Best-in-Class Marketers Prove They Create Value


Over the years, the study has revealed that ‘A’ marketers exhibit a number of differences from their colleagues–they are better at alignment, accountability, analytics, automation, assessment, and alliances.

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Four Models Every Marketer Should Master


But as the need to add analytics and science to our work continues to increase, models have become one of the primary vehicles every marketer needs to know how to develop and leverage. We know–models can be intimidating. If you’ve already dived into the deep end on models, congratulations. On the other hand, if you’re just dipping your toe into the water, have no fear, because while there may be a bit of a current, it is time to venture forth.

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Five Proven Practices for Customer Experience Mapping


Customer Centricity Marketing Strategy CEO CMO customer centricity customer experience mapping marketing accountability marketing alignment marketing analytics marketing data marketing measurement marketing plan marketing strategy Customers are the most important part of any business, and keeping them happy should be at the top of your list of priorities. If your organization is among those that have created customer experience maps, kudos to you and your team!

Customer Conversations: Identifying & Measuring Your Marketing Campaign Goals


Once you establish the performance target, you can anticipate what data you will need to measure the program’s performance, how you will plan to capture and manage that data, and what analytics you will apply to the data.

Free Benchmarking–Does Your Marketing Measure Up?


The focus of the survey is Marketing Alignment, Accountability, Analytics, Operations, and Performance Management capabilities. Uncategorized Best Practices CEO CFO COO marketing accountability marketing alignment marketing analytics marketing data marketing management marketing measurement marketing operations Marketing Performance marketing performance management marketing performance measurement measuring marketing

Customer Conversations: Identifying Revenue Opportunities Using Customer Analytics


After listening a bit more I asked, “What customer analytics could your leadership team use right now that would help close some of the revenue gap, and at the same time demonstrate your team’s value?” ” Analytics Marketing Data Marketing Strategy

3 Attributes to Extend Your CMO Longevity


They also tend think more like business-people who are able to provide strategic direction and use data and analytics to make fact-based decisions. . As 2013 winds down and we prepare to enter 2014, there are bound to be a few changes in the CMO line up. You say, that’s not news, CMO tenure is always a bit tenuous. But actually, that is less true today than ever.

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Craft a Killer Sales Playbook


Alignment Marketing and Sales Alignment C-Suite CEO CFO CMO COO customer buying journey Customer Insight Marketing marketing accountability marketing alignment marketing analytics marketing and sales alignment Marketing and Sales Pipeline marketing data marketing strategy sales Sales Strategy The Sales Playbook, Defined.

Just Add Data: Some Assembly Required


Uncategorized marketing alignment marketing analytics marketing dashboard marketing data marketing measurement marketing metrics Many companies tell us that they are creating a marketing dashboard to improve visibility and alignment. As a key element of performance management, a marketing dashboard also serves as an important vehicle for assessing marketing’s contribution.

Customer Conversations: The Value of Adding Data & Analytical Skills


Jamie, the VP of Marketing at one of our manufacturing companies, in a recent conversation expressed excitement about securing someone from the finance group to support marketing data and analytics. “It

Translate Data into Business Value with These Four Tips


As Tom Davenport and DJ Patil note in a Harvard Business Review article, “If the information most critical to your business resides in forms other than rows and columns of numbers, or if answering your biggest question would involve a “mashup” of several analytical efforts, you’ve got a big data opportunity,” hence the rise of the data scientist as one of the “Sexiest Jobs of the 21st Century.”

Tales from the Toolbox


They include everything from platforms and tools, to support Campaign Management, Digital and Online marketing, Social Media platforms, Marketing Analytics, workflow, Performance Management, and reporting. Are you feeling a bit like a kid in a candy store when you consider all of the available marketing technologies? Marketing technology has been evolving at a rapid pace, and with so many choices, it’s easy to be overwhelmed.

