactics of B2C campaigns?

CONTENT TYPE: Article | TOPIC: Social Media Marketing

Social media's importance in the sales/marketing funnel is by now undisputed, but visibility into the insights each platform can provide is often clouded by meaningless metrics. Here's how your team should be using social insights to guide major marketing decisions.

CONTENT TYPE: Guide/Report | TOPIC: Websites

All roads lead to your website. You need to ensure it not only communicates your brand effectively and distinctively, but also serves as your round-the-clock sales force. A website that works maximizes customer acquisition and retention while saving time, money, and human resources.

CONTENT TYPE: Article | TOPIC: Demand Generation

If you want your marketing and your business to succeed, you need to make the most of your lead generation campaigns and achieve the highest-possible ROI. Here are a few ways you can do that.

CONTENT TYPE: Article | TOPIC: Measurement & Analytics

The revenue number can hide successes as well as problems, and it tells you little about your customers. Here are six key performance indicators that are better at measuring the pulse of your business.

CONTENT TYPE: Article | TOPIC: Marketing Content

Many components of content marketing are controllable and predictable. What isn't? Your audience's response. Here's what you can do when a piece of content you've created simply doesn't produce the right results.

CONTENT TYPE: Article | TOPIC: Social Media Marketing

To garner full value from their social intelligence strategies, CPG companies should be mindful of incorporating these three initiatives into their social plans.

CONTENT TYPE: Article | TOPIC: Measurement & Analytics

If you're on the content bandwagon, but you don't know your customer acquisition cost (CAC) and customer lifetime value (CLV), you're playing a dangerous game: How do you know spending all that money on content marketing is worth it?