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.
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....
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,...
