ViewPoint
MARCH 19, 2018
“But why,” she asked, “do I need to master deep digital analytics? She needs a bigger picture of the marketing return on investment, which is only available by looking deeply into the digital analytics. Of course, marketing analytics is not new and neither is digital analytics. It wasn’t an easy conversation.
ViewPoint
FEBRUARY 9, 2012
In this three-part series, the first article on marketing analytics looked at predictive targeting best practices, and the second article cited two sales lead generation programs to show how these processes actually drive improved results. It takes about 1.6 It takes about 1.6 You can’t have one without the other!
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ViewPoint
MARCH 6, 2014
Social media marketing is now precariously ensconced as a more-or-less mainstream marketing channel. After all, content is the “fuel” that drives the social media engine, right? But things can get murky when marketers are asked to rate social media in terms of contributing to business goals.
ViewPoint
JULY 14, 2015
Tactically this can be easier to do within functional groups (inside sales, paid media, etc.). Predictive Analytics, At Last. Chad Burmeister always has an interesting perspective: 2015 is the year of predictive analytics, finally. But what if the message is wrong? What if the target audience is wrong?
ViewPoint
APRIL 2, 2013
Among the capabilities Weber Shandwick will market via MediaCo are native advertising and digital media buying. Weber Shandwick is creating a new unit to capitalize on content marketing --a channel which advertisers have been increasingly interested in investing. From #SXSW: Charting the Road Ahead for B2B Marketing.
ViewPoint
DECEMBER 8, 2011
“Metrics such as clickthroughs, conversions, ReTweets, Likes, etc… are more easily measured on social media than similar metrics for more traditional media, plus measurement and analytics platforms have improved significantly (and continue to).” As I chimed in on a Focus Q&A recently.
ViewPoint
FEBRUARY 2, 2011
Social media = Lots of room for improvement. A mere 12% of business executives say their companies are using social media effectively, according to a recent study by Harvard Business Review Analytic Services. Social media is like baseball, says Brian Watkins, Social Media Manager of Adobe. Why is that?
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