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  • Three Marketing Metrics to Stop Tracking—And What to Measure Instead

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Marketers love metrics, but they don't always track the ones that bring the most value to their company. Here are three examples of metrics that should be retired, and three that should replace them.

  • Micro-Conversions: What They Are and Why They Matter

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Not every conversion means making a sale—especially in B2B, where every customer goes on a long journey before deciding whether to buy. That journey is made up of micro-conversions. This article provides more information about identifying and tracking them.

  • Optimizing Your Media Investment: The Ongoing Value of Mixed Media Modeling

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Martech

    The current data ecosystem is complex. Brands know they have to be on top of it to scale, but they don't understand the landscape most of the time. Here's how media intelligence and mixed media modeling helps pull the curtain back.

  • Intent Data's Signals: Cracking the Code, Part 2

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Measurement & Analytics

    Robust data paired with predictive analytics is essential for modern sales and marketing leaders. It makes it possible to do things we could never do otherwise—even with rooms full of intel-gatherers and decoders trying to interpret data. Here are just a few examples.

  • Intent Data's Signals: Cracking the Code, Part 1

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Martech

    With first-, second-, and third-party intent data, marketers have the information they need to better understand their customers. In this first of a two-article series, learn about the types of intent data and methods for obtaining them.

  • A Media Data Model: What It Is and Why You Need One

    Sponsored Article

    CONTENT TYPE: Sponsored Article | TOPIC: Martech

    Advertising is in the middle of a transformation. Transparency, trust, and privacy are significant concerns; technology proliferation and regulatory changes are happening regularly. It's time to stop wasting money and start tracking your media spend with a media data model.

  • How iOS 15 Will Kill Email Open Rates—And How Marketers Can Prepare

    Article

    CONTENT TYPE: Article | TOPIC: Email Marketing

    Email marketers place a lot of emphasis on open rate, but that's a metric that may not matter much, come iOS 15. Here's how marketers can prepare for the impending change.

  • Outcomes Are In: Why Outcome-Based Marketing Is So Successful

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Strategy

    Marketing goals can become blurry for even the most seasoned pros. Switching to an outcome-based approach helps align those goals with business outcomes. Here's how it works.

  • How to Implement Artificial Intelligence in Marketing: Rajkumar Venkatesan on Marketing Smarts [Podcast]

    Podcast

    CONTENT TYPE: Podcast | TOPIC: Martech

    Rajkumar Venkatesan, co-author of "The AI Marketing Canvas: A Five-Stage Road Map to Implementing Artificial Intelligence in Marketing," gives us a sneak peek at the road map and offers insight into how marketers can get started using AI.

  • How to Use Email Metrics to Optimize Your Campaigns [Infographic]

    Infographic

    CONTENT TYPE: Infographic | TOPIC: Measurement & Analytics

    This infographic from Salesforce looks at what key email metrics mean and explores how you can use them to optimize your campaigns.

  • Analyzing the Analyst: A Guide to Holistic Analytics for Tracking the Right Metrics

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Data analysis does not exist in a vacuum; it is conducted by analysts who bring their inherent subjectivity to the process. It's time to acknowledge that and only then proceed to determine which metrics to track with holistic analytics.

  • Measuring Customer LTV: Marketers' Top Approaches and Challenges

    Chart

    CONTENT TYPE: Chart | TOPIC: Measurement & Analytics

    Only 17% of marketers say their firm measures customer lifetime value (LTV) very well or extremely well, according to recent research from the CMO Council and Deloitte Digital.

  • Three Metrics for Measuring PR Campaign and Marcomms Success

    Article

    CONTENT TYPE: Article | TOPIC: Public Relations

    Many PR agencies measure campaign success only by the volume of media engagements, but there's much more to marcomms success than that. Learn about the three best metrics for measuring PR campaigns.

  • Is Your Content Working? How to Measure Content Marketing Results

    Article

    CONTENT TYPE: Article | TOPIC: Marketing Content

    Content marketing is inherently a long-term, cumulative investment; a single piece of content won't likely lead to a sales increase. That makes it hard to measure ROI. But hard doesn't mean impossible. Here's how you can measure your content marketing.

  • Why B2B Companies Need Closed-Loop Analytics

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Digital marketing has moved toward strategies that provide quantifiable returns on spending. But B2B companies have long sales cycles, and Google Analytics alone is not sufficient to determine attribution and ROI. You need closed-loop analytics.

  • Ad Retargeting in 2021: Channel, Goal, and KPI Trends

    Chart

    CONTENT TYPE: Chart | TOPIC: Advertising & Promotions

    Marketers say Facebook/Instagram and Google are the platforms they use most for ad retargeting, according to recent research from SharpSpring Ads and Ascend2.

  • Goodbye Universal Analytics, Hello Google Analytics 4

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Differences abound between Google's Universal Analytics and the recently announced Google Analytics 4. How can marketers make the best use of the new version to inform their decisions? Find out here.

  • Seven B2B Sales Metrics That Can Help You Plan Your Marketing Strategy

    Article

    CONTENT TYPE: Article | TOPIC: Measurement & Analytics

    Data-based insights, including sales metrics, are crucial in B2B marketing—but which types will rise above the level of vanity metrics and actually help to shape your strategy? Here are seven of them.

  • 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.