Chris Koch

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We need a chief marketing analytics officer

Chris Koch

We need to connect the analytical dots. We need to use analytics to quantify and manage how fast we move prospects through the buying process and to increase loyalty and trust after they’ve bought from us. I’d rather see a chief marketing analytics officer than a chief technologist. Or if this person is going to be a technologist, he or she must have a serious grounding in analytics. There’s lots of talk out there these days about the need for a technology guru within the B2B marketing department. So we need some important systems installed in the short-term.

15 things marketers should stop doing and thinking in 2011

Chris Koch

Analytics can wait. You need people who know how to create analytical processes and algorithms and all that stuff. Here’s a list of things I wish we would stop doing and thinking as of December 31 st : Social media. Social media cause people to waste time at work. Companies have a long and pointless history of resisting new forms of communication. From Facebook to email to putting telephones on employees’ desks (remember, the telephone started as a “consumer” communication technology, too), companies think that every new wave is going to lead to gajillions in lost productivity.

3 ways to link marketing to revenue without metrics

Chris Koch

Latest Post Marketing Metrics and Analytics B2B marketing Business IBM ITSMA ITSMA Research marketing New York Sales Social Media Thought leaderI’m looking forward to our annual ITSMA spring road trip. This time, I’ll be speaking about how to tie thought leadership to revenue, starting in Santa Clara, CA next Wednesday, and in New York and Newton, MA the following week. Hope you can join us. Alas, no such magic metric exists. We’re focusing on the wrong things. If you have the ability to measure those two things, then great. Here are three ways to do it: Connect ideas to offerings.

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Why the volume and quality of interactions with customers has to pass for social media ROI

Chris Koch

In Google analytics , you can drill down by country—even by city—to see where your traffic comes from. Google analytics also has a metric for loyalty—the numbers of repeat visits over time—that shows whether people are sticking with you. Image by LollyKnit via Flickr. wish I could say that social media leads to sales. really do. But I can’t. But you’re not going to like them.

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Content Methodology: A Best Practices Report

Use web analytics to examine which channels. Which content analytics tools do you have in place to measure the effectiveness of. resources Blog, social, email Google Analytics, biannual. editor) Blog, social, email, paid distribution Google Analytics, engagement. depth analytics, conversion. on social Google Analytics, engagement. Content. Definition II.

Have you created a waking dream for your customers?

Chris Koch

For example, in the three categories I’ve looked at so far (there are six categories altogether), we have one company using analytics to predict customer buying patterns (and this ain’t diapers or laundry detergent, ladies and gents—we’re talking six-figure jumbles of complex products and services here). From marketing event to marketing retreat. One example stands out for me. Very cool.

Why Lead Management Automation Really Matters

Chris Koch

We have fewer and fewer outlets to do the heavy lifting of thought leadership for us by featuring our subject matter experts in in-depth analytical articles. We should care more about lead management automation in B2B marketing. Maybe we don’t care enough because we’re focusing on the wrong reasons for doing it. It isn’t because the software for automating this stuff has improved, or because it’s available through the cloud so you don’t have to deal with those people over in IT. No, there’s something bigger going on here. And that is a huge change in the buying process. Tweet This Post.

Why our thought leadership is broken

Chris Koch

The same web analytics that have destroyed publishing are now getting marketers fired because nobody’s clicking on their white papers and surveys. All of our talk about marketers becoming publishers is incomplete. We can’t just become publishers, we also have to become advertisers. Let me explain. For centuries, publishers had an uneasy, co-dependent relationship with advertisers. wall existed between publishers and advertisers. What’s the point? And they’re linking this content to their social media management strategies. But that’s only part of the answer. But it happened. Check.

We need an app for that

Chris Koch

I’ve been working on a report for ITSMA clients this week about analytics and it got me thinking about the proverbial bigger picture of B2B marketing. We know from our research that we in marketing don’t do much with analytics—i.e., Only 50% of marketers in our survey said they had analytics programs, and of these, few were focused on predicting behavior; most were simply reporting past behavior. Even rarer is the ability to carry those analytics all the way through to a sale. Make the analytics come to us. But we need to start doing that. Lead scoring.

