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How to Choose the Right Predictive Analytics Tool for Account-Based Marketing

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Predictive analytics is the process of mining large data sets to identify trends and patterns that help companies understand their target audiences and identify risks and opportunities. Benefits of Using Predictive Analytics. According to a 2015 report from Forrester Research, 83 percent of companies who tried using predictive analytics for insights had positive outcomes.

Google Analytics- Calculated Metrics for Lead Generation Websites

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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

How to deploy content properly within your account-based marketing program

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Data and analytics. The potential synergy between account-based marketing programs and content marketing offers enough potential to make any informed, savvy marketer excited, but many find the details of implementation a hurdle too high to overcome. To successfully and consistently deploy content within your account-based marketing program, we advise you to take the following steps.

Converting B2B Leads Through Social Content: 3 Keys to Success

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At the very least, you’ll want to know which platforms your website traffic is coming from, but placing UTM (Urchin Tracking Monitor) codes on your links and tracking them through Google Analytics can be an affordable way to measure how well each social campaign is performing. Content Marketing Strategy Social Media Social Selling content strategy Google Analytics lead generation

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.

Custom Reports: Measuring Lead Generation Conversions with Google Analytics

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Google Analytics, Conversions, and Marketing Measurement. Google Analytics is an amazing tool that can track all types of data related to website usage; from visitor metrics to content metrics and conversion metrics.  By analyzing the data properly and gathering insights, you can make strategic decisions on your marketing strategy, content strategy, and conversion strategy.  Visits.

An Overview of Google Analytics Goals & Conversion Metrics

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There’s sometimes some confusion with regard to conversions and goals, and how they relate to each other, especially when determining campaign success or failure.  If you’re running a pay-per-click campaign, you measure conversions.  It you’re monitoring Google analytics, you’re measuring goals.  Google analytics measures website activity, with the goal to track visitor behavior. 

A CMO’s Guide to Conversion Metrics with Google Adwords

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They can’t be tracked as conversion goals with Google Analytics.  At NuSpark, we usually add calls from ad conversions to our Google Analytics reporting. Google AdWords continues to expand and improve conversion tracking metrics, and without a full understanding of the data provided, your firm may not be optimized with regard to generating efficient quality leads and sales.  End Game.

Measuring Content with the New Google Analytics

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Measuring Content with the New Google Analytics. There’s a new version of Google Analytics just released, and am starting to become familiar with the new functionality. Analytics ContentGoogle’s updates are: A completely redesigned, faster interface. Multiple dashboards—build a custom dashboard for each department. Event Goals!

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.

Generating Leads from a Facebook Fan/Business Page Engagement Strategy

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Any URLs should be tagged with analytics UTM codes so that specific links can be tracked.  Facebook’s own Insights, and Google Analytics.  I’ll go over detailed measurement approaches in a future post.  For Google Analytics, you certainly want to track referrals from Facebook, track the engagement on your website, and track the conversion rates.  Understand EdgeRank. 

A Social Media Measurement Dashboard; One Approach

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There are so many social media tools, platforms, and analytics hubs (many we use); so I wrote this to put in perspective my view on social media analytics and how I combine the various metrics into a measurement dashboard that makes sense to all parties as discussed above.  Twenty Feet is an example of a social media analytics platform we use that captures this data. REACH.

How The Beatles’ Songs Optimize B2B Marketing Strategies

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Many of the Beatles songs do have lessons for B2B marketers especially when it comes to content marketing, inbound/outbound marketing, and analytics. All website and marketing activity should be tracked via Google Analytics or a more robust analytics tools.  The Beatles Give B2B Marketers Important Lead Generation and Content Marketing Optimization Lessons. Act Naturally.

Social Media Metrics & Analytics; Measuring Success

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While these social media engagement metrics are being tracked, you of course need to measure social media traffic to your website or blog via Google Analytics or a similar platform.  All of these metrics and more, with examples and Google Analytics detail, can be downloaded for free from our social media analytics page. Analytics Social MediaTwitter.  . Facebook.  .

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.

Remarketing Advertising Strategies with Google Analytics

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Now, you can add remarketing options by using Google Analytics data.    . It’s important to know that remarketing won’t work until each tactic has at least 100 users or cookies sent.   For more details on remarketing with Google Analytics, click here. Increase Conversions with New Remarketing Options. Here are some examples of what you can do now:  . Keyword Remarketing.  Mobile.

Online Display & Social Media, Branding & Attribution- Affects on Conversions

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Assuming you have Google Analytics, attribution modeling is one of the key differences between the free Google Analytics, and the premium version of Google Analytics. Other analytics tools include some attribution modeling functionality as well. Google’s premium analytics allows 5 models of attribution. Analytics Marketing Strategy Media PlanningRebook?

