Archive for the ‘Analytics’ Category

Navigating the Complexity of SEO: Some Simple Tips

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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The Proof is in the Metrics: If You’re Using the Right Ones!

Thursday, September 7th, 2017

marketing analyticsToday, 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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Social Media Metrics: Are You Focused on the Right Data?

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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Mastering Data Analytics in a Data-Rich Marketing World

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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Are You Creating, or Removing, Barriers for People to Buy Your Product/Service?

Tuesday, May 10th, 2016

Sometimes I think the most simple thing that we can do as businesspeople and marketers is to “put ourselves in the shoes” – literally – of our prospects and customers. Are we making it easy to buy? Or are we setting up unintentional barriers, however “slight,” that may interfere with – or obliterate – the purchasing process? (more…)

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Methods of Measurement: Don’t Cop Out When It Comes to Measuring Communication Impact

Tuesday, March 1st, 2016

It’s hard to imagine which position would be worse: the small business owner agonizing about the wisdom of spending money on a new marketing campaign with seemingly vague and uncertain results, or the marketing manager struggling to find a way to demonstrate the financial value of her efforts to her boss. Marketing has traditionally been notorious as an expense for which the ROI is hard to measure. And according to a McKinsey & Company study on marketing measurement, (more…)

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Misconceptions about Social Media Data

Tuesday, October 20th, 2015

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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Using Google Analytics to Track Social Media Strategies 

Thursday, October 15th, 2015

It’s hard for marketers to escape the call to take full advantage of social media in their marketing efforts. The conventional wisdom is that it’s foolish to not utilize free or low-cost platforms like Facebook, LinkedIn and YouTube, which hold the potential to reach huge and targeted audiences; and, while some sites require payment for premium offerings, most are free for the basic service. (For an overview of ten popular tools, see (more…)

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Managing the Noise on Twitter 

Tuesday, September 29th, 2015

When Twitter first hit the social media scene, it seemed implausible or even inconceivable to many that 140 characters could provide any real value to social media marketing efforts, yet this application has emerged as one of the giants in the field. So popular, in fact, that it’s a daunting task to keep track of all of the activity on Twitter. There’s almost too much information. Some organizations (more…)

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How Do You Monitor Your Business Performance?

Tuesday, July 28th, 2015

by Linda Pophal

One of the most important elements of successfully implementing a strategic plan of any size (whether a business plan, an annual company plan, a marketing plan, etc.) is establishing benchmarks or objectives that are specific and quantifiable and that will be tracked throughout the planning period. The use of dashboards is a great way to visually—and simply—convey information on how the organization is doing. (more…)

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