Channel: Analytics & Conversion

Using technology to plan an effective people-based audience activation strategy

Analytics & Marketing Column, Channel: Analytics & Conversion /

As the marketing world has grown increasingly “digital-first,” data has become more pervasive, and as it surges in scale, marketers find it more difficult to ascertain its value. One would think that with more data, understanding value would be much easier; however, many know this isn’t true. When your audiences range from first-party CRM data […]

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Here are 6 ways to build a customer-centric and data-driven culture

Analytics & Marketing Column, Channel: Analytics & Conversion /

As every marketer today knows, the ability to collect, analyze and act on available data is increasingly vital to any brand’s success. Companies at all levels of data maturity are investing in data analytics and marketing methods to personalize and improve customer experiences at scale and in real time. And yet, transforming brand and product

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Taking a page from politics: Local campaigns at scale

Analytics & Marketing Column, Channel: Analytics & Conversion /

Over the past two decades, the race for audiences propelled a shift away from local. Mainstream national news trumped local, national chain stores pushed out local shops and national advertising campaigns became the default over local. But this trend is changing. Now more than ever, local communities are thriving. The desire to connect with people,

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Back to Basics: How every marketer can tame the analytics beast

Analytics & Marketing Column, Channel: Analytics & Conversion /

For most marketers, analytics exists in a magic Pandora’s box, encompassing everything from CPCs to CTRs, from algorithms to artificial intelligence, from machine learning to quantum computing — with a bit of blockchain sprinkled in for good measure. Buzzwords aside, the barriers to incorporating analytics into your life aren’t as high as analytics behemoths may

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Confirm the integrity of your data

Analytics & Marketing Column, Channel: Analytics & Conversion /

Never before has there been a greater need for a reliable, holistic marketing measurement tool. In a world of fractured media and consumer interest, intense competitive pressure, and lightening-speed product innovation, the sheer volume of data that must be analyzed and the decisions that must be made demand a more evolved approach to attribution and

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4 simple ways small businesses can use data to build better customer relationships

Analytics & Marketing Column, Channel: Analytics & Conversion /

In a world where customers are bombarded across every possible channel with brand messages, targeting is more important than ever before. Small businesses need to be able to make their campaigns feel relevant and personal in order to keep up, but the processes involved – collecting, organizing and interpreting customer data to make it actionable

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What does online lead generation look like in 2019?

Analytics & Marketing Column, Channel: Analytics & Conversion /

If you ignore the noise and trends that arise each year (and the predictions, so many predictions), the simple truth is that most marketing activities are fundamentally focused on gaining and keeping additional customers. For many businesses, particularly in B2B, this means increasing the quantity and quality of your leads. At HubSpot (my employer), this

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Where is Google Attribution? – Marketing Land

A-Post to MarTech Today, Analytics, attribution, Channel: Analytics & Conversion, Google, Google: AdWords, Google: Analytics /

In May 2017, Google announced the launch of a free version of Google Attribution. In October of that year, it said the tool had rolled out to “hundreds more” advertisers. But now, more than a year and a half later, it has stayed under the radar and has yet to fully roll out. It’s not

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What is identity resolution? – Marketing Land

A-From MTT, Channel: Analytics & Conversion, Channel: Martech: Analytics & Data, marketing automation, Marketing Tools, Retargeting & Remarketing /

Identity resolution tools take simple analytics a step further by tying online behavior to a consumer’s unique identity, giving marketers the information they need to zero in on their target consumers with highly personalized, tailored offers that, in turn, lead to higher ROI. Identity resolution has become increasingly important for marketers as people move across

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