How good is your marketing dashboard at tracking the results and impact of your marketing programs on your company’s bottom line? In a National Association of Advertisers study published last week on MarketingCharts.com 64% senior marketers identified accountability as one of their top three concerns. It’s been our experience that too many marketers go wrong in not thinking through what activities deserve tracking and which are just providing noise. How to build a better marketing [...]
Archive for Marketing Analytics
Using link tracking to improve your marketing campaigns
There are a variety of analytical tools to measure how visitors interact digitally with your business. Google Analytics will measure site traffic and activity. Marketing automation tools like HubSpot can track individual visitor engagement on the site and highlight your best business opportunities. However, once you’re beyond mastering some of the initial features of website analytics, it’s time to dig deeper by measuring the campaigns that drove visitors to your site. Link tracking will help you [...]
Tracking the financial performance measures of your marketing campaigns
Most marketers are good at measuring opens and clicks of their campaigns. Not enough marketers are tracking the financial performance measures that are the real purpose of their marketing. What is the outcome you’re trying to deliver? Chances are it’s something your CEO cares greatly about – revenue. CEOs care about revenue generation and so should marketers. Tools to track financial performance measures of your marketing campaigns Web Analytics tools Most people only use tools [...]
Improving your campaign efficiency with metrics marketing
The integral part of every business is attracting potential customers to the businesses’ product/service offers in a marketing campaign. Large companies can easily spend millions of dollars reaching out to an audience to build awareness, hoping that a thin margin will take interest. However, this type of overreaching campaign is very complicated and nearly impossible to determine conversion rates. Instead, taking a more focused metrics marketing approach is actually more effective because it uses statistics [...]
How to check website traffic of your site & monitor its performance
Great, so you’ve launched a new website to help your business grow. You might be curious to check website traffic to know how people access, where they’re coming from and and what actions they’re taking on the site. An easy way to track and check website traffic of your site While this information may seem difficult to find, it really isn’t secret. In fact it’s easy to discover with the help of web analytics. Surprisingly, [...]
Small business lead generation, how to jumpstart your business
Everyone has heard of Brand X. They’re the other guy. And how about Acme, made famous by Wile E. Coyote’s endless pursuit of the ultrafast Roadrunner (beep, beep!). OK, that last one may be in a cartoon, but it’s a very well branded one. Sometimes it seems like big companies have all the advantages. How can you help your company rise to that level of prominence in today’s speedy marketplace to boost small business lead [...]
Answering what is ROI with Analytics
There are so many exciting new developments in marketing today from digital to social to inbound. However, if you can’t answer the what is ROI of Marketing question, you will quickly find yourself on the wrong side of senior management. There was a great article this week in Campaign Asia-Pacific that talked about challenges facing marketing professionals. It wasn’t technology, or trends in social media. The top challenge was an inability to come to grips [...]
A trend in marketing, ROI Marketing
Over the past few years we’ve seen an explosion of “new” marketing terms. Using Google’s Insights for Search tool shows some interesting trends. Did you realize that social media marketing and digital marketing really only started to impact the public conscience in mid-2008? That’s around the same time that interactive marketing and search marketing started to fade from our search lexicon. What about the term ROI marketing, how much time are you spending focusing on [...]
A checklist for email testing
Social media may be getting most of the attention at the moment, but don’t forget email still plays a big role in any marketing program. How you setup, manage and go about your email testing can have a big impact on the success of your overall marketing program. A checklist of what you should consider for your email testing Audience segmentation Test different portions of your audience. I’ve always been a fan of Recency/Frequency testing [...]
What is ROI and how should you use it to measure marketing results
What is ROI? According to Entrepreneur Magazine “Return on investment, or ROI, is the most common profitability ratio. Return on investment isn’t necessarily the same as profit. ROI deals with the money you invest in the company and the return you realize on that money based on the net profit of the business.” So what is ROI for marketing? It involves measuring the cost of the campaign and the return you get as a result. What [...]
Top 10 Marketing Analytics Definitions : What are they? | Part 1.
I’ve always been a believer in measuring things that matter and marketing analytics definitions that can impact the business. It’s easy to be distracted and try to look at everything. The simple truth is the only things you should be actively monitoring are those that can help you make decisions to improve your results. It might be interesting that you have visitors from 57 countries on your website, but if you only sell your product [...]
What is ROI in marketing
The question all marketers hear is what is ROI in marketing. Specifically, what is the Return-On-Investment of the programs they are running, or proposing their company start running? Here’s a not-so-secret from the corner office. The senior managers in your company really don’t care about likes, click throughs, page views or any of the measurements we typically talk about with our marketing colleagues. When they ask for ROI, they are looking for a way to [...]
Fear of testing is killing your strategic marketing approach
Companies spend countless hours developing a strategic marketing plan to launch a new product or enter a new market. When it comes time to go live too many don’t build testing into their campaigns. Why not? If there’s one thing I’ve learned over my 15 plus years in marketing it’s that testing is the only way to achieve sustainable success. Even when you have something that has worked for years, times change, environments change, and tastes [...]
Using web analytics to improve sales
So your goal this year is to increase sales. To achieve your goal, you need more customers interested in how you can solve their problem. You also need to convert more of these inquiries into leads that your sales team can close. Before you initiate new marketing campaigns, take stock of what’s happening on your website today. Using web analytics to measure traffic to your website and engagement of your visitors with it’s content will [...]
Competitive analysis based on customers first, competitors second
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. Think about the average buyer today. Whether you’re a B2C or B2B marketer, the challenge is [...]
Marketing campaign, if you don’t measure it, it’s just a hobby
I heard this line from a colleague of mine and it couldn’t be more true. I find it strange, teams will spend weeks working on a new email marketing campaign. They will agonize over developing a great strategy, with a high impact message, stunning creative and a beautiful landing page. They’ll go though rounds of revisions to get it just right. Then the marketing campaign launches, and too many will think the job is done. [...]