How To Guides: Marketing Analytics

Four ways to fix the social data disconnect

For the last 15 years, we’ve been using social data wrong. We think that because social marketing programs create lots of social data these two things — social programs and social data — should fit together. But they don’t. Social data doesn’t prove social success. And yet most marketers use engagement as their top social …

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Measuring how offline marketing drives website traffic: The fundamentals

You may still favor “old school” methods to get the word out about your website. But how do you track this offline marketing? If you don’t measure the success of your effort, you’ll never know if it’s giving you a positive return. Fortunately, there are cloud-based solutions to help you with that. In this article, …

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Assessing the impact of poor data on retail: The 1-10-100 rule

As we approach the holidays, and particularly the new year, our thoughts turn to how we can make improvements to our personal life — for example, clean living with better food and more exercise. But how many of us are planning to make improvements to our business? Maybe we should be thinking about our New …

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Deck the halls with boughs of data 

Gone are the days of enticing shoppers with festive windows and door-busting sales. As brick-and-mortar retailers continue to suffer from losses in revenue and iconic real estate, their shoppers are leaving behind the shopping sprees of Christmas past in favor of the internet’s infinite aisles and endless sales. Fueled by advancements in mobile commerce, and lured by lower and lower prices as competition between large retailers and digital marketplaces intensifies, …

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How to avoid the “Agency Measurement Paradox” and win client confidence

For decades now, marketing executives have demanded better analytics and data to judge both the performance of their campaigns and their agency partners. Agencies are listening — but are they doing the right things? The ongoing drumbeat to prove ROI has led many agencies to start using attribution models to measure digital, but the outputs …

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