Assessing event marketing impact over time

by Shade Wilson

Dec 28, 2016 3:22:44 PM

Using Visual Analytics: Part Three

 

This post is the third in our series on using visual analytics. In our first article, we covered how to measure brand awareness behaviorally using organic search impressions and clicks to your website from brand and services phrases. Our second article discussed measuring consumer engagement when the purchase occurs through another channel.

In this article, I wanted to tackle the challenge of measuring the performance of marketing activity when a purchase may not occur for several months.

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Topics: Marketing Analytics

Building consumer demand – steps to effective new product introduction

by Shade Wilson

Dec 15, 2016 10:57:18 AM

Bringing a new product to market is complex. You work through the product/market fit, a feature set, operational concerns and many other issues in the hope that your launch will be a success.

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Topics: Marketing Strategies

How to track consumer engagement through visual analytics

by Shade Wilson

Dec 1, 2016 4:47:32 PM

Using Visual Analytics: Part Two

 

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Topics: Marketing Analytics

The power of strategic messaging for delivering superior results

by Shade Wilson

Nov 10, 2016 8:14:45 AM

 

The importance of a carefully crafted message cannot be underestimated in its power to deliver effective marketing.

When many people think about conversion optimization, the first thing that comes to mind are the functional elements like the call-to-action or placement and sizes of buttons, images and forms. However, no amount of a/b testing of the placement of these components will deliver the results if the overall message is not impactful and compelling.

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Topics: Marketing Strategies

Using visual analytics to spotlight brand awareness online

by Shade Wilson

Oct 19, 2016 8:00:00 AM

According to a survey conducted by the MIT Sloan Management Review, 58 percent of marketers felt increasing pressure from their senior management to use analytics to make better decisions about their programs.

Yet, many marketers are typically grading their teams and programs on the volume of activity rather than the quality of outcome. If they are measuring performance, they are doing it primarily in silos around execution channels rather than holistically around buyers and their journey. In fact, in a study conducted by Econsultancy and Adobe, nearly three-quarters of respondents reported not having a solid data-driven marketing strategy in place.

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Topics: Marketing Analytics

Powerful marketing presentations tell a story

by Dionne Kumpe

Oct 5, 2016 3:42:03 PM


Twenty slides into a 100-slide marketing presentation, the VP you’ve been waiting weeks to meet with starts checking his phone and a few slides later announces, “I’ve got another meeting that starts in 15 minutes. How much more do you have to cover?”

 

Awesome.

All eyes are on you. Do you reschedule or skip to the end? Instead, you call an audible and cherry-pick the handful of slides that are critical to the conversation. Relying more on your voice than your visuals, this forced focus has just made you a better presenter.

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Topics: Brand & Message

How to evaluate the value of your marketing partners

by Dionne Kumpe

Sep 21, 2016 9:14:09 AM

 

Engaging marketing partners to help shape the success of your brand is an investment in your business. Talent and expertise come at a cost, and that cost should carry a return. So how do you know if the time, energy and money that you’re investing in your partners are worth it?

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Topics: Marketing Strategies

The sales pipeline questions your SVP wishes you would ask

by Shade Wilson

Sep 8, 2016 5:29:17 PM

We all have our insider language and acronyms. Marketers will talk endlessly about things like SEO, UX, CTR, CPA, KPI and more. Sales counters with the need for BANT, PPVVC, GPCT, ABC and my personal favorite, MMC. But what are we really getting at?

Time to move beyond the typical marketing language and get right to the questions your Sales VP really wishes you would ask about the sales pipeline. 

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Topics: Lead Generation

3 questions to give your marketing dashboard greater impact

by Shade Wilson

Aug 24, 2016 8:00:00 AM

How good is your marketing dashboard at tracking the results and impact of your marketing programs on your company’s bottom line? In a study from Teradata nearly half of marketers reported significant pressure to be more data driven. Yet 87% considered data the most underutilized asset in their organization.

The challenge isn't having data; it's not thinking through what activities deserve tracking and which are just providing noise.

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Topics: Marketing Analytics

How to lead with less: marketing plans that work

by Dionne Kumpe

Aug 10, 2016 9:40:53 AM

 

 

Marketing budget cuts are never really a surprise. Along the way, there were signs. Missed sales goals. New data analysis and lead generation projects. Reactive decision-making. Unrest among the leadership team. Requests for spending updates. Calls to buckle down for now, whether now is the rest of the quarter or the year.

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Topics: Marketing Strategies