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  • The New Conversion Marketing Is Killing Your Old Funnels. Embrace It.

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Measurement & Analytics

    We need to ditch our old conversion funnels and tactics for one obvious reason: Consumers have become smarter than our old methods of converting them. And we need to change our conversion-marketing playbook accordingly. Here are two key ways to do that.

  • Content Marketing Has Become Risky Business: How to Win in a Data-Driven World

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    Although the concept of delivering quality content to educate and build trust with customers is a sound one, actually executing on that idea—in a way that serves both the customer and the marketer—has never been more difficult. But content marketing can—and will—be saved. Here's how.

  • Five Reasons Every B2B Marketer Should Make the Switch to Google Tag Manager

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    If you're a B2B marketer, you're obsessed with customers' data about their buyer journeys. You want to know how often people visit your webpages, how long they stay, when they leave, what content is getting the most conversions... So if you don't use Google Tag Manager yet, it's time to get up to speed.

  • How Effective Is Your Brand on Social Media? Here's How You Can Measure That.

    Article

    CONTENT TYPE: Article | TOPIC: Social Media Marketing

    Is social media helping us reach potential customers? After all, we're sweating blood to create social media content and investing in ad campaigns to help our content gain more visibility. Is all of that delivering business results? We should find out.

  • What You Need to Know About GDPR and Data Privacy: Lisa Loftis of SAS Talks to Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Measurement & Analytics

    Lisa Loftis of analytics software company SAS updates marketers on the General Data Privacy Regulation ('GDPR') and offers advice on how to keep your data collection activities legal.

  • Five Steps to Take Before You Launch a Digital Marketing Campaign

    Article

    CONTENT TYPE: Article | TOPIC: Advertising & Promotions

    When planning a digital marketing campaign, you have to make sure it will be successful and you'll be using your budget optimally. Take these five important steps before launching your campaign so you don't waste money or time.

  • The Marketing Metrics That Matter to the Bottom Line

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Marketers must stand out: not as the people who make things look pretty, but as the people who drive tangible value for their organization. These metrics can help prove that marketers are indispensable for growing any business.

  • How Content Intelligence Can Empower Your Business [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Measurement & Analytics

    You can produce all the content you want, but if you're not gathering intelligence about that content—such as who is consuming it, when and how it's being consumed, and whether it's making an impact—then what's the point? Here are tips and tools to help you unlock the power of content intelligence.

  • Data-Driven Marketing: How (and Why) to Move From Siloed Reporting to Data Ownership

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Being data-driven is a top priority for most marketers—because they understand its vital importance to achieving marketing success. And every great data-driven marketing program rests on a foundation of data integrity and data ownership. Consider these nine tips to help you lay that foundation in your organization.

  • How to Measure Your Social Media Marketing Campaigns: Six Sets of Useful Metrics

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Despite understanding the value of social media marketing, many businesses are hesitant to engage in it—mostly because they think it's difficult to measure. It doesn't have to be. Here are some ways you can easily measure the success of your social media marketing campaigns.

  • How to Use the Right Charts and Graphs for Your Data [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Measurement & Analytics

    It's one thing to have data to share. It's another to communicate your data in a way that helps you demonstrate your point. If you want to be persuasive, you have to show your data in a useful way. Here are several types of charts and graphs with explanations of when to use (and not use) each.

  • How to Use Your Marketing Analytics Smartly

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Knowing how to collect, read, and use your analytics can mean better customers and higher retention rates. Here are four key steps to put your analytics to work for you.

  • Nine B2B Funnel Metrics You Can't Live Without

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Demand Generation

    Which are the most important metrics to be tracking in your sales funnel? Close more deals by assessing these key comparison metrics.

  • Attributing Conversions to Campaigns: What Can Attribution Do for Your Marketing?

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Marketers struggle to attribute their campaigns to conversions. But the need to prove ROI is going to get only greater as marketing teams look for additional budget to spread across the many channels they wish to market on.

  • How Data Can Lead You Astray: Six Costly Mistakes

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    We have more data than ever before. And more data means better decisions, right? Not always, because numerical mirages can lead us astray. Here are six ways stats can let us down.

  • How to Measure the ROI of Your B2B Content Marketing Campaigns

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    This guide includes costs to consider, metrics to monitor, and formulas to use so you can determine whether your content marketing campaigns are producing the ROI you want.

  • From Data to Actionable Intelligence: How Not to Sabotage Good Data With Bad Reporting

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    You have data, but that doesn't mean you have actionable intelligence. Knowing how to report on that data is what helps you tell the stories you want to share. And the process might be simpler—and more enjoyable—than you think.

  • Measuring Sponsorship ROI: Marketers' Favorite Metrics

    Chart

    CONTENT TYPE: Chart | TOPIC: Measurement & Analytics

    Most marketers do not have a standardized process for measuring the return on investment of their sponsorships, according to recent research from the Association of National Advertisers (ANA) and Marketing Accountability Standards Board (MASB).

  • The Biggest Barriers to Successful Marketing Attribution

    Chart

    CONTENT TYPE: Chart | TOPIC: Measurement & Analytics

    Marketers say technology and data challenges are the biggest barriers to successful marketing attribution, according to recent research from Ascend2.

  • Creating Weekly SEO Reports Doesn't Have to Suck

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Whether you create SEO reports internally or for clients, creating the right template and reporting on the most vital data will make your job easier and help you prove ROI.