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  • Marketing Activity Metrics Mean Little: Here's How to Really Prove Marketing's Value

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    The challenge? Measuring Marketing's performance and value to the business. The traditional approach to metrics simply perpetuates the myth that marketing activity equals value. Here's how to measure Marketing's true value instead.

  • How to Improve Email Open Rates [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Email Marketing

    If an email is sent but not opened, does it make a sale? Probably not. Check out these tips on how to improve email open rates.

  • Snapchat Benchmarks for Brands

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Most consumers find a brand's Snapchat account by being directed to the username, or by searching for the username, according to recent data from Snaplytics.

  • How to Measure LinkedIn Organic Activity

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Measuring the impact and influence of organic LinkedIn activity is not easy. The social network's analytics features are limited for organic (i.e., not advertising-related) activity. But it's doable.

  • User Research Trends: When, Why, and How Brands Test Offerings

    Chart

    CONTENT TYPE: Chart | TOPIC: Measurement & Analytics

    Most brands that conduct user research do so early in the development of new products/services/campaigns, according to recent research from UserTesting.

  • Mobile App Use Before, During, and After the Big Game on Super Bowl Sunday

    Chart

    CONTENT TYPE: Chart | TOPIC: Advertising & Promotions

    Consumers use apps on their mobile devices more than normal on Super Bowl Sunday, but use drops during the game itself, according to recent research from Appboy.

  • B2B Video Benchmarks for 2017

    Chart

    CONTENT TYPE: Chart | TOPIC: Marketing Content

    Videos created by B2B companies continue to be viewed mainly on desktop computers, and they are still mostly watched during the workweek, according to recent research from Vidyard.

  • Metrics and KPIs Used Most to Measure Marketing Performance

    Chart

    CONTENT TYPE: Chart | TOPIC: Measurement & Analytics

    Which metrics and KPIs are most often reported to CMOs and other top marketers? Do high-performing brands pay closer attention to certain types of metrics or KPIs?

  • Funnel Metrics, Attribution, and Measuring Marketing ROI in Any Industry: Christine Vermes on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Measurement & Analytics

    This episode's focus: funnel metrics and attribution, and ways to measure marketing ROI in any industry, from software and technology to the game of polo.

  • Goodbye Google Keyword Planner, Hello Keyword Research Using PPC

    Article

    CONTENT TYPE: Article | TOPIC: SEO

    Did you sigh when you heard Google is revoking free access to its Keyword Planner? Your first reaction was probably something like "Google is sticking it to us again." But there's an easy, inexpensive workaround: a small PPC campaign.

  • Marketing ROI: How to Get Actionable Insights From Google Analytics

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    What Google Analytics data should marketers home in on to help executives understand the impact of marketing content and online efforts on delivering value through the sales funnel?

  • Four Steps to Increasing Customer Loyalty and Retention With Social Media

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Here's how to apply loyalty best-practices to your social media marketing to increase customer retention and long-term loyalty.

  • Four Ways to Take Full Advantage of Email Marketing With Advanced Analytics

    Article

    CONTENT TYPE: Article | TOPIC: Email Marketing

    Email marketers don't often go too far beyond conversion-, click-, and open-rate data. Yet, to create email campaigns that engage your subscribers and increase ROI, you'll need to.

  • Social Success for the CMO: Four Signs You're Doing It Right

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    Modern CMOs know that to be successful they must integrate multiple data streams to glean valuable, actionable information for Marketing, Sales, and the wider business. Here's how to tell whether social efforts are having an impact on your company.

  • The (Marketing) Maven

    Article

    CONTENT TYPE: Article | TOPIC: Career Development

    "At work upon a client query, while I pondered, bleak and bleary, / Over many a bloated and drab volume of marketing lore, / While I nodded, nearly blotto, over another limp marketing motto, / Came to my cell a tweet so branded, deftly done, not underhanded..."

  • The (Marketing) Maven

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    "At work upon a client query, while I pondered, bleak and bleary, / Over many a bloated and drab volume of marketing lore, / While I nodded, nearly blotto, over another limp marketing motto, / Came to my cell a tweet so branded, deftly done, not underhanded..."

  • Monitoring Customer Experience: A Holistic Approach for Business Success

    Article

    CONTENT TYPE: Article | TOPIC: Customer Experience

    Customers of businesses that don't focus on good customer experience are leaving in droves. Here's how to monitor customer experience and why a more holistic approach to doing so will benefit both your business and your customers.

  • Marketing Mix Modeling vs. Attribution: Which One Is Right for Your Business?

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    MMM and attribution measure the value and performance of your marketing activities. Both are sophisticated models for measuring cross-channel marketing activities, but they work in different ways, for different reasons.

  • Call Attribution 101 for Digital Marketers: How to Optimize Calls Just Like Clicks

    Article

    CONTENT TYPE: Article | TOPIC: Martech

    Calls from search, social, and display ads are often the most lucrative type of conversion, but also the most difficult for marketers to measure and optimize. Here's a basic lesson in how call attribution works and how it can benefit you.

  • Data and Analytics: Three Key Steps to Successful Business Decisions

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Without a doubt, data and analytics have become central to every organization's business strategy. Find out how to enable your marketing organization to successfully use data and analytics to drive business decisions.