Think “Outside-In” to Improve Your Marketing Strategy


Uncategorized marketing analytics marketing data Marketing Performance marketing plan marketing strategy Marketing Value As you are finalizing your plans for 2014, it is an excellent time to revisit your approach to strategy. Strategy is about defining and setting the long-term direction for your organization. Marketing as one of the primary external-facing entities (sales is another) within an organization plays a central role in strategy development and execution. .

Measuring Influencer Marketing


Marketing Measurement Marketing Strategy CMO Influencer Marketing marketing analytics marketing data marketing measurement marketing metrics marketing strategy Many marketing organizations today have an influencer marketing strategy. The purpose of this strategy is to help with customer acquisition (number and/or rate) and rate of product adoption.

Make Marketing Count in 2012


If you are like many organizations you’ve invested in web analytics tools, marketing campaign management systems, and sales force automation. Improve your marketing organizations data, analytics, and measurement skills. The team may now have web and marketing automation tools that provide instant insight into campaigns activity but they won’t take you far if you don’t have the data and analytical, analytical and measurement skills.

Peace of Mind as a Key Dimension for Measuring Customer Experience


Uncategorized CMO Customer Insight marketing analytics marketing data marketing measurement marketing performance management marketing performance measurement marketing plan marketing research marketing strategy All of us are customers, and as such, we all have buying experiences (good and bad) that shape our opinion of the company from which we are buying.

More Data Does NOT Equal Better Insights


visualization presents analytical results visually so we can more easily see what’s relevant . Uncategorized Analytics Big Data data marketing analytics marketing data Marketing Insight marketing metrics We’re drowning in data. We generate it from our own activity or research; we collect and capture tons more from external sources.

Measuring Social Marketing ROI


Both variables will require measurement and analytical capabilities. And once you have the information, you will need analytical capabilities — another missing link. The Alterian study also revealed that many marketers still have limited analytical competency in general; about 39% of the 1500 respondents are using ad-hoc tools to measure social media conversations. Are you investing more in social marketing this year?

Loyalty vs. Retention Measurement


Uncategorized Customer Insight marketing analytics marketing data marketing measurement marketing metrics marketing plan marketing strategy strategic marketing strategic planning Companies who want to retain or expand their relationships with existing customers are finding that measuring and modeling customer loyalty is very valuable. We were recently asked “Do you need to measure loyalty if you are measuring retention-aren’t they the same thing?”

Transitioning from Service Provider to Value Generator


Some of your first efforts might include, but shouldn’t be limited to, product and process efforts, gaining insight into the needs of well-defined segments, harnessing data and analytics to accelerate efforts within existing markets or to create new markets, and reconfiguring company and/or industry value chains. Are you one of those superhero marketing organizations?

How to Measure the Two Dimensions that Have the Greatest Impact on Improving Brand Equity


Alignment Analytics Marketing Accountability Marketing Effectiveness Marketing Measurement marketing metrics marketing ROI measuring marketing Recently we’ve been asked about measuring brand equity. This metric is increasingly important given the brand impact of social media, word of mouth, social networks, etc. As are result, we turned to some of the pioneers in the brand measurement space to provide a foundation for how to measure brand equity in a customer-driven environment.

Embracing Cross-Channel Analytics to Create a Competitive Advantage


There has been more discussion about cross-channel analytics as more organizations leverage both digital and traditional vehicles in their communication mix. The emergence of Yahoo Web Analytics, Adobe’s acquisition of Omniture (recall that Omniture acquired Visual Sciences, WebSideStory, Offermatica, Instadia, and TouchClarity), and Google’s continued push into the enterprise all signal an increased emphasis on multichannel data analysis.

Plunging into the World of Cross-Channel Analytics


Organizations deploying using cross-channel analytics to understand the impact of each channel on customer behavior are trying to understand what’s really working and how to enrich customers’ experiences. What does it take to do cross channel analytics? We’re going to need skills, tools and models that go beyond web-analytics. Therefore, cross-channel analytics requires path to conversion analysis and cross-channel synergy analysis.