Online Display & Social Media, Branding & Attribution- Affects on Conversions

NuSpark

Assuming you have Google Analytics, attribution modeling is one of the key differences between the free Google Analytics, and the premium version of Google Analytics. Other analytics tools include some attribution modeling functionality as well. Google’s premium analytics allows 5 models of attribution. Analytics Marketing Strategy Media PlanningRebook?

17 Ways to Promote Your White Paper for Lead Generation

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To optimize your success, measure conversions by channel (URL tagging) via Google Analytics or a similar analytics tool. You’ve written, designed and produced a white paper. That was a lot of work. Now you can relax. Not so fast. You’re only half way there. Why did you write it? So people would download and read it. Sadly, it’s not going to do that if no one finds it. The good news?

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24 Favorite Inbound Marketing & Digital Media Buying Tools That Don’t Include Google

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For this post, I decided to avoid Google properties, because obviously Google Adwords and Google Analytics would be at the top of the list. Acquisio has robust automated bid management tools, and does include integrations with Google Analytics, Trade Desk (for display), and Doubleclick. found this free and useful social media analytics tool to measure some social media KPIs like conversation rate, amplification rate, and applause rate. Analytics. Skyglue takes Google Analytics to the next level. Need a radio station in Miami?- look it up.  Paid Search. AdRoll.

18 Ways to Promote Your White Paper for Lead Generation

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Keep the form fields to a minimum, focus on key benefits audiences will get from downloading (explain why your audience will want to read it), and measure conversions by channel (URL tagging) via Google Analytics or a similar analytics tool.  . Related Posts: Permission Marketing Drives White Paper Relevance Public Relations Remarketing Advertising Strategies with Google Analytics.

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A Tour of Online Display Advertising; DSP, DMP, RTB, Ad Exchanges

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The low CTR of banner ads should never be the only measure of online display effectiveness.  By using analytics tools, you can measure reach, frequency, attribution, and affect on conversions.  Ever wonder how a banner ad finds you? Nowadays, exposure to banner ads continues to be rising.  Here’s an amazing chart detailing the major players in online display advertising.    . SUMMARY.  .

Matching the Offer with Buyer Mindset: The Website Dilemma

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Analytics Can Help. Alternatively, you can use Google Analytics > Audience > User Flow to observe the visitor paths. Google Analytics’ User Flow diagram can help you visualize buyer stages for page visitors. Google Analytics’ User Flow can also give you clues to an offer’s performance on a page. As you can imagine, the exchange doesn’t go well.

17 Lead Generation- Demand Generation 2015 New Year’s Resolutions

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Major categories for me are content marketing, marketing automation, SEO, paid search, analytics, online display (programmatic and retargeting), mobile, conversion optimization, social media marketing, and social selling.  It’s exciting; and also a challenge to balance the continued learning with client work, staying healthy, and raising a child as a single father. This year look for one on Marketing Analytics and an update on social media lead generation. have an RSS reader with 150 or so blogs to stay up to speed on the ever changing world of demand and lead generation.

Online Display Advertising, Targeting, and Capturing Leads

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Then, when tracking results via Google Analytics or similar, review not just the last interaction conversions, but how display contributes to conversions from other channels (multi-channel funnel reports).  . A Look at Online Display Advertising for Lead Generation. The role of online display can be huge if executed properly and tracked accordingly. Many I have used myself for clients.

A Brief Guide to Increasing Website Conversions with Video

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Finally, measure the video plays.  We have been using Google Analytics event tracking to measure client videos.  I recently stumbled upon a new analytics tool, Wistia , that provides video hosting, video SEO, video measurement, and other video optimization services.   We can measure who plays a video, how long they watch, and where they stop, without worrying about coding.  .

A Social Media Measurement Dashboard; One Approach

NuSpark

There are so many social media tools, platforms, and analytics hubs (many we use); so I wrote this to put in perspective my view on social media analytics and how I combine the various metrics into a measurement dashboard that makes sense to all parties as discussed above.  The metrics I gather are based on our favorite analytics tools, but other tools and platforms include may include some of them also.  . Twenty Feet is an example of a social media analytics platform we use that captures this data. YouTube Analytics is the source for much YouTube metric data.

Get Real with your Search Engine Optimization; Practical Advice to Drive Traffic

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Use tools and analytics to determine the traffic and the competition, and then be smart about the selection.  That’s my goal with clients.  It’s why you always have to track and optimize your efforts, think about what keywords you are optimized for, and what keywords you SHOULD be optimized for. It’s time to get real with this task, but not over-think it. Examples: Query type:  Research.

