Archive for the ‘Analytics’ Category
Tuesday, August 13th, 2019
We’ve written before about the sales funnel—the process through which potential customers become aware of, engage with and, hopefully, ultimately become actual customers of your company. The first part of this funnel is typically referred to as “awareness.” This is the stage at which the market—as you’ve defined it—becomes aware of your product or service. They may never be interested in making a purchase or even learning more about you, but they are aware you exist and have entered this first section of your funnel.
At the heart of the sales process is the drive to move potential customers through the funnel from awareness to action—i.e., making a purchase. A lot of resources are put into measuring the losses at each stage of the funnel and figuring out the sources of that attrition and how to reduce it. Unfortunately, a lot of these resources may be wasted. (more…)
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Tags: data analysis, effective marketing, marekting metrics, marketing analytics, marketing strategy, measuring marketing effectiveness, target marketing
Posted in Analytics, Marketing and Branding, Marketing Measurement | No Comments »
Tuesday, August 6th, 2019
One of the persistent challenges for marketing departments is the ability to determine a reliable and justifiable return on investment for their marketing spend. One common reason given for this challenge is the difficulty in attributing revenue to specific marketing activities. But in an article for Forbes, Stephen Diorio argues that there is a need for improvement in how the money that is spent is categorized and tracked. (more…)
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Tags: marketing analysis, marketing evaluation, marketing metrics, measuring ROI
Posted in Advertising, Analytics, Marketing and Branding, Marketing Communication, Marketing Measurement | No Comments »
Thursday, October 18th, 2018
Marketers have a wide range of channels available to them in their efforts to reach potential customers. While some are general – i.e., TV commercials, billboards, radio ads – others are much more targeted and focused. Before the days of email, direct-mail marketing, in which a marketer mails marketing materials directly to a specifically identified group of recipients, was a great way to target likely customers, and it still is. But advances in technology mean that we can take this kind of marketing to the next level through email marketing. (more…)
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Tags: best practices in email marketing, content marketing, copywriting, digital marketing, direct mail marketing, Direct Marketing, email marketing
Posted in Analytics, Content Marketing, Direct Marketing, Internet Marketing, Marketing Communication | No Comments »
Monday, July 30th, 2018
A Harvard Business Review case study recently posed a provocative question: when should humans listen to algorithms vs. when should they trust their own experience and intuition? For this case study, the issue related to which of two employees to choose for a promotion. But, given the widespread applications for the use of big data and the power of predictive analytics, the question could be applied to any field or area of business practice—including content marketing.
When should content marketers listen to the algorithms instead of relying on their own instincts, which have been finely honed over time? (more…)
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Tags: AI, algorithms, analytics, artificial intelligence, content marketing, gut instinct, Harvard Business Review, machine learning, marketing expertise
Posted in Analytics, Content Marketing, Internet Marketing | No Comments »
Thursday, February 15th, 2018
Marketing has long been faced with a perception that its results are difficult to accurately measure. Consequently, many business leaders are skeptical of investing money into marketing efforts, because they aren’t convinced they can tie the dollars they put into marketing to their bottom line. When it comes to online marketing, in particular, a lot of metrics have been developed to help evaluate the effectiveness of marketing efforts in the absence of the ability to measure a concrete ROI.
But, not all metrics are created equal, and not all make sense. (more…)
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Tags: analytics, followers, Google Analytics, marketing metrics, measuring marketing effectiveness, metrics that matter, online engagement, shares, visits
Posted in Analytics, Content Marketing, Internet Marketing | No Comments »
Thursday, December 21st, 2017
Recently Entrepreneur writer Nina Zipkin covered a fascinating infographic put together by The Website Group, a U.K. – based digital marketing agency, Ahrefs, an SEO tool platform. The infographic looks at data collected and analyzed by Ahrefs based on two million random keywords. By looking at the top ten ranking pages for each of those keywords, they pulled together some great insights on how long it takes to get to that coveted top-ten spot. (more…)
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Tags: Adwords, Google algorithms, Google Analytics, Google search, Google+, keywords, long tail search, optimizing your website, search engine optimization, SEO, web site optimization, website optimization
Posted in Analytics, Internet Marketing, SEO | No Comments »
Tuesday, December 12th, 2017
Search Engine Optimization, or “SEO,” is a frequently used and important tool in online marketing. Yet to many it’s an unfamiliar and intimidating concept that they may naturally shy away from. Fear of the unknown is understandable, but SEO is something that can’t be ignored if you want your online efforts to pay off. And, it’s really not as complex as the terminology might suggest. (more…)
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Tags: Adwords, AhRefs, Google search, optimizing your site, search engine optimization, SEMRush, SEO, website traffic
Posted in Analytics, Content Marketing, Internet Marketing, SEO | No Comments »
Thursday, September 7th, 2017
Today, virtually every business has a webpage, sometimes multiple pages. Not to mention social media accounts. But, while getting your name and your brand online is a crucial first step for raising awareness and preference for what you have to offer, it’s just one piece of the marketing puzzle. To be truly effective, you need to develop a process and method of tracking how effective your online marketing actually is. (more…)
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Tags: analytics, data analysis, measuring marketing effectiveness, metrics, social media analytics, web site analytics, website analytics
Posted in Analytics, Content Marketing, Internet Marketing, Marketing and Branding, Social Media | No Comments »
Tuesday, July 25th, 2017
pen, magnifying glass and the working paper with a diagram
The modern marketing strategy just isn’t complete if it doesn’t include a social media element. As we’ve discussed in a previous blog post, tools like Google Analytics are great for tracking your social media activity and its impacts on your business. While we encourage social media marketers to read that blog and the background information linked within, it’s also important to discuss some of the misconceptions many businesses have about all the social media data they are collecting. Some might focus on information that isn’t particularly helpful, while others might be disregarding, or missing entirely, key metrics. (more…)
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Tags: analytics, Google Analytics, measuring social media, Social Media, social media management
Posted in Analytics, Internet Marketing, Social Media | No Comments »
Friday, March 24th, 2017
Big data is the concept of tapping into the massive amounts of data collected every day on millions and millions of people conducting countless transactions around the world. The idea is that there is so much data available, you can not only draw conclusions about the characteristics of a market, but also draw correlation between those characteristics and purchasing behavior, and also determine causation, and also predict what they will do next. Powerful stuff. (more…)
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Tags: big data, data analytics, Google Analytics, monitoring data
Posted in Analytics, Content Marketing, Internet Marketing, Marketing and Branding | No Comments »
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