The Point

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Deloitte CMO Survey: Analytics Holding Marketers Back?

The Point

Marketers plan to increase spending on analytics by more than 300% over the next 3 years in order to, according to Deloitte, “improve customer experience.” Big Data, Predictive Analytics , and now Artificial Intelligence (AI) are all data-driven disciplines that dominate the blogosphere and drive huge investments in marketing technology.

CMO 218
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What’s the Big Deal About Predictive Analytics? A Conversation with Brian Kardon

The Point

(HS) Brian, I was at Dreamforce in San Francisco earlier this month and it seemed like every other exhibitor was trumpeting “analytics”. Even Salesforce announced their own Analytics cloud. Why do you think analytics is suddenly such a hot topic? (BK) BK) Several factors have come together to bring analytics to life.

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The Dangerous Allure of World-Class Marketing

The Point

I presented recently to a client’s partner network on the topic of marketing analytics, and felt compelled to moderate the ambition of attendees by advising them that, for most B2B organizations, consistently and accurately tracking marketing-attributed revenue and ROI is difficult, and complex, and something few achieve.

Class 243
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Video Tech Company Leverages SEM to Drive Enterprise Leads

The Point

Often we’re pinpointing areas that haven’t even been considered, particularly in areas like landing page optimization and offer strategy.”. JW Player is a company with global reach, but the SEM campaign was launched initially in the US, Canada, and UK in order to achieve a level of optimization before expanding to other countries.

SEM 222
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Integrating Social Leads into the Demand Generation Funnel

The Point

Our advanced analytics suite even goes into granular detail, such as the network, post and exact message which generated the clicks and conversions. Beyond the ability to optimize social media strategy, this allows marketers to confidently demonstrate the value of any given social activity on the company’s bottom line.

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Origami Logic Scores Gold with “Brand Olympics” Campaign

The Point

Origami Logic is a marketing analytics company and a global leader in marketing performance measurement. As the leader in cross-channel marketing measurement and optimization, Origami Logic saw an opportunity to showcase the power of their solution to measure the impact and success of these global marketing campaigns.

Microsite 100
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Email Critique: Adobe Webcast Invite Keeps It Simple

The Point

Use of optimization copy means even on a smartphone the reader will see the primary selling message. Using numbers in the headline, as in: “5 analytics best practices” sets the expectation that there’s something specific and tangible to gain from listening to the recording. Here’s what I like: 1. Introduce the call to action earlier.

Webcast 100