Cliff Allen on Marketing

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Using Marketing Analytics in Strategic Marketing Planning

Cliff Allen on Marketing

Most companies have an abundance of data about their customers that goes unused, such as: Web analytics data on how visitors perform on your Web site. Tags: Strategic Marketing Plan Web Analytics A good marketing strategy is based on good data. Industry and market data. When your industry is growing, your company is probably growing, too. Macro economic trends. Customer behavior data.

Are You an Analytics Leader?

Cliff Allen on Marketing

No matter how much you use marketing analytics, you could probably be doing more. Mila D'Antonio at Think Customers: The 1to1 Blog reports that Garther, the consulting and analyst firm, says that many of the largest companies will miss opportunities because of under funding their analytical processes: Gartner reports that through 2012 more than 35 percent of the top 5,000 global companies will fail to make insightful decisions about significant changes in their business markets due to under investment in the information infrastructure and business user tools.

Are You an Analytics Leader?

Cliff Allen on Marketing

No matter how much you use marketing analytics, you could probably be doing more. Mila D'Antonio at Think Customers: The 1to1 Blog reports that Garther, the consulting and analyst firm, says that many of the largest companies will miss opportunities because of under funding their analytical processes: Gartner reports that through 2012 more than 35 percent of the top 5,000 global companies will fail to make insightful decisions about significant changes in their business markets due to under investment in the information infrastructure and business user tools.

Survey Says: Google Analytics

Cliff Allen on Marketing

Have you wondered which Web analytics products are most popular? I was, so the August survey on my main Web site asked marketers which Web analytics product they use. Google Analytics was, of course, the most used product (69%) because it's hard to compete with "free." So, it appears that Google Analytics has captured about two-thirds of the Web analytics market. Most participants answered the question while viewing an article on a marketing topic unrelated to Web analytics. Tags: Web analytics

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.

Survey Says: Google Analytics

Cliff Allen on Marketing

Have you wondered which Web analytics products are most popular? I was, so the August survey on my main Web site asked marketers which Web analytics product they use. Google Analytics was, of course, the most used product (69%) because it's hard to compete with "free." So, it appears that Google Analytics has captured about two-thirds of the Web analytics market. Most participants answered the question while viewing an article on a marketing topic unrelated to Web analytics.

Segmenting Your Market with Web Analytics

Cliff Allen on Marketing

And, the use of Web analytics tools, such as Google Analytics, is making segmentation more specific and more valuable. I've written a feature article that covers the use as Web analytics tools in combination with traditional market segmentation techniques. Take a look at Segmenting Your Market with Web Analytics Market segmentation is a key technique in targeting marketing messages - and maximizing ROI.

Segmenting Your Market with Web Analytics

Cliff Allen on Marketing

And, the use of Web analytics tools, such as Google Analytics, is making segmentation more specific and more valuable. I've written a feature article that covers the use as Web analytics tools in combination with traditional market segmentation techniques. Take a look at Segmenting Your Market with Web Analytics. Tags: Marketing ROI Web analytics Market segmentation is a key technique in targeting marketing messages - and maximizing ROI.

Web Analytics and Customer Behavior

Cliff Allen on Marketing

One of the challenges of using Web analytics techniques to improve a site's performance is that Web analytics can only measure what's there - not what's missing. In working with two new clients I found that the most of their key indicators in Google Analytics were fine, but revenue was below their potential. This is a piece of the marketing puzzle that no Web analytics system could measure. Both sites needed to make adjustments that put their Web sites on the path that consumers normally follow when making purchases.

Why Marketers Must be Better

Cliff Allen on Marketing

The second is to share analytical methods that can improve the effectiveness of our marketing decisions. Strategic Marketing for Growing Companies Why Marketers Must be Better By Cliff Allen on April 10, 2007 4:08 PM | No Comments | No TrackBacks A lot has been written about increasing the ROI of various marketing activities. My objective here is two-fold.