Performance Management For Marketers


Performance management focuses on optimizing individual or group performance in order to achieve the organization’s key initiatives and objectives – and it includes the metrics and the data, measurement, alignment and analytical processes, methodologies, capabilities and systems needed to manage the performance of an organization. Marketing Management Marketing Performance alignment Analytics management Marketing methods performance performance management VisionEdge Marketing

Creating a Strategy Roadmap for Marketing Operations


For this step you will want to review existing processes, data, metrics, analytics, plans and strategies and marketing operations best practices in preparation for the roadmap development. Not long ago few B2B companies had a marketing operations function. Today, this function is becoming an important facet of the marketing organization.

4 Steps to Improve the Value of Marketing


Marketing Accountability Marketing Effectiveness accountability agility Analytics Automation customer centricity marketing operations marketing planning Metrics performance management Pipeline Ted Levitt, author of The Marketing Imagination, writes, “The role of marketing is to create and keep customers.” ” A marketing plan is a valuable instrument in helping Marketing plot a course of action for how it will go about creating and keeping customers.

Do You Have What It Takes to Earn an A?


And measurement typically takes data and analytics capabilities, such as processes, systems, and skills. But if you’re aiming for an A for implementing initiatives that enable your company to achieve its objectives then alignment and accountability and what they entail in terms of data, analytics, metrics and the corresponding systems, processes and skills need to be at the top of your list.

Six Ways to Engineer A Customer-Buying Pipeline


Best-in-Class Marketing organizations embrace performance analytics, invest in training and technology, and streamline their processes in order to shrink lead turn-around time and response to customers. We all understand the need for Marketing to positively and directly impact the sales cycle and win ratio. This is still an area of challenge for many marketers.

How to Set Up a Killer Google Analytics Dashboard


Once you know how to create a custom Analytics dashboard, your reporting can be automated, shared, and customized for any individual's favorite metrics. AdWords Reports & Analytics SEO analytics data and analytics google analytics google analytics dashboard

The 29 Best Web Analytics Tools


Yet as pointed out on Marketing Charts , “What’s interesting to see is that CMOs don’t seem to be pursuing what’s being touted as the solution to the ROI struggle: marketing analytics.” ” Analytics tools can ultimately help measure ROI. 1) Google Analytics.

Seven Expert Google Analytics Guides


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.

Adapting To The NEW Consumer With Better Analytics

grow - Practical Marketing Solutions

In my last post for {grow}, I wrote about three goals and KPIs needed for social media analytics but was surprised when digital friend Hessie Jones , Chief Strategy Officer at, reached out to tell me that I may be living in the past. By Brooke B.

The Top 5 YouTube Analytics Every Marketer Should Know


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?

A Structured Approach to Demand Generation Analytics


One analytics vendor after another is selling you on their ability to analyze and make sense of “any” data. So what is the key to better demand generation analytics? We must take a different approach — a structured approach — to demand generation analytics.

The Top 10 Free Content Analytics Tools


Analytics tools are key to today’s marketing success, and of all the choices out there, 10 stand above the rest as particularly useful for content strategists. Google Analytics. Each time a goal is completed, Google logs the conversion in your analytics report.

The Only Analytics That Matter Are Your Own


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?

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 funne

Best Practices for Revenue Ops: Data & Analytics


As outlined in the ebook, The Rise of Revenue Ops , there are four key pillars to revenue ops: Management & Strategy, Process Optimization, Technology & Project Management, and Data & Analytics. What does Data & Analytics mean through the lens of B2B ops?

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.

4 Actionable Insights from Google Search Console Search Analytics Reports

KoMarketing Associates

Enter Google Search Console’s Search Analytics Report. Per Google webmaster’s help references , the Search Analytics Report shows how often a website appears in Google search results, which can be filtered and grouped by categories such as query, page, date, or device.

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