We need an app for that

Chris Koch

I’ve been working on a report for ITSMA clients this week about analytics and it got me thinking about the proverbial bigger picture of B2B marketing. We know from our research that we in marketing don’t do much with analytics—i.e., Only 50% of marketers in our survey said they had analytics programs, and of these, few were focused on predicting behavior; most were simply reporting past behavior. Even rarer is the ability to carry those analytics all the way through to a sale. Make the analytics come to us. But we need to start doing that. Lead scoring.

Four reasons to stop measuring marketing

Chris Koch

Posted in ITSMA Research, Marketing Automation, Marketing Metrics and Analytics, Sales and Marketing Collaboration Tagged: B2B marketing, Epiphany Stage, Lead Generation, Marketing and Sales Collaboration, Marketing Automation, Marketing Processes, Marketing ROI, Marketing Strategy. Tags: ITSMA Research Marketing Automation Marketing Metrics and Analytics Sales and Marketing Collaboration B2B marketing Epiphany Stage Lead Generation Marketing and Sales Collaboration Marketing Processes Marketing ROI Marketing Strategy So we should just stop. Period. Stop apportioning blame.

Study: How Much of Your Content Marketing Is Effective?

include time, money, and analytics. can open access to the necessary analytic tools and resources, and the right analytics help content marketers devote their time. likely need some of the resources afforded to those best-in-class brands—a stable supply of time, money, and analytics that take the guesswork out of their jobs. Copyright © 2015 Contently. Introduction 4 II.

Four reasons to stop measuring marketing

Chris Koch

Tags: ITSMA Research Marketing Automation Marketing Metrics and Analytics Sales and Marketing Collaboration B2B marketing Epiphany Stage Lead Generation Marketing and Sales Collaboration Marketing Processes Marketing ROI Marketing Strategy

What are your best practices for "recession marketing?"

Chris Koch

My web analytics tell me that there are at least 100 people who care enough to let me into their e-mail boxes before deleting me. Okay, so I’m not an “A-list&# blogger. But I’ve been at it long enough that I’ve earned the right to call in a favor now and then. So I’m going to go all Chris Brogan on you (I mean that in a nice way) and talk to you directly and ask you to be part of my community and talk to me. If nothing else, do it because you feel sorry for me. And he wants me, Mr. Research, to find them. But we’re looking for something more human.

What are your best practices for “recession marketing?”

Chris Koch

My web analytics tell me that there are at least 100 people who care enough to let me into their e-mail boxes before deleting me. Okay, so I’m not an “A-list&# blogger. But I’ve been at it long enough that I’ve earned the right to call in a favor now and then. So I’m going to go all Chris Brogan on you (I mean that in a nice way) and talk to you directly and ask you to be part of my community and talk to me. If nothing else, do it because you feel sorry for me. And he wants me, Mr. Research, to find them. But we’re looking for something more human.

Seven Expert Google Analytics Guides

Webbiquity

Google Analytics (GA) is the most popular tool for tracking web visits, used by more than half of all companies , including two-thirds of the Fortune 500. To help you use more than 10% of your website analytics, here are seven expert guides to GA. Why you can’t ignore Google’s new Universal Analytics by iMedia Connection. Image credit: iMedia Connection.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

approval workflows, email automation, analytics. for more sophisticated engagement analytics like. marketers think about analytics in relation to ROI. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. Introduction II. Methodology III. Key Findings IV. Results and Analysis V. But in 2015, a.

The Top 5 YouTube Analytics Every Marketer Should Know

Act-On

OK, so you’re tracking the effectiveness of your website via Google Analytics or some of the excellent enterprise analytics solutions. But did you know that YouTube, which is part of Google, has an incredible analytics offering as well? In fact, YouTube Analytics probably gives users more ways to slice and dice their data than any video platform ever has.

5 Ways Blog Analytics Improve Your Business Blog

Writing on the Web

How do you use your blog analytics ? There There are many easy-to-use blogging analytics tools out there, but the really successful bloggers know their results and tailor their blogs accordingly. About Blogs How to.Tips Online Marketing analytics blog content blog traffic tracking web traffic search trafficssets (free). ocial Media. Post views/clicks. Referral sources.

A Structured Approach to Demand Generation Analytics

ANNUITAS

One analytics vendor after another is selling you on their ability to analyze and make sense of “any” data. Demand So what is the key to better demand generation analytics? Successful demand generation analytics must bridge the two. Blog alignment Analytics big data Demand GenerationBig Data propaganda is rampant these days. Garbage in; garbage out. closed revenue).

