Four ways to fix the social data disconnect
Social data doesn’t prove social success. And yet most marketers use engagement as their top social metric. Social data does offer vital...
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Measuring how offline marketing drives website traffic: The fundamentals
If you don’t measure the success of your effort, you’ll never know if it’s giving you a positive return. Fortunately, there are...
Assessing the impact of poor data on retail: The 1-10-100 rule
the holidays, and particularly the new year, our thoughts turn to how we can make improvements to our personal life — for example, clean...
Why brand marketers often win the battle but lose the war
“We officially launched our self serve AI for DBM TrueView a couple weeks ago . . . All of our clients are currently seeing a 50-70%...
Bounce rate: Important metric or junk data?
But it’s critical that marketing and analytics professionals start to examine one of the last vestiges of old-school analytics: reporting...
Deck the halls with boughs of data
losses in revenue and iconic real estate, their shoppers are leaving behind the shopping sprees of Christmas past in favor of the...
State of the art methods for measuring mobile and digital marketing
As someone who’s grown up in the world of digital marketing, I’ve kept my eye on the evolution of mobile and digital metrics and how they...
The Google Analytics Social channel is broken: Here’s how to fix it
In some cases, that’s also its biggest nightmare. Why? Because in some cases, the presets in Google Analytics don’t show you what you...
How to avoid the “Agency Measurement Paradox” and win client confidence
The ongoing drumbeat to prove ROI has led many agencies to start using attribution models to measure digital, but the outputs from...
3 ways to leverage location this holiday season
holiday season ramps up into its glorious full frenzy, marketers are hoping the early forecasts for strong spending come true. In fact,...
A Google Attribution (and Attribution 360) readiness checklist
To help address this challenge, we turn to attribution tools and technologies, which leverage vast data sets and methodologies that allow...
Lead the charge to use data in every stage of your design process
But the alternative is to simply be a follower. If you’ve been working to change the way your organization does advertising and...
Throw a party with your advertising data
In this article, we’ll compare advertising audiences to the different groups of people you could invite and show you how to use this...
The age of analytics democratization
For the greater part of the modern era, data in organizations has only been readily available to two privileged groups: executives who...
Retailers: Here are the building blocks for winning the digital shelf
Every company that sells online goes through several stages of thought to answer this question. On the data side, perhaps they initially...
Measuring social traffic effectiveness when conversion is not the goal
In many cases, your content and landing pages that get social traffic have a clear success metric: conversion. You want to know if...
4 deceptive Google Analytics metrics that fool retail marketers
For retailers, popular KPIs include Conversion Rate, Average Order Value and Customer Lifetime Value. KPIs only make up a tiny percentage...
Identifying top analytics talent in a competitive environment
digital marketing analytics field is finding quality talent. Much of what we do day-to-day still isn’t taught in universities. Standards...
Two social media attribution models to use instead of single-touch
Have you been looking for the best way to measure the effectiveness of each of your social media channels? Do you want to learn how you...
Demand generation’s next frontier: 3 ways to tap into social to get more leads
I can’t be the only CMO focusing on and prioritizing the measurement of the real bottom line of all marketing team activities: demand...
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