Assessing event marketing impact over time

by Shade Wilson

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

How to track consumer engagement through visual analytics

by Shade Wilson

Using Visual Analytics: Part Two

 

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Topics: Marketing Analytics

Using visual analytics to spotlight brand awareness online

by Shade Wilson

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

3 questions to give your marketing dashboard greater impact

by Shade Wilson

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

Competitive analysis based on customers first, competitors second

by Shade Wilson

So you've been asked to undertake a competitive analysis project. Easy enough—look up every company that is classified with the same SIC code as your brand. 

Job done, right?

Maybe, but with such a narrow approach in your market research you could be missing a lot of information that will have a big impact on your company's success.

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Topics: Marketing Analytics

Three new marketing myths that need to die

by Shade Wilson

 

Over the last few years, marketing has evolved at an amazing pace. We have new tools and techniques that improve our ability to connect with consumers in more authentic and impactful ways. Along with these changes, new marketing myths have sprung up among some of the overly enthusiastic that are missing the mark.

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Topics: Marketing Analytics

3 problems that marketing cannot solve

by Dionne Kumpe

Problems-Marketing-Cannot-Solve

Marketing plays an important role in helping companies achieve business goals. It drives awareness of your brand and gives buyers a compelling reason to prefer and purchase your product or service. 

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Topics: Marketing Analytics, Marketing Strategies

Effective marketing strategies – How to know when they’re working

by Shade Wilson

Marketers have a seemingly unending supply of ways to go to market. From the proliferation of traditional, digital and social channels, to dual screens and ever-increasing ways to target and segment your audience with big data, our choices are endless.

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Topics: Marketing Analytics

Best way to calculate ROI – a guide to marketing channel attribution

by Shade Wilson

You’ve launched your new campaign and everyone loves it. They think the quality of the blog articles is great; you’re generating new leads and getting high-fives around the office. Congratulations, it’s nice to feel like a hero. That is until you get the inevitable request from your CEO: “I need you to cut your budget by 20% for next year”.

Ok, you’re a team player. You’re willing to find a way to make it work. But what should you cut, what programs can you afford to stop and still deliver results for your company?

A need for measurement

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Topics: Marketing Analytics