The Only Analytics That Matter Are Your Own

ANNUITAS

While good tips passed on from one marketer to the next may provide great insights, it doesn’t supersede the reality of your own business, which can only be discovered with accurate analytics. Your analytics. So, what do analytics mean for today’s marketer? Blog Analytics data email marketing marketing automationEvery Tuesday at 11 a.m.

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

Products and services › core research and tools › data and analytics › Peer collaboration › analyst engagement › consulting › events Forrester research (nasdaq: Forr) is one of the most influential research and advisory firms in the world. Advocate Marketing Creates B2B Customer. Business And Close Deals Referrals deliver higher-quality leads, references. engage with peers. Read this report.

Google Analytics- Calculated Metrics for Lead Generation Websites

NuSpark

Google recently released a new update to Google Analytics, featuring a new Calculated Metrics feature. Calculated Metrics are user-defined metrics that are computed from existing metrics available on Google Analytics, and allow more customized and relevant analyses than ever before.  I love the new feature and allows so much more reporting opportunity. Marketing Strategy Analytics

Report: Targeting & Predictive Analytics Driving Changes in B2B Email

The Point

But while technologies like predictive analytics , marketing automation, and a new breed of ABM solutions hold great promise, they’ll only ever be part of the answer. The post Report: Targeting & Predictive Analytics Driving Changes in B2B Email appeared first on The Point. Why? (HS) It has to be segmentation. The main barrier to greater segmentation, however, is content.

Infographic: 4 Marketing Analytics That Matter For Driving Revenue

Crimson Marketing

Here are four marketing analytics for demonstrating marketing’s ability to drive revenue. The post Infographic: 4 Marketing Analytics That Matter For Driving Revenue appeared first on. Demand Generation Infographics marketing analytics marketing revenue marketing ROI sales funnelSo how do you do it? Flow : Where are prospects connecting with your marketing programs?

10 case studies show how web analytics prove ROI

Biznology

Web Analytics is the measurement, collection, analysis, and reporting of internet data for the purposes of understanding consumer behavior, improving user experience and optimizing web usage. This might sound intimidating to some, but the reason why companies do web analytics is simple: to find insights that help make better business decisions. Who does it well? Like this post?

Marketing Optimization Toolkit: The Science behind Marketing Analytics

Marketers are well-versed in the art and science of optimization

Monitoring vs Analytics [Infographic]

Buzz Marketing for Technology

So I spent the better part of January looking at every social media listening, monitoring, analytics, intelligence and insights firm I could get my hands on. They have staff to pull monthly reports and do what they are calling “Insights analytics&#. SENTIMENT BASED ANALYTICS. ANALYTIC AGGREGATORS. BEYOND SENTIMENT ANALYTICS. FREE MONITORING SERVICES.

8 Essential Google Analytics Reports For B2B Marketing

B2B Ideas @ Work

Have you been using Google Analytics for awhile but have a sneaking suspicion that you just aren’t using it to it’s full potential? This blog is to help you use Google Analytics to get the insights that are most valuable for b2b marketing. The post 8 Essential Google Analytics Reports For B2B Marketing appeared first on MLT Creative. Perfect. Are you […].

Are Millennial Marketers More Analytical?

Customer Experience Matrix

Then our conversation took an unexpected turn: the vendor speculated that younger marketers might be more analytical and hence more inclined to ROI measurement. digital media marketing analytics marketing performance measurement marketing ROI millennials After all, surveys often show that marketers and CEOs alike rate better measurement as a high priority.

The 4 Laws of Predictive Analytics for the B2B Marketer

B2B Lead Blog

New to predictive analytics? This guide gives you the do’s and don’ts of predictive analytics so that you don’t forget what it’s all about. Data Quality Management Big Data Marketing predictive analyticsThen you’ll need a guide. It isn’t about getting more and more data or generating more and more campaigns. Here are the laws […].

B2B Marketing Trends for 2016

Embrace new technology: tools like predictive analytics and "marketing stacks" hold great promise but need to be better utilized. B2B Marketing Trends for 2016 28 Embrace New Technology Use Data to Plan Ahead, Not Just Assess Past Activities Thirty percent of B2B marketers use data analytics to evaluate prior. leaders expected to use predictive analytics in the next year, B2B.

