Paul Gillin

JANUARY 25, 2012

I recently spoke to Mark Schmulen, general manager of social media at the small-business-focused e-mail service provider Constant Contact about how to go beyond the Facebook wall and make the social network a practical and measurable small business marketing platform. Tip #5: Measure. Use every channel you have.”

Small Business Marketing 50

Small Business Marketing Facebook Tips A/B testing 50

Paul Gillin

OCTOBER 11, 2012

It’s easy to measure the response to content you post. It generates longer links, but they’re compatible with Google Analytics. You can specify up to five answer choices and choose how long the poll runs. Try mixing it up; instead of posting a question, occasionally formulate the topic as a survey. Use Trackable Links.

Linkedin 50

Linkedin Webinar Metrics Tips Webcast 50

Paul Gillin

JUNE 24, 2010

They measure like crazy, but they rarely translate the benefits of engagement into hard dollar figures. After all, the Internet is the most measurable medium ever invented. The VP of marketing communications at SAP was recently asked by B-to-B magazine how she is measuring ROI on marketing efforts.

ROI 50

ROI Paid Content Social Marketing Webcast 50

Paul Gillin

JANUARY 16, 2012

It’s like Moneyball: analytics + baseball = new game.” We need deep analytics around everything in the organization. Noting that 30% of customers abandon Web pages within five seconds, he highlights the close-to-real-time analytics built on top of a scalable social network. “This is rethinking.

Enterprise Management 50

Enterprise Management Work Management Social Networks Ideal Customer Profiles 50