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9 Marketing Trends for 2009

Cliff Allen on Marketing

Marketing Trend #5: Increased use of analytics tools (e.g., Google Analytics) to spot ways to improve ROI. While the economy in 2009 looks challenging for most companies, the outlook of marketing executives is rather bright and upbeat. Deborah Kania and her team at Brightworks Interactive have just released results of their survey of marketing executives' plans for 2009. The survey covered both B-to-B and B-to-C companies, as well as a mix of large, medium, and small businesses, so the survey results represent a good cross-section of marketers.

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.

9 Marketing Trends for 2009

Cliff Allen on Marketing

Marketing Trend #5: Increased use of analytics tools (e.g., Google Analytics) to spot ways to improve ROI. While the economy in 2009 looks challenging for most companies, the outlook of marketing executives is rather bright and upbeat. Deborah Kania and her team at Brightworks Interactive have just released results of their survey of marketing executives' plans for 2009. The survey covered both B-to-B and B-to-C companies, as well as a mix of large, medium, and small businesses, so the survey results represent a good cross-section of marketers.

From Attention to Action, its Conversions that Count

Cliff Allen on Marketing

Web analytics consultants frequently talk about using the conversion funnel to measure the last few steps of going through the shopping cart payment process. The process of converting interested Web visitors into a paying customers is a path of several steps, and it's up to us to guide prospective customers along that path. However, there are additional steps in the purchase process where the conversion funnel tool can be used. For many years marketers have used various models to describe the changes that occur as a prospect becomes more likely to buy a product.

Ads Producing An ROI Are Bought, Not Sold

Cliff Allen on Marketing

For example, it has become possible to connect Google AdWords placements to shopping cart sales results -- with the ROI for each ad tabulated in Google Analytics (or another Web analytics system). Seth Godin talks about how difficult it is to sell advertising -- especially advertising in media that are not trackable and cannot demonstrate an ROI. My first career was in radio and TV -- two of the most un-trackable media there are. I did what I could to fix this problem with our reach-and-frequency software, but their problem is too big for most advertisers to deal with.

A new beginning again

Cliff Allen on Marketing

No TrackBacks TrackBack URL: [link] Leave a comment Categories Marketing ROI (18) Social Media Marketing (2) Strategic Marketing Plan (2) Web Analytics (5) Monthly Archives May 2009 (2) April 2009 (1) March 2009 (3) February 2009 (1) January 2009 (1) December 2008 (1) September 2008 (1) May 2008 (2) January 2008 (2) December 2007 (1) October 2007 (1) September 2007 (2) August 2007 (2) July 2007 (1) May 2007 (1) April 2007 (5) About Cliff Allen Subscribe in a readerlet the conversations begin.

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.

Customer Tracking

Cliff Allen on Marketing

All customer tracking techniques take work to capture data, consolidate it into customer profiles, and apply sound analytical techniques. The key to determining the ROI of individual marketing campaigns is tracking customer behavior in response to those marketing activities. Ideally, you want to track every customer at every touchpoint so you can determine the response to each marketing activity -- ads, mailings, etc. Companies that sell directly to customers have the best opportunity to track their customers' behavior. So how do we measure those exposures?

Cash Flow is Profit

Cliff Allen on Marketing

Categories : Marketing ROI No TrackBacks TrackBack URL: [link] Leave a comment Categories Marketing ROI (18) Social Media Marketing (2) Strategic Marketing Plan (2) Web Analytics (5) Monthly Archives May 2009 (2) April 2009 (1) March 2009 (3) February 2009 (1) January 2009 (1) December 2008 (1) September 2008 (1) May 2008 (2) January 2008 (2) December 2007 (1) October 2007 (1) September 2007 (2) August 2007 (2) July 2007 (1) May 2007 (1) April 2007 (5) About Cliff Allen Subscribe in a readerSome people who talk about increasing marketing ROI are referring to increasing sales revenue.

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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.

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.

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.

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.

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.

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).

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

Marketing Optimization Toolkit: The Science behind Marketing Analytics

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

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?

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.

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.

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 […].

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?

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.

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-.

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

Budget 111

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.

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.