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  • Stop Drowning in Metrics and Optimize KPIs That Move the Needle

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Marketing campaign success isn't determined by diagnostic metrics (think website visits and the like). Don't fall into the trap of letting those middle metrics dominate your campaigns. Take these three steps instead.

  • The State of Marketing Attribution and Measurement: Do You Measure Up? [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Measurement & Analytics

    If a marketing campaign brings in new leads, but no one is measuring attribution, do the marketers get credit? Very possibly not, or the credit may be misplaced. Check out the infographic to see how to make marketing attribution work in your organization.

  • Three Ways Marketers Can Use Both Data and Common Sense

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Relying solely on analytics tools when making business decisions can lead to misdirected targeting, causing major consequences for an organization's bottom line.

  • The Best Way to Improve Online Conversion Rates

    Chart

    CONTENT TYPE: Chart | TOPIC: Measurement & Analytics

    In-house and agency marketers alike say conducting A/B testing is the best way to improve online conversion rates, according to recent research from RedEye and eConsultancy.

  • Advanced Real-Time Analytics Will Get You the Answers That Google Analytics Can't

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    As a marketer, you always look for ways to give your company or clients a leg up. You have Google Analytics experts, dashboards, reports on demand, and more. GA has worked well for you so far. But recently you've noticed there's a whole new playing field.

  • Measuring Marketing ROI: Are You Doing It Right?

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Today's consumers connect with brands through more channels and devices than ever before. And though many companies have some process in place to measure marketing ROI, few are doing it right. What do you need to know to get right?

  • Marketing Operations Is Here to Stay: What You Need to Know

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Management

    It wasn't always obvious that marketing operations would become such a central part of B2B marketing. But it has, and it's now the core engine making Marketing smarter, faster, and more cohesive.

  • The Top 5 KPIs Marketers Need to Measure (And How to Measure and Improve Them)

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    These are the five key KPIs that marketers must regularly measure. You'll learn how to measure them, followed by tips on how to improve the performance of each.

  • These Four Data Points Demonstrate Marketing ROI to the C-Suite

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Data can help deliver insights that marketing leaders can use to collaborate with CEOs, CFOs, and sales leaders. And these four essential data points and relationship-building strategies will help you demonstrate ROI and Marketing's value.

  • How to Use Data to Reach New and Existing Customers [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Measurement & Analytics

    Got big questions about using data for marketing? Learn how to collect it, analyze it, and use it in a smart way. Check out today's infographic.

  • How Email Marketers Can Manage Their Database for Sales Funnel Tracking

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    An effective B2B email marketing strategy has much less to do with email, per se, than you might think. The best programs nurture and engage leads while also working to close deals. Which is where managing your contact database comes into play.

  • How to Use Predictive Analytics to Engage Customers Throughout Their Journey

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    From raising awareness, to educating prospects, to completing the transaction, to enhancing customer service and beyond, predictive analytics can help you anticipate customers' needs and desires throughout their circuitous buying journey.

  • The Five Pillars of a Solid Digital Marketing Strategy That Endures

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Why in this digital world would you operate your digital marketing communications without a solid strategy and plan? Set your foundation on the right footing now, and you'll save time (and money) later. Here's how.

  • Six Easy Steps to Kick-Start Marketing Attribution on Your Marketing Team

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Measurement & Analytics

    Marketing attribution is becoming a business imperative, but focusing on measurement is a new competency for many marketing teams. So how do you prepare? What initiatives do you need to think through? Here's how to kick-start your attribution efforts.

  • Eight Rules for Data-Driven Marketing

    Article

    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.

  • The Marketer’s Guide to Campaign Measurement

    Guide/Report

    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.

  • Your Brand Tracking Program Is All Wrong: Five Tips to Fix It

    Article

    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.

  • Three Customer Feedback Myths That Deserve Busting

    Article

    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.

  • The Future of Video in Marketing: Proof That Video Can Drive Sales

    Article

    CONTENT TYPE: Article | TOPIC: Demand Generation

    Digital video's best-practices are becoming increasingly apparent—and, with them, ROI performance is improving. Digital video is moving from a branding to a sales and branding tool. Here's what you need to know.

  • Do Consumers Fill Out Brand Feedback Surveys Thoughtfully?

    Chart

    CONTENT TYPE: Chart | TOPIC: Measurement & Analytics

    Most consumers say they do not take the time to fill out customer feedback surveys thoughtfully, according to recent research from Customer Thermometer.