Analytics & Marketing Column
What’s working? What’s not working? You’ll never know without a good command of analytics. Learn about what metrics count for your marketing goals, and how to move the needle.
Crawl, walk, run and fly: The 4 stages of scaling website analytics
It’s time to identify where you are with your data practices and learn how to get to the next stage of your website analytics process....
Here’s why you should take a deep dive into data to optimize your conversions
A thorough audit of tracking tools can improve your CRO framework because knowing your platform will help you think about how to best use it for...
Want to create better experiences and brand loyalty? Lean on your data
For 2019, marketers will need to increase efforts at data consolidation to allow truly effective multi-channel...
Publishers using real-time data can help their bottom line, here’s how
It's time publishers caught up to marketers on the personalization front. These three strategies can...
Ask an SMXpert: New approaches in customization can build better analytics reports
Data-driven digital marketing expert Simon Poulton outlines opportunities in various solutions to customize dimensions for more focused...
Back to basics: Measuring your social media efforts with unique acquisition channels
Segregating paid, organic and social activity in analytics clarifies the activity that drives which type of...
Using data responsibly doesn’t have to weaken marketing strategies
In today’s diverse marketplace, businesses need data solutions that empower them to anticipate and respond to many circumstances and...
Did the data-driven era miss an exit?
If the focus is on the right data aligned to business strategies instead of the same basic demographics, marketers don’t have to live in fear...
The decisioning dilemma: Getting the right combination of marketing tech to optimize engagement
Being able to bring together the facets of customer engagement – and to do so automatically – is the true value of decisioning...
Unlock multi-touch attribution with CRM campaign tracking
If you’re using a CRM to house leads then you likely have the campaign tracking tools for middle funnel activity even if you have an offline...
When it comes to campaign design and measurement, many sizes fit all
When you focus on tuning one campaign KPI, you inevitably affect the others. It's an imperfect world where you must be aware of the tradeoffs...
Bring order to chaos: Wrangling data for actionable insights
How to bring an overwhelming amount of data under control and use the insights gained throughout your business....
How to supercharge the Salesforce lead source field
Strategic management of the lead source field within Salesforce setup will unlock the magic of campaign tracking and measure the efforts of your...
How to capitalize on the competitive advantage of real-time data analysis
Contributor Stela Yordanova explains how to capitalize on the competitive advantage provided by real-time data...
12 pieces of conversion optimization advice you should ignore
Whenever you hear a marketing practice referred to as "easy," it's usually not. Contributor Ayat Shukairy looks at some common CRO...
Why the worlds of brand and trade marketing must unite
Collaboration between brand and trade marketing teams is critical for long-term success, says contributor Andrew Waber. Here's how to make this...
It’s time for the brand promise to evolve. Again.
Contributor John Nardone explains how being an empathetic marketer can help you with everything from managing data to conceiving of dynamite...
Turning Your Data Into Compelling Stories – SMX Advanced Recap
Want to know how to turn unorganized data into compelling presentations? Contributor Keri Morgret recaps three SMX Advanced speakers as they...
Attention + intensity: Tips for navigating the new age of media strategy
Contributor Mark Williams says marketers must evolve the metrics they monitor to keep up with the changing media-consumption environment....
Tips for measuring marketing impact to prove ROI
Contributor Kristie Colby explains how to align your systems so that you can track prospects' interactions all the way to the sale and beyond....