Using Web Analytics and Search Marketing for Better Decision Making

Biznology

Google Analytics (Photo credit: Kansir). Yesterday, Rob Petersen, Tim Peter and I gave a Webinar on using analytics to make search marketing decisions.  Your analytics are essential to your initial search marketing plan and improvement plans. Do you know how your Web analytics can drive your search improvement plan? How is your search marketing working?

Analytics In The Age of Mobile: 5 Ideas To Track Your Success

B2B Marketing Insider

Mobile analytics are the new focus point for marketing. The post Analytics In The Age of Mobile: 5 Ideas To Track Your Success appeared first on Marketing Insider Group. Content Marketing analytics mobile analyticsWe live in the age of mobile, there is no doubt about this. Within 2017 more than 63,4% of mobile phone users will access online content through their devices.

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A 101 in Marketing Analytics

It's All About Revenue

by Anna Glushkovsky | Tweet this Do you shy away from analytics? You are not alone, even the best data driven organizations have marketing employees who are great at event planning, writing creative campaigns and website design but when it comes to analytical data they rely on the analytical team to provide them with the answers. But numbers don’t have to be afraid of numbers.

Analytics That Matter

ANNUITAS

I must say that we as marketers have improved over the past several years in the analytics arena. There are web analytics, predictive analytics, business analytics, business intelligence (BI) tools….just To summarize, analytics that matter are much more than numbers. Today, all of us are tracking results in some form or fashion. just to name a few. Engagement-.

B2B Marketing Trends for 2016

Embrace new technology: tools like predictive analytics and "marketing stacks" hold great promise but need to be better utilized. B2B Marketing Trends for 2016 28 Embrace New Technology Use Data to Plan Ahead, Not Just Assess Past Activities Thirty percent of B2B marketers use data analytics to evaluate prior. leaders expected to use predictive analytics in the next year, B2B.

CMOs to Increase Marketing Analytics Budget by 66% Over Next 3 Years

It's All About Revenue

Their most recent release included the statistic that CMOs plan to increase their spending on Marketing Analytics by 66% over the course of the next 3 years. Are B2B marketers less comfortable using analytics for whatever reason? Twice a year the Duke University Fuqua School of Business releases its CMO Survey. Part of the answer may be in the B2C and B2B breakdown. CMO Corner

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Marketing Analytics – Measuring What Matters in B2B

Great B2B Marketing

One of the things that drives me batty is when otherwise smart B2B marketers focus relentlessly on marketing analytics that measure things that are not important, while neglecting the big picture – a classic example of missing the forest for the trees.  A recent blog post titled The Thorny Question of Marketing Attribution: Does it Apply to B2B illustrates this perfectly.  This may sound heretical to some marketing analytics proponents, but I don’t think it matters all that much. Create a dashboard to showcase your marketing analytics.  Carpe Occasio.

How to Use Google Analytics to Create More Effective Content

Marketing Action

What do you think of when you think of Google Analytics? But Analytics also holds a treasure trove of data and insights into how you can create better content. There are a dozen ways to slice and dice the data in your Google Analytics account to come up with killer content ideas. Everything I’ll cover here is for Analytics newbies. Analytics will ask you to try again.

10 of the Best Web Analytics Guides and Tips of 2013

Webbiquity

Find the answers to those questions and many more here in ten of the best posts and articles about web analytics from the past year. downloadable custom Google Analytics reports by iMedia Connection. Know Your Social Traffic With These 3 Google Analytics Powerviews by Search Engine People. ” How to Filter Bot Traffic From Your Google Analytics by LunaMetrics.

B2B Marketing Trends for 2016

Embrace new technology: tools like predictive analytics and "marketing stacks" hold great promise but need to be better utilized. B2B Marketing Trends for 2016 28 Embrace New Technology Use Data to Plan Ahead, Not Just Assess Past Activities Thirty percent of B2B marketers use data analytics to evaluate prior. leaders expected to use predictive analytics in the next year, B2B.

5 Ways to Uncover Powerful Website Analytics

Modern B2B Marketing

Author: Jamie Lewis If you’re not tracking your website analytics, it’s time to step it up. Contrary to more traditional marketing channels, your website and web analytics are direct, specific, and measurable. So what exactly is website analytics? Website analytics tools typically only help you answer the “ What ”: What are the top 10 pages visited?

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