Measurement

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Measurement: How-to articles covering the latest marketing tactics, tips, and strategies.

How Data Can Lead You Astray: Six Costly MistakesWilliam Gadea
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 ...
Data, Market Research, Measurement, Metrics, Web Analytics
How to Measure the ROI of Your B2B Content Marketing CampaignsJolina Landicho
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.
B2B Marketing, Content Marketing, Measurement, Metrics, ROI
From Data to Actionable Intelligence: How Not to Sabotage Good Data With Bad ReportingJennifer Scheer
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 ...
Data, Measurement, Metrics, ROI
Creating Weekly SEO Reports Doesn't Have to SuckCourtney McGhee
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.
Measurement, Metrics, Search Engine Marketing
The Top Five KPIs Online Marketers Should Be Tracking [Infographic]Laura Forer
With so many metrics to be measured, how can marketers focus their energy on the most important ones? Tracking and improving these five KPIs can have a big impact on ...
Data, Marketing Analytics, Measurement, Metrics, ROI
Attribution 101: Three Ways to Measure Marketing Attribution, and the Pros and Cons of Each
How can you accurately measure Marketing's contribution to the final sale? Learn about 3 attribution models and their pros and cons to find the best one for your business.
Attribution Modeling, Measurement, Metrics, Multichannel Marketing, Sales
Four Steps to Developing a Holistic Approach to MeasurementMark C. Nardone
These four steps will help you make sure your goals are measurable and, most important, revenue-driving.
Career Management, Management, Measurement, Metrics
10 Overlooked B2B Optimization Opportunities to Boost Your WebsiteIris Shoor
You've been testing CTAs and landing pages, but now what? Here are 10 lesser-known—but highly effective—tactics you can use to increase website conversions.
Content, Lead Generation, Measurement, Sales, Testing, Website Design, Websites
Benchmarking Your Email Metrics Post 'GDPR Cleanse'
The changes made to your email list as you prepped for GDPR will likely impact your email metrics. Here's how you can review and reset your benchmarks.
Benchmarking, Email, Measurement, Metrics
Four Key Metrics for Evaluating Event Marketing PerformanceDax Callner
ROI is a misleading metric for evaluating event-marketing performance, especially since most B2B events are way more than just selling opportunities. Instead, here are four metrics that truly matter to ...
Conferences, Measurement, Metrics, ROI, Tradeshows/Events

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Measurement: Podcasts containing in-depth interviews with smart marketers from all walks of life.

PR Measurement Is All About Outputs, Outtakes, and Outcomes: Shonali Burke on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Public relations and social media expert Shonali Burke shares tips for PR measurement and effective influencer marketing.
Influencer Marketing, Marketing Smarts, Measurement, Public Relations
Funnel Metrics, Attribution, and Measuring Marketing ROI in Any Industry: Christine Vermes on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
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.
Marketing Smarts, Marketing Strategy, Measurement, Metrics, ROI
Embrace Revenue Responsibility With 'Full-Funnel Marketing': Author Matt Heinz on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Full-Funnel Marketing author Matt Heinz explains why (and how) marketers should embrace revenue-based metrics to demonstrate to their executives Marketing's impact on the organization.
Lead Generation, Lead Nurturing, Marketing Smarts, Marketing Strategy, Measurement, Metrics, Sales
B2B Data-Driven Marketing: Author Ruth Stevens on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Ruth Stevens discusses her new book, B2B Data-Driven Marketing, shares tips on how to collect and use data to improve B2B marketing results, and offers insights from her time as a senior marketer at companies like Time Warner and IBM.
B2B Marketing, Data, Marketing Smarts, Measurement, Metrics, Research
Measuring the B2B Customer Journey: Bryan Semple on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Private equity/startup go-to-market executive Bryan Semple shares insights on marketing measurement and the B2B customer journey, focusing on how modern marketers can measure the impact of their efforts.
B2B Marketing, Marketing Smarts, Measurement, Metrics
Power Up Through Experiential Marketing: Shell's Chris Hayek Talks to Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Chris Hayek, director of global brand management for Shell Lubricants, explains his approach to integrated marketing, communicating innovation, and creating experiences that bring the brand to life for consumers.
Brand Awareness, Brand Positioning, Creativity, Experiential Marketing, Integrated Marketing, Marketing Smarts, Marketing Strategy, Measurement, Metrics, Public Relations
The Marketing Performance Blueprint: PR 20/20 Founder Paul Roetzer Talks to Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Paul Roetzer—founder of inbound marketing agency PR 20/20, author of The Marketing Agency Blueprint—shares tips for smart staffing and measuring marketing results from his latest book, The Marketing Performance Blueprint.
Marketing Smarts, Marketing Strategy, Measurement, Metrics, Public Relations, Writing
Revenue and the CMO: Author Glenn Gow Talks to Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Helping your company to embrace social selling doesn't have to be an all-or-nothing proposition: You can implement a pilot program to demonstrate how social media can have a positive impact on revenue. Glenn Gow shares tips for starting a successful ...
Lead Generation, Marketing Smarts, Measurement, ROI, Sales, Social Business, Social Media
The Art of Marketing Operations: Steven Bushong of Disney ABC Talks to Marketing Smarts [Podcast]by Matthew Grant
Steve Bushong's background in systems engineering, and his experience with sourcing, procurement, and operations, gave him a unique perspective on how marketing can and should work in today's complex media environment.
B2C, Integrated Marketing, Marketing Challenges, Marketing Operations, Marketing Smarts, Measurement, Nielsen Data, Technology
How to Build a Testing Culture: Justin Rondeau of Which Test Won on Marketing Smarts [Podcast]by Matthew Grant
Testing your online campaigns, landing pages, forms, website, and so on can't be an every-now-and-again thing. Testing must be iterative and ongoing if it is to produce results. Which means, among other things, that your organization must institute a culture ...
Attribution Modeling, Benchmarking, Customer Behavior, Data, Digital Marketing, Interactive Marketing, Marketing Analytics, Marketing Smarts, Measurement, Metrics

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