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

Three Ways to Reach Customers With Personalized Content: Data, Emotion, and MetricsManish Dudharejia
Creating personalized content that communicates value is the key to reaching customers in today's complex marketing landscape. Here are three things you need to know.
Content, Customer Behavior, Metrics, Personalization
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
Measuring Sponsorship ROI: Marketers' Favorite MetricsAyaz Nanji
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 ...
Metrics, Research Summaries, ROI, Sponsorship
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
The Metrics That Matter to B2B Marketers and Business LeadersAyaz Nanji
B2B marketers say they value lead and engagement metrics more than their business leaders do, according to recent research from Spiceworks.
Metrics, Research Summaries, ROI
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

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

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
If You're Not Gating Your Videos, You're Doing It Wrong: Kristen Craft of Wistia on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Kristen Craft of video hosting company Wistia shares the secret to creating video content that converts.
Content, Content Marketing, Content Strategy, Marketing Smarts, Metrics, Video Blogs, Videos
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
For Marketing Success, the Rx Is UX: Tracy Rosecrans of Healthline on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Tracy Rosecrans, SVP of marketing and product for Healthline media, explains how she used content, UX, and SEO to transform Healthline.com into the fastest-growing health information site in the US, with more than 40 million monthly unique views.
B2B Marketing, Content, Content Marketing, Content Strategy, Marketing Smarts, Metrics, SEO, Website Design, Websites
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
Tips for Wrangling Content (and Cattle): Spredfast CMO Jim Rudden Talks to Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
Spredfast CMO Jim Rudden discusses trends in social marketing, content strategy, and using existing content to make "content risotto."
B2B Marketing, B2C, Content, Content Marketing, Marketing Smarts, Marketing Strategy, Metrics, Social Media
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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