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.
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....
Super Bowl ad rankings: Trust your gut or employ rational thinking?
What's the "right" way to measure the success of your advertising? Contributor Peter Minnium says the answer is "it depends," and goes on to...
How to create content to support local SEO and rock the rankings
Are you looking for ways to increase your organic visibility and rankings in local search results? Contributor Kristopher Jones shares how to...
6 hot trends travel brands should watch in 2018
Contributor Christi Olson shares six trends travel brands can keep an eye on to help build their advertising outreach strategies in...
Four ways to fix the social data disconnect
When companies try to use social data for providing insights, they very often fail. Contributor Nate Elliott offers four ways to fix this...
Use your data to make 2018 the year of good business
It's the time of year when we commit to doing better things. Columnist Malcolm Cox believes 2018 should be the year of consumer trust and data...
Measuring how offline marketing drives website traffic: The fundamentals
Looking to track your offline marketing campaigns? Contributor John Lincoln walks you through the process and the tools you'll need to help you...
Big data and how to use it: Our top 10 Analytics & Conversion columns for 2017
In this roundup of the analytics topics that caught our audience's interest this year, you'll find techniques for utilizing sophisticated tools,...
Why brand marketers often win the battle but lose the war
What's the point of CTR if you're not paying attention to ROI? Columnist David Rodnitzky believes marketers need to look beyond the basic...
Bounce rate: Important metric or junk data?
For a lot of organizations, bounce rate is a meaningless part of reported KPIs. Contributor Alan K'necht explains how you can put bounce rate...
CMO audit series, Part 6: Analytics
In Part 6 of a series, columnist Scott Rayden walks you through the top areas you should focus on in marketing analytics and how to implement...
5 best practices for transforming the customer journey through analytics
Successful CMOs are embracing analytics to gain a competitive advantage. Columnist Nandini Rathi discusses how you can set up a sophisticated...
State of the art methods for measuring mobile and digital marketing
Columnist Aaron Strout sits down with Chuck Hemann, a senior analytics lead at his company, to discuss best practices for mobile and digital...