LinkedIn and Twitter Advertising and Marketing Options; A Primer

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Here’s an example of a Promoted Trend: Analytics. Twitter advertisers get their own analytics to monitor their promoted accounts and promoted tweets so performance can be measured. Utilize Google’s URL builder to tag URLs within analytics for more granular measurement. LinkedIn. I’m not going to discuss self-serve pay-per-click ads, as they are self-explanatory. Location.

How To Develop Keyword Lists for Adwords and Pay-Per-Click Campaigns

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Your organic keywords obtained from your analytics program. Coming up with really good long-tail keywords for your SEO or pay-per-click campaigns can sometimes be daunting if you don’t understand how buyers use Google, what buying cycle they are in, and how your content or offers align with those search terms people use to look for what you do. Google’s keyword research tool. Awareness. 

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Targeting B2B Companies with Online Display and Social Media Advertising

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Like all ad campaigns, they need to be tagged for analytics, measured, optimized, and have clear conversion goals in mind.  As always, must test. .  . The keys to effective banner advertising campaigns are targeting, message, and efficient pricing models. . Therefore, this is my third and final post in this series on display advertising targeting opportunities. Really. . LINKEDIN. FACEBOOK.

B2B Online Video Marketing; Planning to Execution Best Practices for Lead Generation

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Analytics, hosting, and feature add-ons:  Viewbix , Wistia , to name two I like. Measure: Event tracking with Google Analytics; YouTube analytics, Tagged links on channels of distribution,  click rates, video views, social media shares and comments, Leads generated, ROI reporting.  .  A B2B Video Marketing Strategy Overview. Name a memorable ad in the past.  Why Video. Summary.

The B2B Lead Generation-Demand Generation Book “Hall of Fame”

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The book covers design, usability, and analytics on your site to increase your buyer-to-visitor ratio, whether you’re involved with marketing or designing a large ecommerce site, or managing a modest online operation. . Web Analytics and ROI Measurement. Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity. Brian Halligan, Dharmesh Shah.

Focus Roundtable Recap: Optimizing Landing Page Conversion Rates

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Measuring conversions and what to look for in your analytics. I recently hosted a fantastic roundtable discussion on Focus.com on the topic of Increasing Landing Page Conversion Rates. Among the topics discussed: Linking prospects to a landing page, microsite, or website, and which direction makes sense. How to implement A/B tests and what factors to consider.

How to Set Up a Promoted Tweet Campaign Targeting Keywords

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With any marketing campaign, any tweet links should be tagged for analytics, and be able to measure conversions, cost-per-conversion, and ROI.  Twitter recently launched a keyword targeting option for Twitter Ads.  It’s like Google AdWords-like targeting for Twitter.  I always thought it would make sense for Twitter to implement a keyword sponsorship options for advertisers. Retail.  .

The Many Roles of an SEO Professional; What an SEO Tactician Does

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We’ll show you website analytics reports, and make recommendations on website behavior. What is a search engine optimization tactician. So here is a summary of the attributes of today’s search engine optimization tactician (at least attributes I need to have!):   We are Technical Analysts. We are Content Strategists. That being said, we are proof-readers. We are Social Media Strategists.

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32 Resolutions to Prepare for Your 2012 B2B Lead Generation Program

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Test and measure your content using tools such as Google Analytics, social media insight analytic platforms, and URL tracking such as Bit.ly, and determine which kinds of content via which channels bring more traffic to your site, and engage most audiences. Everybody does list-format blog posts this time of year.  Thought I’d give it a shot as well, running through a master list of “resolutions” as preparation for improving your inbound marketing and lead generation strategies for 2012 and beyond.  Process: Set your lead generation campaign goals. Cost-per-lead.

Facebook Business Pages; Measuring What Matters for Success

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As stated, there are many fine Facebook analytics tools you can pay for, and they give many insights into your Facebook business page management.  Taken from Google analytics, you should always be monitoring website traffic from social media sources.  . How’s your Facebook business page doing? Ask that question 50 times, and I am sure you’ll get 50 unique answers.  The result? 

Is Your Website Working for Lead Generation and Inbound Marketing?

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Take a look at your analytics’ engagement measures.  Clues to the missing pages of the story can be found when looking at the content section of your analytics tool.  Below is what the navigation report looks like on Google Analytics. Study your analytics; review your website goals; review the website content.  I ask again; How is Your Website Doing? Measuring ROI?