This seems like a rather elementary topic when it comes to analytics and measurement, but the truth is it still comes up. Often. And it’s commonly a misunderstood metric.
What is the value of a Facebook like? A Twitter mention? A repinned image on Pinterest? These are the existential social media questions of our time, and ones that all marketers are struggling to answer. Over the past decade, social media has changed the way many people think about marketing and communications. Now entering maturity, […]
This is part three of our digital marketing predictions for 2016 series. As we expect to see with content marketing and automation, 2016 will be the year that the field of analytics truly grows up and earns a seat at more than one proverbial table. Analytics and business intelligence will mesh with everything from marketing and […]
When we asked our discipline leaders to make predictions for 2016, an interesting trend emerged: all predicted that 2016 would be the year their particular areas of focus would grow up. That’s not totally surprising considering we focus our initiatives around areas of marketing or influence groups that are emerging, such as marketing automation or […]
Far too frequently companies fail to see the enormous asset they have available in their own data. A study by Adobe revealed that companies that take a data-driven approach to marketing had a conversion rate that was almost 10 times higher than less data-driven companies. The opportunity to use your site’s data for making data-driven […]
It is no secret that LinkedIn is a powerful tool for B2B social marketing. In fact, according to the Content Marketing Institute, 94% of B2B marketers use LinkedIn to distribute content and believe it is the most effective of any social marketing platform. This belief is not unfounded; the 2015 B2B Buyers Survey Report revealed […]
According to Wikipedia, web analytics is the measurement, collection, analysis and reporting of web data for the purposes of understanding and optimizing web usage. Data collected by W3Techs shows that Google Analytics is used on more than 51 percent of all websites. Many sites are using it. But marketers assume that the data they need […]
Get real. That was my takeaway from a day at Content Marketing World 2015 spent with dozens of communicators who work in higher education. Authenticity was the buzzword. It’s the glue that bonds people to brands. There was great dialogue about how colleges and universities can connect with their target audiences, and there are many […]
Most business functions – product design, manufacturing, finance – have long used data-driven methods to continuously improve operations. But that level of quantified analysis has been elusive for marketers and communicators.
If you haven’t been to Content Marketing World, or one of the other conferences with a focus on content, you may not realize just how many technology solutions have emerged to help brands and their agencies plan, produce, distribute and measure content.