Experts examine how to better measure and optimize marketing initiatives, including testing what matters, improving conversion rates, and assessing quantitative and qualitative data.


12 Add-Ons When Setting Up Google Analytics

Jun 25, 2015 - Google Analytics is useful, and it's free, but getting the most out of this tool can be enhanced with the following tips. Comments

How to Staff an Analytics Team

meeting-brainstorm Jun 23, 2015 - Since the demand for analytics professionals outweighs the supply, this columnists outlines which roles are best kept in-house and which ones you should outsource. Comments

The Data Conundrum

the-data-conundrum-thumb Jun 18, 2015 - The real world of data in advertising is complex and varied - is it available, not available or does it need to be generated in a customized way? Comments

One Metric is All You Need

metric-a-b Jun 15, 2015 - Data algorithms should be focused on that one metric you need most - the "golden metric" - which also happens to be the one metric complex analytics often leave out. Comments

Convergence Analytics Battle Brand Blind Spots on Social Media

Convergence analytics Jun 1, 2015 - Because of limitations within text-based monitoring and analytics platforms, convergence analytics are able to eliminate blind spots more quickly. Comments

"Digital is Destroying Everything" and Why I Wrote It

robots Jun 1, 2015 - Despite the self-admittedly clickbait title, this columnist's new book is about the things that digital innovations has eclipsed, many of which were on the verge of collapse. Comments

New Google AdWords Products and Partnerships Focus on App Attribution

Google AdWords Logo May 28, 2015 - During its annual I/O Conference, Google announced new offerings and mobile partnerships to improve segmentation, attribution and promotion within apps. Comments

Apple Is The World's Most Valuable Brand [Study]

Silver Apple logo May 27, 2015 - Having grown 67 percent from last year, Apple overtook Google for the top spot in WPP's annual ranking of the top 100 global brands, demonstrating technology's strong growth. Comments

Civil Rights: Turning Data into Action

shutterstock-172200767 May 18, 2015 - Smartphones and social media have made everyone aware of recent police brutality, but it's still happening. This illustrates the disconnect between data and action. Comments

A Brief Intro To CLV (And Why You Should Measure It)

happy-email-subscribers May 15, 2015 - Customer lifetime value (CLV) is one of the most misunderstood or ignored concepts in marketing. But if given careful thought, it's a concept that will totally transform customer perception and sales. Comments

Data and Analytics Make Way For "Customer-to-Business" Marketing

customerfirst-ibm-hanes-markandspencer May 14, 2015 - Brands are leveraging data and more sophisticated analytics to do C2B marketing, a term referring to marketing plans driven by customers' established likes and behaviors. Comments

What the Traditional Marketing Funnel Doesn’t Tell You!

Funnel May 6, 2015 - An updated marketing funnel can give marketers a leg up for last-minute Mother's Day promotions. Comments

Fairfax v. Telstra: Metadata Ruling Adds Confusion to Australia's Privacy Laws

gavelandscales May 5, 2015 - An Australian journalist has won the right to obtain his metadata from telco provider Telstra, creating an increasingly murky definition of what constitutes private information. Comments

Can and Should Convergence Be 'Uberized'?

Uber ride request May 4, 2015 - As technology advances, more and more things in our daily lives will be just a push-button order away. Should the convergence of data and intelligence services be one of them? Comments

Lessons From a Recent Analysis

data-numbers-analysis-man May 1, 2015 - A recent client analysis taught columnist David Sprinkle that marketers must trust the data, not necessarily their instincts! Comments

5 Steps to Content Optimization

content Apr 20, 2015 - These five steps, which range from defining your drivers to measuring success, will help you optimize your content marketing. Comments

Increase the Persuasive Momentum of Your Conversion Funnels

Funnel Apr 17, 2015 - Creating persuasive momentum means you can align your customers' goals with your brand's own goals, therefore moving them further down the conversion funnel. Comments

How Effective Is Your Content Strategy?

social-content-template Apr 16, 2015 - In order to measure the effectiveness of your content strategy, you must first clearly define the objectives and then link the objectives to metrics. Comments

Foursquare Unveils Pinpoint for Location-Based Ad Targeting

foursquarelogo Apr 14, 2015 - Foursquare is monetizing its location-based data with the introduction of Pinpoint. The new ad-targeting product will work across Web and mobile. Comments

Why You Should Use Analytics to Discover & Optimize Your Best Archival Content

archive-content Apr 9, 2015 - Real-time content can certainly be valuable, but there's a place for archival content in your marketing strategy as well. Comments

Small Bets Deliver Big Wins in Optimizing the Customer Experience

Customer Apr 8, 2015 - New technologies are allowing marketers to adopt a more experimental mindset when it comes to collecting, analyzing, and acting on their users' data. Comments

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